Free ebook HOW TO CHOOSE YOUR MARKETING AND ADVERTISING PARTNER
Introduction Peter Drucker, an expert in management theory, once said Marketing and innovation produce results; all the rest are costs. At HGB, marketing and innovation is what we do and results are what we achieve. There has been a monumental shift in the marketing and advertising industry over the last few decades. We no longer want to be marketed to; rather we want to find the solutions ourselves. This change in consumer behaviour has had a profound impact on the role of marketing within an organisation. Traditional methods are no longer effective, so companies are having to look outside the square at different ways to attract customers. For many organisations, this involves employing the services of an external marketing and advertising partner. Choosing the right marketing partner for your organisation is a big decision. In this ebook we look at what you should consider to ensure you find the right marketing partner for you.
Why do you need a marketing and advertising partner? First determine why you need a marketing partner, then go in search of a company that meets your needs. Before you embark on your search for a strategic marketing and advertising partner, identify your reasons for needing one. Why do you need the services of a marketing agency? What are you wanting to achieve? Determining the role you want a marketing agency to play will enable you to find a company that meets those needs. Marketing and communications including: When looking for a marketing and advertising partner, it s not enough to employ one simply because you don t have time to do it yourself, though that s certainly a factor. A lack of internal resources is one of the most common reasons clients go in search of an external marketing partner, but you still need direction. Are you rebranding and need marketing collateral? Are you organising a standalone campaign? Are you launching a new product? Marketing is an integral part of your company s operations. Therefore, any partnership you embark on with a marketing and advertising agency will be for the long-term. Choosing the right one is vital.
Find a company that aligns with your values Trust your instinct. You ll know as soon as you sit down in a room to discuss your marketing activity, if the company is the right one for you. Innovative, responsible, community-oriented, professional, trustworthy, positive these are just some of the values our clients work too, and they re values we foster too. Finding a marketing and advertising partner that shares your values will help to create a foundation of understanding: an understanding of your organisation s marketing needs, an understanding of your customers needs. A marketing partner that operates to a similar code of conduct as your organisation fuels respect and collaboration two important elements of any marketing strategy. Marketing your company In addition to finding a marketing partner that aligns with your values, be sure to choose one that will market your company, not their own. The best marketing partners are silent partners. They work behind the scenes, listening to what your company and your customers need, and then delivering on it. Marketing and advertising activity will impact on the whole of your organisation. Therefore, finding a marketing partner that can work collaboratively with each department will help to ensure a valuable return on your investment.
Research potential suitors Test your future marketing and advertising partner by commenting on one of their blog posts or a Facebook status update to see if and how they respond. When you re looking to engage the services of a marketing and advertising partner you want to be sure they know what they re doing. How can you determine this? By checking out their marketing material. In other words, do they practice what they preach? To see what marketing activity your potential marketing partner is engaged in be sure to: Sign up to their newsletters Read their blog Connect on LinkedIn Follow them on Facebook Read client feedback and testimonials What to look for Once you ve signed up to their publications and connected with them on social media, keep a record of what they re doing. For example, how often are they sending out a newsletter? Is it monthly? Quarterly? Does it have an interesting array of articles that showcase what they do for their clients? Is it well written and informative? How often do they blog and post on Facebook? Are they producing original copy? Analysing their marketing activity will give you a very good indication of how they will approach the marketing of their clients. The best and most successful marketing companies know the importance of good marketing and that includes of themselves.
Work with a company that understands the importance of the whole When choosing a marketing partner, ask people from different areas of your organisation what they would look for in a marketing specialist, and invite them to the table when it s time to evaluate proposals. Marketing is integrated into strategy which is integrated into performance which is integrated into company culture. In other words, marketing doesn t, nor should it, stand on its own. A 2015 report published by LinkedIn and HubSpot titled The Marketing Skills Handbook predicts the rise of the CMO (Chief Marketing Officer) alongside the CFO. The creation of the CMO s position is possibly the clearest indicator yet of the role marketing and advertising play in a company s overall vision. Marketing and advertising activity need the buy in of your whole company after all, it doesn t just affect one department. Your marketing partner must understand this. Are they making an effort to talk to employees from all parts of the business? Are they interested in case studies from different departments? Are they operating with an open means of communication so staff from all areas of your organisation are aware of their proposed marketing initiatives? A savvy marketing and advertising agency will know that marketing can t, and doesn t, work on its own. For any successful marketing activity, be it an external advertising campaign or an internal change in company culture, marketing is just one cog in the wheel, albeit a vitally important one.
Understand your potential return on investment Discuss with your team what marketing KPIs are important to your company (eg. website traffic, Facebook followers, sales), then ask your marketing partner for theirs. Compare lists to see how many overlap to help determine whether you re on the same page. Marketing costs. There s no denying it. Nor is there a way around it. But equally, marketing and advertising will give you a return on your investment. That s if you choose the right marketing and advertising partner. Marketing s increasing presence at a company s strategic level is evidence that businesses are now willing to invest in such activity. However, as is the case with any budget allocation, it is important to track how this money is being spent. When choosing a marketing partner, don t be afraid to ask what tools and programmes they choose to track their marketing KPIs. How are they recording click through rates? How are they keeping track of conversion rates? Are they using Google Analytics and/or HubSpot s keyword tracker? Handing over your company s marketing budget to an external partner may seem daunting but by implementing key marketing KPIs, you can keep track of activity and most importantly, results!
Understand your potential return on investment Proactive vs reactive While you are in discussions with your potential marketing partner, be sure to determine their flexibility. How reactive or proactive do they appear to be? What resources do they have at their/your disposal? There is certainly a time and a place for reactive marketing but the majority of the time, your marketing activity should be proactive. (This will also help to keep costs under control too.)
About HGB HGB believes in meaningful experiences. This is what drives us out of bed every day. It is the purpose behind every interaction we have with our clients, customers and each other. Working to our values, Think, Feel, Do, our team of strategic marketing consultants, creative designers and content creators work with our clients to deliver marketing experiences that resonate with their core purpose and values. Experience marketing with meaning; experience marketing the HGB way.
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