The way we advertise our brand and services have changed over the last few years and along with it are the client’s expectations. Creative agencies all agree that clients have high expectations. And the results may not always be what they expect.
As we have seen last year, digital marketing has brought many opportunities for creative agencies. The unbelievable growth of social media platforms and innovative lead generation strategies has made brand awareness easier than ever. However, marketers also know that behind these advantages are drawbacks, including the client’s expectations that don’t equate to reality. Let us go over these expectations vs. reality scenarios.
Expectation: Small Investment, Big Result
Many clients believe that spending a little on their digital marketing campaign will have large results. Meaning, they expect a creative agency to create something that will go viral with a small spend.
Reality: Entrepreneurs should keep in mind that they have to spend money to get money, and the same is true for marketing, whether traditional or digital. Although digital marketing is cheaper than paying for an ad on a newspaper or TV, it is not free. Some businesses put a small investment in their marketing strategies and expect great results. Only to be disappointed when these results are not as good as they expected them to be.
Expectation: Set it, and forget it
Reality: Nothing is constant in digital marketing. It is evolving and your strategies need constant recalibration. Since business goals are agile, the strategies should be aligned too while sticking to the best practices. Social media campaigns, for example, need constant monitoring and take advantage of the opportunities.
Expectation: Let the content do the work
Reality: Creating good content is only the first step. It should be published on the right platform with the target audience at the right time. It should have a specific goal like educating the readers or being an authority in the industry. For the content to drive leads, it needs to focus on the current needs and problems while not being too salesy.
Expectation: Posting the same messages across all platforms attract the target audience
Reality: Publishing content is not enough. The digital marketing team should understand their audience and what specific social media platforms these audiences inhabit to better position the brand. Different social media platforms have different demographics and it can be difficult to generate leads if you are posting the same for all platforms.
Expectation: Creative marketing is only for big businesses
Reality: While it’s true that big companies are the first to realize the potential of digital marketing, many small businesses pulled away from the pack because they became successful online. Creative marketing is for everyone: big, small, or start-ups. Businesses should be online as more than half of the customers are there. Wherever the customers are, the creative agency has a role to play.
In marketing, there is a thin line that separates expectations from reality. Both the digital marketing agency and the client should understand this and be on the same page. As a client, you should be realistic about your goals and what it takes to achieve them. If you’re not, then you are bound to get disappointed if the results seem lacking.