I was part of the marketing team at an ed-tech firm and this is just 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 were a speedy growing ed-tech company based out of Singapore. And after the Series-A round, the marketing team was inspired to hire marketing companies to scale our operations. And we did outsource a lot of our operations.
Marketing operations can no longer be segregated into watertight compartments. The many marketing teams need to coordinate, co-work and study from each others experiments/experiences. Ex: The Content team should sit using the PPC & SEO team to acquire a better comprehension of the needs of the customers. We neglected to anticipate the problems with coordination.
We wound up outsourcing Web Development (revamp), Content Writing/Promotion and Social Media Marketing to this particular marketing agency, retaining PPC and SEO in-house. (These were the essential capabilities we had built throughout the last 2 years)
We chose creativity over industry experience. Everything we needed was marketers who will write lead-generation content. Content which is grounded in solid market and keyword research. And also the website must have been converted into a lead- capture engine. In hindsight, and this is what we should did. But whatever we wound up doing was produce creative & entertaining content that got us Facebook followers however, not serious customers!
We never saw the more information about marketing1on1 within our team. Except for a couple meetings, there was clearly little or no coordination. This contributed to a specific disconnect involving the business needs and also the content that had been being produced.
We were more focused entirely on setting targets and deadlines for the agency and never 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 you should consider this really is that you`re deciding on a strategic partner that can be an extension in their team for the following many years.
Dealing with a marketing agency, especially the very first time, ought not to be an impulse decision. You should policy for a rigorous preparation process, to protect yourself from wasting your time. Just before beginning the search, you need to think critically about what role get in touch with marketing1on1 would play in your business objectives. Whatever your reason whether youre preparing for accelerated growth, redesigning your brand, or branching into new territories it needs to be fully formed before you even start looking for agencies.