“I wouldn’t say that.”
“There’s a better way to phrase it.”
“That’s not really going on your website, is it?”
This is what we heard when people first read our new About Us page. See, our industry is based on how great we can make things look. And we do that. After all, this is advertising, right? But… we truly think we have hit a point of excess and bloat in our industry. While some agencies are more concerned with how that ‘Pizza Friday’ Instagram post looked, you – the client – are concerned with payroll, HR decisions, and how to deal with the increased level of competition online. And, to be honest, we were doing the same thing as those other agencies.
After a few tough losses, our agency decided to take a step back and conduct a total autopsy, looking at our entire approach to digital marketing and what’s happening in the industry. From the client onboard to the client exit, we looked at each and every detail, both internally and in discussions with our trusted partners.
We came to the conclusion that many digital marketing campaigns fail because neither the client nor the agency understood the marketing investment really needed to hit revenue goals. You have agencies focused on vanity metrics and clients focused on tasks. Eventually, in this scenario, the agency burns out and the client walks away frustrated.
Did you ever wonder how the leaders in your industry are doing it? How they’re totally dominating the market? They’re doing it because they know that to acquire, it costs. Meaning, if you want to do 2MM in revenue, you need to know what it’s going to cost to obtain 2MM. This starts with your customer acquisition cost, how your digital campaign fits into that cost, and a plan to go out and get it.
It’s time that both the agency and the client have a serious conversation about what it’s going to take to succeed in dollars and cents. And to be clear, this has nothing to do with what you are paying the agency. This conversation is about what you need to pay on the largest digital platforms in the world, Google and Facebook, to be seen.
So, let’s strip away the awards. Let’s stop talking about how many people “liked” our post this week. Let’s focus on the most important number in marketing, a 3:1 LTV Ratio.
Everything else is bullshit. And we don’t think our competitors know it.
