Joshua Nelson explains why single-service digital marketing agencies lose clients to inconsistent results. His agency bundles SEO, PPC, website development, and database reactivation to deliver measurable leads in week one while SEO builds, lowering cost-per-lead and justifying higher retainer fees.
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Hey guys, on this video I want to talk about some delivery strategies in your agency and how you can generate better results and ultimately retain your clients at a higher level. I know, you know, in my agency, one of the things we struggle with is we started as an SEO company. We started as plumbing and HVAC SEO. We getting websites and client sites ranked in our niche. And it worked in a lot of cases, but in some cases it didn't. So we were always trying to figure out what can we do that will generate consistent measurable results for our clients. And so over the years, what we've moved to and what I suggest almost all of our 7 Figure Agency members do is rather than just being single channel, like if you happen to be really good with Facebook ads, okay, I'm just gonna run Facebook ads. Or if you happen to be really good with pay-per-click, I'm just gonna run pay-per-click ads. In every case, when you're relying on just a single channel, that's your single point of failure. And a lot of times, your ability to retain clients on a single channel becomes extremely challenging. Like, sometimes it's a win, sometimes it's a fail. When you go multichannel, which means, let's say, we're gonna do the website, SEO, and Google Ads, or we're gonna do the website, SEO, and Facebook Ads, and you have a mix of services you can bring to the table, It does a couple of things to improve the deliverability and the results that you get for your clients, as well as to retain. So let's talk a little bit about the delivery on the front end. Just using SEO as an example, right? Hey, we're just gonna do SEO. If that's all we did, it takes some time, right? The client signs up, they give you their credit card, it's like, okay, we're gonna get to work. We're gonna write this content, we're gonna update the website, we're gonna claim these directories, we're gonna build some links. And you guys know if you're running SEO strategies, it could be 3 months, 6 months, 9 months before that really starts to bear fruit, right? And you gotta be really good at selling and positioning a client to take their $1,500, $2,500 per month for them to be okay waiting that long and trusting that eventually it's gonna bear fruit, right? Or if you just did pay-per-click, maybe you can be pretty quick to generate a pay-per-click campaign and get it off the gates. But let's face it, your cost per lead from pay-per-click is quite a bit higher. In some markets, there's more competition, there's more people bidding on those same terms. When you're relying on a single channel, you're slower to generate results and you're less consistent. What we found was when we started to layer multi-channel solutions for our clients, we were able to blend the result. So let's just use as an example our agency, Plumbing and HVAC SEO. We work With website SEO pay-per-click in almost every case. That way we can come out of the gates and say, "Hey look, we're gonna start to do the SEO strategy, right? We're gonna write this content, we're gonna build this website, but initially what we can do is we can turn on a pay-per-click campaign. We can set up some landing pages, we can drive some paid traffic." And so right out of the gates, in the first week, they can start to see some action. They can start to see some lead flow. It might not be a slam dunk, high fives all around, return on investment, but we know right out of the gates they're gonna get something tangible, something measurable that's gonna move the needle for them. Now over time, because we're not reliant just on the pay-per-click strategy, the SEO starts to pick up, right? We find that our cost per lead and the quality of lead from SEO tends to be even better, it tends to be even higher. And so we can more consistently give our client a result, whether it's the SEO, the pay-per-click, database reactivation, start thinking about ways to generate quick wins for the client, we can generate better return on investment, which as agency owners is the name of the game, right? If you can't get the client a return on their investment and show them the value for what they're investing, there's no way that they're going to stay. So that's from one piece, generating more consistent results. Just makes sense to go multichannel. The other thing is you become a lot more sticky. One of the hardest things in a digital marketing agency business is we want to sell retainer-based clients. We want those clients to stay with us long-term, not just for 3 months on a beta test and let's see how it goes. We want them to be with us a year, 2 years, 3 years down the road. When you're in— when you're handling their website, their SEO, their pay-per-click, you've got more value that you're bringing to the table. So they're not going to judge you on a singular thing. They're not gonna judge you just on the website or just on the SEO. They're gonna be looking at the blended result. And so what we found in our agency going from single channel to multi-channel was, was a game changer. We were able to charge more, we were a lot more confident in our ability to generate results, and we were able to retain the clients at a much higher level. So I'd love to hear from you guys. What are your thoughts here in the comments? Are you multi-channel, single channel? Do you see how running a multichannel strategy in your agency would help you generate better results? Let me know if you got value from this, and this is something that you think you'll benefit from. Please be sure to press the like button or the subscribe button, and, uh, stay tuned for more videos on how to land clients, deliver world-class results, retain the clients that you do have, and scale your agency to the next level. I'll talk to you soon.
