why your agency should be using a consultative approach
TRANSCRIPT
#thinkppc&
Why Your Agency Should Be Using a Consultative
Approach
HOSTED BY:
Presenters• Kayla Kurtz
– Associate Director of Sales at Hanapin Marketing
– @one800kayla
• Cassie Oumedian– Associate Director of Services at
Hanapin Marketing– PPC Hero Blogger– @cass_oumedian
– Run the world’s most popular PPC blog and conference.
– We manage and optimize global paid search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
Who is Hanapin?
Our Clients
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
Live Poll Question #1How long have you been with your current agency?#thinkppcA. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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What is the Consultative Approach?
Consultative ApproachBased on Consultative Selling:
Taking time to fully understand the problem the client is having…
…Sales person can more accurately provide best fit solution & recommendations
Focus on SOLUTIONCA for PPC account
management is the same idea:
Client’s company goals, beyond PPC metrics &
performance, with a tailored solution built for
achievement!
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How is the Consultative Approach different?
How is CA different?
Agency must bring more than a report full of PPC data and graphs to the table
How is CA different?The Consultative Approach is built off a direct shift in client needs when it comes to agency participation:
•Perspective•Discuss trends•Application of trends•Adjustments to goals and initiatives
How is CA different?“What attribution model is right for my business?”
“How can we expand and do so profitably?”
“Are there changes occurring among competitors?”
These conversations require stronger overall business knowledge and greater drive to get to
sources of issues, not short-term plugs.
In the words of Jeff Baum…
“We need to take a consultative approach toward our client relationships and demonstrate that we’re not just lever-pullers - but trusted and strategic business advisors who can use paid search to solve overall business problems.”
-Jeff BaumDirector of Services
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Implementing the Consultative Approach
Implementation
• Following through = major factor to success
• You have to commit and make it happen!
Implementation - Research• Continual research - understand the business• Ex. Client intake doc, quarterly business
reviews, etc.
• Brainstorm and compile list of open-ended questions• Allows brand team to volunteer information
that they might not see as applicable, but insights that we would see as extremely valuable
• Pain points, decision maker goals & initiatives, etc.
Implementation – Brand Side
• Brand side - Look for:• Agency to restate or clarify what they’ve
heard• Understanding of needs• Follow-up emails to show everyone is on the
same page
Implementation – Agency Side• Agency side:• Continual education for client• Give key insights/takeaways the WHY
behind stats• Plan for initiatives in next 3-6 mths• Follow up• Share Feedback• And make adjustments accordingly
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Consultative Approach In Action
[Case Study]
Case Study - Synergy Industry: Healthcare & supplementsObjective: Increase revenue & engagementChallenge: Limited marketing resourcesSolution: Created synergy between marketing channels to increase revenue & engagement via PPC.
Case Study - Synergy
Results: – Engagement increased by
64%– CPA decreased by 55% – Saw a lift in total revenue
Awareness Blog
EducationeBook
Lookalike Audiences
RemarketingBrand
Case Study - Attribution Industry: Online Retailer, Garden ProductsObjective: Profitable social expansionChallenge: last click attribution to measure social resultsSolution: Collaboration to understand value of attribution & identified new profitable social strategies.
Case Study - Attribution Results: – 479 Incremental Conversions • 358 Assisted • 21 Direct
– ROAS 150%
Case Study - Partnership Industry: Lead Gen, Automotive Objective: Increase leads & reduce CPLChallenge: Poor LP performance, KPI misalignment Solution: Partnered with client to re-align KPIs, landing page optimizations & profitable digital expansion.
Case Study - Partnership Results: – 50% Increase
Conversion Rate
– 30% Decrease in CPL
– 261% Increase in Lead Volume
Offers!
A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
B. No Thanks!
Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
Contact Us Directly: [email protected] Marketing | The PPC Agency of Experts Behind PPC Hero and Hero
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