If you follow me on Facebook, you know what a wonderful time we had during our trip to Amsterdam for the Yellow Search Today conference. In addition to enjoying the sights, there was a lot to learn at the conference.
Simple but true. Marketing agencies of all countries experience customer churn when their services don’t work. Thank you to Alastair Thorton, CEO of web.com, UK.
Alastair believes that self-service or even self-purchase will never be a big part of the digital marketing landscape. Many companies do offer to "build your own on our platform," but he does not see this happening for most businesses or professional service firms on a big scale. His thinking? If a plumber spends an hour on his marketing, he has lost $100 in billables and he does not have the skill to do well at the marketing. If this applies to plumbers, how much more so for attorneys?
This is why IMS has been so successful for so many years. We GET it that you, the attorney, have to focus on your practice. You may be a great content writer, but that’s not where your billable hours are going to be generated. Find a digital marketing agency that knows estate planning and how law offices work, and can do it all for you – like IMS.
Several speakers noted that digital services offered by most agencies are the same. What makes the difference – the quality of services, the ease of doing business with the agency, and the people who understand – or don’t – the type of business you are in and what your needs are.
Another gem from Alastair: the biggest challenge that traditional marketing agencies face in trying to adapt to digital is cultural. If you are an old-school agency with a team of new young millennials who are bringing in new business, then you’ll want to adapt to them, not vice versa!
And finally, and what I am really so proud of: IMS is far ahead of our competitors in terms of offering comprehensive, accountable, client-centered digital marketing services. The bigger agencies are trying hard to figure out how agencies like ours "work" because our clients are more satisfied, stay longer, purchase more services and report greater loyalty (intent to stay with the agency over the next five years).