Reasons to Consolidate Your Marketing Partners
Categorized in: Fractional Marketing, B2B Digital Marketing
These days, we’ve noticed that businesses often work with multiple agency partners, all of whom have overlap in the services that they offer. While it may seem like the right decision at the time, since you’re probably conscious about hiring those, you feel will do the best jobs for the activities, over time, it can be hard to manage so many agency partners at once. This can seriously diminish the quality of the work and could even be wasting money. Here’s a look at why we feel that it is a good idea to consolidate your agency partners.
Streamline Channels of Communication
In order to really have a thriving relationship with your agency partners, communication is key. The better the communication, the better the results, too. If you have multiple agency partners, communication could break down. It could be harder to keep straight who’s doing what. When you have to divide your time between communicating between multiple partners, this could water down the overall communication.
To contrast that, what happens when you just have one agency partner that does everything? Well, this improves communication because you can devote all your time to them. The better the communication, the better the results.
Create Greater Consistency Between Channels
You need your brand voice to be consistent. What happens if you have multiple agency partners that split off the marketing work? Well, it could muddy your brand and create inconsistencies. This is confusing for your audience, and it could even hurt you, preventing leads and sales from occurring where they otherwise would. No matter how much you prepare for this, not every agency partner will get this right.
If you have one agency partner, it will encourage your brand to be consistent. You’ll only have to train one agency to understand your brand. Not only that, but the consistent relationship will allow both of you to grow the brand together. This can’t happen if you are working with too many agencies.
Increased Efficiency Between You and Them
When you have “too many cooks in the kitchen”, as the saying goes, it can create unnecessary blocks. One of the main reasons for this is that everything related to digital marketing, such as content marketing, social media, and more, is related to each other. You need great content to share in social media, for example. What if you have two different third-party service providers offer each? The content marketing provider and social media provider may not know what is going on. This could affect your overall strategy.
Working with one agency partner, though, will fix this. Where multiple partners ruin efficiencies, having just one will increase efficiency. When you create a digital marketing strategy, it should be all about the big picture. When one agency takes care of it, they’ll see the big picture and develop the overall strategy to flow together.
As you can see, having one agency partner is the way to go because it can improve communication and results and also create an efficient environment to get stuff done. Overall, it’s so much better to consolidate.
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