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What Happens When Things Go Bad for a Media Buying Agency


In today’s blog post, I want to talk to you about a topic I discussed in my Mastermind last weekend: what to expect in lead generation, media buying and digital marketing agencies when things go wrong.

Some Frequent Struggles

A common struggle, and one that used to affect me really badly, is when the cost per lead for a client is more than we’re getting paid.

Say, for example, a client is paying us £30 per lead. If we can only generate leads for £40 or more, we’re losing £10 per lead. Needless to say, if you’re doing that for 20 or 30 leads, then you’ll be losing £200 to £300 every day.

Sadly, this does happen from time to time, but it’s not something you can quickly get used to.

A second, worrying,  problem is when a client calls and they’re not happy with the contact rate or quality of their leads. If you’ve delivered 100 leads, but the client has only successfully managed to contact 20 people, their business isn’t going to have a high return on investment.

Thirdly (and this is the worst!) is dealing with clients who no longer want to use our services. Sometimes it’s because they think we haven’t delivered enough. Sometimes it’s for no real reason at all – they just want to try someone else and see if they can get better leads elsewhere.

Honestly, This Happens to The Best of Us

That actually happened to me today.

We had a client who ordered 160 leads a week at £35 per lead. Earlier this afternoon they pulled the order, and they won’t be using our services next week.

Two years ago, when this kind of thing happened, I would be devastated.

It’s Not What Happens, It’s How You Deal With It

I’ve said it before, and I’ll say it again: you need to learn to roll with the punches.

Sometimes things are good, sometimes things are bad. Over time, I’ve trained myself to look at the bigger picture. I know in two weeks’ time we’ll have replaced this client, and the client could even come back to us if they’re not satisfied elsewhere.

I know this kind of optimism is hard to wrap your head around when you’re struggling. Everything seems to be the end of the world.

But, be kinder to yourself. Force yourself to see the bigger picture and roll with the punches, because things aren’t always going to be difficult. They’re not always going to be easy, either. Every business fluctuates continuously and has its ups and downs. What makes a company great is not that they have fewer problems, it’s how they deal with the issues when they arrive.

If you remain focused, confident, and just keep on going, things will go well for you.

I hope you enjoyed today’s little post, and I’ll speak to you all again soon.


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