1. Trust your marketers
Some Clients treat their advertisers with mistrust, and interfere too actively in the creation and placement of advertising . This is the same as going to the dentist and telling him which instrument is best to use.
Advertising is a complex profession with a huge number of pitfalls. An entrepreneur who has reached the most significant heights in his field usually remains an amateur when it comes to advertising. Building the best baths in the Moscow region is one thing, but effectively conveying this to the target audience, simultaneously gaining its trust, is quite another.
Are we calling for blind reliance on our advertisers, relying on their professionalism and integrity? Not at all.
However, instead of destructive interference in the production process of an advertising agency, it will be much more effective to adhere to the following two principles:
1) at the stage of choosing an advertising contractor, evaluate it very carefully according to the objective criteria described in our article “How to check your marketer” ;
2) during the process of cooperation, regularly monitor the agency’s effectiveness according to a pre-agreed clear KPI.
2. Stick to a long-term strategy
A client who is inclined to short-term advertising experiments instead of consistently implementing a long-term strategy loses money. Always.
3. Don't "hide money"
Many Customers are afraid to let marketers access information about revenue/profit/client development.
Let's be honest: by doing so, they reduce the effectiveness of their advertisers several times over. Even if they put Igor Mann and Philip Kotler in charge of developing their marketing strategies, without full control over the sales funnel, they would not achieve the most effective marketing.
Advertisers will always be misled by intermediate figures. Even the whatsapp number mobile number list with name most talented professional, advertising half-blind, will often make mistakes.
"Did the ad generate a lot of calls? Great!" And is it okay that the total profit fell?
"CTR has increased? Great!" And is it okay that there are more "junk" leads?
"The customer hinted that this month's profits were much higher? Great!" But is it true that due to the ambiguous interpretation of advertising promises, disappointed customers will not return, i.e. LTV has gone into a sharp nosedive?
The market is tough: entrepreneurs with such “half-blind” advertising contractors are being squeezed out of the market by businessmen who have trusting relationships with their marketers and have also mastered data-driven project management.
4. Be sure to set clear KPIs
The sacred law of fruitful cooperation between the Client and the agency is to define the task as specifically as possible and set the corresponding KPIs - key performance indicators. You can read more about this here .
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.