Hiring An Advertising Agency
The Omni Digital Group’s Digital Process
When thinking about engaging with an advertising agency it can sometimes be intimidating especially if you never have done so in the past. Here at Omni Digital Group, we try to make the process as easy as possible with multiple different types of client engagements. For example, we can be complete full service, help you with the paid advertising on Facebook and Instagram, help you with graphics work, or even just consult you on our experience working with over 65 other retailers across the country. That is why we wanted to outline our entire process to you. For multiple reasons but the main ones are as follows.
1. Give you an idea of what the entire process is like from start to finish working with an ad agency.
2. Give you an idea of what an advertising agency does and how we engage with you and your team.
3. Help you understand the services we offer and how we are different from our competitors.
So, let’s dive in! We will talk in two different time frames. Before you are a customer and after you are a customer.
Before You’re A customer
1. The Initial Call
When we get on the phone with you initially usually lasting about 15 minutes, we want to know a couple of core things from you. The first thing we want to know is how you currently handle your digital advertising. Do you have someone dedicated to it on your staff? Do you really not do much at all as far as running ads now? One of the biggest areas I see for improvement across the retailers we talk with is they don’t run any ads right now. They truly do not see what we see which is how cheap the ads are and financial return that can happen when you execute on them properly. Here are more questions we want to know.
1. How do you entice new customers to shop with you? Do you have a rewards program, introductory offers, discounts, anything to reduce the barrier for someone NEW to come into your doors?
2. How do you engage with existing customers? Most of the people we talk with do email marketing and stop at that. What about advertising to these individuals through Facebook and Instagram? Most businesses do not know that you can download from your POS system all of your existing customers into an excel file and then upload these into Facebook and create audiences to advertise to directly.
3. How are you tracking the results of your current advertising? If there is an issue faced by almost all retailers it is this. They do not know how to track the results of their advertising digitally that direct people to purchase in-store. Facebook has a little-known ability to actually track these results. We guarantee a 3x return to our clients on their management fee as well as their advertising spend. We will talk about that more later.
These are the basic underlying questions that EVERY business should be constantly thinking about – How are you getting new customers, how are you getting your existing customers back in the doors, and how are you measuring the results of both of these.
2. The Zoom Call
If you are close enough to meet in person, we can definitely do so. Many of the people we talk with across the country are not. The next step we take after a 15-20 minute intro call is to do a Zoom meeting. During this meeting we will show you actual client examples on our screen and case studies of work we have done. We will also introduce Omni Digital a bit more to build credibility to you. We usually focus around some of our best strategies to make it high in value for the individual as well. As we always say, the best way to help someone is by actually doing so... help them. Here are the two strategies we usually outline in the call.
Website Retargeting – This usually resonates with the person on the call every time. We all have had the experience of going to our favorite companies’ website and then going back to Facebook or Instagram and seeing ads for the product we were researching. For me right now, it is this WHOOP band. It is a heart rate monitor and recovery tracker wristband and I see their ads EVERYWHERE. Do I like it? Absolutely, it educates me and allows me to remember, I still need to purchase the darn thing! How this all works is by installing the Facebook Pixel on your website. This little piece of code then follows the person who visited your site all across Facebook and Instagram and displays ads to them. Think about it this way. If someone is searching for what you have, in our customers case shoes most cases, don’t you think they are also searching other local competitors as well? Well, if you have the Pixel installed and they don’t you will show ads and they WON’T. This gives you a huge competitive advantage. We can even tell you if your competitor is utilizing this technology!
Customer Retargeting – This strategy is the most under-utilized I see from every single retailer we talk with. Why? Because I think most businesses, in general, do not properly engage with their current customer base. Sure, they may send out the occasional email or direct mail piece but so many emails never get seen and direct mail is expensive at $.45 per mailer. Why not reach 300 people vs 1 when we are comparing digital to direct mail. Here is what I recommend to ALL retailers. Go to your POS system and export out your current customer list to excel. Then, go to Facebook and upload it and create a “Custom Audience” of this list and then advertise directly to them. The average cost to acquire a new customer vs an existing customer is about 6x.
