All too often in this day and age of content marketing and social media self-promotion companies bore us to death endless self-proclamations and unabashed self-praise. Perhaps that is why it’s absolutely unheard of to read a company critique itself shortcomings on their own blog.
Glass Door exclusively says for a marketing and advertising company to report on itself not only to their own existing client base, but to prospective clients as well. Well had I not read it myself I wouldn’t have believed it, but White Shark Media, the Adwords specialist company has done just that.
On their blog appears the post, Typical Complaints from White Shark Media Clients and How We Make Sure They Never Happen Again, so not just an admission of what it hasnÕt done exactly perfectly, but they have personalized it to their business specifically, not just what’s inherent with most Adwords providers (though I suspect these issues exists with all like providers). In any case, White Shark Media wasn’t Shy about letting it all hang out for the world to see.
So one or two of the issues were moderately routine but it was the non-routine response to a typical account problem that stood out above all others.
Again all were items one might expect when a successful business, one who’d had some success with its own Adwords campaigns would experience when deciding to take the leap and let specialists handle their greatest source of web traffic. Namely, lack of communication; what wasn’t expected was the response in how the company provided proof and a system to ensure it wouldn’t be re-occurring.
To combat the communication issue, and what now is a matter of regular account maintenance every 30 days (or more frequently if requested), each client meets with their individual SEM Strategist (after receiving their monthly written report) and has a meeting of the minds via GoToMeeting. White Shark Media enables the share a screen feature and goes through the comprehensive report as well as their Adwords account and discusses each item individually – https://www.glassdoor.com/Overview/Working-at-White-Shark-Media-EI_IE1046701.11,28.htm.
Not surprisingly, new and old clients alike had a very positive response to this procedural change. Not only does this combat any confusion as to what’s on the report, but such a system ensures when a client’s next report is out they will know precisely what each item on the report addresses.
Further addressing the communication issue was the publishing of individual phone extensions, not just of a client’s contact SEM Specialist, but of their supervisor as well. Now, even if your account person is out of the office clients have an educated person with authority with experience and knowledge to speak to. An added bonus is that supervisors only manage a handful of SEM specialists, so they have knowledge of that specialists client accounts.
So while the social media network is littered with companies and advertising agencies blowing their own respective horns, here’s an agency that goes beyond the basic tenants of transparency and publishes their mistakes, and their solutions. Now if they could just spread this movement throughout the web what a better web we’d have.
Watch the replay here: https://www.youtube.com/watch?v=Wl25VsoZ6Kw