Will: Hey, James. Thanks for having me back on.
James: My pleasure. From what you’ve seen, when you’ve gone in to rescue a client from having dealt with a bad agency, a bad marketing agency, what are the sort of things that you’ve seen that were avoidable, or that showed to you that an agency hasn’t been doing a good job?
Will: Wow, that’s a great question, James. Over the past few months, I think the biggest thing I’ve seen, or the biggest commonality between some of the campaigns I had to rescue, is that they had great technicians, but they didn’t have great strategy. And what I mean by that is, the businesses that have gone out and hired, you know, really good Facebook ads people, people who can do graphics, and things that will look good, or technically from a Facebook perspective, the media buying’s done correctly, but they haven’t a thought for how does this fit into our entire business growth strategy, in our entire marketing strategy? So while that might be okay, the leads coming in are just the wrong leads, because they haven’t a thought for how the leads get turned into a customer, and if they’re even the right customer for the business.
So number one thing I see is that they think too much about the technical details, but they haven’t thought enough about the strategy, or the business targets or business goals, and how everything happens end-to-end, from someone finding out about who you are to becoming a customer and paying you money.
James: What do you think would have fixed that? What could the client have done differently if they’d been dealing with their agency on more of an authoritative level or in a better educated position than they were obviously?
Will: Yeah, I think the number one thing is really understanding what type of agency or freelancer they’re hiring, and what the capabilities of that agency are, and also if they’ve got experience in your industry, and the strategies that they’re thinking about for your business. So I’ll break it down, because there’s a lot in that one.
So the first one that I’ve brought up was about what the capabilities are. So a lot of the time, what happens is a business will go out and hire a Facebook ads person who’s a freelancer, maybe with a couple of subcontractors that help them with, you know, copy or design or whatever it is. And the issue is, the person might be really good at the craft, but the craft misses the point of what their entire marketing strategy is.
So, the first thing I check is, have you got the right strategy for the goals that you want to hit, for the numbers your business has to do? Have you got a person who understands the scale? I ran into this recently with a client I was speaking to and helping where they had a great Facebook ads contractor, but she was thinking really small, and she wasn’t using the full budget of the Facebook ads, because there was a lot of hesitancy around managing a budget of that size. But the business was not growing and there was a massive bottleneck, because they weren’t getting their leads through, because the agency or the person they brought in wasn’t confident in how to scale an advertising campaign. So we looked at the strategy, you know, we’re spending all of their budget, bringing in great leads, and helping them get the growth that they need. There was nothing wrong with the contractor, nothing wrong with the freelancer, but it’s just a different scale that they’re playing with. So that’s number one.
The other thing I’d really look at is, you know, really understanding if they’ve got experience in your industry or your type of business. Now, there are so many different types of businesses out there. And there’s B2B, there’s B2C, there’s ecommerce, there’s online courses, there’s software, so many different types. It’s almost impossible for a marketer to be great at marketing every single type of business. So you’ve really got to find the partner or the agency that fits with your model and can help you get either leads or sales or whatever it is, they should have a good track record in your industry, with other businesses that look similar to yours.
James: Wow, that was comprehensive! I’m glad I asked the question, Will. Thank you. So anyway, if you want to have a chat to Will, ask him if he’s a good fit for your business, Will Wang at GrowthLabz.com. Thanks so much for sharing today.
Will: Thanks, James.
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