As someone who has been fortunate enough to be a part both the Startup and Digital Agency World, it pains me to witness the many recurring mistakes that are happening by bringing these two worlds together. The Agency wants the business and the Startup wants the best and smartest people to “grow their baby”. It all sounds like a “no-brainer’ right? Well, this perfect situation can sometimes be clouded by one of the most bastardized words in the client-agency relationship – Expectations. In this post, I will highlight some of the misconceptions that could, at the very least, help the next Startup as they prepare to show their product/service to the world.
How to Play the Digital Agency Game:
Don’t get me wrong. There are many highly reputable Marketing Agencies in the world that do not fit this description. On the other hand, there are some other Agencies that work on a different playing field that is not financially supportive of Startups. Most agencies take a 15% commission of Ad Spend regardless of performance or the companies financial situation. These agencies often provide a “Production Line” level level of service that question the actual time spend which leads to the overall client performance. Beware of agencies that promise GOLD and deliver pennies.
What Startups really need from an Agency:
- 100% transparency of where and how their money is being spent.
- Daily Direct communication with the Strategist/Marketer.
- Less than 24 hour turn-around times for typical updates.
- Level of ongoing Education on how the digital advertising world works.
Big Agency Regurgitation
I have witnessed many horror stories over the years from prospects/clients from either a performance or client relationship with a previous agency. The one thing that all of them had in common was the lack of achievable expectations. Situations such as poor communication, lackluster performance and just an overall bad experience have not only left a bitter taste in their mouth but also question the entire agency experience. Moreover, this feeling of being “burned” has motivated their thinking to bring the marketing “in-house” as the only alternative to reaching success. This is not a good thing….
As a big fan of conferences, they often open your eyes to a whole new world of innovation, prosperity and vision for business owners and that’s a great thing. However, it can sometimes backfire to the point of confusion and anxiety of what to focus on first. It is very easy for Entrepreneurs to get “over-excited” about the latest bells and whistles in software, automation and analytics. They are told that once they have these tools in their toolbox, they can turn their business into a fortune 100 company instantly.
Unfortunately, a reality check is needed to bring everyone down from this “high” and re-focus on the core issue at hand which is identifying, engaging and converting with their core audiences within a sensible budget. Remember, investing in Shiny Objects make you vulnerable, not successful.
The Misunderstanding of Monetization
In some instances, both advertisers and agencies, often forget to track every interaction point and that little oversight can be an unfortunate mistake. This assumed “low-hanging” fruit for tracking things other than traditional eCommerce/Lead Gen Forms such as (below) can completely skew overall performance and future optimization which could be devastating to startups as they hunger for continual growth.
- Contact Forms
- Email Newsletter Signups
- Live Chats
- Phone Calls
- Pageviews of a particular page can lead to
Mistrust of the Case Study
Case Studies are a great source for understanding the successes of a particular experience that allow the reader to adapt to new ideas and strategies. However, you need to be careful not put to put too much emphasis on the successes of these studies because of the substantiated factors which often lead inaccuracy. Here are some examples:
- Geography (Some of these studies reference a specific GEO area and not the wider population)
- Singular view and opinion. Often, these studies are done by a small group of people which may have biased opinions based on data collected.
- Case Studies are often used as a “Toot your own horn” strategy to generate more business. (Google is pretty good at that)
Don’t Bet the Farm
I can understand the anxieties of Startups where they want to launch their business with a big bang. However, spending too much too fast (especially in the PPC marketing world) can completely ruin their chances for steady sustainable growth. It’s imperative to start testing “right out of the gate” as well as identifying the quick wins and losses. Moreover, you will need to develop strategies to generate relevent traffic and awareness through alternative methods such as Social Media, SEO and quite frankly “word of mouth”. To prove this theory, just a take a look at these screenshots from SpyFu’s Monthly Trend function.
Outside Opinion Overload
Yes, it’s important to get as much feedback as possible when launching a new company. However, getting advice from people who think they know certain aspects of online marketing because they read an article or attended a conference, can be a slippery slope. Taking advice and/or criticism from someone “on the outside” that completely contradicts the vision of both your business partners and hired experts can be harmful to the business. This 3rd party opinion is often made without any understanding of what it takes to implement as well as its expected outcome. Whether it’s strategies about Landing Pages, Brand vs. Non-Brand, or even simple things such as Promotions and Offers can have a negative effect on revenue if not discussed by everyone on the team.
Solution: Soak up all of the feedback you can get, discuss with your team and agree to label these new ideas as “TEST” Campaigns and analyze the heck out of them.
Forecast Projection Failures
How many times have you seen someone simply create excel formulas which magically forecast the future of online marketing revenue based on a single monetary amount. (For example, if we increase our budget from $ 10,000 to $ 100,000 we will generate an additional $ 1 million dollars.) Yeah, I wish that were all true. However, that is not the case. The math may sound great to a Venture Capitalist/Investor, but it’s just not realistic.
