So, you’ve decided to invest in franchise digital marketing to help grow your brand or business. You’ve got high hopes, a limited budget and a finite amount of time to start seeing results. You’ve done your homework and have vetted marketing agencies to help you, and now it’s time to choose one. Who do you go with?
Well, a lot will depend on an agency’s history and track record, vendor relationships, whatever specialties it may have and more. As a brand leader, you’ll be weighing numerous considerations; but as a person, you should pay special attention to the agency’s human resources, particularly its team of digital marketing account managers, because it’s the account manager who will oversee your marketing world. They can frustrate or confuse you or reassure you that all their hard work and your money are paying off. The stakes can be quite high.
In many ways, the account manager is the unsung hero of the digital marketing world. They juggle dozens of balls at once and are expected to have all the answers (and some of them do!). Realistically, it’s the account manager’s job to regularly collect information from multiple sources and make the connections that’ll help them tailor their marketing approach, meet deadlines, set goals and help you understand the value of your digital marketing spend. If that sounds like a lot, it is — and it’s often easier said than done — which is why successful franchise marketing depends very much on the skills, experience, and dedication of your account manager. Given that, what should you look for in a good one?