Shownotes
Choosing the right digital marketing agency to help you grow your business is one of the biggest decisions you will make as a business owner. If there was only a list of ineffective marketing agencies, everyone's lives would be easier. But since there isn't, Kasim, Ralph, and “Serbian Firecracker," Ivan Janq, share the biggest red flags you should watch out for when hiring a marketing agency.
From not being able to adapt to significant updates to fooling you with perfect campaign data and analytics, learn more about what you should keep an eye on so you can steer clear of ineffective marketing agencies that say they'll help you succeed.
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Transcripts
The last red flag that I continuously
see is that nobody, that's a small
2
:agency managed to adjust to, the iOS 14.
3
:5 update.
4
:I just see so many agencies
not understanding M.
5
:E.
6
:R., not understanding tracking.
7
:I talk to a guy that's I'm a
professional at this and that,
8
:and he's man, not a single UTM.
9
:Anywhere.
10
:Or, for example, exclusions.
11
:That's the one thing that you
continuously see everywhere.
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:People running campaigns that, work
for three days and then they die.
13
:And I'm like, of course when you
start hitting the same people and
14
:over again, because the agency doesn't
understand how the algorithm works.
15
:I just, one of the agencies that
contacted me through you, Ralph,
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:that was actually the company
we talked about, Frieda Rotman.
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:their current agency is just launching
every goddamn day, a new campaign because
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:it works for three days and then it dies.
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:So they're just restarting.
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:And that's what they said
to me yesterday on the call.
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:And I still can't believe
they told me that.
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:Unbelievable.
23
:don't know why that is, so what was your
diagnosis on that one in particular?
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:We're launching a brand new
campaign every three days.
25
:Cause after three days it dies.
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:Exclusions.
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:If you don't have exclusions for
purchasers, websites, visitors, or
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:anything else, what's going to happen
is that the algorithm is going to focus
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:to the highest chance of conversion,
also known as lowest hanging fruit.
30
:So what's going to happen is it's going
to continuously start hitting the people
31
:that reacted at the start of the campaign.
32
:it's basically going to end up being
some kind of weird remarketing campaign.
33
:And I saw campaigns that are like wide or
broad campaigns that have five frequency.
34
:And I'm like, this is not broad, dude.
35
:Just because you didn't add.
36
:A remarketing audience doesn't
mean that the algorithm is
37
:going to listen to your wishes.
38
:All right.
39
:So let's break that down for a second.
40
:Cause that's what you
bring up a huge point.
41
:So you're talking about
broad audience targeting.
42
:So depending on where you're
at, this might be an audience of
43
:200, 300 million, maybe a hundred
million, like big audiences.
44
:Correct.
45
:And so these guys are launching ads and
here's something for you to look out for.
46
:And I'm talking to my directors of
marketing, my VPs of marketing and even
47
:the media buyers is if your agency has
this going on, this is a huge red flag.
48
:Because all they're doing is spoon
feeding you back results, and probably
49
:those results look pretty good.
50
:But the fact that they have to swap out
every three days means that in a broad
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:audience, all the algorithm is doing is
going out and finding the people who have
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:previously bought from you, previously
opted in, previously landed on your
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:page, the warmest traffic possible.
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:And that's why when we talk about our
ACC model, the awareness consideration
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:conversion model, which is much broader,
where you're actually expanding the
56
:market through top of funnel content,
you can expand your audiences inside
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:those broad audiences by getting
more potential conversion audiences.
58
:But the key to all this is the exclusions.
59
:Is excluding everybody who knows
anything about whatever you've ever done.
60
:And that could be page views.
61
:that could be Instagram page visitors.
62
:That could be people who have
engaged with your videos.
63
:That could be custom audiences who
have landed on your pages as leads.
64
:This is buyers all time.
65
:You got to take them out of your audience.
66
:It's not perfect because they always
Facebook, especially will find people
67
:who are familiar with your brand in
some way that you haven't excluded.
