The marketing department plays a vital role in promoting the business and mission of an organization but for that, it needs to know the business plan exactly. Doing digital marketing for businesses is not a one-sided work, but a two-way solution. The client would need to share their ideas and vision with the marketing team to enable them to be more in sync with the goal and objectives of the business organization. While the digital marketing agency would need to design their marketing strategies to keep them in consonance with the business plan.
Why Clients Show Disinterest in Sharing Their Business Plan?
Digital marketing started spreading its domain about a decade ago to become the king of all marketing space. In developed countries like America, it already accounts for a huge total of all spending on advertising by brands across all marketing platforms. Large businesses understand the reach and importance of digital platforms and have already set up and running their digital marketing units that run in full consonance with their business plan. While small businesses are still reluctant to share their business plan with their digital marketing agencies for different reasons which are:
- They are afraid that their business plan could be leaked and copied by others.
- As digital marketing is comparatively a new phenomenon, many business owners consider it of too little importance to share their business plan.
- To avoid the conflict of ideas between the marketing brains of the company and the strategists of the digital marketing agency.
- Out of the sense of overconfidence in their own ways of promoting the product/service, by not letting others to interfere; they just want digital marketers to do as directed.
There are little justifying reasons but only business owners’ apprehensions that resist them from sharing their business plan with their digital marketing team. To cast away their apprehensions, digital marketers can offer to sign a Non Disclosure Agreement (NDA) to protect the information.
Why They Should Share Their Business Plan with Their Digital Marketing Agencies?
First of all, digital marketers don’t require crucial business information such as business’ finance, human resource management, intellectual property management, supply chain management, etc., but only about the products or services a business offers, its marketing plan and strategies, brand history, business description, and/or the mission statement that helps them in doing market analysis, competitor analysis, SWOT analysis, and in devising a clear marketing strategy with predefined goals and objectives.
Without a clear idea of the goals and objectives, it’s almost impossible to run a marketing campaign. You, as a digital marketer, will have to guide your clientele on the importance of sharing their ideas and objectives with you in order to be able to design a marketing strategy that actually works. The reasons you’ll convey to them are as follows:
A marketing team starts with analysis on business, its product and service, its brand history, then moves on doing the SWOT analysis, market and competitor analysis, and these are done based on the information you share with them.
Marketing team will need real business data to base their social media, SEO, email, and inbound marketing strategies on.
A business marketing manager doesn’t necessarily understand the working of digital marketing, so just asking them (digital marketing team) to do tasks as directed may not produce desired results.
Sharing your goals and objectives with them will bring their methods in unison with your vision.
Treat your digital marketing agency as an extension to your marketing effort.
If you can’t resist being apprehensive, it’s ok! You can just ask for a plan from the marketing team and see if that fits into your business plan. If it doesn’t fit, work with them to make changes and to bring it in unison with your plan, but hear the marketer’s viewpoint attentively.
Never hire multiple agencies and create multiple websites. Your customers get confused. This can also bring the wrath of Google on to your business.
Identify the audience and work on personas before starting digital marketing campaigns.
To better let you understand the consequences, we are sharing below a list of cases where the mistrust and misinformation by the side of the companies on their digital marketing team made them pay hugely for it. See below:
This chiropractor had multiple websites listed with slight variations on Google Local. They had hired different agencies with different phone number redirects to track the leads. One fine morning, Google delisted all his listings because they (digital marketing agencies) violated its guidelines.
This ecommerce company earned a decent $8000 on an average each month just on organic rankings till they decided to re-do their website with no information to us. They changed their names and web page names, lost all organic rankings and finally lost their entire business. This was a case of complete mistrust by the side of the company on their digital marketing team for which they paid heavily.
A luggage company never just shared details of any of their product launches. They used to launch them offline. Its digital marketing agency always came to know of a new product only when they see it on the website. They didn’t understand that using social media before launching a product is a hugely helpful thing to create a buzz. Avoiding that, they were missing out on reaching personally to around 20K people in this case.
This was sometimes back, when we were working on to get some backlinks for this business. We explained the client that we were creating contents for that. But the client was so desperate to get those backlinks that he hired another digital marketing agency who used link farm (a spamming method to exchange links) to get the links. Before allowing Google to take harsh actions for this kind of negative SEO, we detected it and did what was the best for the business. We started a cleanup (disavow process) and saved the company from the wrath of Google.
This is a sheer case of communication gap. This business conveniently forgot to tell us to focus on one service as they were going to withdraw the others. On the other hand, because the service was highly competitive, we were focusing on smaller services so that we could upsell and that’s why we built the entire campaign around it, but only to find one day those services no longer exist! This was a frustrating experience.
We could go on and on!
To conclude, it’s highly suggested for a business owner to shed light on marketing challenges that his/her business is facing, so that the digital marketing team can give the right diagnosis and start implementing a unique and targeted strategy.
So, this was our second last blog in a series of 13 blogs based on the crucial doubts and questions that are highly spread across the realm of digital marketing.
Next week, we’ll be concluding this tryst with digital marketing with our 13th and the last blog that will talk about having the ownership control of a website.
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