Digital Marketing Partnership Success: How to Make the Most of Yours

Jan 30, 2018 | Inbound Marketing

Reading Time: 3 minutes
Kevin Fouche

Digital Marketing Partnership Success: How to Make the Most of Yours

Posted by Kevin Fouche, Pixel Fish Director

Kevin handles the planning, design, launch and training of every website that Pixel Fish creates. He ensures that every website is highly engaging and aligned with our client’s goals. With over 20 years of design and web industry experience to draw upon, Kevin aims to pass on his knowledge to our clients and like-minded businesses wanting to grow their online presence.

When investing in digital marketing, you must ensure it gets done correctly. 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. Let’s explore Digital Marketing Partnership Success.

Achieving that success is not as simple as hiring a company to partner with and leaning back. To truly improve your brand perception and make sure the money you spend gets a positive return, it makes sense to build a strategy that helps you make the most of your digital marketing partnership.

Digital Marketing Partnership Success: How to Make the Most of Yours

1. Setting Expectations From the Start

Let’s begin with the essential part of any marketing partnership: for mutual success, you must ensure that both partners are on the same page from the start.

In other words, your partnership has to begin with setting expectations. Precisely 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 knows exactly where you’re looking to go.  In other words, it sets the foundation for a mutually-beneficial professional relationship.

2. 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 party’s questions about the progress.
  • In-person meetings are organized around milestones (more on 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 easier it will be to plan and keep in everyone’s schedules.

3. How Do You Measure Success?

Success in digital can be difficult to track because of the various metrics and tactics you will likely use to build your campaigns. That said, complicated does not mean impossible.

As this guide by HubSpot shows, success metrics can range widely. Each comes with different Key Performance Indicators, which help businesses and agencies 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.

4. 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 a year. Your agency can help you break down what that means regarding web visits and conversions and how individual milestones within the next 12 months can keep you up-to-date about your progress to your 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. Regular communication lets 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 becomes a valuable investment, which can pay off for years. Contact us for help in finding the right partner for your needs.

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Kevin Fouché, Pixel Fish Director