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#123webinar | @webmarketing123
4 Signs of an
Underperforming Agency
Tuesday, April 1st 2014
1PM ET/ 10AM PT
#123webinar | @webmarketing123
1. Who’s the presenter?
2. Can I ask questions?
3. Can I have a copy of the slides?
Tweet @...
#123webinar | @webmarketing123 3
Our agency builds cutting-edge
digital demand gen strategies.
Search Engine Optimization
...
#123webinar | @webmarketing123
1 Is it Time to Dump Your Agency?
Recognize the 4 Warning Signs
2 What Now?
Build an Action...
#123webinar | @webmarketing123
Marketing is more complex than ever!
#123webinar | @webmarketing123
Today’s marketers are under EXTREME
pressure.
83%
of marketers can’t
track ROI from SEO.
(s...
#123webinar | @webmarketing123
At average retainers
of $5K+ per month,
that’s an expensive
breakup.
It’s no wonder the ave...
#123webinar | @webmarketing123
KNOW HOW TO RECOGNIZE THE
#123webinar | @webmarketing123
1 AGENCY REPORTING IS IRREGULAR
AND LACKS INSIGHT.
Traffic and
leads are still
good…right?
#123webinar | @webmarketing123
Master closed loop reporting & Attribution
Justify your Marketing investment by tying searc...
#123webinar | @webmarketing123
Marketing Campaigns Tied To ROI
$
#123webinar | @webmarketing123
2 YOUR AGENCY SOLD YOU
A “STANDARD” SEO PACKAGE.
Sales Cycle Then Sales Cycle Now
Source: B...
#123webinar | @webmarketing123 13
Are you on their radar, especially in the EARLY stages of the
sales cycle?
Contacts
sale...
#123webinar | @webmarketing123
Other Marketing Channels Influence the Customer
#123webinar | @webmarketing123
3 YOU SORT OF KNOW WHAT YOUR
AGENCY IS WORKING ON THIS WEEK.
Your agency should provide
a t...
#123webinar | @webmarketing123
4 YOUR AGENCY DOES ONLY
WHAT YOU TELL THEM TO DO.
It doesn’t have
to be like this!
#123webinar | @webmarketing123
1 Is it Time to Dump Your Agency?
Recognize the 4 Warning Signs
2 What Now?
Build an Action...
#123webinar | @webmarketing123
So, you dumped your agency.
1
2
Move on with a simple, 2-step action plan.
Decide if you st...
#123webinar | @webmarketing123
1 Is it Time to Dump Your Agency?
Recognize the 4 Warning Signs
2 What Now?
Build an Action...
#123webinar | @webmarketing123
LIVE SITE ANALYSES
#123webinar | @webmarketing123#123webinar | @webmarketing123 21
Get a second opinion on your Digital Strategy.
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4 Signs of An Underperforming Agency

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  • Hello and welcome! Thanks for joining us this morning. Every marketing program could use a little spring cleaning, so today we’re tackling how to recognize the “4 Signs of an Underperforming Agency.”
  • We’re a digital marketing agency specializing in demand gen strategies that build sales pipelines and revenue for our clients. How exactly do we move the needle for our clients?We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies. It’s been working out well so far. We are an award winning agency with over 10 years of experience working with global Fortune 500 brands. [Next Slide]
  • Now, let’s dive into today’s agenda.First, we tackle the elephant in the room: Is it Time to Dump Your Digital Marketing Agency? Agencies are a dime a dozen and not to mention they are expensive, so it’s critical to make sure you’re with the right one.Then, if you do decide to cut the cord, what’s your action plan? Do you still need an agency? If you do, we’ll cover what to look for in shopping for a new one.Finally and most importantly, we’ll spend the last half of our webinar conducting live site analyses. We really want to make this beneficial and interactive for you, so please feel free to type your website domain and top 2 keywords you’d like to rank for in the chat box and we’ll go through as many as we can at the end.[Next Slide]
  • Today’s marketer looks more like this. [Next Slide]
  • Nowadays, it’s tough to be a marketer. Marketers are under extreme pressure to prove the value of marketing in terms of cold hard cash. Gone is the Don Draper era of mastering a brilliant creative and calling it a day.The prevalence of search has caused a major shift in the sales funnel. 67% of the buyer’s journey now happens online. This is what we call the challenge of the hidden sales cycle. The new B2B buyer’s journey is an increasingly digital experience as the multi-device, ‘always on’ prospect heavily relies on online research to inform their path to purchase. We all know digital is still a huge opportunity for marketers, with Google alone receiving 100 billion searches a month, but it’s becoming increasingly difficult to stand out in such a highly saturated market. In fact, the average prospect sees more than 3,500 marketing messages per day. Not to mention, the rapid proliferation of new platforms and ad formats, have made it extremely difficult to keep up with digital marketing tech. It’s no wonder 83% of marketers are still unable to track clear ROI from search.[Next]
