theEword is a digital marketing agency based in the UK that supports businesses to improve their profile and drive results through online marketing channels like pay-per-click, paid social and content marketing.
We spoke to Managing Director, Aisha Riaz, to find out how Ruler Analytics supports them to better support their clients.
All digital marketing agencies need to be able to prove their impact in order to retain and win new clients. But the issue they face is the data they often need in order to do this is inaccessible, locked in a variety of different applications.
Aisha added, “With digital, we need to show our clients the worth of everything we’re doing. But with content marketing and related services, it’s not always simple to track and report on important metrics.”
Where theEword differed from what we were familiar with is that the agency focuses primarily (though not exclusively) on marketing for the property and leisure industries. They offer a variety of services, including SEO, PPC, web development, and content marketing, each with the goal of: increasing the number of in-person visitors to local businesses, increasing footfall to tourist attractions or filling tenancy positions for property groups.
With many analytics tools, proving the connection between digital traffic and in-person traffic can be difficult. But for a sophisticated agency like theEword, making that connection is crucial.
For theEword, work is composed of campaigns and initiatives designed to drive in-person visits to local businesses from residents of or visitors to a specific area—tourists, for example.
They focus on using tactics like localised SEO, content marketing, digital advertising, and social media marketing to increase visitors to restaurants, tourist attractions, and events.
If reservations, product sales, or ticket purchases can be completed online, it’s simple to track those leads/conversions with general analytics tools.
However, many people choose to perform these tasks by phone—or to make other inquiries that suggest they intend to patronise the business.
When reservations are made, tickets are purchased, or hours of operation are requested by phone, most marketing agencies can struggle to attribute those leads and sales back to the campaigns that generated them. This leads to inaccurate reporting that can damage agency relationships with clients.
If clients are unable to see the full picture of how many inquiries, sales, and reservations are being made, marketing agencies may struggle to prove their value and suffer from low client retention rates.
In order to report on how their marketing channels were working to drive leads and sales, theEword team knew they needed a solution where they could accurately attribute their sales.
Aisha said, “One of the reasons we switched to Ruler Analytics was because of the client services side of things. We’ve worked with similar tools before, but our experience wasn’t great. Ruler Analytics allows us to go to the client and show exactly how much business we’ve brought in and where it’s coming from. It’s invaluable to us.”
For theEword, the ability to provide enhanced reporting to clients has been just one benefit of adopting Ruler Analytics. When speaking with Aisha, she mentioned three other major advantages: price, service, and ease of use.
Service: “For someone who isn’t technical the concept can go way over their head. But I can call the team at Ruler Analytics anytime and they’ll put it in layman’s terms for me—explain it very clearly. I think it’s also brilliant because the directors are open and willing to spend the time needed. You don’t get that with a lot of businesses, so I think just the personable side of the business is perfect.”
Ease of Use: “Ruler Analytics is really easy to use. Our client who’s using it has said so readily on the phone—she’s in the dashboard all the time because she loves using it. It’s clear, and if you need any help there are people on hand to help you straightaway and answer any of your questions.
Price: “In terms of price, Ruler Analytics is cheaper than its competitors, which is obviously a good thing. But even if the price was the same or more expensive than other products, we’d go with Ruler. We’ve learned that you shouldn’t compromise on quality and service.”
By providing a means of connecting leads and sales—those that happen both online and over the phone—back to the specific campaigns that generated them, theEword were able to prove their value more clearly than ever before, strengthen client relationships, and improve client service.
Aisha believes that the biggest benefit they’ve seen since implementing Ruler Analytics is the ability to provide detailed reports to clients. “It really shows you the value of what you’re doing in terms of marketing.”