Category Archives: Beginners

CORONA VS PPC
One Agency’s Success With Google Ads, PPC And Retaining Clients During The Pandemic (Interview)

This pandemic is affecting
all of us…

Everything went from a 100 to – 20 within the blink of an eye. I’ve had clients pause and cancel projects. While getting multiple requests from clients reacting and wanting to get things done right away (such as implement online stores to have the ability to sell online, websites popups). Every advertising clients have been paused except for one. And we’re afraid we will have a long time to wait to recover from some balance dues on some accounts.

We’re positive we will get through it. However, we’ve been struggling telling clients that they shouldn’t completely just cancel their campaigns and struggling with the influx of request for small updates (banners, popups to inform) which is not really profitable for our agency.

Widmaer Telisma
Small Agency Owner, wboitemedia.com

One agency owner I talked to has been able to navigate it successfully. Below is our conversation.

This is an interview of Chris Schutte, founder of Launch Digital, a digital marketing agency based in Johannesburg. Of all the business owners I’ve talked to, he is only one who told me the Corona pandemic isn’t impacting his business negatively. He spills the beans on how he’s been able to do that.


Listen to the full interview

Click on the play button below.

Chris

Chris from Tenscores (00:00)
Chris, are you there?

(00:05) Chris from LaunchDigital
Yeah, I’m here man.

Chris

Chris from Tenscores (00:06)
Good to hear you again. How are you?

Chris from LaunchDigital (00:11)
Good and you?

Chris from Tenscores (00:12)
I’m doing great. I wanted to get you back on a call here because you’re probably one of the few people, if not the only person that I’ve talked to who said that he is navigating this Corona virus situation without a problem. So I wanted to get you back on a call so that you can actually share with us and our audience. Give us some tips on how to do so. You own a small digital agency and we actually have a lot of customers here at tenscores that have been losing clients and that’s been a problem that you don’t have. How are you doing that?

I.

Changing our minds about how Google Ads and paid search actually works.

Chris from LaunchDigital (00:57)
Well, I think the first thing that’s important is to break the misconception that Google ads or any PPC advertising for that matter is reserved for the bottom of the funnel marketing. You know, a lot of people feel that PPC is purely a bottom of the funnel decision making type of activity when actually it’s not. I mean, you can use PPC advertising very successfully, as top of the funnel awareness generating stuff and even middle of the funnel email list building type of activities, that’s the first thing. So, that’s a mindset that needs to change on the agency side as well as the client side. Agencies push this idea that you’ve got to get direct leads and sales on Google ads and the problem is then clients think the same way too. They believe this is the only way to can get leads and sales. Or rather that PPC is is only suited for this bottom of the funnel.

Chris from Tenscores (02:14)
So how do you get clients to change mindset, I mean, it’s one thing to have the mindset, but how do you do that for your clients?

II.

Changing our Clients’ minds about how paid search actually works.

Chris from LaunchDigital (02:21)
So, we give them real world examples, the exact examples of strategies that we use. I think that really is how we sort of convinced them that it’s not, is that we, we show them examples of campaigns we have run. We will have created awareness and that for clients where we’ve both email lists through PPC that have been cheaper than if people were to go buy an email list. You can generate emails from PPC for, you know, 30, 40 cents an email. Whereas if you go buy a list, it’s a lot more, you know.

Chris from Tenscores (03:10)
Do you have an example you could share with us? I would like to learn more about that actually.

Example

Chris from LaunchDigital (03:15)
Yeah. So we ran a a campaign for a pool owner. He runs a pool cleaning and maintenance business. He was struggling to use PPC to drive sales and leads. And then, I mean we were big into the inbound marketing methodology, right? So we were very big into creating valuable content that attracts people. We created some eBooks for him on simple things like “how to keep your pool clean after rain” and other things that pool owners struggle with. We created eBooks and promoted them on social profiles. We had sold them on this big inbound marketing funnel thing. Like, you know, creating eBooks, getting people to sign up and building email lists [organically].

