Alright … you run a digital marketing agency. You have clients from all over the business spectrum, i.e. small businesses, enterprise level and maybe even a few fortune 500 companies. You have a steady book of business and your clients pay you a range of anywhere from a few hundred bucks to thousands per month, and even though they all have different products and services, they all have this one thing in common:
They pay you to help them get their websites ranking high enough to be found when people search for keywords associated with their products and services.
You’re an expert when it comes to SEO (Search Engine Optimization) and you know what you’re doing. You even specialize a bit in CRO (Conversion Rate Optimization), so you’ve got your clients’ sites organized in a way that compels visitors to click through and submit direct requests to be contacted (or even pick up the phone and call in directly).
At this point, your job is done, but let me run something past you:
For the sake of simplicity, let’s say your clients get 100 direct website inquiries per month because of your efforts. But after several months, they’re only converting 2 or 3 per month into sales. How long will this go on before they pull the plug and jump to a different agency?
In a situation like this, your client isn’t necessarily going to audit their internal sales process – they’re going to blame the source, like:
“We pay you all this money per month, but the leads we get from your campaigns convert at such a low percentage that we’re just gonna try working with another agency … so we’d like to cancel our contract.”
Meanwhile, what if they got the same amount of leads from your campaigns, 100 per month, but they’re converting closer to 40 or so into sales on a regular basis?