Company Leadership Can Harm Digital Marketing Process

Written by Nick Stamoulis

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When it comes to hiring a digital marketing firm, it is only natural that you will try your hardest to make the best choice for your company’s needs. The goal is to find a firm that is the best fit, so it is only natural that you will do a thorough job of vetting them before you hire them. It is also understandable that once you do begin working with them that you will want to be kept in the loop about the process so that there are no surprises.

While leadership’s involvement in the process is generally a good thing, there are some situations where too much intervention can do more harm than good. Here are some scenarios where leadership is actually hindering the process of digital marketing, not helping it:

Asking About Existing Clients

A reputable firm will honor a company’s nondisclosure agreements, and the firm will not do anything to breach that trust. These agreements are binding, and when the firm honors it, this builds trust. In most cases, the firm will not be able to discuss details about their clients. They also will not be able to disclose contact information about these clients.

Unfortunately, this can be an issue in the early stages of vetting firms. A company’s impulse night be to ask for references, but the reality is that doing so puts the firm in position where they are asked to breach their client’s trust by dishonoring a nondisclosure agreement.

Most digital marketing companies disclose the information on their websites that clients were willing to share. Asking them to disclose even more than that puts them in an awkward position. Leadership often insists on getting references from firms, but in most cases, this is impossible.

Dictating the Digital Marketing Process

Another potential scenario that could arise where leadership does more harm than good when working with a digital marketing firm is trying to dictate the process. Companies hire firms because they are impressed with their knowledge and results. The firm knows that their methods work because it has been proven to them over and over again.

It is very dangerous for company leadership to intervene and impose their will on the process. In many cases, leadership could have outdated knowledge that would do the process more harm than good. A reputable firm will always disclose the details of the process to you. Chances are pretty good that you hired them because you believed in their approach. Most of the time, making changes to the process does more harm than good. The firm should be allowed to stick with the process that they know works.

However, in some of these cases, it could be that leadership simply needs to be educated.  A reputable firm will explain their methodology, take your feedback into account, and explain why an approach you are suggesting might not work. A good firm will treat you like a true partner and not leave you in the dark, and they will also listen to your feedback.

The bottom line is that if you know a firm will be a good fit for your company, you should trust that! Let them use their expertise to your advantage without intervening too strongly in the process. Also, make sure that the firm is in a mindset of collaboration. The goal is for both sides to work together to maximize results.


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