(04:07)
And to our dismay, it didn’t quite go that way because the organic traffic that was going to site wasn’t sufficient. So we had this beautifully set up funnel, you know, but what we were lacking was traffic generating strategies to get people to the site to complete this thing. So anyway, long story short, we started to run a Facebook campaign and we targeted pool owners on Facebook, just purely with one of his eBooks. And it was a lead gen campaign. So someone just clicked on the advert, it popped up a form in Facebook, they filled out the form and then we used Zapier to integrate that with his CRM system, which is Active Campaign and, and it put people into a little thing there. And then he started building a list and we really started generating email addresses of his target audience.

(05:04)
And now this is important to remember, but we started generating email addresses of his target audience for around 5 Rand, an email address, right? Which is about, it’s about 40, I dunno, 40 US cents, somewhere around there, which is ridiculously cheap because if you go by a an email list you know, you can buy a general email list of like two thousand three thousand people or as many as you want and it might cost you, you know, it’s slightly less than that. Put your mail address to buy that list that you’re not getting the actual target market, the chances that someone owns a pool in that list is slim to none. So we were generating real sort of pool owners, his target market at 5 Rand or 40 cents per subscriber.

Chris from Tenscores (05:56)
So 5 Rand that’s the South African currency, right?

Chris from LaunchDigital (05:58)
Yes, that’s right. Yeah. So you’re looking at about 30, 40 us cents.

Chris from Tenscores (06:02)
You know, I’m taking notes man. We might have to make another call where we go into specifics cause if I could get like 50 cents per per email subscriber, that would be awesome.

Chris from LaunchDigital (06:14)
Yeah, that’s exactly it. And these are accurate. As I say, these are, these are people who own pools, so there aren’t just general things. So we built up his, his email list from, you know, maybe had like, I don’t know, 80 90 people on his, on his CRM system that he wasn’t even using. And within a couple of weeks we had over 800 email addresses that we had built up from. And that’s really where the success story sort of ends because then, we tried to follow up with him and do email campaigns and all of that stuff he sort of lost interest because you know that it is a longterm type of thing. You know, marketing is a volume game and it’s long term, and a lot of business owners aren’t willing to play that game.

(07:02)
So we sort of lost him after that. But the success and that story is that we were able to use PPC and Facebook ads specifically, to drive middle of the funnel activities and even top of the funnel activities. And you know, when we tell clients about that, then they’re like, okay. Then they start realizing, and then they start seeing and make up examples in their own mind. And I think that is the first thing we normally do with our clients. We just break their mis-conceptions.

Chris from Tenscores (07:32)
Is that something you do at the beginning when you get a contract with the client to let them know what you guys are about, how you think about it, or can you also get somebody who’s already doing some PPC let’s say Google ads and then you may tell them: “Hey, I can see what you’re doing there, you’re going for the bottom of the funnel, but here’s a way that you can actually improve your results by targeting (the upper funnel)”. Is that something that you do as well?

III.

Starting the conversation
with clients.

Chris from LaunchDigital (07:59)
So again, you know, the thing is that in a perfect world, so to answer your first question, it is part of our sales pitch from the, we, we, our methodology is very much an inbound sales funnel basis type of thing. You know, we’re very focused on that. We understand that users exist at any given time in a certain space, in a funnel and depending on where they are is how you’ve got to reach them and it determines what tools you use and the language and all those things. And in a perfect world, you could use PPC at all three stages or in your, as you use the DISCO model, you could use it in five stages of the funnel successfully, just tweaking your things and you use an example on that blog post you wrote about sous-vide cooking where you can advertise the actual model, that Anova model (equipment), which is right at the bottom of the funnel, but then they’re still study and comparison and all these other things that you can create landing pages for.

(09:00)
You know, you can create sous-vide recipe landing page on your website and that’s a very top of the funnel type of thing to drive people to that blog article. And that might not result in direct sales, but it’s putting people into the top of your funnel, who could either contact you or buy your product or whatever the case is. So in a perfect world, you can apply that methodology to every single business. You can take your business and look at them from each stage of the funnel and say, cool at the bottom of the funnel, what’s our language? What are we trying to achieve? You know, middle of the funnel, what are we trying to achieve? And then as I said, there’s multiple tools that you can use at each stage of the funnel to drive traffic and all these things. And PPC has one of them.

(09:52)
Had, yeah. So I was just saying that if you had the budget, and this is where trying to get to earlier… is that clients, our clients especially, don’t have the budget to be running PPC for all three stages. And I think a lot of smaller agencies, their clients don’t either have the budget. So that is why you always end up running ads for only the bottom of the funnel. Cause bottom of the funnel is the low hanging fruit. So that’s where you want to spend the money to move the needle. And then if you’ve got budget, then you start doing stuff for the middle of the funnel and the top of the funnel. But the problem is, and this is what we find is when the bottom of the funnel is working so well, clients don’t want to spend money on the top or the middle of the funnel or they just want to put more money into the bottom.

(10:43)
So, you know, that’s the thing. But now with this whole covid-19 thing, we’re saying “Hey, bottom of the funnel is out of the question because people aren’t buying a lot of services. In a lot of businesses, people aren’t buying, so you’ve got to now change your strategy”. And I’ve even written this up a little bit for you so I can even send it to you (read it here). So you know, the way I see it in terms of like, you asked the question of how are you retaining clients who are pausing service. So the first thing we did was to break this misconception and show clients that “Hey listen, PPC… you can use it for any stage of the funnel”. The next thing is we’ve given all of our clients a reality check….

(11:30)
We said to them: “Hey listen, it’s not going to be the same as before because of X, Y and Z. People aren’t buying.” But there is opportunity. And we’ve had to apply some strategic thinking for each one of our clients to determine what the opportunity is for them. So for the agency owners that are reading this or listening, you know, I believe all businesses and industries at this point in time fall into two categories. One is the category of businesses that are completely affected by covid-19 they cannot trade, they cannot provide services. They are completely sort of tied to a chair in that sense. Right? And those type of of businesses are generally speaking what they call the BEACH stocks and BEACH stands for Bookings, Entertainments, Airlines, Casinos, Cruises, Holidays, Hospitality, any sort of industry that’s related to that. You are like really directly affected and your whole strategy has to change. (Yeah. Beach. Yeah. I didn’t make that up by the way.)

(12:42)
The other category is those who are somewhat affected. Cause you know I did make a third category of those who are not affected. But I think this thing really affects everyone. I think there’s the second category of those are somewhat affected and those are the people who can still run businesses and still trade and service their clients. You know, either they’ve been doing it online for the whole lot. If you look at affiliate marketers or whatever, they’ll just carry on. But for other businesses like let’s call them fitness studios, walk in shops, you know, those type of guys. They’re affected by Covid because obviously people aren’t coming to their premises and doing those things. But they can take their business online. So we’ve identified, well, you know, that’s another example, is we are helping a fitness studio and she’s actually one of my good friends who came to us for a barbecue about a week ago.

(13:45)
Not that we’re supposed to be seeing each other, but anyway, that’s another story. So then she came over and she told me about this and she’s just moved into this really large new premise and fancy office and now she’s jumped down. So she was like, basically in tears going like “Man, I’ve invested all this money”. So I said “Well, you know, why don’t you move it online? Why don’t you offer pilates classes online through Zoom? You know, you sell a certain amount of spots that people have to buy”, because her clients still want to do these classes and Pilates yoga, fitness, a lot of coaching type of stuff can still be done online.

