If you're unfamiliar with digital marketing and best practices, partnering with an agency or consultant makes absolute sense. Finding someone who has a clear strategy to boost your online presence—with case studies and examples of past results—can do wonders for your digital ROI.
However, as with any productive relationship, you should never find a partner only to then disappear from the process. Your ongoing involvement is what will set the foundation for both initial campaign builds and continued success. Let’s take a look at some of the top things you can do to ensure mutual cooperation and the ongoing success for your digital efforts.
No matter where your marketing dollars are being allocated, there is no way something will perform well without first receiving vital information from you. Yes, you can trust an agency to design and deploy display and retargeting ads, but more likely than not, they’ll need particulars from you first. If you are ever unsure of exactly what you need to bring to the table, just ask.
As a rule, it’s always best to come prepared, with a crystal clear call-to-action and the primary objective of your campaign. What are you looking to achieve? Webinar sign-ups? New customers calling in for quotes or estimates? Do you just want to improve your local branding? Know what this goal is and convey it.
Create the Message
When bringing in a partner or agency, you will not be tasked with creating an entire digital marketing strategy on your own from scratch - that is why they are now in the picture. However, your agency contacts do need you to provide relevant content and business details to help align on your vision.
Provide content around your story, your services, your differentiators to have a more impactful message online. Also, include personal, high-resolution photos when possible. While most digital agencies will have access to a library of stock photos that may do the trick, actual photos of your business help convey a more genuine, relatable message. Your logo, and photos of your HQ, products, and completed jobs are what help convert web users.
Be prepared to share various platform access as needed, such as for the website domain, website back-end or management platform, or Google Analytics. Speed up the process by having the login information consolidated in one place and easy to access and share.
Communicate, Communicate, Communicate
The easiest way for clients and agencies to align on messaging, collateral, and creative design is by sharing honest, constructive feedback, every step of the way. If the ad proof is inconsistent with your branding, or if the messaging feels weak, tell your agency! If you’d prefer certain fields on a landing page contact form to be required, say something! At the same time, be open to the advice and expertise of your partner. That's what you hired them for!
Be Aware of Limitations
It is important to know that certain aspects of digital marketing are standardized and cannot be tweaked. Knowing these aspects can help you to set proper expectations and facilitate productive conversations with your agency.
For instance, before suggesting your own pay-per-click ad copy, understand the character limits established within Google AdWords. Before sending over new images for your display ads, be familiar with ad size and file size limitations. If you are hesitant about the proposed subject line for an email marketing campaign, know that more “sales-y” terms will flag email spam filters.
Partnering with an agency to optimize your digital marketing efforts can significantly benefit your business . However, being involved throughout the process is critical to the success of this partnership. Success hinges on your conveyance of goals, your review of collateral, your issuance of feedback, and your approval of materials. This type of participation will make for digital marketing for success.