What a fractional CMO
SHOULD be doing for your
#1 and more important
INNOVATE the market
Some clients actively look for agencies that can propose new ways to help achieve their business objectives.
Copying and pasting one campaign idea from client to client, or project to project, is easy in the short run but you may lose the long game as other agencies experiment with new technologies to enhance their digital campaigns.
Past successes is no indication of future success.
Agencies should also beware of the sunk cost fallacy, whereby they don’t let go of processes or assets which they have invested a lot in, yet will be outdated in the future.
Majority of clients aren’t familiar with analytics terms
‘The average CPC for your inline clicks is below FB average’ might make sense to you, but it will not make sense to Pat who hired you to run FB ad campaigns for his logistics business.
‘Talking terminology’ will make an agency look smart and reputable, but ‘talking human’ will help you build and maintain a more personal, down to earth relationship with your clients.
What can you do to turn this nightmare into a dream? Be human.
Talk the language your clients understand. Explain the terms. Encourage questions. Create opportunities for real conversations, not just matter-of-fact reporting.
Knowing if Your account managers are wasting time in analytics data collection
When you have one Facebook page to manage it’s ok. When you have twenty Facebook pages to run, plus a few Twitter and Instagram accounts, and a number of websites too – it can get out of hand.
Unless you have an in-house solution built in to automatically pull data from Facebook, Google Analytics, Instagram and other analytics sources, your account managers will be wasting as much as 2 hours per client just to collect the data from all analytics sources.
Two hours for a manual copy-paste work.
What can you do to turn this nightmare into a dream? Automate data collection and use automated report delivery.
Build your own solution (requires a dedicated development team for building and maintaining the solution)
Leave it to external reporting tools that will automatically get your data and deliver it to your clients at the required frequency.
Your team is wasting time on charts and screenshots
It will take anything up to 2 hours to turn the data you’ve just collected into a visually appealing presentation.
The sad truth is that you are putting your effort/time/resources into charts and presentations that people simply a) don’t care about b) don’t understand.
Presentation still looks like an analytics dashboard, and numbers are still hard to read and understand.
What can you do to turn this nightmare into a dream? Get someone to do it for you. (And I don’t mean interns.)
Let’s be fair – agencies can’t just scrap the reporting part. But instead of wasting hours on manual reporting you can be smarter and outsource the tasks that don’t directly contribute to your quarterly business goals.
Will creating another pie chart bring you more clients? Doubtful.
Will networking and building relationships bring you more clients? Most likely yes.
So instead of choosing colors for your next reporting chart, let someone else do it for you. Preferably, automatically – so you can put your team to the tasks they are actually good at.
Welcome to the risky and time-consuming business of relying on agencies to get you data
If your agency is lucky enough to have its own analytics department, you know the struggle is real.
The more people are involved in the loop of data collection and reporting, the longer the process gets. Not even mentioning the room for human error.
What can you do to turn this nightmare into a dream? Cut out the middlemen.
Good news – by solving your nightmare #3 you solve your nightmare #5.
Not everybody has the access to analytics, and rightly so.
When it comes to sharing data access with your team, it’s only natural to be sensible. It’s not just the obvious data protection issues, but also about giving access to someone who might accidentally turn your Google Analytics settings upside down.
Or create a random segment. Or delete an important segment.
And actually, not everybody needs to have access to the data.
If your social media manager Lucy needs a bunch of GA overview stats once a month, it only makes sense to get the process of analytics sharing in place.
Another scenario: your CEO Marcel is meeting a client who spontaneously asks for an update for the latest AdWords campaign. To get the performance metrics, Marcel needs to get into the client’s AdWords or Google Analytics account and literally dig it out. If he’s got the access.
What can you do to turn this nightmare into a dream? Set up automated delivery for team-specific reports.
Talk to your team and find out what metrics they need to keep an eye on. You’ll find that the required data will vary from CEO to the marketing department, and from product development to content creators.
Then take those 2 hours out of your schedule for one time only and create custom report templates for your team to be delivered regularly.
It’s a one-time job really. Your team will appreciate the transparency and it will save you from spontaneous analytics requests during that half an hour when you need to finish your magic pitch for the client presentation.
Having a dedicated person to build fancy website reports hurts your budget