We are the marketing agency “That’s right.” , we have been working in the medical, construction and other industries for 9 years. Clients often come with a request like “here is my budget, bring me 100 leads for it.” The editors of “That’s not right” figured out with specific examples what is wrong with such a formulation – and how best to set the task.
How to set tasks for a marketer
The request “x leads for n money” is not special database entirely correct: it can shift the focus, attract low-quality leads or overload the sales department . How can we determine the goal that the marketer will perform? We offer several options.
Option 1: calculate the desired revenue. The ultimate goal of any business is to get more money than it invests, to increase the return on investment. For this task, a financial model is needed. It will show how much the business has already invested, how much it needs to earn, and how many leads it will need.
Option 2: identify the problem. Before contacting a specialist, it is worth conducting a primary analysis. Think about what is happening in the company now, where it is heading, and what problems it is encountering along the way. The marketer will work on ways to solve these problems according to his or her functionality.
Option 3: trust the marketer.
If the manager does not have a clearly built funnel , but there is an understanding that the business is lagging somewhere, you can approach with a general request: let’s work on revenue growth.
According to the agency’s marketer Irina Lanina, specialists like clients who say: “do whatever you want, but my revenue must grow.” When a client unties the marketer’s hands, the number of control points decreases and more space for maneuver and creativity appears. Of course, for such interaction, it is necessary to establish trusting relationships between the marketer and the manager or the rest of the team.
How to Establish Trust Between a Marketer and a Team
Here are some tips on how to make communication between a company and an outsourced marketer as effective as possible:
Understand the specialist’s area of responsibility. An outsourced marketer will not be able to take on routine work or perform an urgent task; he is engaged in a long-term goal.
Prepare der kern des modells besteht darin dass einzelne geschäftsbereiche for long-term work. Don’t expect results in the first month: it will be spent on market research, analysis, and strategy development. But if you are ready to cooperate for at least six months, then the results will definitely come.
Record the desired result. Agree with the marketer about his tasks before starting work and discuss what you want to see in the end. This will help you form the right strategy and track progress.
Invest in healthy communication.
Don’t try to make competitors out of an in-house marketer and an outsourced specialist, but help them cooperate. Listen to marketers when they talk about numbers. Ask questions if there is a misunderstanding or doubt.
What’s wrong with the query: I want X leads for N money
It’s normal to have a budget because business is always limited. That’s why clients often ask marketers: “What results can I achieve for this amount of money?”
It is also normal to focus on the number of clients. This figure is used to calculate the workload and the number agb directory of personnel. In addition, the indicator is used in some financial models. Financial model of a beauty salon chain. It is published to attract franchisees. One of the indicators is the number of clients.
But relying on two figures at the same time, i.e. budget and number of leads, is a bad idea. Such a formulation will not lead to revenue growth.
What are the consequences of such a formulation of the problem?
Low-quality leads. In pursuit of leads, you can attract “junk” traffic, that is, non-target audience. This is easy to do: promotions, discounts, gifts work well. The goal will be achieved, but the leads will not become customers.
Example: A dental clinic contacted Tochno because they were not satisfied with their revenue, although their lead and budget goals were met. After building a funnel, it turned out that the “first consultation is free” promotion attracted low-quality traffic. Because of this, the conversion from application to sales was only 3-4%. The marketer built a new strategy. It involves a decrease in the number of leads, but an increase in the number of clients.
