How To Be Overcharged For Web Services

advertising marketing sioux falls

Image courtesy of “debspoons” / FreeDigitalPhotos.net

Now… I’m not exactly sure this local company is being overcharged by one of my favorite local advertising agencies… I’m only 97.5% sure of it.

Here’s something I read on this particular advertising agency’s website. Their words are in bold in the paragraphs below.  My breakdown of their words is in RED)


 

[______________ company] partnered with us to increase their profits. (Because this agency used the words “partnered with us”, I would automatically NOT want them as my ad agency. They also said “profits”. It bugs me. I’m pretty sure the company didn’t call up this agency and say, “We’d like to partner with you to increase our profits.” Sure, maybe I’m being nit-picky, but it just bugs me, ok?!  We developed a website for them on an easy to use content management system, and we drive traffic to their website through Search Engine Optimization and Search Engine Marketing. [____________ company] is now ranking number one on the popular search engines!  (This agency is hoping business prospects reading this are not “with it” in the “Interwebs” language – because which keywords is this company ranking #1 for? Even I can build a website and get any local company to rank #1 pretty fast and easy for an obscure enough keyword. Bottom line – just be honest with us, please. And I searched the top 6 or 7 keywords and different variations of those keywords that most people would type into Google – this business was not even close to ranking #1.)

We also support their social media efforts, keeping top of mind awareness with their followers. (First of all, this company is not in an industry where people are breaking down doors to Like their Facebook and Twitter pages – aside from their wives and mothers. But this agency I’m sure told them they needed a consistent social media presence. And that they’re really good with social media, and they’d be more than happy to handle it for them. Of course, charging them a stupid amount of money for absolutely zero value in return.) We track their incoming traffic, so [_____________ company] can see exactly what their marketing dollars are providing for a return on their investment.  (So, technically, yes, if you add to someone’s website traffic, that’s a “return” on investment. But this industry that I’m naming unnamed, is one where there’s not a ton of competition. And the competition they do have…don’t have a lot of web marketing going on at all. So, getting more traffic to the website, and showing them the numbers is great. But it wasn’t difficult for them to do, yet they’re charging a pretty penny for it. They’re slick. And I’m not a fan of “slick” advertising agencies and marketing people.) 


Isn’t that almost PSYCHOTIC that I looked into those two small paragraphs so deeply? I know. Dude, get a life. I needed a break- and had half an hour to spare, ok? And I don’t like it when small business owners get taken advantage of.

ANYWAY… 

  • Please be careful before you buy any kind of marketing service or advertising.
  • Ask TWICE as many QUESTIONS as you think you should.
  • Sleep on it. Then, ask more questions.
  • Keep your “radar” up for buzzwords that mean nothing.
  • Keep your “radar” up for sales-ey type of talk. Look for sincerity.

Gotta run.  Have a great day!

 

Duane Christensen

Your favorite marketing dude at Results Radio Townsquare Media

Sioux Falls, SD

605-940-7984

duane.christensen@results-radio.com

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A Story About Tracking Your Marketing Efforts

I whipped my phone out and searched for All Tune & Lube in Sioux Falls (because they’re my “go-to” people for anything car repair-related). I needed to set up an appointment for new tires. And I didn’t have their phone number in my phone…and I couldn’t remember the number even though I’d called it many times before. Getting old I guess. The info I needed came up on Google after I typed in “All Tune & Lube Sioux Falls”.

But the phone number didn’t seem familiar. I called. All Tune & Lube answered. I said, “Did you guys change your phone number?” They said No.

I’m assuming that they were doing some kind of tracking with that different phone number. Tracking their online calls.

Image courtesy of "Paul" / FreeDigitalPhotos.netMeasuring your return on your marketing isn't always as easy as you wish it would be.

Image courtesy of “Paul” / FreeDigitalPhotos.net
Measuring your return on your marketing isn’t always as easy as you wish it would be.

So, what’s going to happen here? They might “count me” as a customer who found them online. And then, they’ll think “online” is where they should put all of their marketing and advertising efforts??? Or maybe there’s an Internet marketing company who sold them an SEO package of some sort with a different phone number??? That’s great as long as they realize that their past customers who love them… may find that number online (like me). And that their past branding efforts have glued “All Tune & Lube” into their audience’s brain – so those people already know who they want to call.

