Over a few months, between 2 companies we ended up with
- A new web site (not the DM company)
- A new sales page
- A new landing page that gets people into our list
- An Infusionsoft sales funnel for our 'offer' (free video course), with a series of sales emails
- Facebook ads, with the 'mystical' re-targeting
All in place and the impact on our business... well - that was interesting..
The web site was a flop, so we asked a recommended consultant what he thought. He said we'd gone from a high information site to a low info site and he pointed out what was missing. He said he'd write new copy for the home page but in the meantime I should try adding stuff from the old site...
- me adding stuff from the old site - worked a treat
- his new copy for the home page - flopped completely - upped the bounce rate to 80%
By the time the DM company did all the above, we'd had them on retainer for 3 months. In that time, we'd not seen a single report on performance. They gave us an outline of what they wanted to do in month 4 and it was all 'new stuff' and my reply was. "Is the stuff we already did actually doing anything for us?". They couldn't reply, so month 4 goals was to implement tracking, so we knew exactly which emails, web pages, ads were getting response and which weren't.
2 months later, they were still trying to do that... in the end, they just dropped out of contact...
Finding new DM companies hasn't been easy after that. Mostly, they all talk the same cookie-cutter spiel about how to do this, so it's hard to discern what they will do. They talk talk about 'stuff they will do' but not results. "we can't guarantee results" they say - well, of course -but have you increased anyone's revenue??
They want fairly sizeable up-front commitments but the worse thing is - they don't sell, they don't try to convince. The very nature of their job is to help convince people to buy my products - so surely, they should be using some of those sales techniques on me, right?
It's looking more & more like an industry of people that have all read the same books and are declaring themselves experts. From a customer perspective, it's a minefield. You know you want it - but not who has it.