I’m going to do something quite rare in the Marketing industry, cut through the spin.
Now don’t get me wrong, we love a bit of spin and publicity as much as the next marketing agency, but what we don’t like is the smoke and mirrors of what makes companies great. I could write for days on the difference between good marketing agencies, bad marketers, great firms and complete time wasters. The reality however is that a great marketing agency in Brisbane, Australia or around the world differs for every client, every brand and every industry.
The concept I want to explain is that no size fits all. Anybody who claims to is a “red flag” time-waster. Think of your firms marketing, branding and online presence like brain surgery. You have to dissect customer demographics, sentiments, consumer behavior, industry trends, your own strengths and unique selling propositions. This is before you even get to second base. Does this kind of expertise sound like a one size fits all SEO package or marketing plan is going to solve?
Well if you want a GP to do your brain surgery, there are plenty claiming to be proficient. There is a good reason we don’t have SEO bundles or marketing packages with prices and that is because everything we do is tailored to the individual specifications of the client. You best believe we don’t take on every client that walks through our door. Some just aren’t the right fit.
To sum it up, a great marketing agency is one that often says “thanks, but no thanks” to clients. Experts that know their strengths and surround themselves with the clients and markets they dominate.
As a business owner, I am guessing you have worked for good marketing companies, bad marketing agencies and others. What is something that you say would separate someone that is good at marketing from someone that is a hack at marketing?
Well, one of things you could look at obviously, is their track record. For a company or a person that falls short of having a decent track record, you can at least look at what they’ve done with their history. Who is around them, who their influences are and who their mentors are. You need to look into a little bit of their history and who the people are.
But one of the things that would set our company apart from many others is that we work on what’s called performance based pay. That is where we are proving ourselves with value every minute of every day. To me that’s what a good marketer is, a good marketer is someone who gets paid based on the value they deliver to their clients business.