Have you ever met someone that deserves to get a beatdown? I did last week.
Sorry for the harsh language but that is about the extent of my swearing, so I like to use that word when I can.
Here’s the story.
A friend and business partner of mine needed some help with a client, so I offered to head down to Vegas to explain online marketing to a guy I had never talked to or met.
That was my first mistake.
Twenty seconds on the phone with this guy would have told all.
Our Prince had a shaved head wearing a Cop like uniform packing his Glock. His muscles were all tight because he was probably doing pushups and flexing in front of the mirror a few minutes before we met.
I am not joking.
The meeting was to go over a PPC campaign and show him where his clicks were coming from and what kind of impact Google ads were having on his Marketing.
It didn’t go so hot.
The Douche had taken a crash course on online marketing the day from another agency.
He knew it all and wanted to show us that PPC is a waste to their business and that social media doesn’t work to bring in sales.
Even though, they had 81,000 organic followers on Facebook and some of the best engagement I have seen on a Facebook account.
Last month somebody hacked their account and instead of getting it resolved they decided to start a new page. They abandoned the old Facebook page.
Who does that?
The Douche does!
During the meeting, Prince Charming pulled out some analytics sheets to show his traffic and stats, but his tracking was off, and he was not looking at the right stats.
His mind was made up. It was a total waste of everyone’s time. We closed down the PPC campaign.
How does this happen?
This business is legit. They do about 20 Million in revenue and have an excellent product.
The actual business owners put this guy in charge of their online marketing campaign a couple of weeks before.
It’s the perfect example of the Peter Principle. Google it if you don’t know about the concept.
Is this story normal?
Sadly it is.
I can’t tell you how many times businesses put the wrong person in charge of their online marketing campaigns. Or they hire a digital marketing agency that puts interns in charge of their account.
Online marketing takes skills, time, and a bit of luck.
You can’t put Tinkerbell in a war with a Gladiator and expect her to win.
That is precisely what a lot of businesses are doing.
Who’s in charge of your online marketing?
What skills do they have?
What results are you seeing and what results are you tracking?
Did you hire the best?
All great questions to ask yourself.
Here’s a cool video we did talking about this principle.
Does all of this happen overnight? No, it does not. Online marketing is extremely competitive and takes time, money, expertise, and patience.
Whether big or small, all companies need to have an online presence. If someone is going to buy your product or service they need to be able to look into your company and see some type of online presence.
We created a simple lead gen campaign for a body sculpting company. We were able to generate leads and free consultations at an excellent price, but there was one problem: our leads were setting up consultations and not showing up. Why were we losing them?
Because we were just doing a lead gen campaign. There was no nurturing campaigns, no remarketing, no followup, and no case studies. The company needed a full marketing campaign.
It builds trust.
Once you have established the fact that you do need to be online, the next question is…
Do you hire an in-house marketing team or do you hire an outside agency?
Hiring an in-house agency is a really good choice if you yourself know enough about online marketing. That way, you can manage a team and track the numbers.
But this is usually not the case.
What I have seen companies do is hire interns or hire a low wage employee that does not know what they are doing.
It’s not fair for new hires but they are expected to learn about online marketing and run a successful campaign without ever learning the basics.
You may have done this already.
We love competing against these types of companies. By the time the new hires learn enough to be dangerous, they have moved onto another company. Or they abandon their plans too quickly because they get pressure from above.
Plus, most of the hires just want a paycheck. Their performance is not tracked because nobody knows what they should be tracking.
If you want to compete you need to have good players.
A larger established business is in a little different situation. They can afford to hire the best. Bringing everything in-house could be a good solution. They’re the best suited to hire a full online marketing team and pay for their expertise.
Some of the most successful campaigns have come from in-house marketing teams being directed by a legit online marketer.
Doing this may not be in your budget. A team could cost hundreds of thousands a year, if not millions.
Big companies may find it to be more beneficial to hire an outside agency to train and run your campaigns.
At least until the in-house team gets caught up to speed.
Which brings us back to the start.
What things should you look out for when hiring a digital marketing agency?
Let’s get started.
The 5 Online Marketing Agencies to Watch Out For
1. Fooled By The Lowest Price And Size Of Company. (DexYP, network solutions, yellow pages, radio stations, etc.)
These agencies are a dime a dozen. They pitch a $300+ a month package to get you to page one of Google. The salesman’s job is to get you to pay as much as possible and stick you in a long-term contract. I have seen some of these contracts go as high as $9,000 a month.
