I was area of the marketing team in an ed-tech firm and this is exactly what I learned from my experience. Investing in the wrong digital marketing agency can drain your funds and resources as they lead you down a road to nowhere.
We had been a quick growing ed-tech company based out of Singapore. And after the Series-A round, the marketing team was asked to hire local internet marketing company to scale our operations. So we did outsource a lot of our operations.
Marketing operations cannot be segregated into watertight compartments. The numerous marketing teams have to coordinate, co-work and learn from each others experiments/experiences. Ex: This Content team should sit with the PPC & SEO team to get a better comprehension of the requirements of the buyers. We failed to anticipate the difficulties with coordination.
We ended up outsourcing Web Development (revamp), Article Writing/Promotion and Social Media for this marketing agency, retaining PPC and SEO in-house. (These were the fundamental capabilities we had built over the last 24 months)
We chose creativity over industry experience. What we should needed was marketers who will write lead-generation content. Content which is grounded in solid niche research. Along with the website must have been changed into a lead- capture engine. In hindsight, this is exactly what we should did. But what we ended up being doing was produce creative & entertaining content that got us Facebook followers yet not serious customers!
We never saw the what is marketing1on1 within our team. Except for a few meetings, there was little or no coordination. This ended in a definite disconnect between the business needs along with the content which had been being produced.
We were more dedicated to setting targets and deadlines for the agency and do not really worked as a team. All we cared about was blogs/week, shares/blog and thats it! I realized 28dexapky gravity of the mistake only after watching this insightful speech by Wil Reynolds of SEER Interactive.
They way you should consider this really is that you`re picking a strategic partner that might be an extension of their team for the upcoming several years.
Working with an advertising agency, especially for the first time, ought not to be an impulse decision. You need to prepare for an extensive preparation process, to avoid wasting your time. Just before beginning the search, you have to think critically about what role contact marketing1on1 would play in your business objectives. Whatever the 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.