I was area of the marketing team at an ed-tech firm and this is exactly what I learned from my experience. Investing about the wrong digital marketing agency can drain your funds and resources while they lead you down a road to nowhere.
We had been a speedy growing ed-tech company based from Singapore. And once the Series-A round, the marketing team was required 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 should coordinate, co-work and gain knowledge from each others experiments/experiences. Ex: The Material team must sit with the PPC & SEO team to get a better idea of the requirements of the buyers. We did not anticipate the problems with coordination.
We wound up outsourcing Web Development (revamp), Article Writing/Promotion and Social Networking to this marketing agency, retaining PPC and SEO in-house. (These were the fundamental capabilities we had built during the last 2 years)
We chose creativity over industry experience. What we should needed was marketers who would write lead-generation content. Content that is grounded in solid keyword research. As well as the website ought to have been transformed into a lead- capture engine. In hindsight, this is just what we should have performed. But everything we finished up doing was produce creative & entertaining content that got us Facebook followers however, not serious customers!
We never saw the marketing1on1 included in our company. Except for a couple meetings, there is hardly any coordination. This contributed to a specific disconnect between your company needs and also the content that had been being produced.
We had been more focused entirely on setting targets and deadlines to the agency rather than really worked as a team. All we cared about was blogs/week, shares/blog and thats it! I realized 28dexapky gravity of this mistake only after watching this insightful speech by Wil Reynolds of SEER Interactive.
They way consider this is certainly that you`re picking a strategic partner that can be an extension in their team for the following a few years.
Dealing with an advertising agency, especially for the first time, should not be an impulse decision. You should policy for an extensive preparation process, in order to avoid wasting your time. Even before beginning the search, you have to think critically in regards to what role contact marketing1on1 would play into the business objectives. Whatever your reason whether youre preparing for accelerated growth, redesigning your brand, or branching into new territories it must be fully formed before you even start looking for agencies.