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  • What is a White Label Partner?

    How White Label Partnership Helps Digital Marketing Agencies Scale If you are looking for opportunities to scale your digital agency, you might have considered joining forces with a white label partner. One Google search later, and here we are. Today, we’re going to provide a comprehensive overview of what exactly a white label partner is and how you can benefit from leveraging this partnership at your agency. First, let’s compare the different tiers of white label providers. White Label Partnership vs. Platforms and Vendors White Label Platform The majority of white label platforms are packaged as software applications to assist your team in automating particular processes. These provide the most value for teams looking for little more than a stopgap solution that can help with doing some or most of the fulfillment. With platforms, though, there are a few key factors to account for. Because they are mostly software-based, personalization features are often limited, and they require a human user with some knowledge of the digital channel to operate. As a result, the user is left with limited resources and cannot always guarantee a desirable level of quality. In short, platforms are best leveraged as a supplement rather than a substitute. White Label Vendor Vendors are transactional providers that offer one or a limited scope of services. These might be specialist agencies or a freelancer on a website like Upwork. When using vendors, forecasting quality becomes a difficult challenge. The vendor completes their contractual obligation, hands off a deliverable to your team, and disappears until they are needed again. Without the right in-house team to utilize these deliverables effectively, are they providing any tangible value to your agency? White Label Partner Unlike vendors and platforms, a partner operates as if they were part of your in-house team. Their team of analysts completely fulfills your client’s digital needs for your agency. How do you know if a white label provider is a true partner? Consider the extent to which they involve themselves with your client’s campaigns. Are they rolling up their sleeves and tackling ad operations head-on or just sending your team spreadsheets with fancy color schemes? Benefits of Working with a White Label Partner Built-in, Scalable Profitability Because a white label partner shares equal investment in your agency’s success as you do, products are priced to help your business scale profitably. You can forecast your margins with greater certainty and create a pricing structure that allows you to scale without taking a financial step backward. An Expert Extension to Your Ad Operations Team A white label partner acts as an extension of your agency’s in-house ad operations team. Instead of offshoring your work to a faceless conglomerate and hoping for the best, your partner provides tangible benefits, such as: Round Out Your Product Suite Unlike vendors and platforms, a partner offers a complete product suite to help your agency focus on its core competencies and offer clients more services. If you are crushing it on social and display campaigns but are struggling to find the right in-house fit for a qualified PPC analyst, a white label partner closes that skill gap for you. Say “Yes” to Better Opportunities As your agency leverages its partnership to scale, more ideal potential clients take notice. This growth can generate larger business development opportunities with greater expectations that require a more expansive scope. When these opportunities present themselves, the support from your partner enables you to say “yes” to them with confidence. Onboard New Campaigns Efficiently Business gurus like to say “time is money,” and that’s true when your client trusts you with their marketing budget. A premium white label partner will already have the communication, process, and implementation infrastructure in place to allow you to activate your new campaign in a true turnkey fashion. Have a Secret Weapon to Dominate Your Local Market As we say, if you cannot provide the services your client desires, there’s another agency in your market that can and will. This places a greater strain on agencies with a limited in-house scope that needs a secret weapon to remain competitive in their local market. Alleviate Hiring Woes Hiring the right people has never posed a greater challenge for digital agencies than it does right now. When you are ready to scale, you need to have a team in place that can handle the volume that comes with growing your business. Depending on your local market and gaps in your product suite, finding the right person for your digital needs can prove more difficult than others. Finding a qualified OTT advertising analyst to join an agency in a midwestern suburb will require greater use of time and resources than one in Midtown Manhattan. Because a partner’s team becomes your own, you can hire an entire agency’s worth of expert analysts at once. Gone are the long evenings of scouring Indeed and LinkedIn listings and sifting through piles of resumes to find someone that only might be qualified enough for what you need at a critical moment. What to Look for in the Right White Label Partner Aligned Values Do your potential partner’s values align with the ones you set for your agency? If so, this ensures that both your in-house team and your partner’s team will be more closely aligned from day one. For example, at Conduit, we base our values on our “5 P’s”: 1. Building a team of the right people 2. Managing high-impact campaigns at scale through airtight processes 3. Offering a competitive suite of products 4.Driving performance through people, processes, and products 5.Providing a superior partnership experience as a result If you want to add a 6th “P”, we strive to offer our products at a competitive rate that allows your agency to maintain profitability as you scale. When you partner with our team, you’re provided a rate card to help you better forecast your revenue and price services more effectively. Active Communication Communication is the central driver for providing an excellent client experience. When your partner and your in-house team remain in lockstep on campaigns, the client benefits. Campaigns are managed with greater efficiency, turnaround times are streamlined, and each person involved knows their exact roles for driving performance. Expert-Level Implementation The right people are essential to implementing campaigns that generate results. When your partner has a team of certified product experts serving your clients, this allows you confidently anticipate quality deliverables that you can be proud to brand under your agency’s name. At Conduit, none of our campaigns are ever offshored or outsourced. Instead, our team of certified product experts manages every aspect of your client’s campaign in our 25,000 sq. ft. office right here at the Jersey Shore. We have to admit, few things compare to ending a productive summer day at the office with some of the world’s most famous beaches right down the road. A Complete Product Suite When you’re looking over options for a performance partnership, ask yourself, “can this partner provide me what I need to proactively serve my clients?”. Can you launch a new campaign for the products that you want now or will want in the future? As the digital marketing industry continues evolving, having a full range of solutions allows you to also anticipate your client’s upcoming campaign needs before they do. When a client says, “I want to reach new audiences,” you can reach into your partner’s product suite and offer a comprehensive menu of solutions. Measurable Performance How do you know your partnership is delivering results and justifying your investment? The answer: measuring performance. Partnership is built on transparency and the trust that stems from it. When you’re vetting potential partners, ask them how they report their performance. If they cannot provide an answer, you will not be able to gauge how their services are helping you scale. At the time we launched Conduit, this was a major gap in the industry that we sought to correct. As a result, we developed a 24/7 live reporting system that offers your agency objective campaign metrics, real insights from our analysts to put them in context, and a complete track record of the optimizations we perform on a monthly basis. When a client asks, “what have you done for me lately?”, you can leverage your report to tell the complete story. Start Scaling Your Agency by Saying “Yes” to Better Opportunities Since 2017, the Conduit Digital team has been serving as the premier digital performance partner for successful agencies worldwide. With our constantly expanding product suite, team of certified in-house analysts, and our commitment to communication and world-class performance at profitable prices, we position your agency to say “yes” to those can’t-miss opportunities. Are you ready for partnership? To learn more about how doing white label digital marketing the way it’s meant to be done, visit our Agency Partnership page or book an agency scale call with us below to learn more.