68
:it, the algorithm is that smart, but if
you're not doing that as a base level
69
:and Every single growth plan we ever have
done, and you probably see this as well,
70
:Ivan, is that the previous agency has all
those audiences mashed in together and
71
:they're getting, Oh, look at my row ass.
72
:I'm getting a six X row ass.
73
:We just did a, strategic growth
plan for a client who ended
74
:up going with another agency.
75
:I don't know why, cause they're idiots.
76
:But the point is like their current
agency was getting a six X row ass.
77
:your first couple of weeks with us, you're
probably going to get down to a two.
78
:They're like, Oh my God,
how is that possible?
79
:I'm like, it's because they're
selling to your preexisting clients.
80
:Like we're going to pull out
all those people and actually
81
:start selling to new customers.
82
:And it's going to be painful
for your first month.
83
:Okay, what do you mean my first month
in my first two months, you guys
84
:aren't going to be getting me results.
85
:I'm like, yeah, that's the way that
it works in new customer acquisition
86
:because we have to rebuild everything
from scratch and undo what your agency
87
:was doing prior to this or your team.
88
:Now I'm ranting.
89
:But at the very least, if you're not
doing exclusions, it's a major red flag.
90
:Agree.
91
:Disagree.
92
:Ivan one million percent.
93
:We don't normally get Ralph this
riled up, it pisses me off because
94
:there's 42, 000 agencies out there,
guys, and most of them are shit.
95
:Just coming in their defense,
most of them are just Amateurs.
96
:Bad people.
97
:They're just like, it's a kid in
his basement who took a course
98
:or a guy who lost his job and is
trying to figure something out, and
99
:man, does my heart go out to him.
100
:But like I get it.
101
:don't tell people you can do stuff you
can't do, especially when, to a point
102
:that Ivan made during the prerecord,
like media buying used to be something
103
:you could learn in a weekend, truly.
104
:It's triple PhD now.
105
:You can't step up and be like,
yeah, I can do heart surgery.
106
:that's murder.
107
:I'll do a weekend class
on, yeah, thoracic surgery.
108
:Yeah, that's fine.
109
:I could do that.
110
:So it's just gotten so much more complex,
but the educators in the space and
111
:the narrative that we've sold doesn't,
hasn't necessarily caught up to that.
112
:The barrier to entry is less than zero.
113
:And a guy once that I met at a conference,
literally it was three months ago, is
114
:this, that met a performance summit.
115
:So like he came up to me,
he's I hadn't met him.
116
:He's heard me talking to somebody else.
117
:at that point in time, he hadn't
really watched any of our YouTube
118
:videos, but he recognized who I was.
119
:He's like, Hey, you're Ralph
Burns from perpetual traffic.
120
:I'm like, yeah.
121
:He's thank you so much.
122
:you're the podcast that has
launched a thousand agencies.
123
:we're partially responsible for it, Modern
Facebook agent was is tier 11 template.
124
:it's me, Kurt Molle.
125
:I don't know what he's doing these days.
126
:I haven't talked to him in a while.
127
:And Jason Horning.
128
:it was the three of us.
129
:I will give joint credit to, we were
the first three Facebook And now
130
:everybody thinks they can do it.
131
:But, the point of this is that's fine
because I think a lot of people have
132
:started agencies to escape the corporate
life and all the other sorts of things.
133
:that's fine.
134
:I get that.
135
:You gotta make ends meet.
136
:But, for a business owner?
137
:It means there's 40, 000 agencies out
there that absolutely suck because
138
:they do all this stuff and we see it
every single day, Ivan, you see it.
139
:I know we work awfully
very, very closely together.
140
:You're the one agency that we actually
work with where we're like, Hey,
141
:if you're a regional local or a
smaller business, Ivan's your guy.
142
:And come through us first and then
go to Ivan because you guys get it.
143
:But so few agencies do it.
144
:Same thing on the Google side.
145
:If somebody is coming, for really
high level Google strategy,
146
:we go to solutions eight.