(14:26)
They just can’t go to the studio or whatever, that type of thing. And so, and so now we’re helping her set up the sort of online platform. We’re adding some e-commerce to the site, we’ll send people to a booking system. There’s a membership. So we’re helping her do that. And from a PPC perspective, what we’ve done is we’ve modified all of the Google ads copy around her new offer, which is online. So we’ve really customized the ad copy to be more specific around covid-19 and you know, do Pilates online and stay at home and do Pilates. And then also we’ve created a campaign very specifically that focuses on top of the funnel type of searches, which are things like “home pilates exercises”, and how did you pull out these at home and those types of searches, you know, and now they’re going to be hit with a Google ad that saying “Hey, you can deploy these from home, have a look!”

(15:29)
So that’s a way that we took a business that was somewhat effective and we built a strategy for them so that they can still continue to trade and do business online. So for the agency owners that are gonna read this, that we’ve had to apply some of this strategic thinking to that account specifically, and they’re going to have to do the same. They’re going to have to say, is my client a BEACH business, which is Bookings, Entertainment, Airlines, Casinos, Cruises, Holidays, Hospitality, and other related to those industries and all that. Can we somehow continue their business to go on? And you know, this isn’t a silver bullet. Not every business will be able to continue. So they might have to put things on pause. You know, especially if a client is hellbent on driving new sales and using PPC to drive new sales, and now you’re trying to tell them: “Hey, listen, instead use PPC to drive organic traffic or to drive awareness”. They might not be that keen to do it.

Chris from Tenscores (16:34)
So that’s really interesting. Can you give me like… let’s say this whole thing started and you have… I’ve been talking to agencies and they say, “Chris, my clients have decided to really step aside”. So how do you get into the conversation with current clients who tell you “We want to stop!”.

IV.

Reacting to the worldwide Covid-19 pandemic.

Chris from LaunchDigital (17:03)
We pre-empted it.

Chris from LaunchDigital (17:03)
Yeah. So what we did when this thing happened when, well at least when it was announced in South Africa, right? I think it’s different in every country. So when our president announced it in South Africa, which was two weeks ago, then he sort of came on air and said, “Hey listen, this is a national state of disaster”. And then a week later he announced was this Monday that’s just passed. Then he announced the lockdown, right? So after he announced the state of disaster, then I sort of saw the lockdown coming. So I told my team, I said, “Hey, listen guys, contact all your clients and find out what they’re going to be doing”. If we go into a lockdown in terms of the advertising, are they going to continue? And all that. And a lot of our clients did say no, they want to pause the ads.

(17:56)
And all of those guys that sort of said “We’re happy to carry on”, they sort of saw the benefits of being able to carry on. So that was fine. And then the clients that did respond negatively, we had to contact them and just say, “Hey listen, we need to keep doing what we’re doing. We need to pivot our strategy slightly, but we need to keep going in here”. The reasoning and you know I think this leads onto that sort of second question you asked me, which was for those clients that are out there, what should they do with the current ads? Like you’ve got Google ads running, like what the hell now? And for those, and the tactics that we’ve used, is for the businesses that are somewhat effected so they can still go online and adapt.

(18:41)
The first thing is you need to acknowledge that your clicks are going to drop guaranteed,I think so. I think paid traffic is going to take a dip. But conversely I think organic traffic can arise because the more people that are staying at home means more internet traffic, more internet usage, people are going to be concerned. Do you mean a lot more digital media? You know they’re going to be consuming less traditional media, so less flyers, less billboards, they’re street potheads less radio ads. They’re going to be consuming less of that and they’re going to be doing more digital media. So that is going to go up. I think the next thing then is you need to pivot your products and services to suit the times. So if you can offer an online service, move it online, you know you need to do that, then update your ad copy to be relevant to the times. And I think that’s very important. Now that’s again, because if you look at your Maslow hierarchy of needs, people are worried. What matters to people now is very different to what mattered to people a month ago. So your copy ad copy has to speak to those to those needs. Right.

Chris from Tenscores (20:09)
If I may just add one little quick tip here is that as advertisers are pulling off their ads, this is a great time to get really good cost-per-clicks and actually build an audience.