  • 5 Signs Your Agency is Ready for Partnership

    Nov 3, 2021 You’ve reached a point in your agency leader journey where you’re deciding “what’s next?”. If you’re looking to scale your operations higher and say “yes” to more of the right opportunities, an agency partnership might be the solution for you. Today, we’re going to cover 5 key signs that your agency is ready for a digital performance partnership. First, let’s discuss what an agency “partner” actually is. Understanding The Difference Between Platform, Vendor, and Partner Before you can decide if an agency partnership is something you’re ready for, we have to cover the difference between white-label platforms, vendors, and partners. 🎛 Platform Platforms are most commonly software systems that help automate specific digital marketing processes. These are suitable for those that want a “quick fix” with little-to-no human involvement on the other side of the screen. However, platforms offer limited personalization and require you to bootstrap your campaigns with little resources to draw from. When dominating digital performance is your main goal, platforms may not prove the best solution. 📦 Vendor A vendor is a limited-scope service provider – often a specialist or another agency with a limited product offering. Common examples could include an agency that only offers a single service or a freelance web developer on Fiverr. Vendors operate on a purely transactional basis and the quality of the deliverables you pay for varies. This can be difficult to guarantee quality. Once a vendor crosses their t’s and dots their i’s on their contractual agreement, they often disappear back into the digital ether. 🤝 Partner A digital performance partner acts as a true extension of your in-house team. With real certified experts handling your client’s campaigns on your behalf, they’re just as invested in your success as you are. Partnerships can be identified by the way the relationship with your agency touches every aspect of their own operations. From communication to measuring performance, your partner team is working in lockstep with your own. At Conduit, we partner with successful agencies by acting as their complete ad operations fulfillment solution or as an extension of their in-house team.  Performance and communication are the two equal pillars of how we define and measure partnership with the agencies that we work with. Signs You’re Ready for a Digital Performance Partnership ☝️ 1: You Have a Strong Client Base with High Expectations You’ve mastered how to get the right clients for your agency. Your roster is in excellent shape with great businesses you’re proud to serve. With a roster of can’t-miss clients also comes high expectations for performance. This requires that your agency have the holistic product suite and internal capacity to meet these demands consistently across the entire list of businesses that you work with. ✌️ 2: The Numbers Support It We get that not everyone wants to talk numbers. You didn’t start your agency to balance budgets, but it is part of keeping the office lights on. Agencies that are ready for a performance partner need to have an airtight grasp on their numbers to scale profitably. Margins and expected revenue need to be in a position to furnish to the partnership. Digital performance partnerships are all about scaling profitably. The right partner will provide you with a transparent rate card that will give you a complete picture of the internal costs for services so that you can price them externally to meet your necessary margins. 🤟 3: Clients Are Asking for More Than What You Can Do In-House As the account relationship matures with your client, they might ask for more digital services than you provide in-house. The first reaction to this might be “we don’t do that here” or “we can’t do that right now.” With today’s digital ecosystem, though, that answer no longer suffices. For example, if your client wants OTT advertising and knows they cannot receive that service from you, they will find a competing agency that can and will fulfill this need. Staying competitive requires a full product suite. Partnership helps by rounding out your agency’s core products with the other digital products your client wants to use for their campaigns. ✊ 4: You’re Growing Faster Than You Can Hire In all the conversations we have with agency leaders daily, we’ve heard one common pain point above the rest: hiring. There seem to be exponentially more job listings online than there are people to fill them right now. When you need to add an expert to your team, but can’t find the right person, you’re risking operating dangerously beyond your internal capacity. Overcapacity can result in a stressed-out, time-strapped hustle that does not benefit your agency or your clients. Digital performance partnership inserts a team of expert analysts into your operations. You do not have to worry about seeking a qualified candidate, hiring them, and training them. Instead, with your partner’s own analysts, you can launch an expert campaign for your client with minimal ramp-up time. 🖐 5: You Want Best-In-Class Campaign Performance The quality of work that you do for your clients reflects directly on your agency’s brand. If you want to continue your reputation and credibility, you need to deliver consistent, high-quality results. A digital performance partner treats your client accounts as seriously as you do. Because they’re all-in with you, quality drives each aspect of every shared campaign between your team and theirs. Activate the Power of Digital Performance Partnership Today At Conduit Digital, we strive to be the most complete digital performance partner for successful agencies looking to take their ad operations to the next level. With our own in-house teams of certified experts managing your client’s campaigns across a full product suite, world-class wholesale pricing, and a wealth of resources like custom Live Reports, you can position your agency to confidently say “yes” to those can’t miss opportunities. Learn more about true digital performance partnership today by visiting our Agency Partnership page or reaching out to us directly below!

  • A Sudden Google Update Means a Huge Shift for Mobile SEO

    Oct 27, 2021 Why It’s Time to Adjust Your Mobile SEO Strategy If you haven’t heard, Google introduced a major change to their mobile search engine results pages (SERPs). Instead of providing results across multiple pages, their mobile version now uses continuous scrolling. Instead of page-one or page-two results, users instead can scroll through an endless stream of links relevant to their search terms. Today, we’re going to discuss this major shift for mobile search engine optimization and how it can affect your own agency’s SEO strategies going forward. First, though, let’s cover some essential information: Mobile Search’s Continuous Scrolling: What You Need to Know Here are some quick facts about the new shift to continuous scrolling on Google’s mobile SERPs: Google’s desktop version still provides results in a page-based format This update has been introduced in the US only, so far Google made this change to modernize the mobile search experience A “see more button” still exists on the SERP, but it is much further down than it used to be This is intended to help expose users to more helpful links upfront, rather than the first 10 results on page-one in the old format Shifting to an “Above the Fold” Mindset for Mobile SEO Google Search’s traditional desktop browser still uses pages to catalog their results. When optimizing for desktop, hitting the first page for relevant organic results should still be the baseline goal. With mobile, though, it’s time to rethink this. Now that Google’s mobile version of Search no longer includes pages, agencies have to adapt mobile optimization strategies. Instead of a “page-one” target, agencies that provide their clients with mobile SEO services ought to adopt an “above the fold” mindset. This involves targeting organic search positions at the absolute top of the SERPs before a user begins to scroll. If you can provide them with the valuable content they’re searching for, and optimize it for performance, you can stop the scroll and drive more quality traffic to your client’s site. So, How Do We Get Above the Fold? Though there are some shared principles between optimizing a website for mobile and desktop, there are some distinct differences to look out for. These include: 👉 Site Layout To compete digitally in the 2020s, every site must be optimized for both mobile and desktop. The simplest way to do this is by using a CMS that provides responsive designs where the pages adjust their layouts based on the dimensions of the user’s screen. Visitors should only have to scroll vertically. 👉 Equally Responsive On-Page Features In addition to your layout, any other part of the website’s on-page features needs to also be responsive. From embedded videos to images and call-to-action buttons, they need to fit within the dimensions of the screen the user visits your site with. Again, horizontal scrolling is a death sentence for mobile search performance. 👉 Turn Off Popups Popups are difficult to deal with on mobile. The exit buttons on most mobile popups are too small for a person to press and tucked away into a corner. This not only adds extra code to your page, but it also impacts the user experience and can contribute to a much higher bounce rate. 👉 Be Concise with Your Metadata SERP elements like title tags and meta descriptions need to be more concise and better communicate the value of your content. Why? These parts of a search result are shortened on mobile. Write as if Ernest Hemingway was a digital marketer. 👉 Prioritize Site Loading Speed Quick site speed is a hallmark of excellent SEO. If a page loads quickly, Google marks that as a positive. Mobile users are accustomed to “on-the-go” content consumption. They may also be using cellular data instead of a WiFi connection to view your site. Depending on where the user is, browsing with data could lead to slower internet speeds. Two quick ways to boost your site speed are by reducing excessive code and properly sizing images. If the image is too large or too many site plugins are running at once, this places a greater burden on the load times. Keep your site as simple and streamlined as possible to provide a better loading time. 👉 User Experience is Everything Whether on desktop or mobile, user experience is Google’s number-one priority. Does your website offer value to the person using the search engine? Constantly test your pages on both desktop and mobile layouts to ensure that all the features of your website operate smoothly. Adjust frequently where needed so that your users benefit most from your website. 👉 Don’t Ignore General SEO Best Practices No matter the device you’re optimizing for, there are some basic SEO principles that you should also keep in mind to ensure promising performance across all forms of Google Search, including: Only one H1 heading per page Using your focus keyword early in your content Writing awesome content your target audience will love Adding ALT text and descriptions to your images Properly sizing images for quicker load times Not overburdening your pages with excessive third-party code Link your pages internally using keyword-optimized anchor text 👉 Provide Helpful, Contextual Content Create a user-focused content strategy. Think from their perspective, ponder the questions they want answers to, and write content to answer them. When great copywriting is put into the proper context and backed by a website in excellent technical health, you stand a far greater chance of reaching those desired above-the-fold search positions. Search engine algorithms want to provide users with resources that actually help them in their daily lives. When you contribute to that mission, along with some intelligent keyword planning, you position yourself for greater mobile SEO success. Improve Your Agency’s Mobile SEO Capabilities Today At Conduit, we’re the digital performance partner for successful agencies that are looking to scale. If you’re ready to take the next step with SEO and are looking for ways to scale your own client roster, contact us today to learn more about white label partnership.

