Is your trust in your marketing agency costing your company?
It’s natural to develop a rapport with your vendors, especially if you’ve known them for a while. However, blind trust can be detrimental when it comes to marketing, where results matter most. This article explores why questioning your agency’s reports is crucial to ensuring your company’s success.
The Pitfall of Uncritical Acceptance:
Many business owners fall into the trap of simply accepting their agency’s reports at face value. They see positive numbers and feel good, assuming everything is on track. This passive approach can be disastrous.
Remember, you are the captain of your ship. Your behavior sets the tone for your entire company, including your agency. If they see you uncritically accepting reports, they may tailor them to meet your expectations, potentially obfuscating the true picture.
Shifting Your Perspective:
Instead of passively accepting reports, become an active participant. Start by asking insightful questions:
- Are we achieving measurable ROI (Return on Investment) from SEO, SEM/PPC, and email campaigns?
- What is our current Customer Acquisition Cost (CAC)?
- How is our engagement rate on social media?
- What is the conversion rate from website visitors to leads?
Don’t be afraid to ask for clarification if you’re unfamiliar with any metrics. Your agency should be willing to explain them.
Knowing When to Consider a Change:
While loyalty is admirable, don’t let it prevent you from making difficult decisions. Here are some signs it might be time to re-evaluate your agency:
- Month-on-month decline in key metrics: A downward trend in crucial metrics like website traffic or leads generated is a red flag.
- Lack of fresh ideas: If your agency hasn’t proposed new strategies in the past few months, it might indicate stagnation.
Taking Action:
- Schedule a meeting: Discuss your concerns with your agency openly and honestly.
- Benchmark performance: Compare your results to industry standards to see if you’re on par.
- Consider alternatives: Research other agencies and compare their offerings before making a decision.
Remember, a healthy relationship with your agency is built on mutual trust and transparency. Don’t be afraid to ask questions and hold them accountable for achieving your business goals.
