I Want Your Browsing History

A LITTLE MARKETING LOVE

My company has been meeting with marketing companies to get some help with our online advertising.

You know…

Google, Facebook, LinkedIn, Twitter, Instagram.

At this point, we’ve met with 5 companies.

Here are the 5 things they’ve all said.

YOUR ONLINE SPEND SHOULD BE ON GOOGLE

No one wants to advertise on the other platforms.

There was one company.

But they were influencer based advertising and so it made sense for them.

Most went out of their way to make sure we only want to advertise on Google.

Why???

4 OUT OF 5 COMPANIES WANT TO KNOW HOW MUCH YOU WANT TO SPEND

Only 1 company actually did the math and came up with a recommendation of how much we need to spend based on a few data points.

One is the lifetime value of the customer.

Everyone else starts with.

How much do you want to spend?

And then somehow that correlates to what fee they want to charge.

ALL 5 COMPANIES DON’T HAVE A DEVELOPED SALES PROCESS

It’s interesting that a company that would be responsible to provide your marketing qualified leads wouldn’t have a well-developed sales process.

But they don’t.

Different presentations.

Different approaches.

None that really addressed what we want.

More clicks.

More interest.

More conversations.

And ultimately, more prospects and customers coming in through our website.

THEY HAVE NO PROCESS PAST THE FIRST 30 - 60 DAYS

Most providers just want to set up some landing pages.

Then make ads.

Maybe do some A/B testing.

And then track your ads monthly to see how you’re doing.

Ideally, if they can just send you a status email that would be fine.

It’s not my idea of an integrated marketing partner.

THEY WANT YOU DO THE BULK OF THE WORK

This last one gets me.

As a tech service provider, it really gets me.

Almost every provider wants you to do all of the work.

It’s almost as if they just want to collect a fee for existing.

They all ask the same things.

What do you sell?

Who do you sell to?

What are the keywords you’d like to focus on?

And then they want you to carry the ball.

We’ll need for you to provide us with content.

We’ll need for you to figure out what keywords you want us to spend your money on.

We’ll need for you to provide us with images.

We’ll need for you to tell us what you want to do.

There’s no leadership.

There’s no guidance.

There’s no expertise.

There’s dare I say…

No value.

And definitely, no value add.

I WANT YOUR BROWSING HISTORY

Here’s the thing.

Online advertising can’t be this much of a mystery.

Yes, I understand that there’s a lot of art to this science.

But it just seems like you’re throwing stuff at the wall and hoping for results that may or may not come.

I’ve been involved with online advertising since the beginnings of the internet.

And after all of these years.

People are still winging it.

And people are still buying into promises and speculation.

It’s crazy.

For me.

I’d really like to know where my clients spend their time online.

If I could only get their browsing history I’d know where to place my ads.

All the big platforms know where you spend your time online.

That’s why they’re the big platforms.

As for us little guys.

Well, we’ll just have to keep guessing.

DO IT YOURSELF

There’s a case to be made here for doing your online marketing yourself.

There’s a ton of information out there on how to be successful online.

There are programs and services to help you along the path.

Sales and marketing go hand in hand.

If you’re currently doing owner led sales you need to understand the whole process.

From prospecting (online/offline)

To closing (online/offline)

The more you learn and implement.

The better off your business will be.

And the better your marketing and sales process will be.

I’m just looking for a good partner.

Someone to help me along the path.

Someone who does this at scale.

That can coach me through the process.

That can help me better utilize my time by handling marketing tasks.

And being my outsourced marketing partner.

Oh well...

Now back to figuring out my online advertising plan.