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How to get the most from your marketing partner (and be a good client)

Kevin DunnMarketing StrategySmall BusinessSEO

How to get the most from your marketing partner (and be a good client)

“I trust you with whatever you think is best.”

“I’m not the expert; you are.”

“I don’t know - just run it.”

“I don’t have time to look through this; you are the expert.”

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, like any productive relationship, you should never find a partner only to then disappear from the process. Your ongoing involvement will become 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.

Don’t Cut Corners

No matter where your marketing dollars are being allocated, there is no way something will perform well (never mind launch or begin delivering results) 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.

  • Prepare objectives

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.

  • Help create the message

Provide content - your story, your services, your differentiators - to have a more impactful message online. And PLEASE have 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, your HQ, your products, your completed jobs - these photos are what help convert web users.

  • Get the team logged in

Also be prepared to share various platform access as needed. Website domain, website back-end or management platform, Google Analytics - have this login information ready to speed up the process.

By bringing in a partner or agency, please know that 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 need you to talk to them; share relevant content and business details to help align on your vision.

Understand What Agencies Control

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.

  • Communicate, Communicate, Communicate

Customers, tell your agency if the ad proof is inconsistent with your branding. Be open and communicative if the messaging feels weak. If you’d prefer certain fields on a landing page contact form to be required - say something. However, be open to the advice and expertise of your partner. That's what you hired them for!

Success hinges on your conveyance of goals, your review of collateral, your issuance of feedback, and your eventual approval of materials. This open line of communication is essential for making real, positive change and prepares your campaign(s) for success.

  • Be aware of limitations

However, when providing your reactions to materials, be sure you know exactly what elements of your campaign materials are open to change. It is important to remember that certain aspects of digital marketing are standardized and cannot be tweaked.

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.

In summation,

  • Don’t cut corners or remove yourself from the process
  • Communicate your goals, objectives, and measures of success
  • Be ready to provide critical information, including content and platform access
  • Understand what aspects of the proposed strategy can be altered
  • Listen to the recommendations and expertise of your team
  • Share honest, constructive feedback on the provided ad proofs/campaign materials

Finding a team (a partner, an agency, etc.) to help optimize your digital marketing budget is important. However, being involved throughout the process is critical to the success of your campaigns and, ultimately, of your business.

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