What evidence can you share that demonstrates the impact of the engagement?
To my surprise, Facebook advertising actually worked fairly well for us. Ever since we started working with them, we’ve almost stopped using mailers as our main advertising. We don’t exclusively advertise on Facebook now, but it accounts for about 70% of our advertising budget, which is way more economical compared to what we were doing before. The cost per lead has dropped by 60%, compared to last year.
How did YYC3 perform from a project management standpoint?
We use email primarily. I will call if there’s anything urgent, but I can send them an email in most cases. The communication style is fairly unique and I don’t think it would work for everyone, but it works very well for me. I’m not sure whether it’s Hayley’s style of dealing with customers, or whether she adapted for working with me, but our communication is minimal.
We don’t talk often: I just tell her when we have a campaign coming up and give her instructions. She takes care of them, and I don’t hear from her for months at a time until we need to make an adjustment. That works for me because I don’t like to micromanage people. I trust what she’s doing and I see the results, so we don’t bother each other.
What did you find most impressive about them?
What impresses me is that they can actually deal with Facebook, which I find to be beyond annoying and irritating. When I try to use Facebook, I don’t find it user-friendly or easy to use. I don’t want to deal with it, so I like that Hayley handles it so easily and effortlessly.
Are there any areas they could improve?
The biggest challenge in receiving leads from Facebook is following up with them. Most of the leads are coming in late at night or in the evening when someone’s clicking on stuff. We try to call that person later, and they’ve moved on with their lives. Either the user doesn’t respond, they’re busy, or they've forgotten about it. That’s more of an inherent Facebook advertising challenge, and not so much related to YYC3. They do what they need to, and I’m happy with that.
Do you have any advice for future clients of theirs?
I’ve dealt with other companies offering similar services in other digital advertisement areas. However, those relationships were not as easy-flowing as the relationship with YYC3 has been. I’d advise customers to just go ahead and try it. Facebook does work; it's better than Google and PPC ads, in my experience. There’s no long-term commitment compared to the organic presence on search engines, which requires long-term commitments without directly seeing results. Here, it’s fairly straightforward: we allocate a budget and go ahead with the service. If it works, it works. If it doesn’t, we just stop and look for something else. It’s definitely worth a try, though.