I’ve recently started work with a company who is paying £10K a month to another agency for various marketing services. £10K is about $13K US.
Now, I’m not here to speculate whether or not £10K is necessarily a lot of money for these things. The price is less important than the value received in exchange. But in this case there are serious concerns about what value is being provided…
All of this has dug up a deep hatred I have of the marketing agency model. The model seems to be:
- Client decides they need help with marketing. Researches prospective agencies.
- A sales expert from these agencies comes in and ‘gives it the biggen’. In other words, says “yes” to all requirements, and sells the marketing automation dream…
- Once the deal is signed, the account work is booted down to junior members of staff for implementation
- Client eventually realises they’ve been taken for a marketing joyride. Process begins again.
The only way to protect yourself from this nonsense is to go in with your eyes open. Avoid ‘full service agencies’. Keep control of your own ad accounts. Take responsibility for your results, and hire true professionals. Don’t accept minimum 6-month contracts.
(Six month minimum contracts? What is this – the marketing dark ages?)
Also, focus on the fundamentals. Get your message right, before you hire any specialists. And above all else, get your audience right. That matters more than anything else.
If this resonates with you, please share this with as many people as you can.