Chris from LaunchDigital (20:23)
This is the thing, people don’t see that. People just see the bad side. They go, “Oh man, you know what? No one’s going to buy!”. What they don’t see is that all of your competitors are thinking exactly the same. So there is opportunity. I mean I watched a video today. A seminar with Bob Proctor. One of the things he talks about is Marketing In Bad Times, a lot of people look at the economy and they go, “Oh man, the company’s down”. But, during the great depression and all of these recessions we’ve had, there’s been business owners that have made millions from them, because they haven’t bought into the negative media and they’ve looked at the opportunities. So there are opportunities to, as you said here, there’s going to be less people competing on your keywords.

(21:25)
You can’t be pushing the same message as you have been in the last year. You have to update your services slightly. And it’s not that everyone can do it. We understand that. Once you’ve done that, I think you also need to look at, as a business owner, automating your customer acquisition strategies. You know, creating more custom forms or more bespoke custom forms on your website using your CRM system, your marketing automation system. It’s using those, creating automation, getting online bookings, get an app like booklet or what’s the other one? There’s another one as well where people can book directly for your services online. Start automating that stuff and making it easy for people sitting at home on their laptops or their phones to get hold of your services. And then the last thing, my last piece of advice for those businesses who are only somewhat effected by this is “streamline”, use online tools to streamline sales strategy.

(22:29)
So again, qualifying customers. A lot of, especially in South Africa, the sales process is quite traditional. You generate leads through your website, you get a name and a number, you pick up the phone, you find that person, you have a conversation, generally you go out and see the person, people in South Africa love meetings. So they would go see a customer, go to their offices. You can’t do that now. You’re going to have to do more Zoom calls, Skype calls. It’s also about doing things like pre-qualifying sales prospects through online forms. And this doesn’t really relate necessarily to PPC but it really will help these businesses who have to start working remotely and dealing with customers remotely, especially if you’re going to continue advertising through PPC.

(23:28)
You’ve got to have those systems in place so that when you start getting customers coming through, you’ve automated as much as possible. And then finally for the businesses that are completely affected, the guys who feel that their hands are tied and they can’t do much, I think as we’ve spoken about, number one is … they need to change the ad strategy. They need to accept that the bottom of the funnel is not going to work for them. They’re not going to generate leads or sales anymore. But there is still opportunity in middle of the funnel and top of the funnel. So they can still do things like generate email subscribers. They can look at topics and this is a tough one cause it does require extra services or extra work, but they need to look at topics where they can really add value or create valuable content for their audience.

(24:24)
And then they can start promoting those blog articles through Google ads. So yes, you’re not going to generate your CPA or your cost per acquisition is going to go through the roof, but you are at least generating some traffic to your site and taking advantage of all these people that are all sort of browsing at home. And then the next thing is create valuable content, create content that people would want to download and that’s how you’re going to start building. I see this is a prime time now for these businesses to build their email lists and South Africa especially is so far behind on marketing. I mean we’re like 10 years behind in marketing from the rest of the world, I think there’s like maybe 1% of the population who are doing good marketing in this country.

(25:14)
There’s 1% of people who are actually implementing, ahead of the curve type of strategies and email marketing is a huge thing overseas, in the States, in the UK, Australia. I mean I must get at least 2030 emails a day from all of these people that I’m signed up to. Robert Kiyosaki and you know, I’m getting an email every day from these guys and I know you slipped with South African business owners and you go, cool, we got to do an email campaign. And they, they’re hesitant to send the people an email once a week, once a day. Like they don’t want to do it. They’re like, “No, we don’t want to annoy our people”. So email marketing is still something we’ve got to get into here, but it’s a prime opportunity to start building email lists because of the people in your market, your target audience aren’t buying, they’re still researching, they’re still studying, they’re still comparing, they’re just not buying. They’re doing everything else in your funnel. They’re just not ready to pull the trigger. It’s a rather build up of database of to buy customers so that when Covid-19 does end so to speak, we start returning back to normal. Then you’ve got the sort of huge database of hungry to buy customers that are already to open.

