Please introduce your company and give a brief about your role within the company?
RocketCROLab began its existence relatively recently almost two years ago. The name of the company is built on the basis of its original specifics of work, Conversion Rate Optimization (CRO). Initially, I and my partner Serhiy took this direction like the only service that we were focused on because saw great potential for our future customers. But in the process of work, current and new customers also contacted us with requests for performance marketing.
As a result, we opened several directions, and gradually, as requests and our experience and capabilities arrived, we expanded the list of services and the team. So, in addition to CRO, our key competencies are working with paid tools (Google and Targeting ads), outbound marketing, web analytics, digital strategy, and consulting.
In addition to the management and operational tasks of the agency, my roles are communicating with clients, CRO projects, as well as participation in the development of strategies and consulting.
Mention the objectives or the parameters critical in determining the Digital Marketing Strategy for a client.
Question about the goals we set almost in the first place to the client, because this is what forms the further strategy. At the stage of preparing a proposal, it is important to understand what the client wants to get, brand awareness, sales, subscriptions, or lead generation. Another important question is how he plans to measure this result. It is also important to understand the “age” of the product and its target audience, as this gives an understanding of which tools to use during the startup phase. Of course, such metrics as LTV, CAC, max CPL are important.
Not all clients have this information; in such cases, we can help them to form this basic brief.
How does your company differentiate itself from the competition?
- We position ourselves as a performance agency focused on results. Therefore we are very attentive to the data and try to set everything up. So from the start, the data is correctly collected, and we constantly work with it, interpreting it, drawing conclusions, and, most importantly, making changes!
- Competitors analysis, feedback from our customers, and previous personal experience showed that good advertising specialists could work on your project in agencies. But, in some cases, a strategist needs help with good execution. Sometimes intermediaries in the form of the account managers can interfere with communications. We call ourselves “boutique agency” as we are small, we don’t have account managers and communicate directly with the client. Therefore, we consider the following important:
- Our experience, which many of us received working both on the client-side and the agency.
- No account managers and direct communication with a specialist who is maximally involved in the project.
- And also, fast and constant communication with the client - 9 out of 10 of our clients choose us because of good communication skills.
What industries do you generally cater to? Are your customers repetitive? If yes, what ratio of clients has been repetitive to you?
Mostly these are e-commerce projects, but on the whole, we do not have a specific target. We have succeeded both in B2B and B2C segments. We also have good experience working as a contractor for UX companies, for example. Our knowledge in web analytics gives us the opportunity to get a lot of useful insights for them and their customers, which they use in the implementation process. Clients who come to us in 70-80% of cases stay with us for a period of more than a year.
Please share some of the services that you offer for which clients approach you the most for?
Our main service is Conversion Rate Optimization. In general, it is suitable for many businesses that have traffic on the site, ideally, that have 1000+ conversions per-site per-month. And, also for customers who have already used almost everything they could from digital tools. Any increase in conversion due to increased traffic is already very expensive, while CRO can help in growth without increasing marketing costs. And the conversion growth can be starting from 10% after the first changes or AB tests, so we make the client’s traffic more efficient.
The next important service is Digital Marketing and the most popular services of Google Ads, Facebook Ads, Twitter Ads, etc. Many customers come to us with this request as the work of their previous agency does not suit them (mainly because they do not understand what the guys from the agency do, i.e., poor communication).
OutBound or email marketing is also a very cool service, which many customers underestimate, thinking that this is only a promotional mailing once a month or a week. While this tool can be configured in such a way that it automatically leads the client from the moment when he signed up for the news or passed the registration and until the time of purchase, continuous communication with the client within the framework of this tool can give an increase in conversion from 10 to 50%. More information and services we put in our credentials. Services that I mentioned above can be stand-alone, but if companies took the maximum effort to launch and work with these directions, this synergy could have a really good effect on their business.
What do you find to be some of the most key factors for running a successful agency in the field of Digital Marketing?
Generally speaking, this is a sincere interest and involvement in the client’s project.
Work on sales and client success direction; this is the ability to respond to requests from potential customers quickly. Apart from that, it is important to conduct correct and timely communication with the client, be honest, and give more to the client than you originally agreed. Also, deliver more quality services that give benefits to the customer. Thus, you will stay in constant contact with him, and the risk of losing him will be less.
It is important not to forget that many top tools are now striving for maximum automation. Google, for example, states that in the near future, the services of the agency for setting up advertising (though it’s not clear exactly which one yet) may no longer be needed. The system itself will determine all the necessary and important settings for the campaigns. In the agency, they see more the role of a strategist and a creative performer.
What are the key factors that you consider before deciding the cost of a project?
This is mainly calculated from the number of hours that it is supposed to spend on a project per month. In some cases, this may be a fixed-price; in some, it depends on the amount of work that the client sends us within a month.
What kind of payment structure do you follow to bill your clients?
Basically, this is a 100% prepayment for our work at the beginning of the work/month. Some works may be paid in a certain proportion, depending on their volume and the cost itself.
What is the price range (min and max) of the projects that you catered to in 2018?
On average, depending on the project itself, the number of services that we provide, as well as complexity, the range is from 2000 to 5000 $ per month.
Name a couple of activities that you think provide the best ROI in terms of benefit/impact when it comes to different areas of Digital Marketing.
The result depends on many factors such as niche, product, competitors, website, creatives, communication with the target audience, etc.
Currently, targeted ads and CRO show better results. But you also need to consider the number of touchpoints with the user. If once 3-4 touches were considered the norm, now even 7-10 are less. Therefore, often email marketing and remarketing can have a big impact on overall conversion.