5. Don't treat advertisers like hired artists
and writers
Customers reason like this: "I pay, and therefore I order the music." Sometimes this fair judgment gives rise to deconstructive excesses. For example, when developing a website , some Clients impose their vision of design/copywriting/functionality on the advertising agency, completely ignoring the opinion of the hired advertisers.
This approach can be acceptable only in one case: if the Customer relieves the agency of any responsibility for sales. After all, as a result of thoughtless edits to the site , what will be obtained is not a marketing tool designed to solve specific problems, but something like a work of art, a combination of pictures and texts that the Customer likes.
In any normal agency, the manager will try to tactfully convey to such a Customer the idea that the implementation of his creative ideas does not always contribute to the achievement of marketing goals. At the same time, in most agencies, if the client persists, his "wants" will eventually be realized. The conscience of the advertisers is clear - they warned. Well, the entrepreneur will be left alone with the implementation of his creative ideas.
6. Don't spread yourself among several contractors
This issue is discussed in detail in our article "What is the power of integrated internet marketing?" Therefore, we will not dwell on this point here.
Let's just say that entrepreneurs who hire several advertising contractors, but do not have the necessary experience, knowledge, and skills to skillfully coordinate their actions, lose a lot of money and are often disappointed in Internet marketing.
7. Be realistic about your own capabilities
Sometimes the Customer reasons like this: the agency will develop a landing page for me , set up contextual advertising , and then I will manage myself. This approach is acceptable only if the entrepreneur has the time and desire to understand the many nuances, that is, is ready to study to become a web analyst and contextualist.
After all, nothing lasts forever under the moon! Today your landing page has explosive conversion, and tomorrow it falls. Competitive analysis shows that other companies have made an offer that looks more advantageous. That is, the client, studying the sites of competing companies in several browser tabs, is no longer choosing you...
Speaking about contextual advertising :
1) no one has cancelled variables like the same rates;
2) any contextualist will confirm that without statistics accumulated over time, it is simply impossible to carry out effective optimization.
Therefore, either an entrepreneur should be prepared for long-term cooperation with an agency and choose the contractor with due care, or he should be prepared for a long and meticulous study of uk whatsapp number the nuances of Internet marketing.
If the choice between these two options has not been made, disappointment is inevitable!
8. Evaluate work by its essence, not by its volume.
Another common mistake is to evaluate the work done by the agency "by volume". Be patient for a minute, we'll figure out what this means!
As a rule, when cooperating with an advertising contractor, the Customer pays monthly amounts measured in tens of thousands of rubles. Naturally, he wants to be sure that this money is being worked off. Accordingly, he wants to see "what has been done", to evaluate the "volume" of work performed.
The problem is that many important labor-intensive stages of a marketing agency's work are ultimately expressed in literally a few words or pictures. That is, it seems that the work was done "without a trace". Let's look at several examples.
Marketing expertise. The agency has not yet done anything that can be shown to the Client, but the best specialists, the brightest minds are already involved. Because no further efforts will be able to level out the mistakes made at this stage. No tactical victories will compensate for strategic miscalculations.
Making an offer for a landing page . An offer usually consists of no more than 10 words. It would seem that these seasoned scribblers from an advertising agency should come up with a couple of sentences on the fly. In fact, advertisers are often approached by Customers who simply do not have a USP (unique selling proposition). It has not yet been formulated. Accordingly, in order to find the appropriate “explosive” 10 words, serious work must be done at the level of product positioning and differentiation from competitors.
