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Marketing performance depends on clear governance between internal teams, agencies, credentials, expectations, and review routines.
The companies that are getting the most out of search engine optimisation, Google Ads and social media are the ones that are merging their in house marketing teams with external agencies. In house marketing teams are brilliant at what they do, making sure that things run smoothly, executing things and working with the brand. External agencies on the other hand bring a lot of other aspects into the marketing mix.
They can bring creative spark, they can bring new ideas, they can bring new things that are happening in the market and most importantly they can bring technical expertise such as SEO, Google Ads and paid social. SEO and Google Ads for example take years and years to master and in house marketing teams can't be expected to know it. All the companies that I've worked with that get the greatest success by far are the companies that were merging the in house marketing team and my external agency together.
We form a great relationship together and it really is the way forward. If you are an in house marketing team and you need more expertise with SEO and Google Ads or you're just running low on capacity, think about this model and what it can do for your team.
Marketing performance depends on clear governance between internal teams, agencies, credentials, expectations, and review routines.
Define ownership, reporting, access, partner status, review cadence, and escalation paths before agency or internal team work is judged only by outcomes.
This source is connected to Agency and marketing-team governance.
The companies that are getting the most out of search engine optimisation, Google Ads and social media are the ones that are merging their in house marketing teams with external agencies.