When Outsourcing Web Marketing Set Goals and Key Performance Indicators
- When interviewing potential web design companies and digital marketing agencies, make certain to discuss both the short and long term goals you have in mind for your business.
- Be sure to set a general budget which you are willing to commit in order to achieve your short and long term goals.
- With an outsourced web design company or internet marketing agency, you will want to have milestones in place and you will want them tracked and reported on monthly, so you are all on the same page in this process.
Here are some example:
Short term goal = increase web traffic from 200 monthly unique visitor by 50% in 3 months. Budget is $350 per month. [ This goal would be easy to track usage Google Analytics a free tool from Google. ]
Long term goal = improve conversion by 20% and increase average order 2% within 1 year. Budget is $500 per month. [This goal can be set-up via Google Analytics, but, is not a preset out of the box function, your web marketing firm will need to do some extra work ].
Clarify Expectations With Your Web Design & Digital Marketing Team
When outsourcing web marketing determine the frequency and method you and your outsourced internet marketing firm will communicate with each other.
Both of you must agree on the frequency and type of check ins and accountability you need to be comfortable and successful.
You may want to have a bi-weekly conference call to get an update on projects, a weekly email summary or a monthly face to face meeting, for example.
When you each are clear on the best times and ways to reach each other, you pave the road to success.
Understand the Difference Between Outsourcing A Web Design Company / Digital Marketing Agency and Employing An Individual Marketer / Web Designer
While an employee works exclusively for your business during his or her working hours, your outsourced marketing firm serves several clients simultaneously.
You should always expect a high level of response from any business partner you work with, but it is unrealistic to expect that an outsourced marketing company will be able to provide instantaneous response to every question or request.
By setting clear expectations on communication and response times prior to making a hiring decision, you will avoid a frustrating experience.
Hire a Digital Marketing Firm to Work With You, Not For You
When outsourcing web marketing you’ll find the best partner will not simply take your direction and execute.
The right firm will be a partner in your business, a partner that brings new ideas to the table, suggests new ways of doing things, gives you information and insights to make decisions, and pushes back on your ideas when appropriate.
This is what you want in a successful marketing relationship.
Designate a Leader of Your Marketing Team When Outsourcing Web Marketing
The best marketing teams are collaborative and cooperative, with several people offering their talent, ideas and insights.
But there does need to be a designated leader, a chief marketing officer.
For the most productive outcomes, the outsourced marketing firm serves as the chief marketing officer, owning all decisions, sign offs, etc. (with critical input from you and all appropriate parties) and having the responsibility to keep the marketing moving forward in the right direction.
To be successful, your outsourced marketers need to have your trust and confidence so they can do their jobs and make decisions on behalf of your company.
Share Your Expertise, Provide Timely Feedback With The Digital Marketing Agency
A successful relationship with an outsourced marketing group relies on an open, steady flow of communication so that your marketers can use your industry knowledge and subject matter expertise to create meaningful, relevant content for your key audiences.
Success is also dependent on your providing feedback and sign offs – or assigning someone in your firm to handle them – so that your marketing will move forward.
Embrace Creative Differences When Outsourcing Web Marketing
Much of marketing involves a creative process and how much – or how little – you like a piece of copywriting or a design is highly subjective.
While it’s critical to offer honest feedback, it’s just as important, however, to not give up on your creative team if their first efforts do not work for you.
Give them the opportunity to rewrite, redesign, rework as part of the process.
You may be pleasantly surprised with how well a good writer or designer can take your feedback and transform a piece into something that works perfectly.
Unless of course, the cat is in charge.