Ad monitoring tools: The not-so-secret path to agency client retention

May 22, 2017

Agencies, Marketing Teams

If you’re a search marketing agency, client retention is key to your business. They say that it costs between 4 and 10 times more to acquire a new customer than it does to keep an existing one.

So how can an agency use ad monitoring tools to increase client retention?  The key is to work smarter, not harder.

By leveraging a massive database of competitive search intelligence in one place, you can do just that. Lighthouse, created by The Search Monitor, was designed to improve the effectiveness of search agency prospecting and client retention.

Find the right clients first

The first step to retaining clients is to make sure you are attracting the best-fit clients to begin with. To do that:

  • You want companies that are in the verticals where you have expertise—or would like to move into–and are the right size for your agency
  • You want companies who are under-performing their benchmarks in their vertical or companies whose performance is not as good as your agency’s results
  • You also want to know which vendors your prospects use for tracking, bidding, and campaign management

This information will give you a targeted list of ‘best-fit’ prospects and the information needed to craft the perfect pitch about why they should select your agency, and ultimately stay with your agency. Our agency clients tell us that once they add our industry or company-level data to their outbound communications, their chances of landing a client improve greatly.

Provide your client information they can’t get anywhere else

If you can provide insight into your client’s business or vertical that they otherwise would not have, that’s what we call “job security”. Ad monitoring tools are your secret weapon to accomplishing this. For example, you can pull reports on Search Marketing Visibility, market share, clicks and spend, ad copy, and trademark and affiliate violations.

Be proactive, not reactive

Stay one step ahead of your client and not only provide them with data they can’t get anywhere else, but also tell them what to do with it. For example, if you see that your client has a lower visibility score compared to their competitors, investigate further and determine where there is room for improvement in their paid, organic or PLA share.

See the example below for what you can show a client, as well as what you can say to them to be proactive.

Show results & prove your worth

The proof is in the pudding, as they say. Nothing beats showing a client specific ways your agency has improved their business. For example, trend data over time and show how your efforts have increased market share, lowered CPCs, increased clicks, and more. See how one of our agency clients did just that for inspiration.

Lighthouse is a powerful tool for agency business development pros to gain a quick upper hand in agency pitches. Contact us for a demo to learn more about how ad monitoring can help your business.

Want to See How Ad Monitoring Can Help With Client Retention?

We have lots of examples to share.  Contact us with a few of your clients’ competitors and we’ll show you how they advertise. Or request a demo below. Your AdWords campaigns will thank you!

Request a Demo

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