Solved: Strategy for scaling CRO agency & proving quick ROI

Hi there,

Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on scaling your CRO agency and differentiating yourselves. It sounds like you're facing a common challenge in a competitive market.

We'll need to look at your ideal clients...

First, it's really important to properly think about who your ideal clients are. Where do they hang out online? Are they actively searching for "CRO agency" or "conversion rate optimisation"? Or are they not even aware that they have a conversion problem that needs fixing?

This will directly impact which ad platforms you should focus on. It will also impact your messaging and how to write effective ad copy to grab peoples attention.

For example, if your ideal clients are actively searching for CRO services, then Google Ads will likely be your best bet. Think about the keywords they might be using, like "increase conversion rates", "CRO experts", or "website optimisation services". You can then target these keywords with your ads to reach people who are already looking for what you offer.

On the other hand, if your ideal clients aren't actively searching for CRO services, then you'll need to reach them through social media or other channels. This could involve targeting them based on their interests, demographics, or job titles. It could also involve creating content that educates them about the benefits of CRO and how it can help them grow their business.

I'd say you need to showcase your expertise...

You mentioned the need to differentiate yourselves from the competition and prove your ROI quickly. Here's where case studies and testimonials come in. Think about the results you've achieved for past clients and turn those into compelling stories that showcase your value.

I recall one client who did CRO for e-commerce stores finding great success by creating a video case study where they interviewed one of their clients. It was really effective for them to show off their work and get some testimonials from happy customers, which boosted their lead quality.

Another option is to offer a free audit or consultation to potential clients. This gives you the opportunity to demonstrate your expertise and provide them with a taste of what it's like to work with you. It also allows you to build trust and rapport, which can be essential for closing deals in the B2B space.

You can also create content that showcases your expertise, such as blog posts, articles, or videos. This can help you attract new leads and establish yourselves as thought leaders in the CRO industry.

You probably should rethink your lead generation...

Getting from 10 to 100 clients is a huge leap, so it's important to have a clear and scalable lead generation strategy in place. I would really re-think how you are generating leads.

If you want high volumes of leads, then I would suggest Meta Ads as Meta Ads usually offers a better cost per lead. I remember one client that got 4,622 registrations at $2.38 cost per registration for their B2B software using Meta Ads.

For B2B decision makers, LinkedIn can also work really well. I recall a campaign we ran for a software client that achieved a $22 cost per lead on LinkedIn.

You can then run your best case studies and testimonials to these audiences and see who signs up for an intro meeting or books in a consultation.

You'll need to ensure your offers work for a longer sales cycle...

CRO is not a simple product that you can sell overnight. Sales cycles are longer and can take a few months to close a client. So I'd suggest re-thinking what kind of offers you'd like to offer them.

For B2B, fixed offers rarely work well, and a funnel won't be useful. It works much better to generate leads, schedule intro meetings, and offering custom solutions.

Try offering free trials and see if that works for you. I've run campaigns for B2B SaaS, and a completely free trial usually works best to get people in the door, then you can onboard them, nurture them, and upsell them to a plan later.

For a longer sales cycle, you will need to ensure that you have enough touchpoints with the potential clients. It helps to run retargeting campaigns and get them to see your case studies again.

I've detailed my main recommendations for you below:

Scaling a CRO agency takes time and effort. If you'd like to discuss this further and explore how we can help you implement these strategies, feel free to book in a free consultation. We can review your current approach and provide tailored recommendations for your specific business needs.

Regards,
Team @ Lukas Holschuh