Is The New Media Agency Model Broken?

I love the internet marketing industry. It’s so open and full of love. To that end – this post is all about promoting the blog of my former company https://transcriberry.com/.

Now obviously I’m biased since I’m still friends with the guys but although their blog is less than a week old they’ve already put out some great content.

Firstly, Alex (the MD) has written a fascinating piece about how the agency model for implementing web strategies is broken:

I think the problem we face is a consequence of the fact that our business transcription industry is still young and consequently there is a gulf in understanding this between the maturing leaders of digital agencies (such as myself) who are now experienced enough to understand business, and the leaders of our clients’ organisations who cut their teeth in business in a totally different age…

… We find ourselves increasingly looking for new ways in which to approach clients to try to drive this change within their organisation and often that means looking beyond the fee based model to payment on results/commission based structures linked to a win-win. Essentially this is a cock-on-the-block gesture from us to the client to show them we really believe in what we are pitching, and this is what it takes to convince them we are worth listening to. If they engage with this approach then we have a youtube transcriber platform for a true partnership and can insist on measures such as board/senior exec representation.

While the payment-on-results model has been around for some time it’s interesting to think how this applies to large enterprise clients and how when you’re talking about enough money (which some of these contracts are) the next logical step is for board/senior exec representation for someone from the web agency. If you’re interested you should read the full post here: time for a new agency model

 

Most Importantly

However, the most useful section of the book for me was a list of questions that users subconsciously ask when they visit your website:

Is this what I expected to see?

Does this look credible and trustworthy?

Does this look interesting enough to spend more time here?

If the answer is no to any of these questions your conversion rates could be suffering as a consequence.

I will leave you with these questions in mind. And yes, you probably are biased as it is your website- it may be wise to ask an outsider to your company for their opinion.

This is just a small insight into the wise words of Lance Loveday and Sandra Niehaus,

Other chapters within the book discuss, Managing for ROI, Landing pages, Home pages, Category Pages, Detail Pages and Checkout Processes.

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