If you want to tame the media jungle, you need a MediaBeast!
But how do we tame the media jungle? What is the process for making sure that the marketing we’re doing is working? Well, we’re going to give you the only certain answer in all of marketing: It depends. To determine if your marketing is working, we need to know what “working” looks like. Is it a specific Key Performance Indicator (KPI), such as estimates? Is it the number of products sold? Is it website traffic? We’ve broken down the elements of a strong marketing campaign into a system we call B.E.A.S.T mode.
Budgeting isn’t just a question of “Are you spending enough on your marketing?” It’s a question of how much that budget is doing for you. For example, if your cost per conversion (how much it costs to make the phone ring, get a form fill, or get a live chat on your website) in Google Ads is $100 at a budget of $2000 per month, it is not always true that your growth in conversions is linear relative to the growth in budget. This means that by raising your budget to $3000, we could be showing more ads and reducing the cost per click of each ad, which would reduce the cost per conversion. So it’s possible that at the $3000/month budget level, you could get calls for $80, which would mean not only were you getting more calls, but getting them more efficiently at the new budget level. That’s the difference between determining an ad budget and strategic ad budgeting, and it’s the first step in our process.
Who looks at your campaigns? How often? What trends are they seeing? What are they looking for relative to your KPIs? What improvements and optimizations did they make based on the data? That’s what we mean by “expertise”. A skilled Account Manager (each MediaBeast client gets their own), looks at the data from search terms in Google, to the analytics of what customers do when they hit the landing page, to the amount of time the average viewer spends looking at every YouTube ad we put out. And we don’t look at them as individual pieces of data, but as a holistic approach to your marketing. A quick example: Your ads on Google perform their best on Wednesday and Thursday mornings, but you want to fill up your work schedule on Mondays and Tuesdays. We can use a different bid strategy on Monday and Tuesday than we use on Wednesday and Thursday, or we could recommend A/B testing both schedules against each other to see which tactic performs better and optimize your campaigns.
Attribution is a fancy way of saying, “Are my ads working?” We monitor between 5-10% of incoming calls and all form submissions and live chat contacts to the site. On your weekly call with your Account Manager, we’ll review those leads to see how they turned out. If they brought in good revenue, great! If they are bringing the type of calls you don’t want, we’ll adjust the campaigns and optimize them to bring in the right leads. This gives you, the client, the ability to directly see the ROI from your campaigns and to check the response of your team to leads that are coming into your business. We can even report on the level of missed calls. You may be losing revenue already because of internal losses in your process. If that’s the case, we can help show the value of the leads we bring and attribute that directly to the campaign that brings them in, so you can focus on making sure the process that follows each lead is airtight. We call this “Post-Conversion Action”, and it’s what makes MediaBeast valuable not only in terms of generating leads but in terms of making sure that no leads are missed.
This is the big one. Strategy is the cornerstone of successful marketing efforts, and it combines all three of our previous components: Budgeting, Expertise, and Attribution. From the 30,000-foot view, it may be as simple as deciding if you need brand awareness (so people Google the name of your business), or if you need leads from non-branded search (when customers Google what your business is or does). A brand awareness campaign is a strong long-term proposition to make sure that you crowd your competitors out of search results. Think of it like this: If you are a plumbing company and you have Google Guaranteed Ads, Google Paid Search Ads, a strong Google Maps listing, and you are in the first 10 Organic Google results, you will be everywhere on the customer’s phone screen when they search your name (which they will when you’ve spent time building the brand). If you have that same ad offering, but you haven’t built the name of your brand, you’ll want those same ads and listings to show as frequently as possible for searches such as “plumbers near me”. This is the top of the strategy iceberg, and there’s a lot more under the surface that your MediaBeast team will reveal when you work with us.
Transparency in advertising and marketing is a serious competitive advantage for MediaBeast. If the first four components of B.E.A.S.T Mode were about creating a successful ad campaign, this final component is how we relay and verify that success. Even better, you’ll have complete faith that every dollar you spend is tracked, and every lead reported. We communicate, live, at least once a month with every client we have at MediaBeast. Most of our clients are on a biweekly schedule of calls, and many are on a weekly schedule. We also send out frequent automated call reports and depending on the tactic, automated status updates. Every MediaBeast client hears from us at least three times a week. We embrace full transparency because we believe that if we are honest in our reporting and we are bringing viable leads, we will remain a growth partner with our clients for a long time. It’s the main reason we have a 90% client retention rate.
B.E.A.S.T. Mode: It’s what makes MediaBeast different. Come experience the difference for yourself. Time to tame the media jungle with the MediaBeast!