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Author: Ben Potter
I was the Commercial Director at digital marketing agency, Leapfrogg, for almost 14 years, amassing a huge amount of new business experience in that time.
A meticulous approach to lead generation, nurturing, qualifying, briefing and presenting saw the agency achieve an average win rate of 70%, including high profile brands such as Agent Provocateur, Dune London, Crabtree & Evelyn, Cath Kidston, Wolseley PLC, The Press Association and TUI.
I now work with aspiring agencies who are looking to improve how they win and retain the right clients, my mission being to make the experience of buying and selling digital services better for all those involved.
Five digital strategy tips for mono-brands that wholesale and sell direct to consumer
What should a mono-brand think about as they go on the journey from wholesaler to fully-fledged online retailer?
What should its digital strategy look like?
How retail marketers can ensure they deliver the ‘right’ customer experience
In the recent Econsultancy/Adobe Quarterly Digital Intelligence briefing, 25% of companies said they placed most emphasis on "making our experience as personalised and relevant as possible" in terms of improving the overall customer experience.
What do clients really need from their SEO agency?
I’ve been working in digital for more years than I care to mention, witnessing a huge amount of change in that time, especially where SEO is concerned.
Clearly SEO is no longer the ‘stand-alone’ technically-led discipline that it once was back in the day.
15 rather useful customer experience pointers for SME retailers
I think we all agree that delivering a consistent, seamless, joined-up (delete as appropriate) customer experience, especially in a retail setting, is important.
Really important in fact.
We’ve updated our SEO RFP!
A couple of years ago, I wrote an article for Econsultancy stressing the importance of writing a brief when looking to appoint a search agency.
This was in response to the fact that, in my experience, so few businesses seem to do so.
Make 2015 the year of the customer
It’s that time of year again. Marketers are in reflective mood, looking back on the developments and trends of last year and future gazing into what’s going to be big in 2015.
I’m going to ignore the temptation to get too specific in my predictions for this year and instead focus on just one key trend that I hope to see in 2015.
20 things a retailer really should know about their customers
A few weeks ago, I wrote an article emphasising the importance of customer data and insight to shaping a retail marketing strategy.
Unfortunately, in my experience, key decisions are too often based on guesswork; following the latest fad, copying the competition or buying a solution that isn’t aligned to objectives and customer behaviour.
Five things you can learn about customers just by asking
Over the course of a typical year, I attend a number of retail and digital marketing conferences.
Without fail, everybody attending learns a huge amount. But almost everybody I speak to also comments that in heading back to the office they have a whole load more stuff they need to think about.
The ‘to do’ list keeps growing and growing.
How to lose friends and alienate people: Mango
Good customer services matters. A lot. And here's why.
I'm not a huge fan of 'outing' brands across such a well-read blog as Econsultancy’s.
However, I’ve been so utterly disheartened by my experience with Mango in recent weeks that I felt compelled to publicise it in the hope it might spring them into action (and educate other retailers on the mistakes to avoid).
PPC agency payment models: fixed fee
Towards the end of last year, I started a series of posts digging into the mechanics of PPC agency pricing models.
The aim? To help buyers make more informed decisions when it comes to choosing a model that’s right for their business, whilst hopefully leading to some healthy debate amongst buyers and sellers alike.
If you haven’t already, check out the overview of percentage of spend and pay on performance models. And if you have, thank you for sticking with me. Here we go with the final post in the series, a look at fixed fee models.
PPC agency payment models: performance based
Following on from my last article exploring ‘percentage of spend’, I now turn my attention to ‘performance based’ agency models.
In essence, any paid search program should be performance based i.e. the agency and client should agree the strategy, objectives and KPIs, of which the agency will then be measured against.
The distinction in this instance is when the remuneration of the agency is directly linked to the financial performance of the paid search campaign.
PPC agency payment models: percentage of spend
This time last year I scrutinised a number of SEO agency payment models, concluding that many of the pricing structures and commercial arrangements offered by agencies are outdated in the context of today’s organic search landscape.
PPC is generally accepted as an ‘easier buy’ compared to SEO. However, you need only do a search on Google for ‘PPC services’ to be confronted with a baffling array of offers: