We talk to businesses all the time that aren’t seeing the marketing results they want to see.
Occasionally they will ask us if we believe they should fire their marketing firm? Now, we’re not in the business of going around firing marketing firms, but sometimes we say yes.
So, why should you fire your local SEO or local marketing company?
Generating phone calls is the primary job of local SEO companies. That’s it. Period. End of discussion.
Local marketing firms need to focus on driving phone calls obsessively. Sure, web traffic is important, pagerank is important, PPC conversion rates are important. But, ultimately, the quantity and quality of phone calls generated by a local marketing firm is what will drive revenue.
BIA/Kelsey says that phone calls to local businesses are going to increase. Our research shows that phone calls convert to customers 10x to 12x more frequently than web leads do.
Trust me on this: you want phone calls. And if you have a local marketing company that doesn’t drive phone calls to your business, you should fire that local marketing company.
Your local SEO firm should be providing call tracking to you. They should do this because it is inexpensive for them and because you DESERVE the data that call tracking provides. How else could you know if their efforts are successful?
You should fire your local marketing company if they are not providing call tracking for you.
Why? Doesn’t this seem drastic?
Well, let’s think about it. There are only three reasons your local marketing firm wouldn’t provide call tracking to you:
– They aren’t concerned about calls: If this is true you REALLY need to fire them
– They don’t know about call tracking: Give them a second chance and tell them about call tracking.
– They are cheap: If they are too cheap to provide you with basic, ground level analytics that give you insight into their effectiveness…that’s a problem.
This is the biggest problem businesses have with local marketing firms–and SEO firms specifically.
Here’s a common scenario:
– 4 Weeks In –
You: “So I don’t see any real increases in rankings yet. Our calls haven’t increased either.”
Them: “SEO takes time. Don’t worry about it.”
– 6 Weeks In –
You: “Well we’ve paid you a couple of times now and we’re still really not seeing any measurable results.”
Them: “Honestly, this stuff takes a bit of time. It’s really about getting a ton of stuff out there until Google starts to take you seriously.”
– 20 Weeks In –
You: “Umm…when do you think we’re going to see some consistent movement in search results? Also, our phone calls haven’t increased at all.”
Them: “It’s hard to tell, but I think we’re on the edge of breaking through. It just takes time for content and links to build up.”
This continues. You get the idea. Nothing ever happens. The idea that marketing takes time is sort of true, but also sort of total garbage.
Of course, SEO does take some time, but don’t let your marketing company feed you full of excuses while you pay them month after month after month after month.
At some point, eventually (and I’m not saying when that point is), you need to see measurable results.
Far too many companies hang on to their marketing companies way too long because they’re scared of giving them up. Don’t be scared. If you’re not ranking on Google right now and you fire your SEO firm what are you risking? Nothing. Because you aren’t ranking anyway.