I was area of the marketing team with an ed-tech firm and this is exactly what I learned from my experience. Investing around the wrong digital marketing agency can drain your funds and resources while they lead you down a way to nowhere.
We had been a fast growing ed-tech company based from Singapore. And right after the Series-A round, the marketing team was asked to hire internet marketing company to scale our operations. Therefore we did outsource a lot of our operations.
Marketing operations cannot be segregated into watertight compartments. The many marketing teams should coordinate, co-work and gain knowledge from each others experiments/experiences. Ex: The Information team should sit using the PPC & SEO team to get a better idea of the requirements the buyers. We did not anticipate the issues with coordination.
We finished up outsourcing Website Development (revamp), Content Writing/Promotion and Social Networking to the marketing agency, retaining PPC and SEO in-house. (They were the basic capabilities we had built during the last 24 months)
We chose creativity over industry experience. What we needed was marketers who will write lead-generation content. Content that may be grounded in solid keyword research. And the website must have been converted into a lead- capture engine. In hindsight, and this is what we ought to have done. But everything we ended up being doing was produce creative & entertaining content that got us Facebook followers although not serious customers!
We never saw the marketing 1on1 as part of our company. Except for a few meetings, there was clearly virtually no coordination. This contributed to a definite disconnect involving the business needs and also the content which had been being produced.
We were more focused entirely on setting targets and deadlines for that agency rather than really worked as a team. All we cared about was blogs/week, shares/blog and thats it! I realized 28dexapky gravity on this mistake only after watching this insightful speech by Wil Reynolds of SEER Interactive.
They way consider this is that you`re choosing a strategic partner that might be an extension of the team for the upcoming several years.
Utilizing a marketing agency, especially initially, ought not to be an impulse decision. You need to prepare for an extensive preparation process, in order to avoid wasting your time. Just before beginning the search, you must think critically regarding what role get in touch with marketing1on1 would play to your business objectives. Whatever your reason whether youre planning for accelerated growth, redesigning your brand, or branching into new territories it needs to be fully formed before you even start trying to find agencies.