universo-virtual.com

buytrendz.net

thisforall.net

benchpressgains.com

qthzb.com

mindhunter9.com

dwjqp1.com

secure-signup.net

ahaayy.com

soxtry.com

tressesindia.com

puresybian.com

krpano-chs.com

cre8workshop.com

hdkino.org

peixun021.com

qz786.com

utahperformingartscenter.org

maw-pr.com

zaaksen.com

ypxsptbfd7.com

worldqrmconference.com

shangyuwh.com

eejssdfsdfdfjsd.com

playminecraftfreeonline.com

trekvietnamtour.com

your-business-articles.com

essaywritingservice10.com

hindusamaaj.com

joggingvideo.com

wandercoups.com

onlinenewsofindia.com

worldgraphic-team.com

bnsrz.com

wormblaster.net

tongchengchuyange0004.com

internetknowing.com

breachurch.com

peachesnginburlesque.com

dataarchitectoo.com

clientfunnelformula.com

30pps.com

cherylroll.com

ks2252.com

webmanicura.com

osostore.com

softsmob.com

sofietsshotel.com

facetorch.com

nylawyerreview.com

apapromotions.com

shareparelli.com

goeaglepointe.com

thegreenmanpubphuket.com

karotorossian.com

publicsensor.com

taiwandefence.com

epcsur.com

odskc.com

inzziln.info

leaiiln.info

cq-oa.com

dqtianshun.com

southstills.com

tvtv98.com

thewellington-hotel.com

bccaipiao.com

colectoresindustrialesgs.com

shenanddcg.com

capriartfilmfestival.com

replicabreitlingsale.com

thaiamarinnewtoncorner.com

gkmcww.com

mbnkbj.com

andrewbrennandesign.com

cod54.com

luobinzhang.com

bartoysdirect.com

taquerialoscompadresdc.com

aaoodln.info

amcckln.info

drvrnln.info

dwabmln.info

fcsjoln.info

hlonxln.info

kcmeiln.info

kplrrln.info

fatcatoons.com

91guoys.com

signupforfreehosting.com

faithfirst.net

zjyc28.com

tongchengjinyeyouyue0004.com

nhuan6.com

oldgardensflowers.com

lightupthefloor.com

bahamamamas-stjohns.com

ly2818.com

905onthebay.com

fonemenu.com

notanothermovie.com

ukrainehighclassescort.com

meincmagazine.com

av-5858.com

yallerdawg.com

donkeythemovie.com

corporatehospitalitygroup.com

boboyy88.com

miteinander-lernen.com

dannayconsulting.com

officialtomsshoesoutletstore.com

forsale-amoxil-amoxicillin.net

generictadalafil-canada.net

guitarlessonseastlondon.com

lesliesrestaurants.com

mattyno9.com

nri-homeloans.com

rtgvisas-qatar.com

salbutamolventolinonline.net

sportsinjuries.info

topsedu.xyz

xmxm7.com

x332.xyz

sportstrainingblog.com

autopartspares.com

readguy.net

soniasegreto.com

bobbygdavis.com

wedsna.com

rgkntk.com

bkkmarketplace.com

zxqcwx.com

breakupprogram.com

boxcardc.com

unblockyoutubeindonesia.com

fabulousbookmark.com

beat-the.com

guatemala-sailfishing-vacations-charters.com

magie-marketing.com

kingstonliteracy.com

guitaraffinity.com

eurelookinggoodapparel.com

howtolosecheekfat.net

marioncma.org

oliviadavismusic.com

shantelcampbellrealestate.com

shopleborn13.com

topindiafree.com

v-visitors.net

qazwsxedcokmijn.com

parabis.net

terriesandelin.com

luxuryhomme.com

studyexpanse.com

ronoom.com

djjky.com

053hh.com

originbluei.com

baucishotel.com

33kkn.com

intrinsiqresearch.com

mariaescort-kiev.com

mymaguk.com

sponsored4u.com

crimsonclass.com

bataillenavale.com

searchtile.com

ze-stribrnych-struh.com

zenithalhype.com

modalpkv.com

bouisset-lafforgue.com

useupload.com

37r.net

autoankauf-muenster.com

bantinbongda.net

bilgius.com

brabustermagazine.com

indigrow.org

miicrosofts.net

mysmiletravel.com

selinasims.com

spellcubesapp.com

usa-faction.com

snn01.com

hope-kelley.com

bancodeprofissionais.com

zjccp99.com

liturgycreator.com

weedsmj.com

majorelenco.com

colcollect.com

androidnews-jp.com

hypoallergenicdogsnames.com

dailyupdatez.com

foodphotographyreviews.com

cricutcom-setup.com

chprowebdesign.com

katyrealty-kanepa.com

tasramar.com

bilgipinari.org

four-am.com

indiarepublicday.com

inquick-enbooks.com

iracmpi.com

kakaschoenen.com

lsm99flash.com

nana1255.com

ngen-niagara.com

technwzs.com

virtualonlinecasino1345.com

wallpapertop.net

nova-click.com

abeautifulcrazylife.com

diggmobile.com

