What guarantees do you give?
This is the most “favorite” question from customers for many specialists in the field of Digital – PPC advertising managers, SMMs, targetologists, marketers.
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Of course, the client can be understood – he is afraid to entrust his money to anyone, afraid that he will be deceived or spend the budget in vain.
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We often have clients who have worked with someone before, who have had negative experiences from past collaborations, explaining that they now want guarantees from new performers.
But, professional specialists also can not predict, promise and guarantee anything in advance.
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Let’s get this straight.
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A specialist can guarantee that he will work responsibly and perform his duties on time, without breaking deadlines.
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The specialist cannot guarantee the exact number of clicks, applications, customers and their cost before the test is carried out.
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After the test campaign, you can develop certain KPIs that a specialist can influence, such as the cost of an application or the number of leads, but they will still have a certain range, for example, the cost of an application from 150 to 220 rubles, because different factors can affect the price.
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The end-sales manager, the contextual or social media advertising manager, the SMM, is not affected, so professionals cannot guarantee this indicator, and they never will, and you can calculate your forecast with minimum conversions in mind, and at the end of the month, analyze the results and draw conclusions.
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When a company hires a salesperson, they don’t ask for guarantees, they have a sales plan, but they don’t always get it done, and there’s no guarantee that the HR manager has exactly how many jobs they’re going to close this month, so why should a marketer have them?
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I would like more owners and entrepreneurs to understand that business is always a risk, so there’s no point in looking for any guarantees, it’s just about choosing a contractor carefully, asking questions, evaluating adequacy, tapping your intuition and not being afraid to try, and understanding that any collaboration is an experience.