After years of studying this phenomenon and studying agencies of all sizes, Fluency finally has the answer: There is no correct answer.
Digital marketing companies around the world struggle with similar challenges around staffing, scaling, and strategizing. One of the most pressing issues is finding the right number of clients to be managed by an individual strategist. Typically, the formula involves a combination of:
- How often should an account be ‘touched’?
- How often should an account be called on pro-actively?
- How long does it take to analyze an account?
- How long does it take to launch an account?
- How long does it take to execute new strategies?
The reason there isn’t a correct answer is because the entire premise of client/Strategist ratio is based on falsehoods. Accounts should not need to be manually ‘touched’ to be considered ‘optimized’, for example. In today’s data driven world, your advertising portfolio should be powered by an AI engine inclusive of hyper targeted, hyper relevant data that updates your clients ads – both PPC text ads and display creative – at all times in real time (or darn close).
When you remove the busy work of updating specials, geo targets, seasonal or temporary offers, destination URLs, negative keywords, etc., you’ll see a new level of progress and satisfaction across the board. Your Strategists will smile because they are able to focus on the fun part of the job; your clients will smile because they benefit from true strategic differentiation; and your business will smile because you’re not handcuffed to some arbitrary client/hiring ratio.
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