Chris from Tenscores (26:43)
What would you tell to the person who’s on the fence of actually going into actually building an email list and start doing email marketing? I mean, I know that a lot of us are okay with it, but I used to live in Belgium and helping some of my friends. And every time I talked about email marketing, it was like “Hey, nobody reads emails. This doesn’t work. I never open. Everything goes to the promotion tab and I never look at it.” What do you tell that person who’s on the fence?

Chris from LaunchDigital (27:10)
I would tell them that email marketing is the most effective marketing methodology out there at the moment today, and there’s stats to prove that. In terms of conversion rates and cost per conversions, email marketing is still the best way to market, but that being said, it is, it’s a volume game. You’re not going to have a successful email marketing strategy with a hundred subscribers. But with 10,000 subscribers, you’re going to be successful. You know why? It’s because it’s, it’s been, you know, they’ve all these guys that do all of these email marketing and Robert Kiyosaki, Anik Singal is that other guy. I mean there’s so many. It’s all mathematics. They know their conversion rates. They know that if they send an email out to their daughter, it converts at percentage. It’s math for them. So they spend the entire day just tweaking the system to try and get that conversion rate up or down.

Chris from Tenscores (27:44)
That’s a different story ther.

Chris from LaunchDigital (27:47)
You know why? It’s because it’s, it’s been, you know, they’ve all these guys that do all of these email marketing and Robert Kiyosaki, Anik Singal is that other guy. I mean there’s so many. It’s all mathematics. They know their conversion rates. They know that if they send an email out to their database, it converts at percentage. It’s math for them. So they spend the entire day just tweaking the system to try and get that conversion rate up or down.

(28:17)
But they know, man, if I send an email out to my subscriber list of 100,000, 200,000 subscribers, I will generate this much revenue. Like it’s there for them. And that’s why the email marketing thing is a volume game because you’ve got to get those numbers that you’ve also got to spit. You got to spend the time getting those numbers. And this is why business owners don’t pull the trigger on email marketing because they don’t have the patience, they don’t see the value in spending a year or two years or three years even building up a profitable marketing, no marketing database. The thinking, you know, “why should I do this?”. The proof is out there. I mean, you can see every single one of these guys that sell these online courses or when marketing or whatever, they are able to do all of this stuff through email marketing, you know. So the thing is, and I read a book by, so there’s a guy in Australia, his name is Sabri Suby, he owns an agency in Australia, he’s a bit like hardcore, confident, brash, like in your face, Australian type of guy. But his marketing strategies are so effective. And one of his core principles, he calls it the the larger market formula.

Chris from Tenscores (29:45)
What is that?

V.

The larger market formula.

Chris from LaunchDigital (29:52)
The larger market formula. So really what that says, is that if you look at your entire target market, right, all 10 of them or 100,000 of them, right. Approximately three to 10% of that market are at the bottom of the funnel. So they’re looking to buy, right now they’ve got the means, the money, the know-how, and they’re ready to spend. It’s only 3%. It’s sometimes a little bit more, sometimes it’s a little less. Then the other 97% if we were to be extreme or the other 90% of the people are still in your target market, but they’re just not in the 3%, but they’re still in your funnel.

The Larger Market Formula

(30:51)
They’re still in the awareness phase. They’re still researching, they’re still studying. They’re still comparing. There’s all of those people and yes, there will be a percentage that aren’t interested in all because they may have just bought a service such as yours or something like that. But for the rest of the people, they’re still in your buying cycle somewhere. Comparing researching and stuff. So they haven’t made a buying decision just yet. And the number one mistake that business owners make hands down, especially in South Africa, is they only focus on their 3%. They only want to run one Google ad, the only want to find the people that are buying, they don’t want to spend the time or the money building up an audience or building their sales funnel to target those other 97% of people, which includes things like running a good email marketing strategy, creating content, social media, distributing content, organic SEO, it gets all these things and they don’t see the value in that because it’s not as tangible. The results aren’t as tangible as a PPC campaign where we put in some money today and tomorrow you’re seeing leads and sales coming up.

