Why You Don’t Have to Guarantee Results to Close Clients
In the world of digital advertising, one of the most common misconceptions is that agencies need to guarantee results to attract and close clients. While it might sound appealing to potential customers, offering guarantees on paid ad performance is not only risky but often counterproductive. Here's why you don’t need to guarantee results and how to set realistic expectations with clients instead.
Why Guaranteeing Paid Ad Results is a Bad Idea
Guaranteeing results for paid ad campaigns can lead to unrealistic expectations and challenges for both your agency and your clients. Here are the primary reasons why:
1. Lack of Initial Data
When starting a new campaign, agencies rarely have an accurate understanding of critical metrics like:
- Cost per Lead (CPL)
- Cost per Appointment
- Cost per Close
- Cost Per Purchase (If Ecommerce)
- Website Conversion rate
These metrics typically become clear only after running ads for a period of time. Offering guarantees before this data is available can result in broken promises and dissatisfied clients.
2. The Client’s Role in Success
Success in paid advertising campaigns depends significantly on the client’s ability to:
- Follow Up with Leads: Prompt follow-ups increase the chances of converting leads into customers.
- Close Deals: The final conversion—turning a lead into a paying customer—is largely in the client’s hands.
- Create Organic Video Content: Clients who produce authentic, engaging video content can significantly enhance ad performance. Platforms like Meta and TikTok prioritize video content, and organic material often resonates better with audiences, improving ad relevance and engagement.
Agencies have little control over these factors, making it impossible to guarantee outcomes.
3. Attracting the Wrong Clients
Guarantees often attract clients who are unwilling to do the hard work required to achieve success. These clients may expect results with minimal effort on their part, leading to frustration for both parties.
Read more about managing client expectations in digital marketing.
A Better Approach: Accountability and Collaboration
Instead of guarantees, focus on building trust through accountability and collaboration. Here’s how:
1. Set Realistic Expectations
Be transparent about what clients can expect from their campaigns, including:
- The need for an initial testing phase.
- How long it typically takes to see meaningful results.
- The shared responsibility in driving success.
2. Emphasize the Importance of Follow-Ups
Our account managers are trained to hold clients accountable for following up with leads. We stress that this step is crucial for:
- Increasing the likelihood of closing deals.
- Generating a strong ROI from campaigns.
3. Require CRM Usage
A CRM system is essential for tracking and managing leads. By integrating all leads into a CRM, clients can:
- Automate follow-up processes with texts and emails.
- Monitor progress and track ROI effectively.
- Identify areas for improvement in lead handling.
Explore the benefits of using CRM systems for small businesses.
The Role of Account Managers
Our account managers act as partners in success, ensuring that clients:
- Follow best practices for lead management.
- Understand the importance of their role in closing deals.
- Have the tools and guidance needed to optimize their efforts.
Why This Approach Works
By focusing on collaboration and accountability, you:
- Build long-term relationships based on trust and transparency.
- Attract clients who are willing to invest time and effort into their success.
- Avoid the pitfalls of overpromising and underdelivering.
Conclusion
Guaranteeing results is neither necessary nor advisable for closing clients in digital advertising. Instead, focus on fostering collaboration, setting realistic expectations, and holding clients accountable for their role in the process. By doing so, you’ll build stronger partnerships and deliver better outcomes.
Ready to work with an agency that prioritizes collaboration and results? Contact us today to learn more about how our white-label services can help your clients achieve success.