Is this a question that you’ve asked yourself many times? You pay an online marketing company to manage your advertising campaigns and efforts, but what are you really getting out of it? You have an “assigned account manager” but they don’t really seem to know your business—you feel like one of hundreds of clients they “manage.” Do they remember why you stopped Yellow Book advertising in 2010? Can they easily pull up their notes from your last meeting? Do they recognize each of your CSRs by voice?
Most online marketing companies don’t offer this high-touch level of service that transforms the third party vendor from your online marketing company to your virtual online marketing manager.
How Crucial Conversations Impacts This Relationship
So why am I asking you all these questions? At Blue Corona, we put a large investment into the professional development of our employees. In fact, I have a stream of books being mailed to me from our CEO and an even longer list in my queue to read. Over this last weekend, Crucial Conversations by Kerry Patterson, Joseph Grenny, Ron McMillan, and Al Switzler was on my plate (see the book on Amazon).
While Crucial Conversations can help any facet of your life—from your struggling relationship to a problem with your direct report—I realized a major takeaway that reflects how Blue Corona develops strong relationships with our clients.
Pursuit of a Mutual Purpose
To hold a successful conversation, both parties involved must be in pursuit of a mutual purpose. I’m going to allow the book to explain it best:
“Mutual Purpose means that others perceive that we are working toward a common outcome in the conversation, that we care about their goals, interests, and values. And vice versa. We believe they care about ours” (page 69).
Having worked with many small to medium sized businesses while working at Blue Corona, I can tell you that the main goal of any business owner is to grow their company.
Does your current online marketing company strive for your goals and values? Marketing, whether online or traditional, is just another branch of your business (similar to sales, customer service, and management)—just because you use a third party does not mean that any of your company’s values or goals should be compromised. In fact, because you’re reaching out to a third party for your online marketing, that company should be even more driven and passionate about your growth.
See This in Action at Blue Corona
At Blue Corona, when our Account Managers reach out to new clients, one of the first questions they ask the new client is where their business is currently and what goal they have for growth. Our Account Managers then take this end goal to drive the strategy behindyour online marketing efforts (such as PPC or SEO).
One of my HVAC companies strives for a 20% increase in leads from each of its marketing strategies each year. So for me, my SEO goal is to increase organic website leads by 20% from the previous year’s total. So far, I’ve worked on optimizing this company’s geo-targeted service pages, local SEO, and conversion rates.
Another fire protection company client strives for a 3:1 return on investment (ROI). I work with the Account Manager in a leads attribution process to determine how much revenue came from website leads. My strategy is to increase website visits and leads to increase revenue. My tactics include helping their company become THE online authority for the fire protection industry and the company’s services in their geographic region.
Is Your Online Marketing Company Passionate About Your Company’s Growth?
Do you feel that your online marketing company is pursuing a mutual purpose that aligns with your company? Do they want to see revenue growth on your income statement as much as you? They should. And at Blue Corona, we do.
Whether you are looking for SEO services, PPC campaign management, or the whole package, we can find a place for you in our family of clients. With all of our services, you receive a dedicated Account Manager (who can remember why you stopped Yellow Book ads, what you talked about during your weekly catch-up meeting, and which of your CSRs recently got married) and a whole team of online marketing professionals who are just as passionate about your growth. Don’t believe us? Call us up and ask us about our company values, ask to see case studies and testimonials that prove it, and let our service speak for itself!
About The Author: Hannah is the SEO Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
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“Their predictions on how and when the campaign would start to bring us opportunities were spot on and continue to improve month after month. They have been very responsive to our needs, ideas, concerns and questions. Deciding to put our marketing in the hands of the Blue Corona staff has proved to be a great decision. ”