The Plan

Introduction:

The Q4 period has been spent - fixing the issues caused by:

• An SEO traffic level of 667 visitors a month lowered to 2, by a poor new website deployment.

  • Technically poor only 2 of 54 pages were indexed in Google​.

  • Technically poor as page speeds for mobile were 7.6 - 20+secs & similar on desktop

  • This meant that the PPC spend of £31,451 (on labour £11,200 & Ads) were wasted. 

  • The cost per lead (4) in 8 months, a staggering £7,863, cost per deal £31,451

  • Therefore Negative ROI at average deal size £35,000, Gross Margin £17,500 - negative 179.72%

• Why? The agency were "Activity Driven" and not "Business Goal" focused. 

  • They lacked a culture of being driven by data led, decision making.

  • The reason fractional task orientated agency staff, if not focused on performance, will:

    • Not measure what they do.​

    • Or Measure their own homework.

    • Or work just execute tasks to keep clients happy.

An impartial objective data led fractional marketing director is required to deliver:

• Accountability, delivery & results

• Prioritising efficient delivery of 30 leads a month at an efficient cost per lead. 

  • For the full insight read here (visual version), here, Audit