7 Reasons Why It’s Time to Leave Your Marketing Agency
As 2022 approaches, business owners and marketing departments are staring at a digital world without tracking cookies, a wide range of opportunities with the Metaverse and grappling with a more competitive digital landscape in which they compete for new customers.
Digital marketing agencies can provide support, guidance, and growth. A good digital marketing agency invests in the knowledge and skills of its team on a weekly basis.
However, sometimes complacency can occur, the connection between the agency and the company decreases and digital marketing campaigns become stale.
As CEO of Marwick Marketing, a 23-person Google Premium Partner Agency, and SEO coach for Unlocking Potential, I’ve watched it for the past 12 years.
I thought it was time to share the 7 top reasons why it’s time to switch your marketing agency.
1 – Reporting
If your monthly reports simply display “after effects” as results, for example; Website visits, clicks, cost per click, new users, top pages etc – but not including work done, what the agency has learned from the last month, how the agency intends to increase ROI – then incomplete reporting.
2 – Geek Speak
If you ask your agency a question and you 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 baffle clients to prevent them from delving into the results or work done. If you’re getting obsessive answers, it’s time to move on.
3- Results, not contracts
A confident digital marketing agency is not interested in signing a contract for 6, 12, or even 18 months. They will understand that results and relationships will form a long-term partnership. If a client’s business is growing due to the measured results of a digital marketing agency, then that’s a success.
If your agency is bothering you to quit for long periods of time, take the time to ask yourself why.
4 – property
It scares me how many times we’ve had to help business owners access their digital assets is incredible. Simply put, if you are hiring someone to improve and manage your channels – you still own them and need access to ownership. platforms such as;
- Google Analytics
- Google Ads
- Bing ads
- Facebook Business
- Google Search Console
- social media pages
- Google My Business
- Bing and Apple Maps
As a business owner or marketing manager, you must have complete control over these platforms.
5 – Communication
For a successful marketing strategy, you need to be in constant contact with your marketing agency. Marketing agencies should come to you with new opportunities and ideas, and if a challenge arises, it should be presented to you first.
6 – Cheeky Monkey – Number One
This is for search engine optimization. If you’re hiring a marketing agency to organically improve your website’s position, they should share a keyword position report with you at least once a month. These are reports that track your website’s placement for a particular keyword in a particular website. It provides a tangible indication of how a website is performing online.
Some agencies only report “organic traffic” fluctuations. But it can be affected by factors not related to the work and performance of SEO agencies, for example;
- Increased Google searches for your brand name due to external advertising or PR
- Increase searches on Google for products
- Employees visit the site on a daily basis
- Traffic that interferes with Google Analytics data
- Seasonal variations in search traffic
7 – Cheeky Monkey – Number Two
This is for Google Ads (and Bing Ads) and links to ownership (#4). Some agencies, sometimes mistakenly, will bid on your brand name. This lowers and improves the “cost per conversion” metric, which they should be reporting to you. The problem is that the conversion, or the client, would have found your website anyway while they searched for your company name. So we incur the cost of each click to get that customer to visit the website via Google Ads and then lose the actual cost per conversion of the new business.
These are some of the conversations you’ll want to have with your agency, with transparent procedures for marketing platforms.
If you feel like one of these points speaks to you and you want a second set of eyes on something, feel free to reach out. I have worked in digital marketing for over 18 years in Cornwall, Canada and the United States. She has helped launch small businesses successfully with small budgets and has 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/.