A good friend in our industry recently let me interview them.
Like many companies, their marketing and sales departments are completely separate, each with different KPIs. For their marketing team, the goal is to generate a certain number of leads within a specific budget.
I asked, “Is there no accountability for quality?” The answer was mixed:
There is accountability, but only indirectly. Leads and cost per lead (CPL) are the main metrics. But if sales isn’t converting those leads, the problem bounces back to marketing. This can lead to unreasonable demands for more leads within the same budget, potential budget cuts, or worse. It often turns into a guessing game about what the true goals are for lead quality.
The consequences of poor lead-to-conversion rates are clear. They lead to missed sales targets, potential downsizing, or even going out of business.
Are you struggling with the solution to increase lead goals to make up for poor conversion rates?
The Problem:
Lack of Integration: The core issue is that sales and marketing departments are not integrated enough. This separation prevents effective collaboration and a critical feedback loop necessary to improve lead quality and conversions.
Unreasonable Expectations: When conversions drop, revenue decreases, leaving less money to reinvest in marketing. You’re then tasked with reallocating your existing budget to improve lead volume while maintaining or enhancing lead quality.
Immense Pressure and Burnout: This expectation places immense pressure on you and your marketing team, leading to burnout and decreased morale.
Reactive Strategies: This situation often results in a reactive approach to marketing strategy rather than a proactive one.
The Solution:
Collaboration and Feedback Loop: Integrating sales and marketing efforts can enhance collaboration and create a feedback loop that improves lead quality and conversions. Regular meetings, shared KPIs, and collaborative tools can help bridge the gap.
Lead Nurturing: Marketing can step in to help improve conversions post-lead through automated nurturing, along with a content and messaging strategy that’s trigger/behavior-based and personalized. Here’s how:
Helpful Lead Nurturing Systems: Provide resources, next steps, support, and encouragement throughout your customer’s journey.
Real-Time Behavior Triggers: Systems that respond in real-time to your customer’s behavior and status, ensuring timely and relevant interactions.
Multichannel Engagement: Use the channels your customers do: email, text, WhatsApp, and social media remarketing.
Engaging Formats: Personalized videos and calls to action (CTAs) such as scheduling appointments or texting sales are key components. For example, our text messages include personalized animated gifs to capture attention and prompt a click for engagement.
A demonstration of a landing page for personalized video from a smartphone.
Real-Time Personalized Video:
Real-time personalized videos sent through text messages significantly enhance your customer journey. These videos act as digital guides, checking in with your customers throughout their journey with customized reminders on dates, times, and necessary actions.
Sometimes, they even encourage social media engagement, such as taking a picture with branded AR glasses and making a social post. This approach not only provides public commitment but also garners public support.
Take Action:
Ready to combat unreasonable lead goals and improve your lead-to-conversion rate? Let’s chat! Our lead nurturing programs are designed to transform your marketing strategy and drive better results.
Contact me today to learn more and see the difference we can make together.
When you hire a marketing agency to manage your advertising campaigns, you trust them to act in your best interest. Unfortunately, not all agencies operate ethically. Some engage in practices that can severely disrupt your business. In this post, I’ll shed light on these practices and provide actionable steps to protect your business.
Follow these 7 steps to ensure your Google Ads account remains secure and under your control.
Unethical Practices: A Real-Life Scenario
Here’s a real-life example (without specific client details for confidentiality). We were onboarding a new client whose former agency promised to transfer all their materials and assets to us by a certain date. Anticipating potential issues, we built backup campaigns from scratch. Just a day before the handoff, the agency informed the client they wouldn’t transfer the assets or the Google account. Fortunately, our newly created campaign outperformed theirs, despite having no account history. This wasn’t the ideal approach. We would have preferred to optimize the existing account for potentially even better performance with the benefit of historical data. The agency’s refusal seemed driven by self-serving motives rather than any legitimate reason like outstanding payment.
Long-Term Impacts of Unethical Practices
Working with an unethical agency can have serious long-term consequences. Initially, their actions might seem minor, but over time, you’ll find their interests conflict with yours. They may make it difficult for you to leave, effectively holding your accounts hostage. Moreover, you might miss significant opportunities by not working with an ethical agency sooner. Being proactive is crucial—either prevent these situations or have a well-thought-out exit plan.
If you’re even questioning your overall digital marketing strategy, you can also read more about selecting the best lead generation channels based on your goals, for a fresh perspective.
Verifying Compliance with Google’s Third-Party Advertising Policy
To ensure your agency complies with Google’s third-party advertising policy, follow these steps:
Consult an Expert: I’d be happy to offer my expertise (at no obligation).
Read the Policy and Your Contract: Familiarize yourself with Google’s third-party advertising policy and thoroughly review your contract.
Use my Checklist:download my checklist to confirm as a quick guide before signing a contract.
Red Flags: Be wary if the agency doesn’t want you to pay Google directly. Your Google spend should be invoiced directly from Google or charged to your credit card.
Steps to Take if Your Agency Withholds Your Google Ads Customer ID
If you discover that your agency is not providing the customer ID for your Google Ads account, take immediate action:
Seek a Reputable Agency: Start looking for a reputable agency.
Ensure Direct Billing: Insist that Google bills your credit card directly. Inform the agency of your new internal payment policy for advertising spend.
Reach Out for Help: Feel free to contact me. I’m happy to guide you through the process.
Benefits of Owning Your Google Ads Account
Owning your Google Ads account from the start offers long-term benefits:
Control: You maintain control over your account, ensuring a balanced relationship with your agency.
Transparency: It indicates that the agency is transparent and has your best interests in mind.
Raising Awareness of Unethical Agency Practices
Surprisingly, I’ve encountered three large agencies, including two general and one in the EDU sector, that engage in these unethical practices. This prevalence is concerning. To raise awareness:
Share This Blog Post: Inform your team and contacts.
Check Your Agreements: Regularly review your contracts and agreements.
Speak Up: Discuss these issues within the industry at conferences and other events.
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