Chris from Tenscores (32:05)
Exactly. If I can actually expand a bit on the concept here of building an audience, when you’re doing advertising whether it’s Google or Facebook, there is that tracking code that actually builds an audience list for you that you can actually re-target afterwards. The re-marketing campaigns are a big thing and for people who don’t want to build an email list it’s okay, you still have that. You have other means of building an audience.

Chris from LaunchDigital (32:37)
Yeah. That’s it. I mean, dude, you’ve hit nail on the head there. So even if you don’t want to download emails, you can still on Facebook and on Google, you can create these audiences of people that have visited your site, read blog articles, like have taken certain actions on your sites. I mean, the analytics goes how far down the rabbit hole do you want to go? Like some guys will only create an audience if the prospect has read through more blog articles cause they’ve gone and, and looked at the analytics on their site and realized that the people most likely to convert have browsed three or more pages on their site before converting. So then they’re like, “okay, well let’s just create an audience of those people and then target them with LinkedIn ads, with Facebook ads”. You know, with all these things.

Chris from Tenscores (33:22)
That’s something I need to do better.

Chris from LaunchDigital (33:25)
Oh yeah. Same. Like we know all these things, but we struggled to implement them.

Chris from Tenscores (33:30)
Exactly.

Chris from LaunchDigital (33:32)
But yeah, that’s the thing. So I mean those are the kinds of things. So you can still use PPC and all of that to reach those goals, to do one of those things. And I think that the main thing is that what we’ve, especially in, I suppose everyone sort of knows this, maybe it’s common knowledge, but there isn’t a silver of bullet. Google ads is an awesome tool. It’s an awesome tool and it serves a purpose. Definitely. But it’s not the only thing. You know, that you have to marry Google ads with a content strategy, with an SEO strategy. You have to marry all those things. Because I think a lot of businesses now are learning this the hard way because now they’ve built entire marketing and sales strategies around Google ads or LinkedIn ads or whatever, which is predominantly a bottom bottom of the funnel exercise. And now they’re suffering because they’re like, “man, no one’s buying”. So Google ads aren’t working and they want to cut the Google ads. And you’re like, “Okay, well you know that’s the problem is a way that you’re looking at Google ads, it can serve so many other purposes”.

Chris from Tenscores (34:42)
Yes, it’s the mindset, thinking about it in a different way and knowing that there is a full funnel there, you don’t have to focus on the bottom only. So let me ask you a question. So let’s say I’m an agency owner and I have already lost a few of my clients, let’s say one, two, three, four. If you were in my place, how would you go and actually try and get those clients back? I mean you’ve talked about giving examples, but how would you do it yourself exactly. Like if you actually have a real world example, that would be great. So how would you actually get that conversation started?

Chris from LaunchDigital (35:19)
Well look for assets. I mean, we didn’t really have a sort of sales process or anything specifically for us. It was just a phone call and the conversation, that’s how it really started for us. You know, it’s hard to create sort of funnel process, or something for this kind. So we had to have real conversations with our clients and we really had to understand their needs and look, we haven’t got that many PPC clients compared to a lot of other digital agencies. But I would say that of our clients, we’ve managed to retain 80% of them. And I think that’s still a good figure. You know, we’ve met in some way, in some way we’ve been able to retain, we offer a lot of other services for these guys. So it’s only a very few of our clients that are purely on PPC with us. For a lot of other guys, we’re doing some social for them. We’re doing content, we’re doing web stuff. We’ve been lucky enough to say, “Okay, well, maybe let’s pause the ads for you guys here, but then let’s ramp up the content over there”. So from a revenue perspective, we haven’t taken that much of a hit because we’ve been able to rely on other sort of services to sort of balance it.