A lot of dentists, plumbers, HVAC companies, and small local businesses get pulled into these contracts.
They have a client relationship manager (title may be different) that is in charge of talking with the client. Their job is to do everything possible to keep the client on board. If you go to cancel they will remind you that you have a contract that cannot be broken.
There will be a couple of weeks where they focus on your account until the next person complains.
When something on the campaign needs to be changed they will have the PPC person make the change. Who is that guy?
You don’t know. And you have no idea how many clients or accounts he is managing. It’s a terrible system.
Every marketing campaign requires quality time.
I think you can see the problem.
Better yet, just go read the reviews of these companies. Minus out the fake reviews and you should get a good idea of who you are hiring.
Just a word of caution on bad reviews. A few bad reviews are not a problem. Online marketing does not have a 100% success rate. 60% of businesses are going to succeed which leaves 40% disgruntled businesses.
So bad reviews happen.
The warning signs should go off when you see a consistency of bad reviews and mad businesses on complaint boards.
Paying the least amount possible is a great idea. I am all about bargain shopping, but you have to pay to play.
No legit marketing company is going to do what is necessary for $500 a month.
2. Fooled By The Lack Of Transparency. (Mystery Agency Where Everything Is Hidden And Secret)
Lack of transparency is one of my biggest issues with Online Marketing Agencies and it should be a big concern of yours.
You should have access to all the numbers and accounts behind your business. There should be a total transparency. If you want to see it, they should show it.
Why wouldn’t they?
Most do not want you to see how much money is actually going into their pocket vs how much is being spent on ads.
They will also try to hold you hostage, if you leave them.
Any marketing company that really cares about transparency gives clients full access to all accounts. It’s your business and you are paying money.
A word of warning. Don’t let these marketing agencies put your assets in their name and make sure they drive traffic to your website not some landing page that they create.
I am amazed at how many businesses turn over their domain names, website, Google Ads, and channels over to these agencies.
If you try to leave them, you will have a hard time getting everything back.
3. Fooled By Shiny Objects And Promises
Getting on page one of Google is not easy. Optimizing a Google ad campaign is hard. Creating quality content that people love takes a lot of time.
With online marketing…nothing is guaranteed and everything is a battle.
Marketing agencies that make crazy promises about how successful your online marketing campaign will be should be avoided.
How long does a good SEO campaign take? 6 Months to 2 years is a good time frame.
How long does it take to optimize a PPC campaign? Months.
There are exceptions. I don’t want to scare you away from Online Marketing. You can get customers quickly through ads.
Some businesses just need a few simple adjustments to start generating traffic and sales. Others need a full overhaul of everything.
Case in point.
A couple months back we took on a plumbing business. They had 3 different websites being run by 3 different marketing people.
One of the agencies (it’s a popular one) took their original website and placed it on their platform. They had years worth of awesome content that ended up being duplicated on a different website.
It was a total mess.
The 3rd agency was running their PPC campaign which was using another website for PPC. This agency didn’t even find out we switched the website for 3 months.
The account had not been checked in 3 months.
Don’t be fooled.
4. Fooled By The Agency That Doesn’t Practice What They Preach
This has to be one of the number one things to consider when hiring an agency. Do they themselves have a good online marketing campaign?
Do they have a good blog? Do they have a followup email sequence in place? Are they running ads? Do they eat their own dog food?
We have a couple of online marketing companies in my town that create sales through cold calling. They have no idea how to generate leads online. So they cold call the business and sell them on their online marketing packages.
Do you see the problem?
If an agency had a junky website and a terrible social media campaign, what makes you think they can do better with yours?
Why hire an agency for SEO help if that agency doesn’t seem to have their own SEO figured out?
If that agency cannot even get themselves positioning for their own organic phrases, then do you really think they’re going to be able to help you do so?
Be careful. Do a simple check and see what the online marketing agency is doing for themselves.
5. Fooled by Family, Friends, And Buddies
We have all heard this one.
The family’s neighborhood friend learned some coding and they are now in control of your digital marketing campaign.
I was in meeting with some attorneys last month that said this…
“My father-in-law likes to build websites and we have been waiting for him to build ours.”
Building a site and marketing a website go hand in hand. Once your family or friend builds your website then what?
One of the worst episodes I have seen was a couple of years back when I presented to a company that had their friend running their marketing.
