Things started out so well between both you and your agency, but now it appears that you just aren’t seeing eye to eye anymore. What might you do? Columnist Jacob Baadsgaard explains the best way to set things right — or break things off.
You could have heard news reports when Katy Perry, Jessica Simpson, Simon Cowell and also other stars were dumped by their significant others via text.
Breakup by text? Worst. Idea. Ever.
But if someone breaks track of you via text, chances are that there wasn’t a great deal of healthy communication within your relationship from the beginning.
Unfortunately, poor communication doesn’t just kill romances – it can also lead to fallings-out at work. For example, the Agency Management Institute reports that 50 % of firms that use online marketing agency have changed agencies at least once within the last 2 years. That’s an astounding statistic.
There are plenty of reasons agencies get fired, ranging from deficiency of leads to location changes. Often, however, the biggest reason for changing agencies is the same thing that can poison any relationship: a fundamental lack of communication.
Now, if you’re looking at this article, chances are that your particular web marketing agency relationship is about the rocks.
However, prior to deciding to send off a “we’re through” text, let’s use a quick mental define the relationship (DTR) talk with your marketing agency to determine whether you have a simple communication problem… or maybe if it’s time to move on.
It’s not you… it’s me
Everybody knows this break-up cliché really means “it’s totally you,” but even so, let’s begin with defining what your part within the relationship is.
Have you made your expectations clear?
The main reason 46 percent of companies fire their online marketing agencies is they are not receiving the results they desire. The company isn’t meeting expectations, therefore it will get the pink slip. Simple as that.
But does your web marketing agency even know what your expectations are?
If you’ve ever done your very best on the project, only to discover that your supervisor expected something completely different, you’ve experienced the frustration of role ambiguity.
Any employee or agency is virtually certain to fail when they don’t determine what they may be expected to do.
Changing agencies won’t solve this problem, but communication might. Possess a engage with your account manager and ensure you’re on a single page using the specific purpose, priorities, goals and expectations to your web marketing.
In case your expectations are clear, but you’re still not receiving results, you could have a real case for considering another agency.
Everyone wants to dream big, but excessively high expectations can pave the way for disappointment, in both your individual life and professional affairs. If you are planning to pay $800 promoting your $80 product and make $800,000 in exchange, disappointment is almost guaranteed.
You are able to avoid this case simply by sitting down and discussing your expectations and goals together with your agency. Should they know your market like they should, you are able to work together to calculate the net profit you could expect from the high-performing marketing strategy plus a reasonable timeline for achieving your goals.
But what do you do should your marketing agency is producing great results… simply not the results you care about?
By way of example, you might be accountable for site traffic numbers, yet your agency has a tendency to care much more about conversions. They’re very successful from a certain point of view… it’s just not yours.
This is often another side-effect of role ambiguity, and again, communication is vital. In these situations, most likely the company will not be sadistically attempting to ruin your company. The two of you probably have a similar overall objective – your prosperity – but different ways of going regarding this.
When you share not simply what your priorities are, why they can be the things they are, you may identify the actual areas where your marketing goals and your agency’s objectives differ.
The effect of this discussion is usually a compromise between your two approaches – one which makes both sides happy and (more importantly) produces meaningful outcomes for your organization.
After the time, though, you are the client, plus your agency should put your interests first. If you find that your priorities will not be respected or that the “compromise” is far more of a capitulation, you may consider looking for a more accommodating agency.
I’m sure you’ll make… someone else very happy
Sometimes an online marketing agency produces all of the results you could require, but you still hate dealing with them. How do this be? Just how do you hear everything you wish to hear and yet be frustrated when investing in away from the phone with the account manager?
The answer’s within the question. In situations like this, it’s usually not the company that’s as frustrating since the account manager himself or herself. It’s an issue of personality – you merely don’t go along.
You need to hear specifics, but he always talks in generalities. You desire rapid changes, but she prefers the “slow and steady” approach. You just trust the well tested, but he always wants to experiment.
These kinds of problem can be solved by communicating a bit higher up the food chain and requesting a new account manager. Altering your point of connection with the business can enable you to retain the results that you would like with no frustration of personality conflict.
Your prior account manager probably won’t mind, either. If he/she drove you nuts, most likely the feeling was probably mutual.
There are situations where this strategy doesn’t work, though. Some companies have a “type” they prefer to hire. So, if you’ve changed account managers two or three times and can’t get along with anyone, you’ll have to decide regardless of if the results you’re getting are worth the social agony.
We just don’t talk any more…
Up to now, I’ve talked a great deal about how precisely important it is actually that you should talk with your agency, but it’s just like vital for your agency to convey together with you.
Occasional lapses in communication will almost certainly happen – a late email response or the odd missed update is nothing to acquire worked up about – however, if you’re constantly wondering what’s occurring with your marketing campaigns, that’s an important warning sign.
In case your agency has you feeling left at nighttime, there are two likely explanations… nor is great:
Your money manager is lazy and doesn’t value your company.
Your agency has something to cover.
In relation to relationships (along with your agency or otherwise), dishonesty and laziness are simply unacceptable. Express your concerns for your agency without delay. If things don’t change quickly, then start to look for another company to contract with.
I simply think that we’re moving in different directions…
Sometimes, a breakup has nothing to do with you or with your agency. Things just happen. Budgets fall. Mergers occur. Markets change. Executive mandates descend from on high.
When you explain your situation to the marketing agency, they could possibly suggest ways to get through things without severing ties. Even if this isn’t possible, a great agency dexkpky26 be capable of direct one to another company which they trust and believe will be a good match for your company needs plus your personality.
Open communication relating to your circumstances allows for a clean break without hard feelings and may help you transition more smoothly into the next stage of your respective business strategy plan.
So, is it time to move on? Or does your agency deserve some extra communication?
Ultimately, that decision depends on you. If you’ve identified with some of the situations I’ve described, please take a seat together with your internet marketing agency and also have a real-life “DTR.”
Alternatively, if you’ve communicated your frustrations and you’re fed up with “making things work,” it might be time to change agencies.