A completely accurate customer analytic account is little and far between.
This forces you, a courageous veteran of the agency, to roll up your sleeves and try to make sense of the chaos you watch for each unique scenario.
You did not expect it. You have not charged for this. And now, if you do not fix it, you will have to face a difficult battle to try to prove the result you have given.
Whether we like it or not, tackling this problem head-on and correcting customer analysis can help you sell more and sell a more profitable job.
The problem with digital price services
Most customers have no idea what we are doing.
They pay us – very well in some cases – even though they do not really understand how we are going to deliver the goods to them.
Of course, they might a little scold the buzzwords. They understand jargon and high-level perspective. But it's mostly a superficial understanding.
When you go down to the weeds, and you start to describe how to get exactly from A -> B, you start to lose them a little, because the eyes are fixed on you.
It's not a sudden that's just the reality.
In the same way, you probably do not care less about what's wrong with your car engine and how a mechanic will fix it. You just want to know if you will be able to arrive at the cocktail hour this afternoon.
More often than not, customers pay us according to trust. Or an act of faith. Or our smiles and our fashionable clothes.
And when they do not fully understand the full context of their problem, or the work involved in each individual laborious step that you have to do to fix it, they gravitate towards the one thing that is easy to separate you from all others say that they do exactly what you do: price.
Cite competitive bids and downward pressure on prices.
So, what are you doing next time?
You put together a lean cost plus estimate that rarely includes Profit (and you have undoubtedly underestimated Project Management), check the market and rush it to the door.
In contrast, the best and most profitable agencies use value-based pricing . Instead of starting with what their internal costs might be, they start by predicting:
New revenues that a customer can generate, or
The cost savings that a customer could see by working with him.
For example, you can look at their historical averages of traffic and leads. If you can increase this conversion rate by 10%, 15% or even 30% over the course of a few months, what does it look like in the new revenues based on the average value of their customers?
of the acquisition channel of a company in Google Analytics can give you an overview of where they are and their state d & # 39; advance.
Of course, visits or sessions are moderately helpful, letting you know which campaigns are running (or not).
But the real value lies in the analysis of channels that determine prospects and customers (and the value of each).
You are now starting to pass raw data to a preview. You can draw lines between where the budget is spent and the results.
This helps you understand what is already working for customers so you can use more and find what has already been tried and did not work (so you do not make the same mistakes).
More importantly, it is that this will provide you with a basis of comparison in relation to the provision of your services.
Here's how it works: You run A / B tests with more leads. The numbers go up and you pat on the back. Only problem? Sales, that is, the number that really matters, are decreasing.
Fortunately, the test report Kissmetrics A / B can help you run split tests that will only declare a winner when an event is encountered further in the future. funnel, which saves you from being too excited. in clicks (which are not super useful) and waiting for the big reward instead (conversions).
"If your quality score increases by 1 point, your cost per conversion decreases by 13%," according to Jacob of Disruptive Advertising .
Great. So, in order to increase this quality score as much as possible, you will need specific and relevant landing pages for each campaign you use. This means that you will need multiple versions of the same page to be able to align message correspondence to reduce your cost per conversion and increase the total number of conversions you get.
Now, this will require additional work.
You, dear customer, also want to make sure that the copy and the content change for each page and that you configure at least some basic analysis to make sure that we can follow it all and iterate on the fly. This will require these additional new line items within our reach.
We recently completed this specific process on a new website design and performed a quick 30-day scan with the new AdWords landing pages.
We compared the results at the same period, the previous year, to exclude seasonality. Thus, in 2015, their converted cost-per-click was $ 482.41 and their conversion rate was only 4.08%.
Alan Weiss .)
You are the expert, not them. And as such, you have to fight for the scope (and therefore the resources and the budget required) that it will take in order to deliver the results that a prospect or a customer researches (that's all). they understand what it will take or not).
Because my hair looks more like Jason Statham's, and jawline never looked like Brad Pitt, the only way to figure out how to do that is to make cold, hard analytical data.
Customers do not usually understand the scope of what you are asked to do.
It's OK. It's manageable.
But only if you can translate your value into something that they understand – like marketing performance indicators or business goals like revenues and costs.
The problem is that it becomes impossible without a solid foundation for analysis.
There is no way to compare past performance, isolate your individual campaigns, or identify bottlenecks of customers along the way.
The resolution or addressing of a customer's analysis issues should then become priorities # 1.
Because it will not only help you justify the work you are doing for them now, but also sell them the results in the future and new ones like them.
About the Author: Brad Smith is the founder of Codeless a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.