  • Announcing the Definitive Podcast for Digital Agency Leaders

    Oct 14, 2021 Welcome to Agency Talk It started with Marcus and Tim saying “You know what would be really good? If we had a show together.” Fast-forward almost a year later, and they’ve finally made it happen! We’re excited to share with you AgencyTalk: The ultimate podcast for digital agency leaders and decision-makers. Each episode, Marcus Murphy (CEO, The Five Percent) and Tim  Burke (CEO, Conduit Digital) dive deep into the most pressing pain points that digital agencies are dealing with on a day-in, day-out basis. Watch the Intro to AgencyTalk: Actionable Ideas Only! No Theoretical Musings. No Ivory Towers. AgencyTalk isn’t a typical, buttoned-up marketing podcast. Instead, it’s a very real look at in-the-trenches topics based on Tim’s hundreds of conversations with agency leaders around the world. Marcus and Tim want to build a tribe of listeners who share a passion for agency growth and want to create opportunities for themselves. Each week, they’re going to offer listeners actionable ideas that they can implement at their own agency to build toward their goals for scale. Why Start AgencyTalk? Marcus and Tim both believe agencies are the backbone of a business. Anytime a business launches a successful marketing campaign, there’s often an incredible agency team behind it. Agency owners often feel like they’re the only people who think about their business at the end of the day. They invest so many hours of their lives thinking about their clients’ companies, and it can feel isolating when it seems like you are the only person who cares as much as you do about your own brand. That changes with AgencyTalk. This is a podcast by agency leaders for agency leaders hosted by two people that love your craft as much as you do. What to Expect from AgencyTalk Marcus and Tim are going to cover a wide spectrum of topics that directly impact agency decision-makers. These can include subjects like: Managing capacity during one of the greatest hiring shortages in American history Mastering trending digital tactics to drive measurable results for your client’s campaigns What to do when those client red-alert moments happen at your agency Scaling your agency (profitably!) And many, many more! How to Tune In AgencyTalk will be available on YouTube as well coming soon to all major audio streaming platforms. Watch, listen – it’s your choice!

  • What Causes Agency Failure?

    Oct 12, 2021 AgencyTalk Ep.01 Recap In the first AgencyTalk episode, Conduit CEO Tim Burke and Marcus Murphy discussed an important, yet seldom-addressed topic: Agency failure. What causes agencies to ultimately shut their doors for good? Check out the video below to hear Tim and Marcus’s takes along with some other great insights! Watch AgencyTalk Ep.01 Here: The Elephant in the Office No One Wants to Talk About: Agency Failure As with any industry, not all digital marketing agencies will last indefinitely. When Marcus asked Tim what are some reasons for agency failure, this is what he had to say: 👉 Not Beginning with the End in Mind When starting any business, there needs to be an end goal in mind. From there, you can create a GPS roadmap to achieve what you set out to accomplish. Without that north star, leaders can’t lead their teams effectively. Lack of specificity is and always will be the greatest roadblock toward progress. 👉 Lacking Framework to Reach Your Goals Even if you have outlined specific goals for your agency – how do you reach them? Without the right process framework to arrive at your destination, a directionless environment can result in massive detours on your business journey. When you have the infrastructure built to support your mission, you can remain on course and produce tangible results along the way. 👉 Misaligned Priorities Starting an agency does not unlock a get-rich-quick opportunity. It requires a dedication to working hard, delivering on results, and a great plan to reach your goals in order to scale. While everyone’s business operates differently, authenticity and credibility should be two universal threads in the fabric of your business. You produce high-quality, original work for your clients and follow through on the commitments you’ve made to them. This will help improve your agency’s reputation and reduce dreaded account churn. 👉 A Shaky Foundation for Your Operations A successful agency builds its foundation on these following principles: A team of the right people to carry out the processes required to reach your business goals. A complete product suite to remain competitive in today’s digital marketplace. Airtight processes to enable your team to perform to their highest potential. A pricing strategy that meets your client’s expectations and generates profit for your business. Performance results that justify your client’s investment and grows their trust in your team. These P’s form stable pillars for a great digital agency. When they are all working in sync with one another, you can position yourself to scale higher than the competing agencies in your market. 👉 Constantly Chaotic Capacity Utilization ties inherently to scale. When you are underutilizing your team, your agency is not operating profitably. When you are overutilizing them, this strain on capacity can cause excess stress and lead people to leave your team. Without the infrastructure to manage capacity at high volumes, an agency stands the risk of failing under the weight of its own ambitions. Scaling Your Agency Profitably with Digital Performance Partnership To summarize everything above, agencies fail in isolation. Without support, critical operations can crumble and profitability seems like a pipe dream. Businesses need a strong support network behind them in order to scale. For agencies, a white-label digital performance partnership supplies that much-needed help when those can’t-miss opportunities arise. As Tim says, there are three types of white label partnerships: Platform, vendor, and partner. 1. A platform is a marketing software that your team can use to manage operations efficiently. 2. A vendor is a transactional relationship where a service is provided in exchange for money. Most vendors are freelancers, consultants, or a specialist provider that focuses on one or two digital marketing services. 3. A partner is a team that acts as an extension of your own from operations to performance. Your partner cares as much about your agency’s success as you do. Why Choose a White Label Partner Over a Platform or Vendor? Conduit was founded to be the white label performance partner for successful digital agencies. We chose partnership instead of acting as a platform or vendor because we believe the best results come from investing in those who invest in us. Over the years that we have partnered with agencies, these are the key benefits that we believe highlights the impact of agency partnership: 💰 More Long-Term Profitability White label partners operate on a wholesale model while delivering measurable performance results. This generates long-term profitability by allowing your agency to keep expenses at a reasonable level for maximum value. 📈 Better Manage High-Scale and High-Volume Partnership allows you to align your agency’s utilization rate with your growth rate. Instead of worrying about overutilizing your team or having to hire new people, your partner’s team can help you expand your services with certified experts or even simply handle your account overflow profitably. 💻 A Complete Digital Suite for Your Agency If your client wants a service that you don’t provide, there’s a good chance they will start looking for a competing agency that can and will fulfill their needs. When you have access to your a complete suite of digital marketing solutions, you can trust your partner’s team to fulfill these campaigns at a high level. The sentences “we can’t do that,” or “we don’t do that here,” are no longer part of your business vocabulary. Launch Your Own Digital Performance Partnership Today At Conduit, we spend each day helping our successful agency partners scale. With a complete suite of digital products managed by dedicated in-house teams of certified experts, we give your agency the ability to say “yes” to more of the right opportunities. This is all accomplished without offshoring or outsourcing and never “setting and forgetting” your client’s campaigns. To learn more about scaling your own agency with a digital performance partner, contact us today to learn more about white label partnership.

