We’ve all seen the FRIENDS episode where Ross, Chandler and Rachel are trying to move a couch up the stairs in Ross’ apartment building. You know, the one where Ross is obnoxiously yelling, “PIVOT…PIVOT!”
Do you remember why they ended up in that particular situation though?
If not, I’ll tell you.
Ross didn’t want to pay the delivery fee the furniture company was going to charge him to deliver and move the couch. So, they loaded the couch up and moved it all the way to Ross’ apartment building. Essentially, they whole crew ended up in a predicament because was trying to save a few bucks.
Now, let me ask you this…where are you trying to save a few bucks and leaving your company in a bind? Nowhere? I doubt that.
In my line of work, I see it every week. Especially in the past few months with how quickly AI is changing the landscape of digital advertising. There are things that need to be implemented nowadays that were completely unnecessary just 7 months ago.
- Bot blockers
- Integrations and automations
- AI lead qualifiers
- Omni channel advertising
All of these things cost money, though.
Here is an example of how a typical marketing agency agreement breakdown would look…at least for Lion + Panda
- Local SEO (Google Business Profile, directories, maps)
- Google Business Profile optimization & updates
- Monthly SEO blog or landing page
- Lead form setup + routing
- Review management platform
- WordPress form optimization, CTA improvements, and conversion enhancements
- Social media setup + management
- Google Ads or Social Ads campaign
- Basic bot filtering (IP, VOIP, and location validation) plus verification of email, phone number, and requested service to reduce junk leads
- Monthly reporting + strategy review
An old agency agreement would only have about two of these things – Google and social ads. This is what you’re used to, right? As home service contractors, you’re used to someone just doing Google and social ads. The issue is, just “doing” ads doesn’t get the job done anymore. You pay someone to do your ads, they don’t work, you fire them, move to the next company, they do your ads, they fail again and then you fire them…AGAIN!’
Sound familiar?
Then, one day, you hire someone like Lion + Panda, we show you how it’s supposed to be done, the time frame in which it will take and the expected result and you sign. Then 30 days in, you call saying nothing is working and are already looking to fire another company.
So, what’s the solution? PIVOT your thinking.
Doing the same song and dance with every marketing company expecting a different result is literally the definition of insanity. What if, you tried a different approach. What if, like Ross, you started screaming for a PIVOT in your marketing to your team. What would that look like?
Would it look like more due diligence hiring the next company? What about being patient for 90 days to see if you gain any traction? How about ditching the slow to hire quick to fire mindset? That is a whole other conversation by the way.
How can you PIVOT in your marketing in a way that you believe would make the biggest impact in your business?
