You likely took some time to find the right Internet marketing firm for you. They are tasked with making your marketing goals into a reality. While you are paying them to do that, there’s something else you can do to put your goals within reach. Follow these simple steps that will allow you to build a great relationship with your Internet marketing service. When you work hand in hand with them your campaign can move forward even more quickly. It all starts with keeping the lines of communication open.
1) Most every campaign begins with the Internet marketing firm asking for logins to Google Analytics, your website and other tools you use to manage your online assets. When the agency asks for these you should provide them as soon as possible; preferably on the same day, if you can. One of the first things the agency will want to do is go into Google Analytics, or Search Console, or your e-newsletter software and see what is going on. They want to gather some insights so they can use those to help plan your campaign’s strategy. If you delay too long providing these logins then you slow down your campaign’s momentum right from the start.
2) Explain your company’s products and services and your place in your industry. Even though you likely submitted a client questionnaire when you signed on with the Internet marketing firm, there is usually so much more to building a relationship than what one questionnaire can provide. You need to acquaint your campaign manager with the ins and outs of your business. The campaign manager needs to know about your successes and your pain points. What’s it like to run your business? Who are your top competitors? What are you most proud of; what do you fear; and what keeps you up at night — the answers to these questions allow your agency to really get to know you. They have to fully understand what your goals are, and by providing this information, you will bring them up to speed about what’s important to you. The Internet marketing service doesn’t need to be (and probably can’t) become experts in your business. They do need to know what your vision of success looks like, and only you can tell them that.
3) Tell your Internet marketing firm when you need something. Surely you and the Internet marketing service worked out a schedule for meetings, reporting, and other touchpoints for the campaign. But you don’t have to be bound by those formalities – and your agency knows that things come up. For example, you may be meeting tomorrow with your board of directors and it would be super helpful if you could have a graphical representation of the latest report numbers to show them. If you have more than 24 hours notice to give to your campaign manager for that request, then that would probably be a good idea, in case they are squeezed for time. If you don’t, you should still ask your Internet marketing firm to create the charts (or whatever you need), even on a short timeline. Most agencies jump at the chance to provide added value, within the scope of the campaign.
4) Help your Internet marketing service cut through the jargon. Every industry has its own jargon which can be hard for others to understand. At the outset of your campaign and along the way, define some of the industry jargon for your campaign manager so this doesn’t get in the way. You want everyone on the agency side to have as much knowledge as possible. Some of the jargon may be a bit hard for people to grasp. Be prepared to provide resources to aid their understanding.
5) Patience. Even the best agencies may take a bit to hit their stride with a campaign, especially if it has a lot of moving parts (SEO, SEM, e-mail marketing, blogs, social media, etc.). The first few weeks may show little initial movement (at least via reporting), but there likely will be much strategizing and preparing going on. Listen carefully to what your campaign manager tells you about these activities, and offer to help in any way you can.
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