I was area of the marketing team with an ed-tech firm and this is what I learned from my experience. Investing on the wrong digital marketing agency can drain your funds and resources because they lead you down a route to nowhere.
We had been a speedy growing ed-tech company based away from Singapore. And after the Series-A round, the marketing team was motivated to hire internet marketing services to scale our operations. And we did outsource some of our operations.
Marketing operations can no longer be segregated into watertight compartments. The various marketing teams need to coordinate, co-work and study from each others experiments/experiences. Ex: The Content team needs to sit together with the PPC & SEO team to obtain a better understanding of the needs of the clients. We neglected to anticipate the difficulties with coordination.
We wound up outsourcing Web Development (revamp), Article Writing/Promotion and Social Media to the marketing agency, retaining PPC and SEO in-house. (These were the basic capabilities we had built over the last 2 years)
We chose creativity over industry experience. Whatever we needed was marketers who would write lead-generation content. Content that is grounded in solid keyword research. And also the website must have been turned into a lead- capture engine. In hindsight, and this is what we must have done. But what we should finished up doing was produce creative & entertaining content that got us Facebook followers but not serious customers!
We never saw the marketing 1on1 as an element of we. Except for several meetings, there seemed to be hardly any coordination. This resulted in a definite disconnect between your company needs and the content which had been being produced.
We had been more dedicated to setting targets and deadlines for that agency rather than really worked together. All we cared about was blogs/week, shares/blog and thats it! I realized 28dexapky gravity with this mistake only after watching this insightful speech by Wil Reynolds of SEER Interactive.
They way you should think about this really is that you`re choosing a strategic partner which will be an extension in their team for the next a few years.
Working together with an advertising agency, especially the very first time, should not be an impulse decision. You need to arrange for a rigorous preparation process, to protect yourself from wasting your time. Even before beginning the search, you should think critically as to what role get in touch with marketing1on1 would play in your business objectives. Whatever the reason whether youre planning for accelerated growth, redesigning your brand, or branching into new territories it should be fully formed before you even start in search of agencies.