  • What Agencies Need to Know About Conversion Marketing

    Oct 7, 2021 Are Conversions Still the Right Way to Measure Digital Marketing Campaigns? “Conversion” is probably the most-used word in digital marketing. There are endless articles online that off opinions on what exactly is the “best way” to drive them for your client’s campaigns. Today, we’re going to take a clear-cut look at what a conversion is and what it should do. Then, we’re going to ask you an important question – Do standard conversion strategies really work for your clients? What is a Conversion in Digital Marketing? Our partners at Hubspot define the term “conversion” rather excellently: “A moment when a website visitor takes a desired action. Once a visitor converts, they become a lead.” Essentially, a conversion is a goal that a digital marketing campaign attempts to accomplish. When a user completes the action tied to that goal, they convert into a sales lead for your client. It’s important to know that there is no single type of conversion. A conversion can be anything from form fills to signing up for an email list or downloading an eBook. Regardless of what conversion you choose, it should offer these three key performance features: 1: Aligns with the Client’s Business The conversion strategy you choose should align with your client’s business goals. For example, if your client is a technology sales company, you may want to use a form-fill that can provide your client’s sales team with the information they need to effectively communicate with that lead. 2: Built Into a Highly Engaging Campaign If your digital campaign does not engage your target audience, they are not going to convert. The conversion method you choose should seamlessly integrate with all of the killer content, creatives, and targeting tactics that you’re building around it. After you’ve sold that user, completing the conversion action should feel like a no-brainer to them. 3: Measurable Performance Conversion assets should generate meaningful data that can be measured. These performance metrics can provide insight regarding whether or not the campaign needs future optimizations, budget increases, or other adjustments. Now Here’s The Real Question: Are Conversions the Best Way to Drive Winning Campaigns for Your Client? Digital marketing wisdom and all of the “digital gurus” on LinkedIn feeds will say that conversions are the most important metric. Now, is that based on what the client wants to actually accomplish for their business, or based on “expert opinions”? Here’s the harsh truth: As agency leaders, we can advise clients on what the “best” strategy is for their business. However, if they disagree with your opinion, they will start looking for a competing agency that can and will build campaigns that meet their own personal business goals. Introducing the New Way to Measure Performance: KPAs Beginning with the End in Mind Key performance actions (KPAs) tell a much more complete and objective story for your client’s campaigns. Rather than building toward an end-goal based on conventional wisdom, a KPA strategy starts by understanding what the client wants to accomplish for their business and reverse-engineering a campaign to generate audience actions that support that specific goal. Client-Specific Actions KPAs are all about building campaigns that meet the client’s needs rather than using conventional wisdom to determine what might be “best” for the client based on industry narratives. When your client feels that their digital investments are generating the actions they are looking for, this results in a much more satisfied client that is far more open to expanding their account with your agency. Insights for the Full Journey Unlike traditional conversion-built campaigns, KPAs will account for the complete scope of audience behavior during the campaign. Examining each aspect of audience engagement, you can generate more holistic insights and understand a more complete story of the buyer’s journey. This allows the advertiser to perform more impactful optimizations with objective data. KPAs bridge digital marketing with the real goals your client has for their business. For example, if your client is a downtown clothing store that wants to drive more foot traffic, a KPA campaign would start with that end goal and build a holistic solution around that. KPA’s in Action Let’s demonstrate an example of how a KPA-driven campaign would look in action. Your client is a successful software development company in the United States that builds B2B-targeted financial products. They want to increase their lead generation by 30%. After some thought, your agency decides that a paid search and an image-driven LinkedIn advertising campaign are the two best channels to support that goal. Your Paid Search and Paid Social analysts would work to build a campaign that supports the overall end goal: Increasing lead generation. Rather than arbitrarily determining a static conversion, the campaign would be designed to generate leads at all possible touchpoints and track these actions through a Live Report. After preparing the ad copy, shared landing page, creatives, budgets, and targeting strategies, both campaigns would go live. The Live Report would track all individual KPAs that are generated, which might include: Ad clickthroughs Sitelinks extension clicks (search) Ad likes (social) Ad shares (social) Ad comments (social) Form fills on the landing page CTA buttons on the landing page Video plays on the landing page Click-to-calls on the landing page or search ad Tracking all of these actions holistically can paint a more complete picture of how the client is succeeding at generating leads and where they need to optimize further. For instance, if they are generating a good amount of likes and comments on their LinkedIn ads, but most form fills are coming from search ads, this can generate multiple insights. The client may want to then increase their paid search budget to double down on what is working best, or you may decide that the LinkedIn campaign needs to further optimize its creative assets, ad copy, and targeting strategy. The end goal for this KPA campaign is to provide your client with a definitive “yes” or “no” answer, determined by data. Simply put, did the campaign accomplish what the client asked for? Let’s say that your finance software client’s campaigns have ended. You’re speaking with their CMO on the phone, and they ask you “did you increase our leads by 30%?”. Looking at the report, you see that they did increase by 31% with 25% of that coming from paid search. You can then say “yes, our team did increase your leads, with more than two-thirds coming from paid search.” The data might also indicate that most audience members first clicked on a Sitelink extension to your client’s “Product Demos” page on the website before filling out a contact form rather than clicking through to the landing page directly. For a future paid search campaign, you then might decide to build a new landing page with a heavier emphasis on product demos content. Similarly, you might also decide to develop a new social campaign with creatives that shine a brighter light on the software’s unique features in action through video. Drive the Audience Actions Your Client Actually Wants with KPAs At Conduit, we build each campaign for our partners’ clients around the KPA model. We believe this paints a more complete picture of the audience actions that clients truly care about. This results in more measurable, objective performance data that our agency partners can use to land and expand new and existing accounts. Your agency can start driving KPA campaigns, too. To learn more about how you can make our team part of your own, visit our Agency Partnership page.

