What evidence can you share that demonstrates the impact of the engagement?
We never had a marketing department before, so everything was done more ad hoc. There is no baseline to say that leads increased from X to Y. During the time with the PPC ads, we went from zero to between 20 and 35 leads a month, it just depended on the month and the campaign.
It varies on what is going on in the economy, especially because our business changes focus as we deal with multiple verticals. As a software company, we deal with maybe 10 or 15 verticals because the software applies across them.
How did Avalaunch Media perform from a project management standpoint?
They have a great project lead who is really good at writing notes and following up with people. I check Google ads and performance dashboards that I have access to regularly. I also insist on a bi-weekly meeting in addition to any email communication.
Avalaunch Media is local, so I can go in and meet face-to-face with them. Sometimes there is no replacement for that because you can draw things on a whiteboard and discuss it at the same time, but there is some value in having someone local to me. Now, a lot of our weekly meetings are conducted over the phone.
They have their own version of a dashboard that I have access to. It shows the PPC activity and shows what they have been doing. The dashboard tracks activity and results over time as far as PPC leads.
The other thing that is kind of unusual about our relationship is that, because of my experience with them in the past, they also provided me with my marketing automation software, so I bought that through them.
Additionally, Avalaunch Media provides me with access to the landing page software and another piece of software that you normally wouldn’t expect in a typical agency relationship.
What did you find most impressive about them?
The personal nature of the relationship certainly helps and it is hard to put a value on it. Avalaunch Media is very interested in making it work for you and in understanding your business as well as they can in order to figure out ways to improve it.
For example, about a month ago they pulled some of their team in together and had a brainstorming session just on my particular business.
It wasn’t just the people directly involved in our project, but also other people from the organization who were sets of fresh eyes to see if they had any suggestions which I thought was good.
It is a value add to me because there are things that they will see from a strategy standpoint and from an experience standpoint because of who they deal with that we otherwise wouldn’t have access to.
Are there any areas they could improve?
All agencies, especially those that are in a growth mode have a similar type of problem where they have to spread the resources that they have across all their different clients.
The challenge with agencies, in general, is that you don’t always get the attention in certain places. In SEO, they do foundational work with a lot of activity upfront, and then the activity peters off for a while until you ask them about it.
Do you have any advice for potential customers?
You have to make sure you have clear goals and understand the markets you want to play in. Understand what the objective of each campaign is, the kind of expenditures you expect to see, and how you expect to manage them.
Coming in with that kind of detail, or at least a very good outline of what you are looking for, is extremely helpful for Avalaunch Media and other agencies that I have dealt with.
Additionally, do a little bit of homework of your own to understand exactly what kind of keywords and phrases work with your particular customers because the team isn’t going to know that. They will be able to see generalized terms but providing those insights will be helpful.