“As an agency our main goal is to come up with a multi channel marketing effort on behalf of the client that isn’t necessarily hyper-focused on a cost per call scenario or a pay per call scenario. Obviously we have the goals that a client wants to hit so basically as a client comes aboard we start going into understanding what analytics they hopefully know which if you’ve been around the business long enough you’ve realized that a lot of people do not understand their cost for acquisitions.”
— Thomas Coolidge, VP of Business Development at Rapid Response Marketing
Kevin De Vincenzi and Thomas Coolidge (LinkedIn: @rapid-response-marketing, @xy7com, @directresponsepros Website: RapidResponseOnline.com) are both head honchos at a growing digital agency based out of Las Vegas, Rapid Response Marketing. Since being founded in 1998 with the mission of helping clients maximize conversions and minimize acquisition costs, Rapid Response Marketing have positioned themselves as well-established players in lead generation and affiliate marketing, as well as helping clients grow their Pay Per Call businesses.
More Information Means a Higher Likelihood of Success
“We work only with the direct buyer so we try to create a high, high level of transparency where I’m really acting as your in house agency for all intents purposes. I wanna show you everything, right? I want you to tell me everything. Tell me this is sh-t, tell me this is good, tell me these calls worked, this didn’t work, tell me what the ROI is on this because the more information you give me the more I could help you”
When working with direct buyers a clear line of communication, and transparent supply of information is critical to a successful collaboration. You should be willing to listen when things are going poorly, just as willingly as you listen when things are going well. Being clued in to all goings-on is your best option when it comes to running successful campaigns, and cultivating a strong working relationship.
Make Sure Your Client is a Good Match, and Make Sure They Have Expectations
“I think a lot of what happens in a client set up is interviewing the client first and understanding if it is a good fit if they understand their metrics. If they don’t understand what their cost requisitions should be, where they’re spending their money, how they’re backing out. If they don’t understand any of that or if it’s pay per call. If Thomas asked them, ‘What duration do you need to qualify a client?’, and they go, ‘Oh I don’t know. Just send me calls’. Those are clients we normally shy away from because we know they can’t meet and exceed their expectations because they don’t even have any.”
We find this to be a great follow-up to information being critical. Besides striving for a clear line of communication, you should do everything in your ability to establish whether or not potential clients have anything substantial to communicate in the first place. A lot of RRM’s prospects make outreach despite going in blindly when it comes to understanding their numbers or costs. Situations such as this should be parsed as a red flag, since it’s rather impossible to meet expectations which aren’t clearly defined or understood on the client’s end.
Direct Buyers Require Lots of Training to Learn the Ropes
“Our best clients are the ones that have in house optimization teams because they’re not really driving to a real number so they’re driving their overall budget or they have a goal. We have to spend a half a million this month. That’s great but they’re not driving to an actual number so those are the clients we’re looking for. The ones that are very inefficient on their internal teams and then you have to teach them the business and teach them how to right price traffic and teach ’em about the different traffic sources and everything.”
RRM does not see the need to show direct buyers the ropes as a negative; they see this as a positive. As long as a client is coming from a place of establishing and pursuing goals, and being coachable; assisting them with working out inefficiencies is to everyone’s net benefit. Try not to look at this as a hurdle or speed bump, but rather a trust building exercise in which the outcome leads to stronger performance on the part of all parties involved.
RRM Has a Quality Assurance Team Helping Onboard New Advertisers and Publishers
“We have a team that listens to each and every call on a new advertiser until our publisher is proven out so it’s just a time concern and then us, myself or Thomas, re-reviewing any calls that are in question. It’s just vetting through, it’s just the time. Going back to Thomas’ last comments though in regards to knowing an advertiser’s business. I feel so much more empowered though knowing the advertiser’s business.”
Another great trust building exercise; once a client has signed on with RRM, they’re provided preliminary Quality Assurance in order to feel better accommodated with the process and quality of leads. This is also a big help for the team at RRM, as it leads them to a better understanding of calls that are in question, and the client’s overall business.
a) Monetize, b) Refer to Another Business, c) Adapt to the Market or Customer’s Needs
“What are you offering that consumer that A, you can monetize almost anything that comes through the door. B, if you can’t monetize it you can refer it out to somebody that can help offset your marketing cost ’cause maybe they give you a referral fee, they give you something, a little something for the effort. C, are you smart enough to realize that when you have enough inquiries for a certain offering or a certain service or product the consumer wants that you adapt to the marketplace? That you actually go, oh they’re all calling in for this product right here. Guys, why don’t we create this offering.”
Consider this a reliable checklist, or road map to Pay Per Call success. First, ask yourself whether you can monetize in a given vertical. If you’re unable to monetize in that space, can you pass the ball to a firm that can? Lastly, are you tuned in to the needs of customer’s? Are there unexplored or untapped opportunities that all signs point to being massive? Constantly iterate through these questions while developing or assessing your business strategy, because they can provide some solid guidance on the road to success.
Final Thoughts: Adapt or Die
“Affiliates will come in, they’ll copy something that works and it’s like, yeah I’m making all this money but they’ve never even sat down to understand a business case as to why a deal is working and what they’re value ad is so by the time that deal goes they have no idea how to replicate it. That’s why we get people copying our ideas all the time. It’s like it’s okay they can copy that ’cause once that source runs out or once something runs out they’re done. They can’t evolve. You have to constantly evolve. That’s my old saying, adapt or die. You have to keep on evolving in this business otherwise there’s no longevity to it.”
Throughout the ups and downs that the marketing industry has faced, this has always been a powerful perspective to wield. There truly are only two types of marketers: those who adapt, and those who die. The big difference being that, those who refuse to adapt can only thrive off of the successes of those who have adapted before them. Those who are willing to adapt, don’t have to worry about latching on from short term success to short term success – rather, they’ve just got to keep reinventing the wheel that got them where they are. Don’t let the longevity that a willingness to adapt provides go understated; this is the operative difference between the winners and losers in our world.