  • What Agencies Can Learn from the Latest Facebook and Instagram Outage

    Oct 7, 2021 On October 4, Facebook and Instagram experienced a massive platform outage that marked their longest stretch of downtime since 2008. This event caused a tidal wave for online businesses and even resulted in the company’s shares dropping nearly 5%. It also impacted their other services like WhatsApp, Oculus, and Messenger. What Caused the Outage? Facebook engineers explained that the outage was caused during routine maintenance. A command was erroneously issued that disconnected the company’s backbone network from Facebook’s global network of data centers. This also affected the tools that their engineers would use to resolve the problem. Thankfully, Facebook was able to recover from the outage within the day. However, for most regular business hours in North America, the platforms remained virtually unusable. The lost revenue from the platforms’ downtime, plus the drop in stock values resulted in potentially billions of lost dollars. How Did This Affect Agencies? Digital marketing agencies share a trusting relationship with platforms like Facebook. They invest their clients’ budgets into advertising on these platforms with the expectation that Facebook will provide a reliable, consistent, and high-quality service. A business day-long outage cuts directly against all three of those desired attributes. Some agencies that focus mainly or exclusively on social advertising lost an entire business day waiting for a platform they built their businesses around to come back online. The October 4 outage was concerning and peculiar at best, panic-inducing for agency leaders at worst. It served as a strong reminder that planning for unpredictable red alerts is critical for agencies to maintain an excellent experience for their clients. These contingency plans allow your team to continue to add value to your business when a core operation is unavailable beyond anyone’s control. Now that the dust in Facebook’s data centers has settled a bit, let’s look at some key takeaways that agencies should note. Attention to Detail is Non-Negotiable in a Digital World The Facebook and Instagram outage was caused by oversight. A connection-severing command was issued during what was supposed to be routine maintenance. This event is a prime example of what can go wrong when even the most basic functions are overlooked. Providing an excellent agency experience for your client demands meticulous attention to detail. Any and all deliverables that are sent from your team to your client should have multiple sets of eyes on them before they reach the client’s inbox. This way, if there is an issue to resolve, you can address it proactively instead of waiting for the client to point it out. Consistent, quality deliverables are a sign that your agency has strong credibility. That does not mean that a client will love everything you put in front of them. That said, if they can look at something you’ve sent them and see that it was crafted to professional standards, they can trust that your agency lives up to its claims. Aligning promises and payoff is the best way to validate your brand’s authority. Anticipate and Plan for Red Alerts Beyond Your Control The Facebook engineers were able to resolve the outage because they had digitally simulated similar scenarios in the past. Though the process proved long and laborious, they knew which steps they had to take. There was a clear endpoint and the team had the GPS to reach the intended destination. Similarly, agency leaders need to prepare for situations like this that are beyond their control. What do you do if Facebook and Instagram are down again? What if the client’s website suffers a security breach? Having plans in place to proactively address these types of scenarios is critical to maintaining a trusting relationship with clients. They will know that you know what to do when chaotic moments arise. Have a Red Alert Communication Plan No matter your agency’s core competencies, your team engages in an aspect of public relations each day. Communicating with clients, maintaining their trust, and continuing to reinforce their positive perception of your business are all key PR principles. A long-held mantra in the PR industry is that the best way to address a crisis is to prepare for it. When a major platform experiences an outage and your client wants to know how it affects their campaigns, this is a type of crisis communication scenario. The best way to tackle these moments of uncertainty is to remain ahead of them. Create a proactive red alert communication plan for when events like the Facebook/Instagram outage happen in the future. Here’s an easy-to-follow template for a red alert communication plan your agency can put into practice with your own clients: 1. Start By Understanding the Problem You can’t brief your client on what is happening if you do not have an understanding of the events first. If an outage occurs on another platform that you are running campaigns on, check their social profiles and websites for official statements. You should also visit industry publications to see if they have any additional information. Dissect and distill this information as plainly as possible. Being able to succinctly explain what happened enables you to effectively communicate to your clients. 2. Consider How the Problem Affects the Client’s Business If Google Ads were to suddenly switch off overnight, how would this affect your client’s PPC, display, and/or YouTube campaigns? Should the client worry, or will a little time and patience prove the most suitable remedy? Consider how an outage will affect your client’s business, if at all, and take a transparent tone with your messaging. Assure your client that your team is remaining on top of the latest developments and that you will address the situation when necessary as it resolves. 3. Message Your Clients Before They Message You Let your clients know that a platform outage has occurred. In your messaging, include some key talking points like: When the outage happened The outage is beyond anyone’s control It will be resolved, but it will take time Your team will conduct a thorough review of their accounts on these platforms once they are back online to ensure they remain intact In your message to your client, invite them to contact you directly if they would like to learn more about what is happening. This can present an opportunity to strengthen your credibility with them. A Holistic Suite of Digital Services Matters Now More Than Ever For businesses that advertise and publish content exclusively on social, the Facebook and Instagram outage was a serious blow to their marketing efforts. It also highlights how going all-in on just one or two digital platforms is no longer a viable option in today’s digital ecosystem. Providing your clients with a full suite of digital solutions enables them to continue their marketing efforts when events like these happen. Facebook and Instagram are experiencing another outage? If you are also running PPC or email campaigns, they are still delivering impressions during this time. When your team has access to a complete arsenal of digital tactics, you are far better equipped to adapt and continue to add value to your accounts. However, that often feels easier said than done in the current agency climate. Hiring the right people to manage a full digital suite has become more challenging than ever. At Conduit Digital, we provide your agency with a complete team of certified digital marketing experts to serve as an extension of your own. This rounds out your in-house core competencies and gives you the scope and scale to confidently say “yes” to more of the right opportunities. To learn more about how you can scale your own agency with a more complete product suite, visit our Agency Partnership page.

