Over years working with clients of all shapes and sizes (and budgets), I’ve realised something interesting. The relative value clients get from agencies varies greatly. Some get manage great value, well beyond their investment, some don’t. Logic would suggest value correlates with how much the client pays, or perhaps how interesting the business is. But that’s not the case at all. I found there to be three big influencers on how much value clients get from their agency. As a client, you want to get these right.
1. Define a clear objective
A clearly defined objective is critical to reaching clearly defined success. For direct acquisition channels (search, affiliate) this usually means revenue or sales targets by a certain date, at a certain CPA. For brand awareness channels (social media, display, influencer marketing) it means brand search volume or engagement. Clear objectives allow the agency to be more strategic in its approach, and make better micro decisions along the way. It is also more motivating for the people working on the account, when a clear goal is in sight. Always make sure to set clear objectives, or work with the agency to define them.
2. Be agile
One of the biggest hurdles to a client’s success is lack of technical agility. I’ve seen multinational brands take 12 months to change a title tag, and even longer to set up proper tracking – making it almost impossible to test, optimise and improve. Clients with fast implementation processes gain a critical edge over the slow and cumbersome businesses. Some businesses such as Commonwealth Bank have realised this and introduced the Agile Software development methodology, allowing employees to dramatically speed up their technical implementation and gain an important advantage over their competitors. If you’re going to invest good money in marketing, also invest in the internal processes necessary to best capitalise on that investment.
3. Communicate activity and share data
Offline marketing affects search, which affects social, which affects conversion rate, which affects eDM, which affects search again. All marketing channels have a cause and effect relationship one with another. The better we can understand this relationship, the better we can influence outcomes. While you don’t necessary need (or want) one agency running all your marketing, it’s important to share activity and data so that agencies can make better decisions, and provide stronger strategic recommendations. The data should be accessible to everyone.
At Switched on Media we make it a priority to establish clear objectives, technical process and healthy communication with our clients. Ultimately it’s a two way street, and clients must get on board too. Success is much more likely when they do.
August 19, 2014 by Daniel Bailey
Filed in Client, General, Marketing
Twitter has recently rolled out a series of updates, giving the new platform a facelift for the better. This profile redesign puts visual content at the forefront giving brands the opportunity to transform their Twitter profile and optimize engagement. You might need to make a few tweaks to your existing content to keep everything looking schmick, but more on that later.
What exactly has changed, you ask?
May 9, 2014 by Leesa Gallaher
Filed in Marketing, Social Media
When Facebook purchased the Oculus Rift last week, a flurry of questioning ensued about how the social network could possibly integrate the virtual reality experience into the platform.
News of a leak was announced this morning and after undertaking our own investigation, we can exclusively reveal the groundbreaking plans that Facebook has in place for this new purchase.
April 1, 2014 by Georgina Haigh
Filed in Data, Social Media
On January 20th, 2014, Matt Cutts, Head of Webspam at Google issued a warning about guest blogging, the most common scalable form of link building used by many SEOs today.
We anticipated this long ago. In September 2012 I wrote an opinion piece on Moz offering 7 alternatives to guest blogging.
Yesterday, Cutts took it one step further by announcing on Twitter that Google has penalised a large guest blogging network.
March 19, 2014 by Daniel Bailey
Filed in Content, Display, Marketing, News, Online Strategy, SEO, Social Media
Heart rate, steps, mood, location. Why are we so intrigued by extracting cold numbers from warm flesh? Smart technology has turned the quantified self into a whole new ball game. And it’s one worth paying attention to.
The quantified self is a movement towards using technology to collect data about aspects of an individual’s life – attributes of “the self”. It could be anything from heart rate, blood oxygen or sleeping patterns to less tangible bits and pieces like mood or social connections. Some people call it body hacking, life logging, or self-analytics.
March 7, 2014 by Leesa Gallaher
Filed in Data, Internet, Mobile
Visual content. New definitions for social ROI. Integrated marketing campaigns. An algorithmic focus on quality content for SEO.
It’s evident that 2013 has been yet another big year for digital marketing. From the launch of Instagram video and Vine to Google Penguin and Hummingbird, the past year has given brands more tools to utilise than ever before – and placed a renewed focus on quality rather than quantity.
The developments of 2013 will feed into what the digital landscape will look like for companies in the coming year. We’ve rounded up our predictions for where digital marketing will head in 2014…
December 22, 2013 by Kelly Teng
Filed in Content, PPC, SEO, Social Media
Today, the world mourns the loss of one of its greatest inhabitants. At the grand age of 95, Nelson Rolihlahla Mandela passed away and left behind a legacy that will live on forever.
December 6, 2013 by John den Haan
Filed in General
We all know how crucial it is to have high-quality, engaging content in our marketing strategies. Content marketing allows companies to talk to prospective customers and tell stories rather than sell messages. In short, content marketing helps businesses connect and communicate as effectively as possible with consumers and clients.
December 3, 2013 by Jessica Ward
Filed in Content, Web Writing
In part one of this two-part series, we looked at five questions every client should ask their new Account Manager around response times, conflict resolution, and the frequency of meetings.
In part two, we uncover another five essential questions to ask your new Account Manager in order to make sure you are both working towards and achieving your company’s goals.
November 28, 2013 by Ryan Griffin
Filed in Client, Featured