This is the third in a series of posts exploring how to work with marketing agencies. In the first post, we looked at how to identify the type of help you need, shortlist potential partners and invite them to pitch. The second looked at how to brief your chosen partner and agree budgets. In this final post, we’ll look at how to manage your agency relationships and get the most out of them.
We often think of social media as a place where time is wasted. But time spent on LinkedIn can be productive, provided you go about it in the right way.
Marketers often focus their efforts on new business, but sometimes, the fastest and most cost-effective way to grow your business is to look at your existing customers. In fact, the success rate of upselling or cross-selling to an existing customer is around 50% higher than selling to a new one for the first time.
Marketing innovates, tests and refines ideas that increase your business’ presence in the marketplace, making more prospective customers more aware of who you are and what you do. It also brings customers into your business, guides them to the point where they’re willing to spend money, and keeps them there and spending for as long as possible. All of these fit into our Marketing 360 framework - they’re all goals and activities which are part of one overarching function, and it’s all directed toward growth.
Who’s the best driver in the world: Rally star Sébastien Ogier or F1 champion Lewis Hamilton? Trick question. Both are viable contenders, but only for a given value of “best”. Their driving styles are worlds apart. F1 is a matter of speed, precision and perfect understanding of the vehicle. A rally champion may not hit the same raw m.p.h., but they need to drive with flamboyance and a will to improvise. There’s a fundamental difference in mindset and skill set involved, and a champion behind one wheel may end up in the middle of the pack behind another. There’s a lot more to the choice than: “well, they both drive fast, don’t they?” So it goes with many things - including sales and marketing.