  • How to Get Clients that Help Scale Your Agency

    Oct 7, 2021 Your Digital Agency is Only as Scalable as its Client Roster Whether you have just launched a new startup or have crushed campaigns for decades, you likely want to get clients that contribute toward your goals for scaling your agency. From client bases of Fortune 500 corporations to dedicated networks of local businesses, the quality of your client roster plays a direct role in your ability to scale. The Hard Truth: Not All Potential Clients Will Be Compatible with Your Agency Every agency leader can name at least one client that causes the most friction with their team. It feels like, no matter what you do, the client just does not align with the way that you conduct your business. This does not mean they are a “bad” client. However, it indicates that they are not compatible with your agency. Having a large number of incompatible clients can cut against your ability to scale as much as other pain points like struggling to hire more of the right people. When searching for the best clients to help your agency scale, it’s about finding the right opportunities, not just casting a wide net and hoping for the best. What might look like a “white whale” client on the surface may not always prove an ideal fit for the way you run your own business. Today, we’re going to discuss how to identify both high-compatibility and low-compatibility clients. Practicing discernment during your lead nurturing process can help you better identify which current and/or potential clients are the right fit for your long-term business goals. First, let’s cover some ways that you might be able to identify an incompatible client: What Makes an Incompatible Client? People and businesses are too multifaceted to simply label as “bad” or “good.” Instead, when it comes to determining if a potential or current client is the right fit for your agency, we prefer the terms “compatible” or “incompatible.” They may run an excellent business, but their culture, processes, or expectations may just not align with your own. How do Incompatible Clients Affect Your Agency’s Ability to Scale? An incompatible client can hinder your team’s ability to deliver consistently on campaigns and drive true results for their business. Sometimes, these issues can be resolved, but in many cases, they become persistent points of friction. Large agencies with more expansive teams and client bases can continue to scale beyond incompatible clients with less difficulty than smaller agencies. When an incompatible client drives a wrench in the gears that make your agency machine hum, this takes the focus away from your core objectives. Here are some factors you should consider when screening potential clients: How Much Does the Client Understand the Benefits of Digital Marketing? As an agency leader, you do not have to expect your client to possess senior analyst-level knowledge of your products and services. Instead, you should pay attention to how much the client understands the value of what they are paying for. Does the client understand why you are doing what you’re doing to achieve a campaign’s desired outcome? If not, this can affect their ability to trust your team to manage the campaign in the way that best benefits their business goals. In these situations, a client will either not understand aspects of digital marketing and want to learn more, or they will not care to understand. If they do not care about their marketing as much as you do, this is a key indicator of incompatibility. Are the Client’s Expectations Realistic to their Budget? Simply put: The more competitive an industry is, the more budget you need to generate results from your campaigns. A lawyer in New York City will require an exponentially larger paid search budget than one in Cape May County, New Jersey. Why is that? The Big Apple has more hands reaching for a piece of the same pie than a highly seasonal shore community. Continuing with the NYC lawyer example, if a lawyer based in the city wants to spend $2,000 each month to try to achieve 20,000 monthly conversions on their contact form, this will not generate the desired outcome. Why? There are many other lawyers in the same geographic area with monthly budgets in the tens or hundreds of thousands of dollars. They will always have the larger budget to win PPC auctions for more keywords. If the client’s expectations are not realistic, they will seldom show satisfaction. This can create an adversarial aspect to your agency-client relationship that cannot be truly resolved until either the client lowers their expectations or increases their budget to match it. Do They Trust or Doubt Your Team? Great client relationships are built on trust. The client trusts the agency to manage their campaigns with a large amount of autonomy and the agency fulfills their digital marketing needs consistently. In short: Both parties allow the data and results to speak for themselves. In reality, though, incompatible clients will examine every aspect of your team’s operations with a fine-toothed comb and look for reasons to complain about the results they are receiving. If the client continues to remain skeptical of your team’s work, despite months of driving success for their campaigns, you will hit a point of friction that is not always easily resolved. Lack of client trust often comes down to objectivity: Are you delivering what they’re looking for? As marketers, we view achievements on a metrics basis. Are the numbers on the spreadsheet where they need to be? Are the checkboxes checked off? To the client, their perceived achievements are more aligned to their big-picture business goals. They are looking at reports that you provide them to see if their investment generated the desired return. Using a framework like Key Performance Actions (KPAs) provides a more objective way for both agencies and clients to set goals and measure performance on the path to achieving them. A KPA campaign builds from the overall business goal the client desires and reverse-engineers a campaign structure to meet it. Whereas a conventional campaign might track only conversions, KPAs track audience behavior data from all aspects of the campaign to paint a more holistic picture of the engagement your marketing efforts are generating. Do They Generate Enough Revenue to Sustain their Account with Your Agency? Does the client fail to meet their financial obligations to your agency on time? If you are losing revenue for the services you are providing, this can create a rather large strain on the account relationship. For example, the client may say that they want to continue receiving services but cannot or will not pay for them at the moment the bill comes due. From a project management standpoint, this also creates a large risk for scope creep. If account growth is not managed within the confines of the client budget, this can result in your team performing way more work for a client than what they want to pay for. Having an airtight process structure, clearly defined obligations in your MSA agreements, and a team of high-performing project managers are three key ways to combat this. At the end of the day, your agency is a business, and it needs to operate profitably to achieve scale. If a client fails to honor their payments on time, it can cut directly against your own business goals. Financial warning signs can also be identified during the screening process for potential clients. Ask them what their average monthly revenue is versus their desired monthly budget. For example, if they make approximately 20,000 dollars each month, but they need an $8,000 monthly marketing budget to achieve desired outcomes in their market or industry, they will not likely be able to consistently sustain spending 40% of their monthly revenue on marketing. How to Identify High-Compatibility Clients for Your Agency Create a List of Ideal Client Personas that You Want to Target Many successful sales teams utilize the concept of buyer personas. What are the ideal types of customer avatars that you want to target? Similarly, in the agency world, consider the ideal types of clients you would want to have at your agency. Some agencies dedicate the majority of their business to specific industries or geographic regions. Others may only work with agencies that can afford a certain minimum monthly marketing budget. Regardless of the exact type of ideal clients you’d want to have, knowing what it is you want in an ideal client can help you identify them. To create ideal client personas, make a checklist of traits that you want to look for in an account. These might include but aren’t limited to: Industry focus The client’s own target audience(s) Business subject matter Monthly marketing budget Geographic location Size of company Marketing needs Decide Which Products/Services Best Fit Their Needs Clients turn to agencies for digital marketing solutions that help them generate more traffic and key performance actions from target audiences. Knowing the client’s industry, developing a solution that meets their needs, and possessing the right team to execute on these initiatives can play an instrumental role in both expanding existing accounts and landing new ones. Lack of specificity is a major roadblock toward scale. Offer a Full Suite of Digital Solutions Client needs can evolve with time, and if your team has the means to adapt alongside, you can expand the account indefinitely. To assist in deploying a full suite of solutions, many agency leaders consider a white label digital performance partnership. This can help extend your in-house capabilities without the overhead that comes with hiring and training new internal team members. Show Interest in Their Industries through Your Content Develop content for your own agency that shows your knowledge of digital marketing within the context of your ideal client’s industry. For example, if you wish to target healthcare clients for your business, dedicate blog posts and landing pages to digital marketing needs that these types of organizations commonly encounter. Nothing helps generate leads for your agency quite like a client viewing your killer pieces of content and saying “They get it.” Avoid Any Red Flags You See During the Lead Nurturing Process As you learn more about potential clients during the lead nurturing process, look for any red flags that might indicate low compatibility with your agency. If you identify them, be sure to ask the potential client about them to ensure that no miscommunications are happening during your sales process. If it turns out they may actually be incompatible, then you can make the decision whether or not to continue to try to land their account. Consider Replacing Incompatible Clients with Compatible Ones Many agencies are hesitant to let go of incompatible clients, even if they do not mesh with your internal processes or team. The thought of losing revenue is not something that helps agency leaders sleep at night. However, if an incompatible client is impeding your ability to scale, it may require either terminating the account or choosing not to renew it when the service agreement expires. If you decide that you want to rid yourself of an incompatible account, start looking for a new, more compatible client that could replace the revenue that you would otherwise lose by letting the incompatible one walk. In most cases, a lateral move financially for a client that is better aligned with your agency can bring more long-term benefits over time. Use Digital Performance Partnership to Say “Yes” to More of the Right Opportunities With the right digital performance partnership, your agency can stand a greater chance of getting the right clients to meet your scale initiatives. With a full suite of digital solutions, you can remain competitive to land the clients you want and offer them the services they need in the moment to retain them long-term. At Conduit, helping successful agencies to continue landing and expanding high-quality clients is the reason we open our doors every morning. With a full suite of expert-managed in-house digital solutions, we can bridge the gap you need to pursue your ideal client accounts with confidence. To learn more about how our team can help you say yes to more of the right opportunities for your agency, visit our partnership page for more information.

