Marketing agencies get a bad rap, with good reason.
A good number of marketing agencies operate by charging clients for high-cost inefficiency, which essentially amounts to making clients pay for poor planning and execution. Examples of this include:
- Hiring third-party specialists to cover what they claimed they could do themselves.
- Failing to clarify the costs upfront.
- Charging despite a lack of results.
- Claiming they qualify as experts on everything related to marketing, even if the trend just started and maybe three companies in Tokyo have access to it.
- Booking jobs in favor of finishing jobs.
Then there’s the marketing version of the bait n’ switch. It consists of scheduling an appointment with a prospective client to review existent marketing. After looking at their current ads and website—and more than likely gulping down all their coffee— the new marketing company claims they can do the job they’re “analyzing” for much cheaper.
Of course they can do it for cheaper because they don’t have to do it. That job is already done. No one wants to hire new marketers to lowball an existing marketing plan. Yet the marketers give a price on that job and promise all sorts or changes without clarifying the actual costs of the redo.
These type of marketers should replace the coffee and thrown in some donuts for good measure. Geeze. The truth hurts, but it’s really easy—and lousy—to sit with a prospective client and woo them with tales of low-cost marketing in hindsight.
This backhanded approach hurts marketing as a whole. Quite honestly, it hurts all business because it creates stagnation in multiple industries. Every industry needs marketing. When they don’t receive the marketing they need, this leads to profit loss and sometimes even bankruptcy.
Enough. It’s a waste of time and money. Thankfully, some marketers still believe in a value.
Reach for the Standards
Google ranks as one of the most successful companies in the world. The global giant establishes the type of third-party partnership standard that elevates marketing in a variety of ways. For instance, Micro Moments offers an incredibly cost effective ways to track prospective business.
Google also enforces transparency when it comes to ads and tracking.
Look at this direct quote from Google’s third-party policy page:
- Transparency requirements: Information you need to share with your customers
- Prohibited practices: Things you can’t do if you want to purchase or manage Google advertising on behalf of your customers
- Account setup requirements: How you need to arrange your customers’ Google advertising accounts
Still, a lot of companies fail miserably when it comes to insisting on this type of integrity. They fail more than miserably. They fail on purpose because they think it makes them more money. Some of them try to by-pass the Google standards. Eventually, they get caught.
Their actions explain the pervasive reluctance on the behalf of businesses to bring in new marketing companies when needed.
It’s vital that the marketing industry understands this: The client-marketing agency relationship thrives on brand enhancing achieved at the best rate, in a reasonable amount of time. Integrity nurtures this process. In the long run, integrity benefits both the client and the marketing agency, though some marketers fear it equates to a loss in profits. Their fear and greed override their logic and creativity. Excuse the pessimism, but it feels endemic. Hell, it looks endemic, based on the state of websites and ads these days.
If a company the size of Google insists on accountability, why isn’t everyone doing the same thing? Afterall, honesty isn’t hurting their profits. We don’t even need to link to Google’s networth because everyone knows how much they’re worth.
Well, one marketing agency called Intellibright also believes in
that leads businesses to the first of many conversions. They are legit Google partners, but their standards compliment Google’s policy rather than stems from it.
Intellibright’s unique process means they invoice clients after the first conversion. Clients enjoy the benefit of this immediately. The results pay for themselves with the Intellibright business model, and Intellibright command customer loyalty.
Their business model thrives on two unique concepts that deserve a closer look.
Intellibright gets paid the same way sales people get paid: When they make money for their clients, they receive what amounts to a commission. This is called Pay-Per-Sale.
It might seem like a precarious way to do business, but if you work in sales or with salespeople, then you understand the concept. You probably even approve of it. It probably makes you money.
Well, there’s really no difference when it comes to marketing. Intellibright pays
and other professionals the same way that a sales force pays a staff.
They provide all the content their clients need, combined with extensive analytics and tracking methods. And only after their client makes the first conversion do they charge a fee.
It’s a risk, sure, but it’s a risk that works. Intellibright is not a start-up. Their approach infuses integrity back into marketing, without cheating the employees who help make it happen for them.
Intellibright must provide each client with:
- a website
- a Google seacrh campaign
- a team of internet marketers and SEO specialists
- exclusive leads
and they do this upfront, without payment.
When a marketing team gets paid like a sales team, everyone makes money.
Intellibright only provides exclusive leads to each client.
This provision is a game-changer. A lot of marketers recycle leads which amounts to nothing but wasted outreach efforts. Intellbright mines data that reveals the best leads for each client that partners with them.
There’s no point in contacting companies that don’t qualify as viable.
Intellbright’s research leads to a huge time and cost savings for their clients. It also leads to a increase in profits. On average, Intellibright generates 48,357 leads with a 23.9% conversion rate.
Impressive, to say the least.
Futhermore, Intellibright only partners with one client per market area. This benefits clients by giving them the ability to dominate their competitors. Gaining that type of market share shows the value of Intellibright’s work.
That’s what it comes down to: A marketing company should provide value. Clients want to pay for value. No one wants to pay for waste. And in the end, they won’t.
The Intellibright model creates marketing and monetary value for all involved.