Alright, so here’s the situation: let’s say 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 unbranded 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’ websites dialed in and organized in a way that compels visitors to click through and submit direct requests to be contacted (or even just 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 expertise. But after several months, they’re only converting 2 or 3 a month into paying customers. How long do you think this 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 every 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 go ahead and 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?
And to briefly hit on the other side of the same token, I’d still ask the same question if you’re a director or VP of an internal marketing team. We all know how marketing and sales teams are oftentimes at odds with each other …