Glenn Laken

White Sharks Media Flaunts it’s Flaws

These days with popularity of content marketing you see companies put out self-promotion propaganda just about everywhere. What could be more boring than a social media site filled with companies blowing their own horns and proclaiming excellence? Maybe that is why when we see a company that flaunts its failings we are taken aback. To discover that it’s a marketing and advertising company; well that is just about unheard of. Yet that is exactly what’s happened on White Shark Media’s own blog.

They had the transparency to not only be accountable and own what had become the sources of their client’s frustration, but to follow through and publish just what they were changing to fix their problems. They have published a post on the White Shark Media blog entitled, Typical Complaints from White Shark Media Clients and How We Make Sure They Never Happen Again.

The answers to their problem areas are not just standard, pat answers. Instead, they put the pedal to the metal to discover what they could change internally in their own systems processes to eliminate the issues and better serve clients going forward.

Disqus has it that White Shark Media is a specialty advertising firm that transforms client’s Adwords accounts to maximize click through rates. They are specialists in PPC as evidenced by the fact that they don’t offer organic SEO typical services. They DO consult with their clients on selecting an assertive and professional SEO provider, but they choose to stay in the competitive arena of PPC. Clearly they have learned do the one thing you do better than anyone else, then stop trying to be everything to everyone. You can’t consider yourself an expert if you’re trying to do everything under the sun.

Before clients sign on and start services, most have already had Adwords accounts that are bringing them traffic, and are performing at least moderately successful. Most agencies insist that clients abandon their current campaigns and go with their services exclusively.

Not White Shark Media; they allow their clients to maintain current campaigns that are bringing in traffic while they simultaneously begin new optimized campaigns and analyze the performance. Once the new campaigns take hold and perform well they leave all decisions up to the client to make the final decision after discussing the pros and cons of each.

In addition, they assign only 3-5 SEM Strategists per every experienced Supervisors, so there is constantly oversight from two experts on each client’s campaigns. Further, they install conversion tracking, Google Analytics and call tracking to let you know exactly how your campaigns are performing.

Couple this with their monthly results reporting that they send out in advance of monthly meetings via GoToMeetings shared screen feature, so your SEM Specialist can keep you informed on the sources of all traffic and instruct clients as to what the report of their metrics mean.

When you combine complete accountability with excellent client communication, and a commitment to keep refining their processes to get the best for their clients, White Shark Media might just be the only transparent company successful in PPC advertising.