  • As rising advertising budgets and the round the clock expectation of real-time marketing have created a high-pressure scenario for today’s marketers, it’s no wonder the average agency-client relationship lasts less than 3 years. And, guess what? Art average agency retainers of $2K - $5K per month, that’s an expensive breakup. [Next Slide]
  • That’s why, for the sake of your hard earned marketing budget, it’s incredibly important to know how to recognize the 4 Signs of an Underperforming Agency.[Next Slide]
  • The first and maybe the most significant warning sign: Your Agency’s Reporting is Irregular and Lacks Insights.If your current agency does not deliver consistent reporting, cut your losses and start shopping now. As the most basic necessity of reporting requirements, your agency should at least havereliable, timely updates on lock. Whether it be weekly, monthly, or quarterly reports, youshould be able to depend on your agency team to deliver a regular status check-in at the agreed upon frequency. Second, ask yourself: What do your agency reports actually measure? What do your KPIs look like? If you answered “lead volume”, “traffic”, or “SEO keywords in the top 10”, those metrics offer little more than fluff. Yes, they can be a solid leading indicator to success, but your agency should be able to confidently tie a dollar amount to their digital marketing efforts. Your agency should provide closed-loop reporting on digital marketing ROI with a multi-touch attribution model. If it’s the first time you’ve heard of this, now’s the time to start asking questions. Attribution is essentially giving credit where credit is due. Applied to digital marketing, attribution means giving each influencing channel partial credit for playing a role in a prospect’s path to purchase.POLL: Do you have a multi-touch attribution reporting system in place?[Next Slide]
  • Second, tie SEO directly to ROI with close loop reporting. If you don’t already, make sure you have an attribution model in place to track all touches on the path to purchase to revenue. Here’s an example of how our model works.So many clients asked us for help in understanding the ROI of Search Marketing, that we decided to build our own tool to track and measure the revenue impact of organic and paid search. [explain how it works]… The set-up is straightforward. A tracking tag needs to be added to all ads, landing pages, and your website, to capture all the customer touch points. Our tool makes the most relevant search data – the key touch - appear in your CRM, linking specific search terms with leads, opportunities and deals so you can put a value on the whole pipeline associated with a search theme, or just closed deals. Any report your CRM can produce can now provide this essential and missing insight about the business impact of your search marketing. [Next slide]
  • Choose your key performance indicators based on your ultimate campaign goals. Ultimately, you should judge contentsuccess by measuring how much REVENUE leads brought in through your content marketing efforts and how it’s affecting your your bottom line.This first set of metrics is a good start in evaluating contentperformance, but they’re not enough to fully evaluate ROI.Marketers need take it one step further by tying content efforts to (1) Qualified leads, (2) Sales pipeline opportunity dollars, and/or (3) closed won revenue in your CRM.Key Takeaway: To measure which campaigns generate the most REVENUE, not just leads, you need to set up your CRM to track closed deals back to the influencing campaign. [Next Slide]
  • Warning Sign #2: You agency sold you a “standard SEO package. Every brand is unique, so how could a standard, SEO solution work for any brand? Answer: It can’t. SEO cannot work in a silo. Again, as the new buyer’s journey is an increasingly digital experience the lines between what was once known as paid, earned, and owned media, continue to blur. A modern digital marketing agency should offer you an integrated digital marketing plan, custom built to tackle the new, non-linear sales cycle tailor for your brand’s unique audience.So tactically what does that mean? [Next Slide]
  • This means nearly 2/3 of the customer journey is completed before they’re even on your radar. This is why it’s now more important than ever to be present EARLY in the game. Walk through example customer buyer journey actions.
