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Let’s be honest. PPC management at its most basic level isn’t rocket science. You give the platform a budget and they will spend it. Clients could do the work. But there’s a simple reason why clients choose to pay a PPC professional to do it for them…your brain. Inside your head is a network of knowledge and experience that can’t be replicated. You don’t just manage campaigns, you optimize them. You get them running like well-oiled machines. So what happens when your super-efficient, high-performing campaigns just aren’t enough?
One of the best parts about being a digital marketer is knowing that PPC is just one piece of the puzzle. When you have a chance to step back and look at the proverbial 30,000-foot view, you know that even the best paid media campaigns don’t work in isolation. PPC is a part of a larger ecosystem of services and techniques that help your clients promote their business. As a digital marketer, part of your job is understanding how these various pieces work together and educating your client to take the appropriate action. Sometimes, that means cross-selling other services your organization has to offer.
Cross-selling can be scary for some people. They feel awkward about promoting a service the client didn’t ask for or they may feel like they are stepping on toes. Then there’s the dreaded conversation about fees. But cross-selling isn’t something to be feared. It represents a solid reminder of how much you care about your client’s business and success. Here are a few ways you can use cross-selling to demonstrate value to your clients.
Remember…cross-selling also represents more revenue for your organization and helps further entrench your partnership with the client. Business owners will certainly appreciate your eagerness to help grow the bottom line and keep the sales pipeline full. But in the end, cross-selling is more about delivering value to your clients and building stronger relationships.
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