He was charging them $15,000 a month and not doing the work. How did we know this?
The PPC account, emails, and campaigns had not been touched in weeks. The “friend” had been enjoying a monthly income without doing much work.
It’s good to hire family, friends or neighbors as long as they do marketing for a living.
Here are some of the questions you should ask when hiring a digital marketing agency.
Do you have case studies?
Do you have digital marketing for your own company?
Do you track everything in Analytics?
What failures have you experienced and why did the campaigns fail?
Do I have full access to all accounts?
Do I own the accounts when I quit using you?
Do you use Google Webmaster Tools and follow their guidelines?
How long will it take to see results? (run if they say a couple weeks).
Will I be able to see actual spend within AdWords?
How do you measure ROI?
Do you take my calls and are you available when I need you?
I hope this helps. Just be careful because digital marketing is war and you want to have the best. Don’t go into battle with mediocre. It’s not worth it and you will lose a lot of time and money.
Time that you cannot get back and money that could have been spent the right way.
Not all digital marketing campaigns are going to be successful. The key is, to hire a company that gives you the best chance to win.
This is a real conversation between me and friend about her Unique Selling Proposition. When we finished I realized our conversation is exactly what businesses need to help discover their USP. You confuse your lose!
Instead of me preaching, you can just see how it comes together.
The struggle to discover a USP?
Jace: When creating a business you have to bring some type of value to the market place and you need to find people that will give up their hard earned cash for your product or service.
Value and customers go hand in hand. If you don’t have value you won’t have customers. If you don’t have customers your value really doesn’t matter.
What value are you going to bring and who are the customers?
Since you are starting a spa you need to ask what kind of services are you offering.
Spa? Cranial? Wellness? Massage? What is it?
What needs are you going to fill? What are the benefits?
You have to figure that out first and I don’t think you have.
Friend: Blualignment is about Body Alignment. Lol. bluAlignment “bringing you back to your body” is about organizing your body so that you don’t feel pain anymore. Tension, stiffness, etc. are not supposed to be an aspect of everyday life. Your body should be injury free. BluAlignment was created to bring you back.
Jace: Lol….ok so forget bring you back. That is confusing.
Friend: lol…My value is that I am getting people out of pain.
Friend: and teaching people how to get out of pain
Jace: Organize your body so that you don’t feel pain anymore. Now that makes a little more sense. Lol…bring you back to your body sounds like it should be on a soap commercial…haha
Friend: Lol….you never got it? My core mission is to help people out of pain, and that includes psychological pain, body pain and how its all woven together.
In the beginning, I’m starting with the physical, but it will expand to be all encompassing.
Jace: Nope never got it. You don’t say that anywhere on the site. Why not just say it?
Friend: Yeah…I should. It’s because I think a lot and say a little. Alos because I think I have to learn a 100 things everyday before I can help anyone, but its all just excuses like you said before.
Jace: Why not just say it?
Friend: Yeah. I haven’t really known how to say things on blualignment because I imagine myself 10 years in the future and I don’t think I know how to give what I want to give.
Again, it goes back to excuses. And school, and biding my time. and having a whole lot of faith in my future self. and not a lot in my current self. So, yeah I agree. I need to say it differently.
Jace: Yeah but I wouldn’t worry about that right now you can worry about that after you get customers you fake it till you make it.
Friend: OK. Whats directly wrong with how I am saying it now?I mean clarify when you said “you just need to say things a little different.”
Jace: Okay…so take a look at your website.
Friend: I did I am I didn’t say anything about helping get people out of pain.
Jace: Does it say anything about pain in the top two sections? Does it say anything at pain anywhere?
Friend: Nope. It does not. I just had this assumption thats why people see bodyworkers.
Jace: so that’s a perfect example…How is anyone supposed to know that you can solve their problem if you don’t tell him you can?
Jace: In marketing you cannot ever assume you have to treat everyone as if they’re 5 years old. The very first section needs to tell people the benefit. After that you can then have the section about you. So let’s adjust that whole top section of the website to address the fact that you get rid of people’s pain.
Friend: Can it be simple like: “BluAlignment’s mission is about helping you out of your pain. After a lifetime of chronic holding patterns and injury; come in to realign your body, relax, and rejuvenate. “
Jace: :|…Kind of….:(
Friend: BluAlignment is about reorganizing your body to live a pain-free life. After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate.
