Marketing agencies are made of professional creative types and ideas people. This is the entire reason you found, vetted and hired them; because they have the resources to market themselves. Once you hire them to bestow upon your operations this same marketing exposure, let them do their job.
Marketing Agencies Don’t Want Your Prying
Oh, nice; you got an A in your 9th grade English class? That’s useless; SEO copywriting is a completely different kind of writing. Professional copywriters are masters at their craft with an easy-to-read structure. They write in a voice honed for optimizing and converting– a bit different than your sophomoric breakdown of Macbeth.
Lets back up… Your input isn’t completely irrelevant; after all, you are an expert in your field. So marketing agencies should make your contribution part of their due diligence. This can be especially useful when they need to research your target audience, especially if you have a niche product or service. You need to relay the subtle nuances differentiating you from the rest of your competition. But know when to get out of the way.
Once you’ve lent your input to the cause, sit back and let the analytics speak for itself. There are tools in place to help agencies research the right keywords and keyword phrases for optimizing your content marketing… no matter your industry. Most agencies have managed content marketing for clients in every industry you can imagine.
From plumbing fixture wholesalers to machinists to lighting technicians, agencies know the ins and outs of website optimization, PPC, email and social campaigning. We know immediately what search terms you’re ranking for and what search terms your competitors are ranking for. And we know how to prime your website for the competition.
I’m telling you this because they won’t; you’re annoying the agency you hired to do your marketing. “So? I’m paying them…” Ya and you’re also compromising the quality of the work you’re paying for. When you’re nitpicking over the minutiae of your preferences, you’re wasting the time your company is paying for, time better spent on researching for your campaigns and optimizing your website.
Not only are there plenty of tools available to optimize your content marketing, but there are also plenty of tools in place to proofread the content your agency submits. So playing a professional proofreader or an English teacher is not necessary. Picking apart content an agency submits to post to your website because “it doesn’t sound right” to you is a waste of everyone’s’ time. You’re an expert in your field, not in internet marketing.
Expert Tip: Arrange for a single point of contact with your marketing agency to avoid contradicting input from your team and the subsequent frustration sure to ensue.
You’ll be Dropped as Client
You found the right agency at the right price so don’t torpedo the situation. Your “So? I’m paying them…” approach doesn’t mean you can gobble up their time. Marketing agencies are busy places and they’ve alloted your account a certain number of monthly hours. So depending on your arrangement, this time-burning input likely is a breach of contract.
Their time is no less valuable than yours. And if you are focusing on the marketing you hired an agency to do, rather than your own business, maybe you have the time to do your marketing anyway. Chime in if the traffic or conversions are down. Let the numbers speak for themselves– they don’t lie. But until then, you do your job and we’ll do ours.
If you want to micromanage your marketing efforts, hire an internal marketing person. But if you want a full agency to cover all your internet marketing bases (for typically a much better ROI), leave it to the experts