denochemexicana.com

eventhalfkg.com

medcon-taiwan.com

life-himawari.com

myriamshomes.com

nightmarevue.com

allstarsru.com

bestofthebuckeyestate.com

bestofthefirststate.com

bestwireless7.com

declarationintermittent.com

findhereall.com

jingyou888.com

lsm99deal.com

lsm99galaxy.com

moozatech.com

nuagh.com

patliyo.com

philomenamagikz.net

rckouba.net

saturnunipessoallda.com

tallahasseefrolics.com

thematurehardcore.net

totalenvironment-inthatquietearth.com

velislavakaymakanova.com

vermontenergetic.com

sizam-design.com

kakakpintar.com

begorgeouslady.com

1800birks4u.com

2wheelstogo.com

6strip4you.com

bigdata-world.net

emailandco.net

gacapal.com

jharpost.com

krishnaastro.com

lsm99credit.com

mascalzonicampani.com

sitemapxml.org

thecityslums.net

topagh.com

flairnetwebdesign.com

bangkaeair.com

beneventocoupon.com

noternet.org

oqtive.com

smilebrightrx.com

decollage-etiquette.com

1millionbestdownloads.com

7658.info

bidbass.com

devlopworldtech.com

digitalmarketingrajkot.com

fluginfo.net

naqlafshk.com

passion-decouverte.com

playsirius.com

spacceleratorintl.com

stikyballs.com

top10way.com

yokidsyogurt.com

zszyhl.com

16firthcrescent.com

abogadolaboralistamd.com

apk2wap.com

aromacremeria.com

banparacard.com

bosmanraws.com

businessproviderblog.com

caltonosa.com

calvaryrevivalchurch.org

chastenedsoulwithabrokenheart.com

cheminotsgardcevennes.com

cooksspot.com

cqxzpt.com

deesywig.com

deltacartoonmaps.com

despixelsetdeshommes.com

duocoracaobrasileiro.com

fareshopbd.com

goodpainspills.com

kobisitecdn.com

makaigoods.com

mgs1454.com

piccadillyresidences.com

radiolaondafresca.com

rubendorf.com

searchengineimprov.com

sellmyhrvahome.com

shugahouseessentials.com

sonihullquad.com

subtractkilos.com

valeriekelmansky.com

vipasdigitalmarketing.com

voolivrerj.com

zeelonggroup.com

1015southrockhill.com

10x10b.com

111-online-casinos.com

191cb.com

3665arpentunitd.com

aitesonics.com

bag-shokunin.com

brightotech.com

communication-digitale-services.com

covoakland.org

dariaprimapack.com

freefortniteaccountss.com

gatebizglobal.com

global1entertainmentnews.com

greatytene.com

hiroshiwakita.com

iktodaypk.com

jahatsakong.com

meadowbrookgolfgroup.com

newsbharati.net

platinumstudiosdesign.com

slotxogamesplay.com

strikestaruk.com

trucosdefortnite.com

ufabetrune.com

weddedtowhitmore.com

12940brycecanyonunitb.com

1311dietrichoaks.com

2monarchtraceunit303.com

601legendhill.com

850elaine.com

adieusolasomade.com

andora-ke.com

bestslotxogames.com

cannagomcallen.com

endlesslyhot.com

iestpjva.com

ouqprint.com

pwmaplefest.com

qtylmr.com

rb88betting.com

buscadogues.com

1007macfm.com

born-wild.com

growthinvests.com

promocode-casino.com

proyectogalgoargentina.com

wbthompson-art.com

whitemountainwheels.com

7thavehvl.com

developmethis.com

funkydogbowties.com

travelodgegrandjunction.com

gao-town.com

globalmarketsuite.com

blogshippo.com

hdbka.com

proboards67.com

outletonline-michaelkors.com

kalkis-research.com

thuthuatit.net

buckcash.com

hollistercanada.com

docterror.com

asadart.com

vmayke.org

erwincomputers.com

dirimart.org

okkii.com

loteriasdecehegin.com

mountanalog.com

healingtaobritain.com

ttxmonitor.com

bamthemes.com

nwordpress.com

11bolabonanza.com

avgo.top

{"id":2596,"date":"2022-10-19T10:00:00","date_gmt":"2022-10-19T10:00:00","guid":{"rendered":"https:\/\/cherylroll.com\/communication-best-practices-agencies-388661\/"},"modified":"2022-10-19T10:00:00","modified_gmt":"2022-10-19T10:00:00","slug":"communication-best-practices-agencies-388661","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/communication-best-practices-agencies-388661\/","title":{"rendered":"4 communication best practices agencies must employ early in Q4"},"content":{"rendered":"

Let’s run through a scenario that agencies see from time to time (not just in Q4, but the stakes are higher across the board right now):<\/p>\n