  • The Ultimate Guide to Becoming a Local SEO Rockstar

    Sep 13, 2021 Leverage These Insights to Turn Your Agency Team Into Local SEO Rockstars Local SEO requires a different approach than general search engine optimization campaigns. To become a true rockstar among other competing agencies, you have to apply global-sized thinking to local execution. As a digital performance partner for digital marketing agencies serving many local markets across the United States, we’ve learned quite a bit about local SEO along the way. We’re going to share some agency insights to help you best leverage your white label digital partnership to become a truly major player in your client’s local market. 1. Gather as Much Local Intel as Possible Research the general region where your client’s business is located. Then, conduct research on their municipality, county, the other surrounding counties, and eventually the state. Be sure to also read up on local government regulations that may impact the way your client conducts their business. Other aspects of local intel you might want to research can include, but are not limited to: Seasonal climate conditions that may affect business Proximity to major cities and local economic hubs Median household income of the local population Other demographic data of local residents (i.e., Age, race, education level, etc.) Top local employers where potential customers might work 2. Research Local Competitors In-Depth Perform a local search related to your client’s business. For example, if your client is a medical provider in Ocean County, New Jersey, you can search “doctors office in Toms River” and view a variety of local competitors’ websites and Google MyBusiness listings. Perform a thorough review of these competitors’ websites. Look for aspects of these sites that might be outperforming your client’s digital presence. Look for factors like: Do the competitors have more content on their pages? Do the competitors have better quality content? Do they have a more intuitive user experience design? Are they using links more effectively on their website? Do they have more consistently optimized meta descriptions and headers than your client? These surface-level aspects of a website can provide you with a detailed initial overview of your client’s competitors. This will aid you in developing a strategy to elevate your client’s own website to remain viably competitive in their market. You can also use site examining tools like SEMrush or Ahrefs to take a deeper look into competitors’ websites to gather more granular data. These tools can provide you with advanced intel like: A website’s text-to-HTML ratio Number of broken links found on the website Instances of duplicate on-page copy Keywords that competitors are currently ranking for on organic search 3. Make Sure Your Client’s Digital Presence Has Updated Location Information Businesses that target local audiences often have their information displayed on a variety of different digital channels. These can include their own website, social media profiles, Google MyBusiness listings, directory portals, and more. Take an inventory of each channel that lists your client’s business information. Ensure that all of their contact information, address, and business hours, and website URL are up-to-date on each property. If one or more are inaccurate, be sure to address this immediately. 4. Identify Directory Opportunities Your Client is Missing Out On Online directories with local listings dominate local organic search results. These portals are considered of the highest authority by search engine algorithms, which means they face little difficulty achieving a top-3 ranking. Directories generate a large amount of organic referral traffic for your client’s website. If their site is not in the top-5 organic results for a specific keyword, but their Yelp listing is, this can result in many Yelp visitors clicking through to your client’s website if they want to learn more about their business. If your client is missing key directory listings for their local market and general industry, take inventory of them and plan to add their business to these channels as soon as possible. This will play an instrumental role in supplementing your organic traffic generation with referral links. 5. Build a Local Keyword Strategy “(Product or service) near me” is the king of local SEO keywords. Whenever a user includes the qualifier “near me” in their search term, Google leverages the device’s location function to provide local results. On your client’s website, be sure to tastefully call out specific locations in their content. This will indicate to Google that the business serves local customers in that specific area. For example, the H1 heading on a physical therapist’s homepage in Lincoln, Nebraska might be “Top Physical Therapy Center in Lincoln, NE” with the focus keyword being “physical therapy Lincoln NE”. 6. Be A Digital Neighbor People often support local businesses because they are owned and operated by their neighbors. In a similar vein, operate your client’s online channels like a digital neighbor. On their Google properties, social profiles, and directory listings, perform regular actions like: Respond to reviews from all customers, no matter the rating. Post notices of any changes in business hours, unusual closures, holiday schedules, etc. Link to new content on the client’s website, such as blog posts, to channels that allow you to post updates like Facebook and Google MyBusiness. Respond to questions, comments, and messages on these properties and provide links to the client’s website if the page can help satisfy a user’s needs. Share images of the business to the client’s Google MyBusiness profile, directory listings, and social media channels. These will also aid your client in ranking for image results on search engines. Scale Your Agency To True Local SEO Rockstardom Local SEO is a far more nuanced variation of search engine optimization that requires consistent experience to become a true rockstar. At Conduit, we’ve built a team of expert certified SEO analysts and managers that have built countless local SEO campaign strategies for agency clients all across North America and around the globe. As digital performance partners, we help agencies scale by meeting their needs with a full suite of services to round out their own in-house core offerings. If you’re ready to scale to becoming a true local SEO rockstar, contact us today to learn more about our white label SEO services.

  • The Ultimate Reseller Guide for White Label PPC

    Sep 3, 2021 Get the Most Out of Your New PPC Advertising Product If your agency is considering partnering with a white label PPC advertising provider, you may be wondering how you can effectively resell these services to your clients? In this ultimate guide, we’re going to show you how you can effectively resell PPC to that client you’re looking to land or expand. How to Communicate the Value of PPC Advertising to Your Client As an agency leader, you’re probably familiar with this scenario: Your client clearly needs to take their digital marketing strategy in a new direction, but there always seems to be a disconnect when you try to sell them on the idea. Instead, they are either happy to continue doubling down on current campaigns or they start to consider scaling back their marketing investments. When you speak to your client about PPC advertising, one of the questions you will probably have to answer is “Why should I spend money on that?”. Without a thorough and authentic answer, your attempt to expand the account can fall dead in the water. Here are some unique selling points of expert-managed white label PPC campaigns that you can offer to your client. Jump to the Top of the SERPs PPC campaigns place your client’s website at the top of search engine results pages (SERPs). This occurs when a search user enters a term relevant to the keywords that your client is bidding on. Rather than hoping your website ranks organically for that keyword, you can cut right to the front of the line and get your business in front of desirable eyes. Only Pay for the Clicks You Receive It’s in the name: Pay-Per-Click advertising means the client only pays for the clicks their ads generate. This method results in an invest-as-you-go structure that only costs the client when it is producing results. Target the Most Likely Conversion Prospects Unlike text-based newspaper classified ads of old, PPC ads allow you to target specific audiences that are most likely to convert on key performance actions (KPAs). Beyond matching users’ search terms, you also can tailor campaigns to reach specific people based on factors such as location, demographic data, and much more. Rather than broadcasting your ad to any and every set of eyes, you’re putting it in front of the right sets of eyes. Multiple Types of PPC Ads to Choose From Beyond simple text ads, there are many other varieties of PPC advertising formats that you can take advantage of. You can use a single ad format or a combination that best suits your client’s business goals. For example, Google offers ones that include, but are by no means limited to: Shopping Ads – Promote a product that your client is selling on their website and pay when a user clicks through to the landing page. Local Services Ads – Professionals in select industries can advertise verified service listings to search users. For example, a local personal injury lawyer can create an LSA ad that targets people who search terms like “personal injury attorney near me.” Click-to-Call Ads – Ads specifically designed to drive phone calls for businesses. These display only on devices such as smartphones where the user can place the call instantly. Expert-Managed Campaigns When you connect with a white label PPC advertising partner like Conduit, you have access to a team of certified experts that apply their expertise to your client’s campaigns. This ensures that the campaigns: Are designed based on your client’s desired KPAs Feature high-opportunity keyword strategies Implement effective ad copy compliant with PPC best practices Of course, you do not have to disclose that your agency works with a white label digital performance partner if you do not want to. In our experience, about half of the agencies in our network actively promote that they work with Conduit’s team of certified Google Ads and Bing Ads partners. Some prefer to call our PPC advertising team their own, which we are equally excited about! That’s the beauty of a white label partnership. Track Your Campaign Performance in Real-Time We believe that successful white label performance partnerships are built on transparency. When considering a PPC advertising partner, look for one that offers transparent data reporting on each of your client’s campaigns. This allows you to show your client how their campaigns are performing in real-time. This may inspire your client to invest more in PPC in the future or can open a productive conversation about adjusting strategy if the campaign is underperforming. It’s All About ROAS All of PPC advertising’s unique selling points are moot if the performance doesn’t align to drive return on ad spend (ROAS) for your client. However, with an expert white label partner, you can ensure that your client’s campaigns are set up for the most success possible. At Conduit, we help successful agencies across North America scale to the summit with a full suite of digital products. If you’re interested in adding white label PPC to your arsenal of solutions, contact us today to learn more about white label partnership.

