4 signs of an underperforming agency

#123webinar | @webmarketing123

4 Signs of anUnderperforming AgencyTuesday, April 1st 20141PM ET/ 10AM PT


Mike TurnerDir. Business Dev

1. Who’s the presenter?

2. Can I ask questions?

3. Can I have a copy of the slides?

Tweet @webmarketing123 or use #123webinar.

Yes! Email [email protected].

#123webinar | @webmarketing123 3

Our agency builds cutting-edge digital demand gen strategies.

Search Engine Optimization

Website Redesign

Paid Search & Display

Content Creation

Top 500 Fastest Growing Private US Companies.


1 Is it Time to Dump Your Agency?Recognize the 4 Warning Signs

2 What Now?Build an Action Plan for Demand Gen Success

3 Live Site AnalysesGet a 2nd Opinion on Digital Marketing Strategy

On the Agenda


Marketing is more complex than ever!


Today’s marketers are under EXTREME pressure.

83%of marketers can’t track ROI from SEO. (source: Webmarketing123)

3,500+marketing messages seen per day.(source: Yankevich Consumer Research)

67%of the buyer’s journey now happens online.(source: SiriusDecisions)


At average retainers of $5K+ per month, that’s an expensive breakup.

It’s no wonder the average agency-client relationship lasts < 3 years.

Source: Search Engine Watch, “How Much Should You Spend on SEO Services”Source: Bedford Consulting Group, “Agency Relationship Sustainability”


KNOW HOW TO RECOGNIZE THE


1 AGENCY REPORTING IS IRREGULARAND LACKS INSIGHT.

Traffic and leads are still good…right?

Not good enough.

Ask yourself:

1) What should my reports actually measure?

2) What should my KPIs look like?

Your agency should strive to provide closed-

loop reporting on digital marketing ROI with a

multi-touch attribution tool.


Master closed loop reporting & AttributionJustify your Marketing investment by tying search to your CRM.


Marketing Campaigns Tied To ROI

$


2 YOUR AGENCY SOLD YOU A “STANDARD” SEO PACKAGE.

Sales CycleThen Sales CycleNow

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010

http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1


Are you on their radar, especially in the EARLY stages of the sales cycle?

Contacts sales rep directly

Clicking on Display Ads

Opens an Email

Direct Visit

Visits Company Facebook Page

That means nearly 2/3 of the customer journey is completed BEFORE they appear on your radar.

Shift in Purchasing Power


Other Marketing Channels Influence the Customer


3 YOU SORT OF KNOW WHAT YOUR AGENCY IS WORKING ON THIS WEEK.

Your agency should provide a transparent action plan & scorecard:

Creates a project timeline.

Assigns individual ownership of tasks.

Tracks progress on projected benchmarks.

What Should You Do About It?

Demand accountability.While perfection isn’t feasible, marketers

should expect their agencies to strive for

projected goals & benchmarks.


4 YOUR AGENCY DOES ONLY WHAT YOU TELL THEM TO DO.

What Should You Do About It?

Challenge your agency’s creativity. Don’t

settle for a campaign you could have made

yourself.

Expect your agency to proactively build a

strategy for you. That’s why you pay them.

It doesn’t have to be like this!





On the Agenda


So, you dumped your agency.

1

2

Move on with a simple, 2-step action plan.

Decide if you still need to outsource your digital marketing program.

Get a 2nd opinion on your digital marketing strategy.





On the Agenda


LIVE SITE ANALYSES



Get a second opinion on your Digital Strategy.

In a 30 minute consultation, learn: Uncover potential major issues Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results from SEO now

Email [email protected] or call 800.619.1570

Thanks!

Mike TurnerDirector of Business Development

mailto:[email protected]

4 signs of an underperforming agency

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