10.01.2017 posted in Digital Marketing
Large digital agencies are constantly living on the edge. No matter how well they’re doing or how good results may look, things can change at any moment. I’m talking mostly in regard to search marketing and Pay Per Click; the modern digital agency has to do everything it can to stay on Google’s good side.
That can be a very good and a very bad thing. Good because if you do it right and keep running a long-term ethical search campaign then the rewards, especially for brand exposure, can be immense.
Bad, because Google can change things on a whim. I’m speaking from experience; I know of a number of digital agencies in the region whose work they had done for clients completely imploded because of the introduction of Google’s Panda, Penguin, and Hummingbird algorithms.
However the impact could have been very small or non-existent had they chosen to follow Google’s rules and optimised ethically and organically. But that’s with the benefit of hindsight, and maybe I’m being unfair just highlighting larger agencies…
But there are other problems symptomatic with signing up with a large agency; the biggest being that your company can sometimes be just another number amongst many with the strategy nothing more than a basic package on a monthly retainer.
Nothing wrong with being on a monthly retainer, but from my experience the larger a company is the more clients it has. And that means more delegation; delegation toward social media executives, account managers, digital content creators, programmers, web developers and designers, and more.
It’s highly likely that the work on your account will become a run-of-the-mill chore for somebody else, to be fit in between one account’s requirements and another’s. Results may be OK, but are you really paying monthly for average results from an unmotivated team?
It’s one of the reasons why I’m championing start-up marketers in the area. Smaller teams may have fewer clients, but that doesn’t mean they don’t have the knowledge or experience at hand to produce creative and effective marketing strategies that resonate with target audiences.
Not to generalise, but smaller creative agencies have little to lose and plenty to gain. Their staff are typically more passionate about projects and more at-hand when you have queries or questions to raise about the progress of your campaign.
Your account is in the hands of creatives that are as passionate about your business as you, and who don’t see you as a monthly retainer with a set amount of tasks to complete. If anything your success is also their success; the better they do for you the greater the reward for all concerned.
Smaller marketing firms can also be more cost-effective, but that doesn’t mean the degree of service will be any different. You’re not just another client or a number with a smaller agency, rather, your business is something to be treasured and cherished as they do everything in their power to make your brand the best it can be online.
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