As you can see, we try to add immense value when we are on the Zoom call with someone. Just by implementing these two strategies, you will see an increase in your sales, guaranteed. Why? Think about it, if someone is searching for you and you show an ad to them or if they’re a former customer and you show an ad to them, you will get sales and a positive ROI when done right.
3. Digital Audit
After we get on the initial call and do a Zoom call the next item we can do especially if you and your team are heavy into the digital advertising space of Facebook and Instagram is a digital audit. We do not do this for everyone as most people are barely scratching the surface of what the possibilities are on Facebook and Instagram but if you are extremely active it can be of immense value to see where you can do better. Because as I have learned there are only two things you can do to get better results.
1. Do more
2. Get Better
That is it! Now, to add value to you in the article, I’m going to include our entire list of audit questions below so that if you and your team want to perform the audit you can! We split the audit into 5 different sections as we feel these are the most important aspects of the digital advertising process. If you focused on only two it would be the audience and your offer as a company.
General Structure
Does the client utilize Facebook Ads Manager vs Boosting function of Facebook?
Analysis of current customers on Facebook Audience Builder
Does the client utilize the platform to generate emails and text numbers for these platforms?
Does the client create new campaigns monthly to keep data fresh?
Audience
Does the client utilize retargeting of existing audiences?
Does the client utilize retargeting via the Facebook Pixel?
Does the client have different offers for new customers vs existing customers?
Does the client keep data clean by excluding from core audiences?
Does the client utilize deep targeting for audiences?
Does the client utilize look-a-like audiences for larger audiences based on customers?
Ads
Does the client create ads for Instagram placement as well?
Does the client utilize different ad types? (Slideshow, Carousel, Video, Instant Experience)
Does the client create 10-15 different ads?
eCommerce
Does the customer run ads to generate online sales directly?
Does the customer run dynamic product retargeting ads with Facebook Shop?
Tracking
Does the customer sell online? If so, do they implement cart abandoners to return and complete the purchase?
Does the customer use offline conversion tracking?
Does the client properly set up the audiences to not have an overlap of data?
Does the client have the proper attribution windows set up?
Does the client create new campaigns monthly to keep data clean?
4. Proposal or outline of services
At this time after learning more about you and your company as well as what you are most interested in from us, we can prepare the basic outline of services and proposal with pricing. I can tell you our services range from $400-$1,000/month per location depending on the number of stores you have. The four core services we offer at Omni Digital being Facebook, Instagram, email marketing, and text marketing. In our proposal, we outline the major things we provide under each segment. We have 3 basic packages
1. Facebook, Instagram, Email, and Text
2. Facebook, Instagram, and Email
3. Facebook and Instagram
The other really nice thing that comes complimentary from us is the results tracking as well as graphic design services. We certainly bake in these costs, but most other companies will charge you a separate fee. We also do not charge any up-front cost or implementation fee. It is just one simple flat monthly charge. We also are very reasonable on the cost in comparison to our competitors. We aren’t going to “see how much we can get out of you” as I have witnessed from our competitors.
Here is another big thing we offer. We offer a performance guarantee. What does this mean? We guarantee you a 3x return on your management fee and advertising spend or your money back on our management fee. Let’s say your fee with us was $800/month and you set aside $500/month for actual advertising on Facebook and Instagram for a total of $1,300/month. You would sign a 6-month contract with us as all of our contracts are and give us 3 months to get to this return as it will take 20-40 days to really see results because of people’s buying cycles. We guarantee you by the 3rd month we are getting you at least $3,900 in additional sales per month OR we will give you back all of your management fees of $2,400 during this time.
In the next section we will hit on the time you are a customer including the onboarding process, our monthly results call, and general expectations we have out of each other.