- Take in account the following scenarios:
- Market Saturation Levels
- Seasonality Highs/Lows
- Potential Technical issues
- Search Engine Algorithm changes
- Increased Competitor landscape
“Off the Mark” Target Audiences
Hate to say this, but I have witnessed startup companies that thought they new their audiences and it wasn’t until they over-spent their PPC dollars and countless Landing Page A/B test to come to that realization. Selling a product or service requires more than just a few hours of typical market research. When it comes to online marketing, either hire a PPC Consultant or purchase PPC Competitive Research Software such as SpyFu.com to see some of these invaluable competitor information:
- Monthly Budget Trends
- PPC and SEO Keywords
- Top Text Ads
- Their own PPC and SEO Competitors
- Review monthly and seasonality trends
- Compare up to (3) three competitors and see which terms they are all bidding on.
Here’s an example:
Whether you are building a Startup company or growing an existing one, the agency experience should be a positive one. However, dealing with the “dog eat dog” agency world when it comes to trust, expectations and continual growth is unfortunate and should never happen. I hope this blog post, at the very least, has provided some insight into preventing these situations as well as learning from them. Finding the right agency partner is just as important as finding the right target audience.
There is no denying that the existence of an appropriate website is justified primarily by its loading speed: the faster, the better. Forty-seven percent of consumers expect a web page to load in 2 seconds or less, which is quite a task to accomplish as a new website owner.
Interestingly, even a single second of delay in page response can result in a 7% reduction in conversions, and Google’s algorithms favour fast-loading websites in the form of search engine rankings. With so much at stake with regard to your website’s loading time, the pain is real. So, how does one make sure that WordPress websites are fast to load?
Caching serves the purpose of creating and keeping a static version of your website and serving it to a requesting visitor when they access your website for the second time or more. It enhances your site’s user experience by swiftly presenting the static version without any delay.
If you are new to website creation, how do you implement Caching on your website? What are the ways and means? Are their tools that can help you do it?
To start, you must test your website for its speed monitoring using tools such as:
These tools are a great way to figure out anything that might not be going well on your website’s backend when it comes to its loading time and similar issues. Since WordPress websites have their own share of down time owing to a number of factors, you cannot always act laid back when it comes to the performance and WordPress security of your digital property. If you would like to learn about striking a balance with your WordPress site’s security apart from its performance, you can read more here.
Broadly divided into two, WordPress Caching can be determined as:
- Browser Caching: Reducing the load on the server is a great way of optimizing your website’s speed and that is what Browser Caching does. It reduces the number of requests per page, resulting in the superpower where your website loads faster.
- Server Caching: Used by websites that have spiked traffic rates, Server Caching is largely about when data is cached on the server itself, helping with the loading revisions.
The best plugins to incorporate caching onto your WordPress site
You can choose from the following list of plugins to manage caching on your WordPress website.
Total number of downloads: 2+ million
One of the best caching plugins in the WordPress repository, WP Super Cache is a great cache management plugin. Generating static HTML files for your WordPress website, the plugin serves cached files in three ways, which are based on speed. It employs methods like Apache mod_rewrite and a modification of your .htaccess file to serve supercached static HTML files.
Total number of downloads: 1+ million
Highly recommended by web hosts and developers, this plugin has continued to reign the WordPress caching market for a number of years. By employing browser caching, it renders pages quickly, which results in reduced page load time, and further garners more page views and increased time on site.
A great plugin in itself, W3 Total Cache contributes to improvement in your site’s SEO, offers content delivery network (CDN) integration, and overall user-experience on the WordPress site.
Total number of downloads: 600,000+
The plugin serves the usual caching functions, offers SSL and CDN support, allows Cache Timeout for specific pages, enable/disable cache option for mobile devices and for logged-in users. Available in over 18 languages, the plugin does not require the user to modify the .htacces file and is pretty simple to set up. However, it does not currently support WordPress Multisite, but it is hoped that the plugin developers are working towards introducing this. Also, their premium version has much more to offer.
Total number of downloads: 40,000+
Working its way to improving the performance of your website, the Cache enabler plugin offers WordPress multisite support. Its disk cache engine is efficient and fast and the plugin can be easily setup. One of the unique features of this plugin is its ability to create two cached files: plain HTML one and gzipped (pre-compressed files). It also offers the features of clearing the cache in either a manual or an automated manner.
Total number of downloads: 10,000+
A great speed optimization caching plugin by WPMU Dev, the Hummingbird plugin features file compression, minification and full-page, browser and Gravatar caching. It also provides performance reports for your WordPress site so that you can maintain its speed. Its scanning feature keeps a check on files that might be slowing your site and provides probable fixes.
NOTE: While caching is great, you will also need to implement other efforts if you really want to increase your website’s speed. Some of the things that you can easily do are:
- Invest in a reliable web hosting service and go with a hosting plan that suits the size of your business website
- Getting a CDN service is a great way to cater to your site visitors from various geographical locations without having them to wait up a bit too long for the server to fetch your site data
- Declutter your website’s database, uninstall plugins and themes that you no longer need
- Always use a WordPress theme that has been optimized for speed.
Website speed matters, and caching is one of the easiest ways out there to accomplish a fast loading site. Since your site’s speed has a direct relationship with user experience and the traffic it drives in, it follows that search engine optimization also slides in. Therefore, you must direct all your efforts into making sure that your website is capable of impressing its visitors with an unmatched speed.
Lucy Barret is an experienced Web Developer and passionate blogger, currently working at WPCodingDev.
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