Integrated Digital Marketing

As small business owners and managers, there are few things more exciting than entering into new projects. Whether it’s marketing, product development, or company expansion, there’s just something exciting about taking a step toward building your business.

I often see businesses enter into web design or digital marketing projects with incredible enthusiasm and expectations.  And rightfully so.  A carefully planned and implemented design or marketing project can have a profound impact upon your bottom line.

However, it’s important that businesses understand that entering into a project is literally entering into a relationship.

For that relationship to be successful, just like any of our successful personal relationships, give-and-take and effort are a requirement. Signing a contract doesn’t signal the end of the client side of the equation, just as the final set of deliverables signal the end of the agency side of the equation.

If you’re building a new online project, you should know what you’re getting into.  Here are some tips for those entering a relationship with an agency:

• Designate a point-person for the agency (and stick to it). Nothing is more frustrating for an agency than to receive contradictory feedback from multiple sources.  And nothing is more frustrating for a client than to have their feedback unknowingly trumped by someone else within their own organization.  Get everyone on the same page by assigning a project manager to make the final call.
• Gain an understanding of the objectives of your various departments. Does Sally in accounting have specific things in mind for the design project?  What information will marketing need to provide? Get the participants together and work these issues out internally, with guidance from your agency.  That way, your point person can provide feedback with a unified voice.
• Have confidence in your agency. Is the agency asking your team questions to help uncover objectives? Are they giving advice and feedback based on your suggestions? Or are they simply nodding, grinning, and agreeing as if to say, “yes, yes, just sign the check” ?  Expect reputable agencies to provide blunt advice, and back it up with information from research and past experience.
• Communicate and Stay Organized. Keeping open lines of communication is important.  Have budget constraints changed the scope of the project? Communicate it to your agency; don’t simply allow them to “find out”.  Express your expectations.  For example, do you want weekly updates on the project progress? If so, let them know.

Additionally, if you’re providing content, photos, video etc., be consistent in their provision. Expecting an agency to keep track of random emails, randomly delivered CD’s and to have them “pull” content shows lack of preparedness and organization.

Many agencies will utilize some form of project management software or guidelines. In doing so, clear paths to deliverables will be spelled out for both sides while also keeping communication, files, notes, milestones and more in a central, easy to access location. If your agency provides you with a project management solution, utilizing it will make the project much better for all involved.

Any project is a process and a relationship. Entering with a clear understanding of what you are getting yourself into, along with an open mind, will ensure you obtain the results you expect.