In today’s fast-paced digital world, having a strong online presence is crucial for the success of any SME. However, with the vast array of digital marketing options and service providers available, it can be overwhelming to find the right partner to navigate this complex landscape. Surprisingly, statistics from the ASBFEO and University of the Sunshine Coast show that 70 per cent of SMEs end their relationship with their digital marketing provider within the first 12 months, highlighting the importance of making an informed and strategic decision from the get-go.
Three tips to ensure you’re choosing the correct marketing partner for your business
1. Get some background
Treat your meeting with potential marketing partners like a job interview. Don’t be afraid to ask them hard-hitting questions like how they measure success, scale of operations, if they specialise, and ways of working.
Don’t underestimate the power of testimonials, references, and online reviews. If you spot a negative one, read the agency’s response! This is a great way to see how their customers are serviced post-sale.
2. Transparency is a two-way street
Your marketing partner should be open about their strategies, timelines, and performance metrics, providing you with a clear understanding of how your marketing budget will be utilised. Be sure they can also show you how you can track your campaigns independently, via dashboards or apps.
Transparency should go both ways, be sure to be clear on the goals you want to achieve and the budget you have to spend. For example, if your goal is to grow your local presence and boost business within your local community, be sure to share this with your potential marketing partner. You’d be surprised how much your business goals will influence the strategy taken.
3. Data and security measures
Data and privacy measures have never been more important so be sure to enquire about the agency’s data security measures. Any partner should have robust data protection protocols in place to safeguard sensitive information. Don’t be afraid to ask them about how they plan to keep you and your customer’s data safe, especially if you’re building a new website.
Other things you may want to consider
- Industry knowledge and expertise – Look for a marketing partner that has experience and expertise in your specific industry. A deep understanding of the nuances and challenges within your sector will contribute to more effective and targeted marketing strategies.
- Adaptability and flexibility – The business landscape is ever-changing, and marketing strategies must evolve accordingly. Choose a partner that demonstrates adaptability and flexibility in adjusting strategies based on market trends, consumer behaviour, and your business’s changing needs.
- Do they take a collaborative approach – A successful marketing partnership involves collaboration. Choose an agency that values your input, considers your ideas, and works collaboratively to achieve shared goals. A partner who sees the relationship as a true collaboration is more likely to contribute positively to your business’s success.
- Response time and availability – Evaluate the agency’s response time and availability. Quick response times and accessibility are crucial, especially when time-sensitive issues or opportunities arise. A responsive partner demonstrates a commitment to your business’s immediate needs.
It is more important than ever that SMEs have a strong online presence in order to stand out among the saturated competition. Although the large selection of digital marketing options can be overwhelming, these tips should make this decision more manageable.
