We meet business owners and talk with several companies every day about their marketing needs. More often than not, we come across professionals who contemplate giving us a chance to prove our worth in 3 months. By making a significant difference to the bottom line. The intent is always to measure the result and increase investment on positive response. Fair enough up to here you might think.
Football Philosophy
There is nothing wrong with sampling a company’s services for a period of time, but when it comes to online marketing, are 3 months enough to turn your business around?
It could prove very costly if a company seeks to find an agency that magically makes a major impact, similar to how football teams hire and fire managers.
Unrealistic short-term targets
For a professionally planned campaign, most online marketing services (Paid search, social media) need at least 2-4 weeks of set-up, research, analysis, insight and strategic recommendations. So we can waive goodbye to month 1.
[SEO campaigns take considerably longer to produce results at 6-12 months]
The second month is used to start implementing the campaigns. However much or little experience an agency has in an industry sector, the second month is always a discovery period. A time for the first reflection of strategic thinking by listening to the market and constantly measuring results and user feedback.
This leads to re-evaluation of data, adjustment of targets and many tweaks which are implemented through month 3.
Disappointment stage
If the targets are based on performance be prepared to be disappointed. Especially if you are offering something new, special or unique in any way. 3 months are not enough to produce a business turnaround. There is enough time to detect signs of growth. More followers on social networks, better quality traffic from Google ads, your bounce rate dropping, and customers reading your content for a longer time.
There is plenty enough time to set the foundations of an excellent campaign. If used properly they will give you metrics, reports and processes that you will follow throughout the duration of the company’s life.
Conclusion
Constructive use of a 3-month contract would be to evaluate the agency’s work ethic, ideas, willingness to learn from you about your industry, pro-activeness and overall service level. This is enough to give you many hints about the potential success of the campaign.
I am not going to say, good things come to those who wait, its too cliché. But there, I said it.
