Marketing agency pitch
Nov. 13th, 2020 09:33 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
dennisgorelikToday I talked with a small marketing agency owner about marketing my business (PostJobFree).
Initial conversation was scheduled for 30 minutes, but we talked for ~1.5 hours.
He started with asking about my business (sources of revenue, problems, where we are getting leads, who is doing sales and marketing, ...)
Then he swithced to the pitch: use their marketing system to setup drip email campaigns (and later LinkedIn and social media campaigns).
According to him, the key to success is in consistency of sending marketing messages (e.g. every week or every 2 weeks or every month), because average sale happen only after 5-7 interactions.
That seems reasonable.
On another hand, he is a generic marketer, without particular focus on job boarding business. So he was lacking job boarding industry insights.
I think it is important to be an expert in whatever you are marketing, otherwise marketing messages sound like generic spam.
He asked me "what budget would be ok for me to spend on marketing like that".
I was not certain, and asked for a small experiment (try to grab a small low-hanging fruit with minimal effort - in order to prove that this marketing approach works).
In the end, the marketing solution he proposed turned out to be $3000 - $5000 per month (or even more with more active marketing engagement).
Which seems to be a bit expensive experiment to me, considering that he is not an expert in job boards business.
From another perspective, full-time marketer salary could be even more than that.
Update: Marketer refuses to work on hourly base
Initial conversation was scheduled for 30 minutes, but we talked for ~1.5 hours.
He started with asking about my business (sources of revenue, problems, where we are getting leads, who is doing sales and marketing, ...)
Then he swithced to the pitch: use their marketing system to setup drip email campaigns (and later LinkedIn and social media campaigns).
According to him, the key to success is in consistency of sending marketing messages (e.g. every week or every 2 weeks or every month), because average sale happen only after 5-7 interactions.
That seems reasonable.
On another hand, he is a generic marketer, without particular focus on job boarding business. So he was lacking job boarding industry insights.
I think it is important to be an expert in whatever you are marketing, otherwise marketing messages sound like generic spam.
He asked me "what budget would be ok for me to spend on marketing like that".
I was not certain, and asked for a small experiment (try to grab a small low-hanging fruit with minimal effort - in order to prove that this marketing approach works).
In the end, the marketing solution he proposed turned out to be $3000 - $5000 per month (or even more with more active marketing engagement).
Which seems to be a bit expensive experiment to me, considering that he is not an expert in job boards business.
From another perspective, full-time marketer salary could be even more than that.
Update: Marketer refuses to work on hourly base
no subject
Date: 2020-11-14 03:25 am (UTC)Right, but marketing is time, mostly; he won't be dedicating 4 hours a day to your stuff, maybe 8 hours a week. How about paying per hour, that's what he means?
no subject
Date: 2020-11-14 03:47 am (UTC)Not necessarily.
Marketing can be very creative or it can be a silly routine (that takes a lot of time).
> he won't be dedicating 4 hours a day to your stuff, maybe 8 hours a week.
Yes, something like that.
> How about paying per hour, that's what he means?
I do not think he meant to charge me on "per hour" basis.
But, probably, he converts all amounts into his hourly rate -- in order to evaluate if the deal would worth it to him.
Or, he takes the amount and divides it by his rate (e.g. $150/hour). That gives him number of hours he can allocate to the project based on the budget.
Do you think it is good for me to pay for the marketing on "per hour" basis?
no subject
Date: 2020-11-14 03:58 am (UTC)My advice is worth nothing, but I'd go with hourly pay. How do you know he's a genius? Maybe you see the results and you change your opinion.
Hourly pay for experimenting
Date: 2020-11-14 04:12 am (UTC)But if I do not fully understand the expertise - then there is a high risk to hire somebody who learned how to pass the interview filter and then milk their gullible employer for several thousand dollars for mediocre delivery.
On another hand - you are correct that hourly pay allows to setup an experiment. Hourly pay gives the incentive for the expert to participate in the experiment (it is a risk [time loss] for them too).
no subject
Date: 2020-11-14 07:30 am (UTC)или пять сммщиц чтобы устроить конкурс на лучших :о))
no subject
Date: 2020-11-14 09:13 am (UTC)Even if it is 10 times cheaper.
Marketer with second-grade language skills and cultural misfit is, likely, significantly less effective.
Marketing message quality may have quite significant impact on overall business.
On another hand, I think it may be possible to find a better marketers (that specialize in job boards) for comparable price.
That would be really good result.