How My Team Beats Your In-House Marketing Department On Every Metric

Think an in-house marketing department is always better than bringing an outside agency on board? I encourage you to think again.

 I speak with a lot of C-level executives who wonder if they should stick with an in-house marketing strategist. Whether they already have a team established or they’re thinking of making a hire, they’re curious if there is anything to be gained from working with outsiders.

Sure, it might be great to work remotely with a firm (especially in the midst of a pandemic). And it’s true that working with an agency like mine means access to more marketing professionals for a fraction of what it costs to hire them.

But still, business owners can’t imagine that an outside team could understand their brand on the same intimate level. They don’t want to waste precious time explaining their market to new partners. They think working with a marketing agency means competing with other clients for time and attention.

None of these things are true. 

In fact, I’d go so far as to say my team beats your team in efficiency, expertise, and performance.  

Here’s how.

1- We’re Faster Than Your In-house Marketing Team

Everybody promises to work at top speeds. But when I say my team is fast, I don’t just mean we turn around projects quickly (although we do).

I mean we plan quickly. We analyze your business and market quickly to discover untapped opportunities. We eliminate the time waste that comes with miscommunication and failed experiments. 

We even observe marketing metrics in real-time so we can make immediate adjustments to capitalize on a successful strategy

Sure, your team may be able to rush a project for you.

But my team knows how to rush results.

How We Do It

We combine market research with our own expertise to immediately identify opportunities to improve your marketing and sales processes. Here’s how that works: 

  1. Observe the details. In our exploration meeting with stakeholders and c-levels, we zero in on the facts that matter. Our team sees your assets, your resources, and your potential to stand out within your market. We weigh the strengths and weaknesses of your current positioning. We identify how your current strategy is helping or hindering your growth. By recognizing all these details right away, our team is able to have an immediate discussion with you about the path forward.
  2. Ask all the questions. We know what lies ahead, which means we already know what information we need from you. So we ask everything upfront. This way, my team is all set to launch into your marketing strategy without the drag of back-and-forth clarification emails.
  3. A streamlined system for planning and execution. Believe it or not, you benefit from the fact that my team serves other clients. We have to have a seamless procedure for managing workflow and maintaining regular internal communication. Thanks to these systems and standards, we’re always in sync with each other and with you. There’s no backtracking on projects and no starting over.  

2- We Set a High Standard for Communication and Response Time

As marketers, we know communication is everything. One misunderstanding or neglected email can turn into wasted time or lost opportunities. 

I do whatever it takes to make sure you and I are on the same page and that my team is available to you through the fastest and most effective method available.

How We Do It 

  1. Define the right process for communication. From the moment our partnership begins, our consultants clarify our point of contact at your company. We make ourselves familiar with each team member’s role within your organization so we can direct any follow-up questions to the right person. We also make sure our team knows your preferred method of communication.
  2. Set up the right tools. Together, our two teams figure out what tools are needed for video meetings, screen sharing, project management, and other communication essentials. Then we make sure we all have these tools set up and ready to go. 
  3. Unlimited meetings. We have to do what it takes to grow your business. This might mean having a marathon meeting so my team can learn the details of your services. It might mean logging on for an urgent video call to create a marketing strategy for a new, time-sensitive product. Because these meetings are so essential, I don’t put any limits on the number or length of client meetings. And there is never an extra charge for connecting.
  4. Regular video calls. You need to know how planning and execution is going on our end so you can ensure our efforts align with your own. We need to know about any new innovations or messaging within your company. To that end, we schedule regular video calls with your C-levels and management team.
  5. Open Door Policy. My team is here whenever you need us to discuss your concerns and discover solutions. This has always been our policy, but it’s especially important as your team finds its way through a recession. We’re here to help you overcome and thrive.

3- We’re Experts . . . In Our Industry and Yours

My team is obsessive about professional growth. Each professional is highly skilled in their area of expertise and works tirelessly to stay on top of changing trends. 

And we apply that same dedication to expanding our knowledge of your field.

We believe we can only make you look like an expert if we’re experts. We can only make sure you’re ahead of the competition if we’re ahead of the competition. You can depend on us to do exactly that.

How We Do It

  1. Set up a system for continuous learning in your field. We regularly research both the trends within your market and the products or services you offer. Every member of my team learns the terminology, major players, and new developments that define your field.
  2. Follow leading companies for industry updates. We keep an eye on other industry leaders to make sure we don’t miss a beat when it comes to new innovation and effective messaging.
  3. Practice with case studies. We look to case studies in both our field and yours to discover new methods, avoid errors, and identify trends. 
  4. Professional development for our team members. The digital marketing landscape changes every day. So it’s important to us that our team members have the resources they need to remain experts in the field. We provide our staff with courses and content that enable them to develop and sharpen essential skills.

4- We tell you “NO.”

This may be one of the most important distinctions between my team and yours. 

Your in-house marketing department and team worry more than I do about validating your vision and keeping you happy. If you’re eager to try a new idea, they’ll probably follow through, even if their own marketing instincts tell them it’s not the best call.

Not us. If you or your team suggests a strategy or idea that will harm your brand, your company, or your performance, we won’t do it. Here’s what we will do.

We believe that if we’re going to shoot down an idea, we need to offer an alternative solution.

If you propose a not-so-solid idea, my team and I zero in on the problem behind the idea. What sparked this thought? What concerns are you trying to alleviate? What does this tell us about your goals or challenges within the market? 

We discuss these issues with you, then propose a solution that gets the results you want.

How We Do It

My team meets with stakeholders and C-levels regularly to make sure we are well-versed on your company’s goals and challenges. This way, you don’t have to worry about my team and I missing the mark when we propose alternatives to your strategy. We understand exactly what you’re going for. 

Above all, my goal is to build trust between your team and mine.

One of the biggest reasons companies hesitate to hire a marketing firm is because they can’t imagine outsiders caring about the success of their business. 

But the staff at LookinLA is not just here to execute marketing services. Every member of our team is passionate about helping businesses thrive. We see every client as a partner, and we are as invested in your growth as you are.

3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.

 

1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.

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Author: Jamie Murphy
Source: sitepoint.com

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