Working with a marketing agency can transform your small business into a regional or national brand. Defining a clear marketing strategy and execution plan with an agency helps your brand to stay ahead of the competition in multiple ways. Your strategy defines and sets clear, attainable goals and metrics while preventing duplicate internal efforts that drain company resources and waste time. Agencies can also help you feel more comfortable with ever-changing technology and shifts in consumer behavior, and lean into the inherent imperfection of authentic, agile marketing solutions. With so many types of agencies out there, it can be daunting to start the vetting process of establishing a successful long-term partnership. In this guide, our team will break down the basics of marketing, different types of agencies, the benefits of working with an agency, and what to expect when starting a successful agency partnership.
What Even Is Marketing?
“The head of marketing. It’s easy to be confused about this job, because it’s not one job, it’s at least three. That is why it’s a difficult job to fill, and why turnover is so high – we’re not allocating resources or setting expectations in a way that matches the work to be done.” – Seth Godin
We love this quote from Seth Godin. It is a great reminder that marketing isn’t a magic wand. Marketing doesn’t instantly bring in leads. It isn’t about creating 24/7 promotions.
Instead, marketing is an umbrella term that covers a wide range of specialties. Unfortunately, it doesn’t always have a clear, direct return on investment (ROI). It’s a unique combination of strategy, sales support, and project management that keeps all marketing pieces (social media, advertising, content writing, SEO, etc.) moving in the same direction. Promotional tactics are just one piece of the marketing pie. It takes consistent time and effort to make marketing for your brand successful.
When you break down “marketing” by job title, you begin to see how many facets comprise a comprehensive marketing strategy, including social media management, copywriting, SEO specialists, PPC strategists, and web design and development, to name a few. To add to the confusion, sales and marketing are often used interchangeably. Sales, however, is not marketing. They are two separate departments requiring different expertise and end goals. Marketing’s end goal is to build brand awareness and loyalty, and drive and nurture leads. Sales’s goal is to take those leads, build a relationship, and close the final sale.
With so many marketing specialties and job titles out there, it’s no wonder people are confused about what marketing entails. That’s where agencies come in.
Our complete FREE eBook, A Comprehensive Guide to Working with a Marketing Agency, will be released soon! Make sure to watch our socials for the announcement and link.
Enjoy our latest musings? Subscribe to receive new blogs and interviews in our LinkedIn Newsletter, Leverage Lab Notes. We are happy to have you join our marketing community!