Как мы в Brand Land работаем? Этапы, стратегии, стоимость работы.

Прайс-лист   /   Mar 17th, 2021   /   28 КОММЕНТАРИИ   /  A+ | a-

 

Планируете заказать услуги в агентстве интернет-маркетинга Brand Land и хотите больше узнать о сотрудничестве с нами? Тогда эта статья для вас. Подробно расскажем о том, как мы работаем, почему выбрали именно такую стратегию и как рассчитывается стоимость услуг.

Этапы сотрудничества и методы работы

1️⃣ Шаг 1. Знакомство. На этом этапе списываемся или созваниваемся с потенциальным заказчиком, обсуждаем проект и цели.

2️⃣ Шаг 2. Бриф. Отправная точка для дальнейшей работы –  качественно заполненный клиентом бриф. Из него мы узнаем, какие цели ставит клиент и для чего ему нужна реклама. Понимаем, какие рекламные системы будем задействовать и какие нужно поставить задачи, KPI и бюджеты.

3️⃣ Шаг 3. Стратегия. На основе брифа создаем стратегию продвижения. Подробно прописываем в коммерческом предложении, что будем настраивать, какой нужен рекламный бюджет на каждый рекламный канал. 

4️⃣ Шаг 4. Договор. После согласования действий и бюджетов подписываем с клиентом договор, в котором прописаны наши гарантии и условия работы. 
 

3 стратегии на рынке PPC-услуг

Выбирая компанию для настройки контекстной рекламы, вы можете увидеть разные методы сотрудничества и оплаты. В свое время мы тоже с ними сталкивались и готовы поделиться с вами особенностями, плюсами и минусами каждого метода.

Процент от бюджета клиента

Эта стратегия – самая популярная на рынке СНГ. Ее привлекательная сторона заключается в простоте. Агентства берут за свои услуги от 4% до 15-20% от рекламного бюджета. Процент зависит от таких факторов, как опыт агентства, настроек, которые входят в услугу, и бюджета проекта (ну и от наглости агентства).

Количество работы агентства и его специалистов никак не связано с бюджетом клиента. Очень часто агентство может тратить на работы с клиентом 8-10 часов в месяц и при этом иметь неоправданно высокую оплату за столь скромные труды. Есть еще одна скрытая и менее привлекательная сторона, и она заключается в том, что многие агентства работают с Яндексом на партнерских условиях. То есть система платит зарегистрированным партнерам процент от бюджета.

Партнеры Яндекс получают до 12% от бюджета клиентов в месяц. В этом случае можно было бы оказывать услуги клиентам бесплатно, получая процент от Яндекса. 99% крупных агентств именно так и работают, однако все мы знаем, что бесплатный сыр бывает только в мышеловке.

Главные недостатки схемы:

  • Рекламодатели должны тратить определенную сумму на рекламу в РСЯ. (Условие Яндекса)
  • В этой ситуации большие бюджеты наиболее выгодны Яндекс.Директу и агентству, но не клиенту. Клиент может получать далеко не такой целевой трафик, какой хотелось бы. Чем больше потратит агентство от бюджета клиента, тем больше получит % от Яндекса.
  • Объем работы может не соответствовать бюджету клиента. Например, если бюджет очень большой, а настройки требуются минимальные.

У нас есть опыт работы по такой стратегии, мы абсолютно точно не хотим возвращаться на подобный тип работы. Он выгоден только Агентству, но не клиенту. Долгосрочные, продуктивные win-win бизнес-отношения так не построить.

Мы отказались от такой стратегии, понимая, что она ставит на первое место не качество, а бюджет, что является нечестно по отношению к заказчику.
 

CPA, CPL: Стратегия с платой за лиды

Цена с оплатой за лид

Главная особенность стратегии – клиент платит за полученный результат – лиды или продажи. В этом случае клиент и агентство договариваются о KPI (ключевых показателях эффективности).

Пример сотрудничества по такой схеме: клиент и агентство договариваются о том, что реклама принесет не меньше 100 заявок, за каждую из которых агентство получит 1000 р. В случае невыполнения KPI стоимость лида уменьшается, то есть агентство получает меньше.

Хоть стратегия и кажется вполне логичной, она остается самой противоречивой. Здесь практически в 10 случаях из 10 начинаются разногласия между заказчиком и исполнителем.

  • Главный минус для агентства – у него нет доступа к отделу продаж и всему, что с ним связано (акции, звонки, цены и т.д.). А даже если и есть такие доступы для статистики, то повлиять на скрипт продаж, на цены, на скидочные акции и т.п. агентство просто не в праве.
  • Главный минус для клиента – заинтересованность агентства в количестве лидов, но не в их качестве. Например, если клиент увидел рекламу в Google Ads, перешел на сайт и оставил заявку – такой лид можно считать более качественным, чем если бы клиент увидел рекламу на Facebook Ads или Instagram как лид-форму и оставил свой номер телефона.

Так как мы настроены на долгосрочное win-win сотрудничество с клиентами и нам важно качество лидов не меньше, чем клиентам, от подобной стратегии мы также отказались.
 

Fix Price. Фиксированная цена

Фиксированная цена за услуги

С одной стороны, это очень простое и удобное решение. Клиент платит определенную сумму, а агентство выполняет работу и поддерживает аккаунт клиента в эффективном состоянии. Не нужно высчитывать проценты, вести сложную отчетность, выполнять требования по расходам в Яндекс.Директ.

Главный минус такой стратегии – услуга преподносится очень обобщенно.
Мы закрыли эту проблему чётким прописанным планом действий. Полность прописали, что входит в услугу, и заказчик понимает, за что он платит. Поэтому у нас есть прозрачный прайс, без скрытых платежей.

Хотите начать сотрудничество с агентством интернет-маркетинга Brand Land или у вас остались вопросы? Закажите обратный звонок или свяжитесь с нами в удобном для вас мессенджере.

 

Получите бесплатный аудит стратегии развития вашего проекта (только для подписчиков).




 
 
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  • С некоторыми клиентами (в нишах где у нас уже есть твёрдые кейсы) мы продолжаем работу за %. Но глобально такой способ выгоден в основном агенствам нежели клиентам, тк чем больше тратит клиент- тем лучше для агенства.
  • Очень рады нашему сотрудничеству!

    п.с. писала вам в вотсап на рабочий по креативам, жду)
  • Екатерина здравствуйте! Мы ответили вашему начальнику в вотсап) спасибо!
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