Lol…I’m a sensitive person, but my feelings aren’t easy to hurt. So no stress about truth if ya feel me.
Jace: Think 5 year old
Friend: Lol…OMG…Bodywork is so second nature. I don’t even know anymore what normal people know about their body…SHIZ
Jace: No Swearing…:)
Friend: I didn’t. I changed the spelling
Jace: I promise you if you can figure out how to be simple people automatically gravitate towards your message. I should be writing all of this down and making a book out of it. haha
Friend: Ok what about this? “After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate bringing you one step closer to a pain-free body.”
Jace: When somebody asks you what do you do…. What are you going to tell them? Imagine telling somebody that in an elevator. What would they think?
I can see it now… imagine leaning over putting your arm on their shoulder and saying…After a lifetime of injuries and chronic holding patterns; come in to realign your body, relax, and rejuvenate bringing you one step closer to a pain-free body.
Friend: Hi. Guy, I have 10 seconds with. I work with the connective tissue in your body that is responsible for organizing and compartmentalizing your body. The work I do frees your body from old injuries and stress. Ok BYEEEE…. Lol
Jace: Yep and they would say that girl’s crazy…
Friend: Ok let me try again
Jace: Yes think about it. You need to start there. If a customer doesn’t know what you do within 5 Seconds of hitting your website you lose. When you confuse you lose.
Friend: Getting you out of pain. done…:) Does your 5 yr old get that?
Jace: Closer… So when people ask you what you do? I get rid of people’s pain….
Friend: I get rid of peoples pain by touching them….lol
Jace: You don’t need to say how you do it yet. You let them ask that question. Or that happens in your next sentence. Think about it this way. If somebody is in pain and they meet you and you tell him/her you get rid of pain….what do you think happens next?
Friend: They say “hey, i was gonna ask for your number anyway, but now this is perfect. got a card?”
Jace: hahah…You’re thinking the wrong clientele. I picture an old lady in an elevator. Your picturing some dude at a dance
Friend: aw. Ok. You’re right. Too many guys in my life. Old lady. I like this.
Jace: Ok so now you need to adjust the message
Friend: Ok, but if i say I help people get out of pain. You said its closer, but not quite.
Jace: Well you have kind of the second section which also talks to the benefit to the consumer. What is the end result that the consumer wants?
Friend: what about something like this? Bringing you out of pain and towards optimal health through touch therapy.
Jace: Once again why did you go back. I can bring somebody to church…I can bring somebody on a date… I can bring something to work…but I would never say I can bring me out of pain. Do you get rid of people’s pain or not? Or are you bringing them out of pain? whatever that is. Why not “I get rid of people’s pain through touch thearpy.”
Friend: Ok. point made. Is this 5 yr old worthy?
Correcting imbalances in the body giving you guaranteed and lasting pain relief, while allowing you to unwind and relax. Call for a free consultation. Maybe I won’t say guaranteed. Just never mind for a second. I’m editing it again.
Jace: Haha…Guaranteed is a good thing. People want guarantees. They hate risk and a guarantee eliminates risk.
Friend: Life is a risk. But yeah I get it Im just kidding btw, sort of. How does this sound… is it too much?
BluAlignment corrects imbalances in the body that gives guaranteed and lasting pain relief, while simultaneously allowing you to unwind and relax enabling your body’s self-healing mechanism. Call for a free consultation.
What does guaranteed even mean? That no matter what, you won’t leave this office with pain… Or does it mean if I can’t deliver, I assume full responsibility including ownership of compensation?
Jace: Yeah they guarantee doesn’t work in this situation. Basically I guarantee is the stuff you do works. That sentence is kind of messed up. You’re referring back to in balances. What do you think of when I say Geico?
Friend: 15 minutes could save you 15%
Jace: Think of the size and what Geico actually really does behind the scenes. They’re humongo company that does billions of dollars and the only thing they want you to think of is 15 minutes could save you 15%.
You’re still overthinking. List to it.
“BluAlignment corrects imbalances in the body that gives guaranteed and lasting pain relief, while simultaneously allowing you to unwind and relax enabling your body’s self-healing mechanism. Call for a free consultation.”
Friend: BluAlignment uses touch therapy to correct imbalances in the body that gives guaranteed and lasting pain-relief. Call for a free consultation.
Even more simple is…. BluAlignment uses touch therapy giving guaranteed and lasting pain-relief.