Time to move on (your marketing agency)?


7 reasons why it might be time to quit your marketing agency

With 2022 fast approaching, business owners and marketing departments are stepping into a digital world without tracking cookies, a vast array of opportunities with the metaverse, and grappling with a more competitive digital landscape in which to do so. compete for new customers.

Digital marketing agencies can provide support, advice, and growth. A good digital marketing agency invests in the knowledge and skills of their own team every week.

However, sometimes complacency can set in, communication between the agency and the company breaks down, and digital marketing campaigns become obsolete.

As CEO of Marwick Marketing, a 23-person Google Premier partner agency and SEO Coach for Unlocking Potential, I’ve seen it all over the past 12 years.

I thought it was time to share my top seven reasons why it might be time to switch marketing agencies.

1 – Reporting

If your monthly reports just show “after effects” as results, for example; website traffic, clicks, cost per click, new users, better pages, etc. – but does not include work done, what the agency learned in the last month, how the agency intends to increase ROI – then your report is incomplete.

2 – the geek speaks

If you ask your agency a question and don’t understand the answer, the agency is not doing its job. A good marketing agency should humanize the language used in digital marketing and provide you with the information you need to make a business decision.

Sometimes agencies confuse clients to prevent them from delving deeper into the results or the work being done. If you’re getting geeky answers, it’s time to move on.

3 – Results not contracts

A confident digital marketing agency isn’t interested in locking you into a 6, 12, or even 18 month contract. They will understand that results and relationships will forge a long partnership. If the client’s business grows on the measured results of the digital marketing agency, it is a success.

If your agency prompts you to quit for long periods of time, take the time to consider why.

4 – Ownership

This one scares me. The number of times we’ve had to help business owners access their digital assets is incredible. Simply put, if you hire someone to optimize and manage your channels, you still own them and you need ownership. Platforms love;

  • Google analytics
  • Google Ads
  • Bing Ads
  • Facebook business
  • Google Search Console
  • Social media pages
  • Google My business
  • Bing and Apple Cards
  • Quotes

As a business owner or marketing manager, you should have full control over these platforms.

5 – Communicate

To have a successful marketing strategy, you need to be in constant communication with your marketing agency. Marketing agencies should come to you with opportunities, new ideas, and if a challenge arises, it should come to you first.

6 – Cheeky Monkey – Number one

This one is specific to search engine optimization. If you hire a marketing agency to improve your website position organically, they should share a keyword placement report with you at least once a month. These are reports that track your website’s location for a specific keyword at a specific location. It provides a tangible indicator of the performance of the website online.

Some agencies only report fluctuations in “organic traffic”. But this can be influenced by factors unrelated to the work and performance of SEO agencies, for example;

  • Increased Google searches for your brand name due to external advertising or public relations
  • Increase in product searches on Google
  • Staff visiting the site daily
  • Bot traffic that interferes with Google Analytics data
  • Seasonal variations in search traffic

7 – Cheeky Monkey – Number two

This one is specific to Google Ads (and Bing Ads) and links to the property (number 4). Some agencies, sometimes by mistake, bid on your brand. This reduces and improves the “cost per conversion” measure they should report to you. The problem is, the conversion, or the customer, would have found your website anyway by searching for your business name. So we incur a cost per click for that customer to visit the website through the Google ad and then destroy the actual cost per conversion for a new business.

These are some of the conversations you want to have with your agency, with transparent action for marketing platforms.

If you feel like any of these points speak to you and you want a second look at something, please don’t hesitate to contact us. I have worked in digital marketing for over 18 years in Cornwall, Canada and the United States. I have helped to successfully launch micro businesses with small budgets and supported multinational brands to reach new international markets.

Visit www.MarwickMarketing.co.uk or connect with me on Linkedin https://www.linkedin.com/in/christianthomson/.

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