When you invest in digital marketing, you need to make sure it gets done right. Especially if you partner with an external company, regular monitoring of benchmarks and milestones helps you track exactly what is working, and what is not, optimizing your return on investment and increasing your brand image online.
Achieving that type of success is not as simple as hiring a company to partner with, and leaning back. To truly improve your brand perception and make sure you money you spend actually gets a positive return, it makes sense to build a strategy that helps you make the most of your digital marketing partnership.
Setting Expectations From the Start
Let's begin with the most important part of any marketing partnership: for mutual success, you have to make sure that both partners are on the same page from the start.
In other words, your partnership has to begin with setting expectations. Exactly what are you looking to achieve? Are you looking for brand awareness, a website build, conversions, or something else? What's the time frame in which you hope to achieve these results?
Making your expectations an early talking point helps you to understand whether they are realistic, and your services partner know exactly where you're looking to go. In other words, it sets the foundation for a mutually-beneficial professional relationship.
Building Regular Touch Points
Of course, your interactions with your agency partner should not end with setting expectations. In addition, it makes sense to set up regular touch points to keep yourself informed about the progress of your digital marketing strategy. These touch points can take on a variety of forms:
- Weekly calls to discuss and answer any questions that each party might have about the progress.
- In-person meetings, organized around milestones (more on that below) to discuss success.
- Annual reviews to discuss major benchmarks, and build a strategy for the future.
Ultimately, the exact nature of how you will interact with your marketing agency is up to you. But the earlier you agree on a structured form of staying in touch, the more easy it will be to plan and keep in everyone's schedules.
How Do You Measure Success?
Success in digital can be difficult to track, because of the variety of metrics and tactics you will likely use to build your campaigns. That said, difficult does not mean impossible.
As this guide by HubSpot shows, success metrics can range widely. Each of them comes with distinct Key Performance Indicators, which help businesses and agencies alike track their success.
The key is to find metrics that fit directly into your business objectives. Your agency has experience in this area, so talk to them about the metrics that might make the most sense for your unique business, industry, audience, and marketing goals.
Benchmarks and Milestones to Track
Of course, tracking your success metrics will mean little without context. In addition to tracking your own success, you need to be able to both benchmark it against industry trends, and set expectations of how quickly you want to achieve your goals.
If, for instance, you sell women's fashion, you might be looking for an increase of 25% in new customers over the course of a year. Your agency can help you break down what that means in terms of web visits and conversions, and how individual milestones within the next 12 months can keep you up-to-date about your progress to goal.
Getting the most out of your digital marketing partnership requires understanding these benchmarks, and setting relevant milestones together. In other words, it requires close cooperation between your business goals and your partner's marketing capabilities.
That, ultimately, is at the core of a successful partnership. Through regular communication, both parties know what to expect, and how to get the most out of your digital marketing efforts. The cost of partnering with an external agency turns into a valuable investment, which can pay off for years to come. Contact us for help in finding the right partner for your needs.