Those people they had reached effectively with their radio campaign don’t have to type in “auto repair” into Google…they type “All Tune & Lube”. So, was it the past radio ad campaign that should get the credit? Or the expert service and above average customer service they received in the past? Or the word-of-mouth? Who knows. It should all work together when you’re marketing correctly. As long as they’re reading those online metrics properly…and my phone call isn’t being categorized as one more new “online prospect snagged”…I’m totally cool with it.

Maybe they are tracking the number of online calls versus Yellow page calls. Great. They’ll soon realize they should shift all or most of their Yellow budget into their SEO plan or something else.

If I owned my own local business… I wouldn’t care HOW people found me… just as long as they do. My tracking would be with my sales revenues. Or number of customers daily/weekly/quarterly. Or whatever best illustrated that I was attracting more new, smiling faces. But it would be over a matter of many months or even a year. Of course, since I know Radio Advertising can work wonders, I’d put most of my budget into radio. You may think I’m biased, but I’ve seen how it works. I’ve heard the feedback. I’ve seen the growth numbers. Shiny and new marketing efforts aren’t a substitute for tried and true.

Are there BAD radio advertising campaigns out there? Absolutely. Even a lot of the national radio ads I hear are completely missing the mark. That’s why you might want to work with yours truly. “Creative” is no substitute for “Selling”. I believe what David Ogilvy said, “It’s not creative if it doesn’t sell.” Your ads need to WORK…not just be something cutesy, funny, bizarre, or creative. But when Radio is done right…with the right message and strategy in place…prepare to be delighted with the results.

Radio is one of the only mass media advertising mediums where the audience is holding strong. Are some of those listeners also listening to Pandora and their iPods? You bet. But they’re also still listening to Radio. Around 90% of the population tune into their local radio stations consistently. And when you find a radio group who’s progressive, keeps enough live and local DJs in the booth, and constantly wonders how they can make a radio listener’s experience better…it’s a good group to go with. Hey…like us! I’m happy to be with a company who knows we have to stay relevant and change when we need to change.

Just be careful with your tracking and measuring. Don’t give something credit if it’s not deserving of the credit. I know you want to know absolutely, 100%, which advertising and marketing dollars are giving you the best return. But it’s not a simple thing to do. You could start by NOT dividing and spreading your ad budget around to so many different mediums. Then, you’ll never know which works well and which ones are just money thrown in the garbage. Start with one or two. Don’t sprinkle. “Own” the advertising medium you choose. Be there. Be there in force.

If you want to have an honest talk about local advertising, let me know. We won’t just talk about Radio…but how local advertising really works. And how we can make your local advertising efforts pay you back many times over. We’ll also talk about how you’ll plan to MEASURE your RESULTS.

Have a great day!

Duane Christensen

Sioux Falls Radio Advertising blog

Radio Marketing / Ad Writing / Sales

Results Radio Townsquare Media

Sioux Falls

605-940-7984

Cool Video Creator Website

Hey y’all. Hope you’ve had a good week so far.

I have a client that shared a YouTube video with me that he made on Animoto.com. It’s something I’ll be messing around with…but here’s the link to see the Kaleden Construction video using it >> http://www.youtube.com/watch?v=AJgYGTTypXQ

Rob at Kaleden Construction is a great guy and runs a great metal building / steel building construction business. Here’s his website.  http://kaledencorp.com/  It might give you some ideas of your own. Or…maybe you know someone who needs a competent company to build a metal building.

Anyway, Rob has been messing around with more and more videos…to help out with his SEO. And to give customers and potential customers something to help them feel more comfortable doing business with Kaleden Construction. And you should be too! Of course you’re going to be uncomfortable doing video at first. But it gets easier. When I started, I would have to start over about 20 times before I was satisfied with a 1 or 2-minute video. You should do some of your own (where YOU are the star) and some others like Rob did. Here’s one of my first videos that I had to do over a million times. I finally got the “message” right…but it could have used infinitely better lighting. Take a look >> http://www.youtube.com/watch?v=JWYLUtIHkpY

No matter if you’re starting a Radio ad campaign or shooting some YouTube videos to help you get found online more often…it’s all a process. The “magic” doesn’t happen overnight…but if you take your marketing efforts step-by-step, day in and day out, and you’re consistent, then good things will eventually happen. Great marketing is a process, not an event.

Hope you have a great Memorial Day weekend! I’m playing “super camper” with the family. I LOVE to camp and unplug.

Duane Christensen

Sioux Falls Radio Advertising blog