Chris from Tenscores (36:42)
So why don’t you tell me more about the service that you offer and maybe actually tell our audience where they can find you a, if somebody needs some help, with all the good ideas that you’ve given us, all the examples. What do you guys offer and how I can they reach out to you?

Chris from LaunchDigital (36:58)
So yeah, I mean they can, I’m sure you’ll have all of our contact details. They can go to LaunchDigital.agency. That’s our website address and they can contact me directly using chris@launchdigital.agency and essentially we’re a full service digital agency. We offer everything from branding and design. So that’s general graphic design, website design right through to PPC and SEO. So we sort of look at the whole spectrum because we believe that successful marketing strategies are not built on one channel alone. You know, so we look at, that’s why a lot of our clients are spread across a few of our services because we try and encourage that from the start that if you’re running PPC, cool, that’s good, but you need to still be producing content, and if you’re only doing content, you still need to be getting some of that low hanging fruit. PVC,

Chris from Tenscores (37:58)
You know, I’ve been getting a lot of, some of our clients, they tell me, “Hey Chris, you haven’t written on the blog for a long time. What’s up? What are you doing?” I should be doing all the things you’ve be talking about. I should be doing that myself. And maybe this is the time to actually get into it.

Chris from LaunchDigital (38:16)
I hear you. The thing is that is the time now, you know, I sort of made a pact to myself that at the start of March, I’d try to write a blog article a day and failed miserably. I failed miserably, but I’ve written six blog articles and had if I had not set that challenge, I would have not written any blog articles. And I mean look, only one of them was really like an authority piece. The rest was sort of like SEO fluff. The point is that we need to start practicing what we preach in terms of content and it’s a case of the shoemaker’s children not having shoes. That’s so easy to do. You’re so busy doing this for the rest of your clients that you can do…

Chris from Tenscores (39:11)
I’ll put everything in the blog, in the blog post and probably I’m going to spend some time rewriting all the tips that you’re giving us here. What, what would would actually be great to do is maybe have a case study, a really word case study. Maybe we might talk about that later on where you can really give an example of somebody who actually took their business online and is able to continue generating revenue. That might be something that would be good. And maybe somebody’s got a question to ask they may put it in the comments and you’ll probably be also answering with me. I don’t think we’ve covered everything. I think we could have gone on for more and more, but probably with the feedback that we’re going to receive, then we might have more content and more audio calls to actually share with the audience. Thank you very much, Chris.

Chris from LaunchDigital (40:12)
Thanks very much for the opportunity. I hope it was informative and yeah, I look forward to it if you want to do more calls.

Chris from Tenscores (40:21)
I think we will.

As a final note, I got the following message in my inbox and thought it was worth sharing with you.

Conclusion
Peep Laja
CEO, cxl.com

The world has seen economic crises before – like the dot com bust and ’08 financial crisis. There are studies looking at what kind of actions by companies led to more success, and what kind of decisions didn’t pay off.

  • Learning to love recessions (McKinsey)
    This study shows that while most tightened their belts, companies that came out winners from the crisis refocused rather than cut spending. They traded lower short-term profitability for long-term gain.(Obviously that depends on what kind of reserves you have).
  • Roaring Out of Recession (HBR)
    This research shows that companies that got the prevention-promotion balance right got the most growth after the recession. They evaluated every aspect of their business model—making near-term changes that reduce costs now and after demand returns (unlike layoffs). Staying closely connected to customer needs was the filter through which to make investment decisions.
  • Recession Strategies to Take the Lead (Bain)
    This study concluded that companies that struggled post-recession had often “switched to survival mode, making deep cuts and reacting defensively.” Cost-cutting focus had the lowest probability of pulling ahead of the competition when times got better.

Companies that survived the recession best were playing offense: investing in product and market-share leadership.

Stay safe.
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