June 11, 2020
Conduit Digital offers a complete white label digital solution for our clients, believing it is the best way to help them achieve success in their ROI and marketing goals.
When talking about a complete solution, it starts with marketing.
Regardless of the platform or channel, if you are a marketer, you will find ways to ensure that delivery vehicle executes for your clients.
Our CEO Tim Burke, Director of Client Experience Tim C. Burke, and Director of Products Rob Burke sat down to discuss the ways offering a complete digital marketing solution has enabled us to become one of the fastest-growing agencies in the world.
Regardless of whether you are advertising in traditional channels or digital channels, we are all still marketers.
If you are a marketer, you will be able to ensure the delivery vehicle executed, regardless of the channel.
As our CEO Tim Burke was working with media groups across the country, he noticed a need to marry traditional and digital marketing.
That idea is what helped to start Traffic Builders, the parent company of Conduit Digital.
Noticing a lack of a complete digital solution in the traditional marketplace, Traffic Builders was founded to provide that solution.
The ability to keep your clients in one place and offer a full-funnel digital solution is at the heart of everything that we do at Traffic Builders and Conduit.
No matter what channel we work in, how many people we have, or where our office is located, it is still about one thing for us: marketing!
The main difference between traditional and digital marketing is in how the message is delivered to a client.
Traditional Marketing can be thought of as:
Whereas Digital Marketing delivers an advertisers message through:
Our team constantly keeps up with the Googles, Facebooks, and DSPs. However, it wasn’t always so easy.
When we started, we aggregated a lot of experts in their fields from all over the digital space.
As we grew and expanded our team, these experts started working together to create comprehensive campaigns for our clients.
This evolution has enabled us to offer the complete full-funnel solution we set out to offer in the beginning.
Regardless of whether you are dealing in traditional media, digital media, or a combination of the two, the important thing is how those products work together to create a successful campaign for the client.
With so much to juggle in the air, it can be hard to successfully land these campaigns.
As we went from spray and pray methods to attribution models, we were able to see where every data set or metric was coming from.
When you are offering a complete solution, and all of the products are working together, you are able to see the breakdown of how your clients’ customers move through the marketing funnel.
These tactics work together to create cohesive campaigns.
By using this data, we can work toward that attribution model which will result in greater success for your campaigns.
Having a complete, holistic solution is everything.
It is not just about offering each product, it is about offering a complete solution where each product works together with the others to create success.
If your agency is not offering a complete solution, you are putting your accounts at risk.
If your clients have to go elsewhere for the bottom of the funnel solution, you could end up losing the account altogether.
It is not about offering the products.
While we have teams of product-specific specialists that work on every campaign, that is just the “science” of it. The “art” of marketing comes when we tie the communication and ROI to these successes.
If you work backward from ROI, you will be able to work together internally and with the client to ensure you are not only meeting but exceeding expectations.
More than just product offering, the key to success is communication, expectations, and the optimization of the campaign.
The best way to create ROI for your clients is to have that complete solution.
Having products work together, looking at conversion funnels, conversion paths, seeing the best way it is working, see what is not working, and optimizing toward that path is how we create success.
One question we get a lot is, “As a digital marketing agency, can I offer that complete solution or do I need to be involved in digital as well?”
What digital marketing has done is not replace traditional media, but it has augmented it.
There is such a benefit in destination viewership and destination listenership that there is no more spray and pray. It’s not about hope or guessing.
It is about targeted viewership.
Finding that target, making sure the message reaches them all throughout the funnel.
As marketing evolves, there will be less and less of a difference between traditional and digital marketing.
Everything will become more targeted.
Client churn is the risk that we all want to avoid.
There is so much that goes into gaining a clients’ trust and confidence.
By outsourcing individual products, agencies could be putting themselves at risk of churn.
You don’t want to fill the top of the funnel and then have someone come in at the end and take it all.
If you have experts in products, you need to have communication and synergy.
If you do not offer the product your client is looking for, they will look elsewhere.
By providing a complete solution, you are eliminating that risk.
We’ve dived deeper into the topic of client churn and ways to combat it in a previous Agency PainPoints series if you want to learn more.
When you are not offering a complete solution, your clients are at risk of going elsewhere.
Only by offering a complete solution, having clear and honest communication and expectations, can you reduce your risk and provide your clients with a full-funnel solution.
Using this method has enabled Conduit Digital to eliminate risk and decrease client churn!