On the client side, a main point of contact is relatively new to the team. It’s Q4. They’re feeling stressed. <\/p>\n

On the agency side, things seem to be going well. KPIs are in line with established goals, there’s a strategy in place for the next few months, weekly calls haven’t surfaced any concerns, and there’s a healthy test-and-learn methodology in place for creative optimization and channel expansion.<\/p>\n

Then the email drops: counter to what the agency is seeing, company data shows that the marketing team isn’t hitting goals. <\/p>\n

If things don’t improve quickly, there are going to be some tough conversations about ending the partnership.<\/p>\n

What happened? And how could the agency have prevented it?<\/p>\n

I’ll dig into the answers in this post.<\/p>\n

1. Treat alignment as an activity<\/h2>\n

Agencies and brands are generally diligent about aligning goals, KPIs, and data sources as part of the onboarding process. <\/p>\n

But the agency can’t assume brands will automatically alert all parties when things change internally.<\/p>\n

Factors that agencies must plan to solicit regular updates on include:<\/p>\n

Goals<\/h3>\n

Every marketing department I’ve ever worked for or with has changed goals from time to time. <\/p>\n

Whether it’s pivoting from lead gen to site traffic or shifting focus from driving growth to improving CPA, change is a constant. <\/p>\n

This needs to be reflected in your campaigns and reporting, or you’ll be driving headlong down the wrong road in optimizing the wrong KPIs.<\/p>\n

Data sources<\/h3>\n

Internal dashboards are always a big point of discussion in onboarding and kickoff calls, but the conversation can’t end there. <\/p>\n

Attribution models<\/a> change and improve, tech stacks evolve, internal business intelligence teams build dashboards, etc. <\/p>\n

Agencies that aren’t asking for access to that data are flying without a map.<\/p>\n

One important component of internal reports that agencies need to know is the fields that client dashboards use to attribute to advertising<\/a>. <\/p>\n

We use UTMs and campaign IDs, but clients may be able to attribute advertising-influenced actions beyond that first touch that we can bake into our reporting and optimization.  <\/p>\n

If a client is using HubSpot, that can add an extra layer of complication. <\/p>\n

HubSpot reports are hard to export and look at in a clean way. The data needs to be analyzed in a native environment in order for agencies to tie campaigns to offline data. <\/p>\n

While HubSpot data can be pulled into better reporting environments like Salesforce, which can build reports based on any specified UTMs (e.g., ad group or keyword), any advanced offline insights will rely on client resources to build the reporting. <\/p>\n

In short, those conversations, and how to share and reconcile different data sources, are important to have to maintain a similar construct around campaign performance for whatever layer of analysis you’re seeking.<\/p>\n

Calendars\/pricing<\/h3>\n

We all know, on the consumer level, that retail discounts are all the rage in Q4 – online, offline, and both. <\/p>\n

In the B2B world, it’s common for brands to incorporate an end-of-year sales push, or buyer incentives, that could include more motivation to book meetings.<\/p>\n

Agencies that aren’t asking for that information right around now will likely suffer from a lack of lead time in setting up plans, including how to monitor and adjust to pipeline data and funnel flow (e.g., lead-to-meetings booked rates could artificially increase, which could have bidding and budgeting ramifications). <\/p>\n

Websites and landing pages<\/h3>\n

Websites and landing pages change all the time. <\/p>\n

Maybe there’s a homepage banner advertising a brand-new report or new CTAs in rotation on a demo-focused landing page. <\/p>\n

Or maybe the client has done some brand tweaking to update messaging and value props.<\/p>\n

That report would make a great sitelink for brand search ads. Those CTAs and value props should be reflected in ad copy and creatives to keep the user journey as friction-free as possible. <\/p>\n

Those might seem minor, but little things can compound over time if you’re not keeping track of a client’s owned media updates.<\/p>\n

External campaigns<\/h3>\n

This is an extreme example, but imagine you’re watching the Super Bowl, and you see a commercial for a client that you had no idea was about to happen. Your search budget could be blown by halftime. <\/p>\n

When clients have major campaigns afoot beyond the ones you’re managing, you need to know in order to effectively prepare for any downstream ripples. <\/p>\n

Make sure you’re checking with your clients – especially those working with multiple agencies – on whether they have initiatives outside of your partnership that you should be aware of. <\/p>\n

This includes things like billboards, radio commercials with discount codes that could make for cool sitelinks, CTV or podcast campaigns, etc. <\/p>\n

2. Build – and stick to – a communication cadence<\/h2>\n

Do not<\/strong> wait for QBRs to bring up big topics like goals. Internal marketing teams don’t plan their strategy around agency meetings. <\/p>\n

At my agency, we’re working on a strategic planning template that we’ll review quarterly with clients in 2023, but we’ll supplement that by bringing up goals regularly on weekly calls to build the habit and make those conversations second nature.<\/p>\n

Along with reporting<\/a> on progress to goal, as most agencies do in weekly calls, we’ll manage alignment by:<\/p>\n