  • Project Denali: Taking Your Agency to the Summit

    Aug 16, 2021 Helping Agencies Scale to New Summits Introducing Project Denali When you picture a successful agency, what do you see? Proving you’re the best agency in the market. Landing and expanding a longstanding client roster. Offering the most complete and innovative suite of digital solutions. Deploying the highest-performing team to manage your clients’ campaigns. You see your agency at the top of the summit. However, on the way to reach your destination, as the slope becomes rockier, the path can seem less clear. For you to reach that summit, it takes drive, planning, and grit. This requires having the right expertise, tools, and resources to not only help you get there but also get through the obstacles along the path. The Conduit Digital Team shares that drive and vision with you. That’s what we and our agency network are all about: Reaching the summit and gearing up to climb to the next one. That’s why we’re proud to introduce you to Project Denali. What is Project Denali? Over the past year, we have spoken with nearly 1,000 agency leaders about their pain points on their journey towards scalability. We’ve taken that feedback, digested it, and used it to refine our product offering, processes, and reporting capabilities to drive a better partner experience. Literally thousands of combined hours later, our team has built new infrastructure to help you reach where you want to go more effectively. We decided to name this initiative Project Denali after Mount Denali – the highest mountain peak in the United States. This best reflects our shared vision to help your agency reach new heights and continue to scale from there. By offering world-class products and services, backed by refined processes and enhanced reporting, we believe this will effectively support this goal. World-changing brands like Apple, Google, and Amazon do not settle for “good enough,” and neither do we. We will never stop innovating or improving what we can do to offer your agency a better experience as our partner. How We Made it Happen The Most Complete Product Suite for Today’s Clients As part of launching Project Denali, we are excited to offer two new products in addition to our existing suite of digital solutions: Programmatic Audio and our new Landing Page Library. Want to reach listeners on digital audio channels like podcasts, music streaming services, and internet radio? We’ll ensure that your ads are reaching audiences on podcasts relevant to your client’s industry by leveraging advanced targeting tactics you’ve come to expect from other programmatic campaigns. From location to online behavior, demographic data, and beyond, we can align your campaign execution with intended end goals seamlessly. Our Landing Page Library features a broad range of dynamic landing page layouts, designed in-house by our Catalyst Creative Team. Each one can be customized and completely white-labeled to your client’s business. Want us to write the copy for the page? We can do that too! With a more engaging landing page that prioritizes user experience, you can ensure that your campaigns are better communicating the unique value of your client’s business to drive the key performance actions that you measure success by. Also in the new creative library we have ready to use examples for not only landing pages, but also display and social ad templates to complete and support your holistic campaigns. More Seamless Campaign Onboarding We’re just as excited to launch your campaign as you are. From your initial insertion order with Conduit to onboarding more clients in the future, we have improved this process to ensure everyone is better aligned at launch. Engineering Campaigns from KPA’s Rather than operating from a perspective of what your client’s campaign “should” do, we are building campaigns to meet your client’s specific business goals. We will begin with the end in mind and build a roadmap that drives audiences toward their intended outcome. You tell us what your client wants to accomplish, and we’ll custom-build a campaign that supports it. Enhanced Data Reporting and Transparency Our signature 24/7 Live Reports have received a major overhaul as part of Project Denali. We have improved our internal processes so that our analysts can provide you with more data and insights than ever before. This will allow you to more easily and thoroughly track granular performance metrics tied to your client’s specific business goals with real-time commentary from our expert product analysts with an updated user interface design for an optimal experience. Project Denali is Here. Let’s Get Started. Project Denali is our new standard for continuing to innovate, and we are excited to roll it out across all of our agency partnerships. To learn more about what we can bring to your own agency, visit our partnership page or schedule your agency growth call today.

  • The SEO Audit: Your Agency’s Secret Weapon

    Jul 28, 2021 Use SEO Audit Services to Build a Strategic Digital War Chest. An effective search engine optimization campaign requires more than new content and some flashy keywords. To generate desirable organic traffic for your client, you need to account for their website’s technical health. An SEO audit can provide this critical insight and help your team develop a tangible strategy. How Does an SEO Audit Benefit Your Clients? Clients often want to know what you have done for them lately. They are trusting your agency and investing a significant portion of their budget in your team’s expertise. When you are able to show the fruits of your campaign, this leads to greater transparency and a healthier account relationship. With an SEO audit, you can form a detailed, insightful, and long-term plan of attack for the client’s campaign. It will provide you with a full view of their website’s health, opportunities for new quality keywords, and a full lay-of-the-land when analyzing competitors. You can put all of this information into a monthly plan that demonstrates tangible value. From the financial perspective, an audit also allows your team to accurately price campaigns and ensure profitability. This ensures that the client receives the maximum possible return on their investment and boosts their satisfaction with your services. How Does an SEO Audit Benefit Agencies? SEO audits also benefit agencies in a number of ways. For starters, it becomes your team’s strategic war chest when forming your strategy. Each day, week, month, or quarter, you can use the audit as a central launchpad for your client’s campaign. Similar to the client-side, the audit also allows your team to forecast a more accurate picture of cost, revenue, and profit. Instead of estimates, you can provide a quote designed to both maximize the client’s budget and generate the most profit for your business. Components of an Excellent SEO Audit If you search for “SEO audit” on Google, you will find many third-party companies promising extravagant results for a cheap, one-time service. In many cases, these offshore providers import an SEO tool’s Manual and Machine Analysis A high-quality audit should contain points of analysis collected from both human SEO experts and industry-leading digital tools. Combining artificial intelligence with human-level insight allows your agency to offer clients a more complete, effective, and long-term strategy. Website Content Quality When it comes to SEO, content should accomplish two main goals: 1. Establish your client’s authority in their industry 2. Introduce and optimize for new keywords with high organic traffic potential Beyond this, the content should also engage the client’s target reader. After reading a blog post or landing page, the visitor ought to feel inspired to engage further. This supports the website’s overall lead generation and conversion goals. Technical SEO Health When search engine algorithms crawl through your website, they do not see all the incredible designs and bright colors. Instead, they read its HTML code. If the website is plagued with technical errors, the algorithm will likely determine the site offers a poor user experience and not rank it highly for desired keywords. Two examples of common technical errors an audit might uncover include pages with a low text-to-HTML ratio and slow page load times. After identifying errors like these, an SEO analyst can compile an action plan that corrects these issues on an ongoing basis. By noting all technical errors and warning signs, you can plan to address these problems and prevent them from further impacting the website’s organic search performance. As you continue to add new optimizations to your client’s site, these technical issues will not impede your progress over time. User Behavior Stats How are organic search users interacting with the website? Are they dropping off before making it to the desired point of conversion? During the audit, tools like Google Analytics can analyze user behavior like bounce rate, the average time of on-site, and behavior flow to help your team identify any disconnects between strategy and intended results. Optimization Information Does the client’s website already feature some basic SEO elements like focus keywords and optimized metadata? If not, these should be noted and addressed as soon as possible. This provides your team with the opportunity to introduce immediate campaign deliverables that deliver a noticeable impact. Essential SEO elements like the ones above tell search engine algorithms what your page’s content is about. Along with strong content and high technical health, your website stands a much stronger chance of ranking highly for desired keywords. Link Profile Is your client’s website receiving links from reputable online sources relevant to their industry? During an SEO audit, an analyst should examine these links and score their quality. If they are irrelevant, spammy, or toxic, they can impact your organic rankings. Search engines will note these links and if they do not align with your client’s content, they will likely assume your website does not have an authority level that merits a higher ranking. Any “bad” backlinks can be disavowed and better ones can be obtained through the course of an SEO campaign. These should be noted and cataloged during the audit phase. A Tangible Action Plan After the client has received an audit, your agency should provide them with a tangible action plan. Provide a list of high-level, ongoing deliverables as well as a plan to address any immediate issues. White Label a Better SEO Audit Today Looking to provide a better SEO audit for your clients? Consider an agency partnership with Conduit! Our team combines over 20 years of hands-on experience with industry-leading tools and a custom audit that covers over 80 criteria – all white-labeled under your client’s brand. To learn more about our SEO services that can benefit your agency, view our agency partnership page.

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