Singer Marketing

BACKGROUND

Introduce your business and what you do there.

I'm a partner at a direct-to-consumer (D2C) hearing aid company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Singer Marketing?

Since we’re a small company with a big footprint and we sell a lot of products, we rely heavily on partners for things like media buying and website development. 

Before we hired Singer Marketing, we also depended on our partners who weren’t specialized in digital campaigns. However, we realized we weren’t getting great results and that we could do better, so we decided to work with them. 

SOLUTION

What was the scope of their involvement?

Singer Marketing runs all of our digital campaigns and programs. They manage all of our keyword research efforts on the website, and we get reports every week. We have meetings about results and talk about what we want to change or improve going forward.

Their team also leads our PPC and SEO efforts. We’ve given them our login credentials on Facebook and Google, and they manage all of our digital projects from there. Their responsibilities will probably expand in the future. 

What is the team composition?

We mainly work with Corey (President). 

How did you come to work with Singer Marketing?

I’d actually known Corey from a prior relationship. He had formed his own company, and they seemed to know what they were talking about, so we decided to give them a shot.

Corey respectfully touched base with us to let us know that he’d love to work with us. We were bombarded with other people who wanted to do digital marketing for us, but Corey had the right tact and professionalism. Once we engaged in conversations, we realized they were a good team and real professionals. 

Apart from that, their offer came at a time when we truly needed marketing services. Our TV campaigns drove everything, but we needed more sophisticated PPC efforts. We could do it ourselves, but we only had four people in our office, and we had a million other things going. In other words, it was the right opportunity for us to find the right marketing group, so we hired Singer Marketing. 

How much have you invested with them?

So far, we’ve invested around $80,0000 in their services and spent around $300,000 on the digital marketing programs that they’ve managed. Singer Marketing charges either a flat monthly fee or a percentage based on a certain spending threshold.  

What is the status of this engagement?

We started the partnership in March 2020, and it’s ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Our success metrics come from the numbers, Singer Marketing has the ability to talk around numbers and understand what’s coming from where. For instance, we recently realized our Google PPC campaigns around the holidays were too expensive. The amount of competition and bidding in that space were driving up our costs. However, they pointed out that other channels still performed well. As such, we pivoted to those channels, and we gained a better bang for our buck.

Such trends never last, so we’re constantly on our toes. We’re seeing some opportunities again on Google. Spaces are opening up and there’s less competition, so we’re going back in that direction. We’ve given Singer Marketing some metrics, such as a target cost-per-click rate and ROI, and they try to hit them.

The bottom line is that they’ve been very good at staying on target, and it’s been a great relationship. 

How did Singer Marketing perform from a project management standpoint?

Singer Marketing sends us reports every Monday, and we have calls every Tuesday. They provide great results for us, and they have great reporting and communication — they really know the business. 

We don’t use any project management tools. It’s a very straightforward relationship, and this works for us. We don’t need other third-party tools to manage our conversations. 

What did you find most impressive about them?

The most impressive thing about Singer Marketing is their people. They’re competent, and we trust their opinions and knowledge. They share information with us and help us grow, so we feel confident that we have the right digital marketing partner in this business. 

Moreover, they never try to sell me anything unless it’s in the best interest of the company. They’re trying to grow our business because they know that their success only comes after we succeed from what they do for us. That’s what makes the partnership truly great. 

Are there any areas they could improve?

There’s some room for improvement in terms of the accuracy of the data Singer Marketing sends us. When it comes to honing in on data and ensuring its accuracy, reports can get confusing, especially if they don’t match what we see in analytics.

A lot of times, confusion arises because of the nature of the business. However, there have also been times when the data is wrong or isn’t updated. That being said, the team has been very good overall. From time to time, I ask them about the data, they look into it, and they get back to us.

Do you have any advice for potential customers?

Work with Singer Marketing because they’re good.