In an economic climate that makes each and every customer extremely valuable, search firms put a lot of emphasis on finding a methodology that not only brings in new business, but more importantly makes current customers happy. However, the real question is whether that methodology should focus technology, automation, or the service delivered by a true professional? Obviously, there’s no one answer and it is the blend of a group of competencies, but what should be the cornerstone?
Sadly, a lot of client stakeholders can’t really answer this question. Most don’t have experience and have only read or heard about success stories. Just like a car shopper that needs “big shiny rims,” a prospect may be hung up on something that is not that important. Then, once you own the car, you realize how much you love the enhanced braking system as it saved your life on an icy road.
Over the years, working as a paid search specialist, I have noticed that one particular attribute of an agency simply cannot be replaced, and that is savvy and experience of a seasoned professional. All the technology, efficiency and automation means little to nothing without the work and intelligence that is needed to leverage it successfully. In virtually every program that I’ve observed, success has been derived from the level of professional service provided and not much else. Smart successful clients want smart successful marketers working on their business. All the technology in the world doesn’t make up for the comfort level your client or prospect has that their agency is working their tails off to do what is best for the business. It is the people behind the data, the automation, and execution that drive successful paid search marketing campaigns.
There seems to be this perception that most enterprise-level agencies “do nothing” when it comes to search engine marketing. Granted, there are some heavyweights that taint the industry image by getting a new client, setting up everything in their automated system and pressing the auto-pilot button, but that’s the exception and not the rule. Strong agencies understand that testing, research, and implementation take time and individual attention. They also require a smart marketing mind that understands why a test is needed, what to look for, and how to leverage learnings.
Without that brain, focused on the business, golden nuggets of information will fall to the wayside for the sake of technology and automation.
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{ 2 comments… read them below or add one }
the car shopping analogy is right on, Michael…another point to add to the art of service, passing new ideas, marketing strategies, findings to clients’ is key. Client’s appreciate an agency that is always thinking about helping their business improve, grow, and acquire new customers. In turn, making that stakeholder look like a rockstar!
great post…keep’em coming!
Excellent correlation between the art of service by a professional and paid search marketing to acquire exceptional results.