  • Third, “You Sorta, Kinda Know What Your Agency is Working on this Week.”If you have only a general idea of what your agency is working on this week, that’s a red flag. At the start of your relationship, your agency should have provided a crystal clear campaign action plan that serves three essential functions: 1. Creates a project timeline. 2. Assigns individual ownership of tasks. 3. Tracks standard KPIs and projected benchmarks on a campaign scorecard. The action plan outlines a clear path to success and highlights progress on the best leading indicators to revenue. In our sample, green indicates your agency team has met or exceeded goals, while red signals a miss for the month.If your scorecard hits the red for several months, your agency should be forthright in explaining the issue and provide a follow up action plan to address the problem. If you’re not provided a similar action plan each month, you may want to ask your agency team about this oversight immediately. What should do about it? Demand accountability. While perfection isn’t feasible, marketers should expect their agencies to strive for projected goals & benchmarks. [Next Slide]
  • #4 – Your Agency Does Only What You Tell Them To Do.Initially this sounds like a good thing, but here’s why it’s not: Your agency should be creative, proactive, and willing to go the extra mile sans your micromanagement. After all the benefits of outsourcing are freeing up internal bandwidth and supplementinginternal talent with external expertise. If your agency merely executes your digital strategy, but does not own the responsibility of creating it, the value of your investment has already diminished. 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. Ultimately, don’t lose sight of why you decided to hire the agency in the first place. Your agency should expand internal team bandwidth, supplement internal expertise, and multiply return on investment [Next Slide]
  • Alright, so now based off of what we chatted about, let’s build an action plan. [Next Slide]
  • So, if any of those 4 telltale signs sounded like what you’re experiencing now, here are 2 major steps for moving forward.1. Decide if you still need to outsource or supplement your digital marketing program. Before you go with any agency partner, ensure the potential revenue generated is significant enough to warrant the cost. The goal of outsourcing is to move the needle, not to simply scale the marketing machine. One way to do this is to calculate your COST OF NOT RANKING. If you want to schedule a 30 minute consultation with our team we’d be happy to walk you through it.2. If the revenue opportunity is there, get a 2nd (or even 3rd opinion) on your digital marketing strategy. Your marketing team has a lot on their plate and they may not have the specialized skills or the time needed to accomplish it effectively. Plus, you may not have the budget to hire more in-house staff. Go agency shopping and get several opinion on your digital marketing performance. We can get you started right now with a live site analysis! [Next]
  • Transcript of "4 Signs of An Underperforming Agency"

    1. 1. #123webinar | @webmarketing123 4 Signs of an Underperforming Agency Tuesday, April 1st 2014 1PM ET/ 10AM PT
    2. 2. #123webinar | @webmarketing123 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 results@webmarketing123.com.
    3. 3. #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.
    4. 4. #123webinar | @webmarketing123 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 Analyses Get a 2nd Opinion on Digital Marketing Strategy On the Agenda
    5. 5. #123webinar | @webmarketing123 Marketing is more complex than ever!
    6. 6. #123webinar | @webmarketing123 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)
    7. 7. #123webinar | @webmarketing123 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”
    8. 8. #123webinar | @webmarketing123 KNOW HOW TO RECOGNIZE THE
    9. 9. #123webinar | @webmarketing123 1 AGENCY REPORTING IS IRREGULAR AND LACKS INSIGHT. Traffic and leads are still good…right?
    10. 10. #123webinar | @webmarketing123 Master closed loop reporting & Attribution Justify your Marketing investment by tying search to your CRM.
    11. 11. #123webinar | @webmarketing123 Marketing Campaigns Tied To ROI $
    12. 12. #123webinar | @webmarketing123 2 YOUR AGENCY SOLD YOU A “STANDARD” SEO PACKAGE. Sales Cycle Then Sales Cycle Now Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
    13. 13. #123webinar | @webmarketing123 13 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
    14. 14. #123webinar | @webmarketing123 Other Marketing Channels Influence the Customer
    15. 15. #123webinar | @webmarketing123 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.
    16. 16. #123webinar | @webmarketing123 4 YOUR AGENCY DOES ONLY WHAT YOU TELL THEM TO DO. It doesn’t have to be like this!
    17. 17. #123webinar | @webmarketing123 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 Analyses Get a 2nd Opinion on Digital Marketing Strategy On the Agenda
    18. 18. #123webinar | @webmarketing123 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.
    19. 19. #123webinar | @webmarketing123 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 Analyses Get a 2nd Opinion on Digital Marketing Strategy On the Agenda
    20. 20. #123webinar | @webmarketing123 LIVE SITE ANALYSES
    21. 21. #123webinar | @webmarketing123#123webinar | @webmarketing123 21 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 Results@webmarketing123.com or call 800.619.1570 Thanks! Mike Turner Director of Business Development
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