Over the last few years, marketing agencies have grown in large numbers, so the competition for choosing the right agency is growing. When choosing the right agency for your needs, you need to be able to determine which agencies are up for the challenge. The best way to ensure you choose the right agency is to ensure that the Account Manager, who will be dealing with your needs, knows what you expect from them, and everything from the starting line is transparent, clear and cohesive.
We’ve put together to the top things that you should expect – and get – from your account manager with you sign up to digital marketing services from an agency.
Honesty is really the best policy, especially in the world of digital marketing. When it comes to SEO, you cannot promise any results due to the unknown nature of Google – we don’t know the ins and outs of the search engine, so we cannot predict how your site is going to perform. Therefore transparency, for both parties, is the best thing when it comes to your expectations of your Account Manager.
With PR outreach opportunities always leveraging on the availability of journalists, content rankings always depending on the competition within the search engine results page, and tech changes banking on when Google will next crawl your site, it’s important to understand that changes to your site’s improvements do take time.
If your current agency is telling you that you will rank on page one within three months of working with them, then we’re sorry to reveal that they are most likely lying, as this is not a realistic goal for either you, the client, or your marketing agency. Being on page one can be your goal, but it’s never a certain thing. If these things are laid out clear from the start and the truth is told throughout your relationship, then you will have a trustworthy agency on your hands.
Sometimes the results that your account manager was hoping for don’t come in, and this is when being open and transparent will be favoured the most. As we’ve mentioned, we don’t all get it right the first time, second time, or even third! However you should expect your account manager to let you know when these instances occur, as then everyone knows what does and doesn’t work for your account, and can be avoided for future opportunities in order to focus on what does bring results!
Communication is essential. In this day and age, there is no excuse for bad communication between clients, colleagues or even friends!
Business owner always need to know what work has been completed by their marketing agency, and the results they’ve seen from this, which therefore increases profit and revenue. As a client, you should be receiving regular contact with your account manager – at least one email a week, even if it’s just a little “hello” to check in or a list of quick wins achieved that week.
Account Managers should stress the importance of communicating with you – if little or no communication takes place, then it’s harder to get things resolved and it’s harder to improve the performance of the website. That being said, communication goes both ways – make sure you’re contacting your account manager too with updates or concerns, because if they’re not raised, how can your account manager know of any pressing issues you may have as a business?
Therefore it is essential that both parties participate in communication to ensure that everything is being done to the best of both the account managers, and the clients, ability.
Knowledge & Problem-solving
An SEO account manager should have a wide range of knowledge when it comes to SEO, whether it being technical SEO knowledge or social media knowledge there should be something known for each. After all, SEO covers a lot more than just link building nowadays.
Delving into problems is also covered here with knowledge. Having the knowledge and experience to know how to tackle problems or to analyse data in order to solve an issue on a site is also important. An Account Manager is there to answer any of the client’s questions – they rely on the knowledge of that Account Manager to answer them and give them confidence that everything is running smoothly.
Organisation & Time Keeping
As an Account Manager, your main contact will have a wide range of knowledge when it comes to SEO, social media, content and PR – all of our account managers understand all aspects of search in order to get your website performing to the best of its ability.
Whether you need technical SEO updates, onsite content, PR and outreach links or optimisation to your key pages, your account manager will know exactly what is needed in order to improve your website’s performance. Afterall, marketing includes more than just link building these days.
Delving into problems is also covered with knowledge and experience. Having the knowledge to tackle problems and analyse data in order to solve issues, whether it be issues with the site itself or wanting to create more influence to the site, you can rely on your account manager to be able to help you solve anything.
In the world of digital marketing, it’s difficult to promise certain results, as nothing is ever 100% predictable – that’s why it’s important for account managers and the overarching team to not give up if they don’t get the exact results they were hoping for.
This is especially true when it comes to expectations – being on page one should be a goal, not an expectation. Receiving an increase of 100% in traffic year on year is a goal, not an expectation. All of the things you want to achieve for your business is doable – and should be treated as a goal to reach, rather than as an expectation of your agency.
Being motivated as an account manager is essential to keep the rest of the team motivated and wanting to achieve great results. Hard work pays off, so having an account manager who gets back up after being knocked down is a truly hard worker, who you should stick with. Digital is a world in which we try and test new things, therefore sometimes it does go wrong – but those who stand up once they have been knocked down are those who will do anything to ensure you reach your goals!
Nobody wants a lazy account manager, do they? An account manager should be proactive on your account, trying new ideas or constantly revisiting old ones. This can be from just showing you the results they’ve achieved before you ask for them, or letting you know of any opportunities they’ve seen for your account.
If you know that your account manager is always on the ball and constantly seeking new opportunities whilst communicating these with you, you know you can tryst them to do the job properly. This allows everyone involved to have peace of mind that the job is being done successfully and correctly.
If you’re interested in learning more about how Ricemedia can assist you with all of your digital account manager needs, contact us today to see what we can do for you and your website!