How Amplify Learns a New Market
Which is more important?
Being an expert in a particular market
Being an expert in a particular ad platform
As a marketing agency, we often acquire new clients because their previous agency just didn’t understand their market.
They were referred to us by someone in their industry and, even during our first exploratory call, they have an immediate, visible sense of relief to have found a team that speaks their language, knows their products, understands their customers, and aligns with their mission.
Because of our past experiences, this happens most often with book publishers, nonprofits, and various Christian organizations.
But there have also been many instances when we acquired new clients because of the depth of experience that we have in certain ad channels.
Whether it is Amazon Ads, Google Ads, Facebook Ads, Hulu Ads, or one of the many other platforms we use daily, word spreads that we can deliver results.
Our reputation for specialized ad management has brought us many gratifying partnerships in markets where we had no prior experience (i.e., jewelry, floor coverings, real estate, office furniture, leather goods, lighting, pinball machines, and more).
How is it that we’re able to deliver results in sectors that are brand new to us? How do we keep from becoming one of those agencies that are quickly cast aside because “they don’t know our market”?
There are two ways that we gain the industry knowledge needed to run effective ads in a new industry:
Client collaboration: At the beginning of our partnerships, we meet to ask questions and then we share a Google Sheet that includes follow-up questions and a few lists to build together (i.e., lists of competitors, keywords, customer types, etc.).
Powerful software: We subscribe to many software tools that help us see under the hood of their market, their customer base, and the competition.
Here’s a hypothetical example of just part of the learning process that we use regularly:
A new client gives us a list of their top 10 competitors.
We plug those company names into software that reveals 20 others (including some that they weren’t even aware of).
All 30 competitors are entered into other software tools that expose how each competitor is being discovered by customers, what their organic and paid strategies are, and which gaps are in their marketing efforts.
Keyword software enables us to build a robust list of words and phrases that customers use when searching for their products or services. We use these tools to find the search volume for each keyword, quantify how much it will cost to bid on each one, and check which competitors are focusing on the same phrases.
We combine the data from competitor and consumer research to roll out a comprehensive ad strategy within the approved budget.
Our market research is more complicated that those 5 steps, but you get the idea. The process is so thorough, when we share the results with our clients, they usually learn a thing or two about their own industry that they had never seen before. We find that very gratifying!
Best practices within ad platforms typically carry over from one industry to another. And since every ad channel is complicated and is always in a state of flux, you need a partner who uses them all day, every day.
There are certainly ways to get a jump start in a new market, but if an agency doesn’t know how to pull all the right levers to get the most out of an ad channel, you will not likely be pleased with their results, no matter how much they speak your language.
On the other hand, an experienced ad management team can deliver the growth you’re looking for by 1) establishing a close collaborative relationship with your team, 2) using powerful software tools, and 3) applying best practices for each ad channel.
We value all of the partnerships that benefit from our 20+ years of experience in publishing and nonprofit marketing, but we are also very passionate about learning new markets where our experience in each ad platform can deliver the results they need.
Click the link below to explore a marketing partnership with Amplify
Client Testimonials
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“Our company highly recommends using Amplify Marketing Services to help your brand or business channel the power of digital marketing.”
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