Many small businesses are correct in knowing that they need to hire a marketing agency to beef up brand recognition, search engine visibility, handle email campaigns, setup and monitor pay per click PPC campaigns as well as organic campaigns, and much more.
In the same breath, many of these same small businesses, regardless of industry – be it attorneys or manufacturing or food and hospitality – make a critical mistake when choosing what type of marketing agency they will work with.
Many are under the misconception that the MORE they spend means they will get more at the end of the day. Many feel it’s worth it to spend $3000 a month as opposed to $300 a month just because the $3000 simply MUST be better quality. They could not be more wrong.
Let’s examine this for what it’s worth.
A) Let’s get the basic cost bit out of the way. Large marketing agencies have overhead, employees, consultants and more high maintenance costs. So by the nature of the beast they MUST charge more. And they do.
Small hometown marketing agencies do not have these costs. Many work out of their home office, and do not have employees and consultants but instead have teams that work remotely from their home offices. Sure they still have to pay themselves and their remote team members, but the cost to expense ratio is far diminished.
B) Large marketing agencies are hung up on numbers, flowcharts, pie charts, funnel charts besides which THEY tell YOU what keywords they are going to list you for or spend your ad dollars on. They do not take the time to explain Google Analytics to their clients who actually have an interest in understanding it. They are SO caught up in the numbers game with their clients, caught up with feeding the client all possible industry buzzwords, they actually brainwash the client to an extent.
Small marketing agencies operate the exact opposite way. They realize the client really doesn’t care about all the intricacies of Google Analytics, or industry buzzwords, or charts. They realize the client wants one thing to happen.
The client, at the end of the day, wants the damn phone to ring. That’s it.
That’s the point of first contact. The phone ringing, even if it is a tire kicker on the other end, is a good thing. The tire kicker may be converted to a customer or client. Maybe not. But the phone is ringing.
Case in point: A colleague and I were discussing this and she pointed out the case of Proctor & Gamble and also Unilever. Proctor & Gamble cut $200 million of it’s marketing spend and they reduced spending with what they called several “big players” by 20% to 50%. The cuts enabled Proctor & Gamble to eliminate 20% of it’s ineffective marketing and actually INCREASED the company reach by 10%.
Read original article here.
C) The Personal Care Aspect. Large marketing agencies do not preach nor do they practice the personal care aspect. They do not take the time to get to know you, the client. They do not take the time to get to know your business, your goals, needs, aspirations for success, or wish lists. They take your money, assign you to an account manager who may or may not be the same account manager the next time you call, and they do not focus on you. Often the marketing efforts are not closely tailored or even closely focused on what your business needs but instead are focused on what they feel is best for you at this time.
Small marketing agencies embrace the personal care aspect and the hometown feel of “we’ve got your back and if what we are doing is not working we’ve got a Plan B in the lineup”. With many if not most smaller marketing agencies, you are taken care of personally by the owner or a dedicated account manager who knows it’s your 5 year old’s birthday this coming Wednesday. If you are local to them they are willing to meet with you on a monthly basis or whenever schedules permit to discuss what’s working and what’s not.
If you are not local, they are willing to Skype a meeting with you to accomplish the same goals. Small marketing agencies don’t tell YOU what’s good for you. They instead LISTEN to you, and create a personalized plan accordingly. They exhaust all organic methods before spending your money on pay per click ad campaigns. Small marketing agencies work WITH you and FOR you, taking a sincere interest in your business and your success. NO ineffective marketing tactics allowed.