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So you have decided to invest in the franchise digital marketing to help you grow your brand or business. You have high hopes, a limited budget, and a limited time to start seeing results. You’ve done your homework and selected marketing agencies to help you, and now it’s time to choose one. Who are you going with?
Well, a lot will depend on an agency’s history and track record, relationships with suppliers, whatever specialties he may have and more. As a brand leader, you will have to weigh many considerations; but as person, you must pay particular attention to the agency’s human resources, in particular its team of digital marketing account managers, because it is the account manager who will oversee your marketing universe. They can frustrate or confuse you or reassure you that all their hard work and your money are chargeable. 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 gather information from multiple sources and make the connections that will 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 franchise marketing success is highly dependent on the skills, experience and dedication of your account manager. . Given this, what should you look for in a good one?
The right account manager
The first thing you should expect from a good account manager is a demonstrated competence together that allows them to navigate the wild and woolly world of digital marketing. From interpreting hard data to adjusting client budgets, course corrections, and communicating with website developers, writers, vendors, and more, your account manager needs to be on point. comfortable doing what the job title suggests – manager people, deadlines, data, expectations, etc. If they do not master job requirementsif he can’t multitask and stay calm under pressure, you could be in trouble.
Being able to interpret information, set goals, and manage situations and people is extremely important, and good account managers do it all the time. But good is not always enough. Sometimes situations demand more, and when that happens, you’ll need more than a good digital marketing account manager – you’ll need a great one. But what separates the two?
The Great Account Manager
In my experience the answer is general skills — the talents, instincts and values that cannot be measured but can help us all be better at our jobs (and in our lives) and enable great account managers to deliver during exceptional or difficult times .
Transparency is one of these soft skills. No one likes being lied to, let alone people with thousands of dollars at stake. Great franchise digital marketing account managers know the value of honesty, even if it’s hard to tell the truth. truth. They never blur the line between fact and fiction and always understand that it is better to be the bearer of bad news than to be silent. Great account managers always tell it like it is, no matter what, so customers can decide (often with the help of their account manager) what the next steps should be.
Another soft skill that helps define an excellent account manager is intuition. Skilled account managers don’t just rely on their heads; they often go by instinct. They see something – say, a slight drop in organic traffic – and dig deeper. They talk to their SEO specialists, they check that their client’s website is working properly, they determine that the drop isn’t related to anything seasonal, cyclical, or algorithmic, and most importantly, they don’t panic.
The nature of digital marketing is that it is a fluid and dynamic approach that is measured over months or even years, not days. A great account manager knows this and makes sure the customer knows it too.
Perhaps the most important quality to look for in an exceptional account manager is empathy, because when an account manager can empathize with a customer, they feel that person’s hopes and fears enough to want to help them. . An account manager who understands that good digital marketing has less to do with KPIs and keywords and more to do with people is better equipped to answer a customer’s questions, address their concerns, and celebrate their digital marketing victories. In fact, what empathy recognizes is relationship between the account manager and the customer, and recognize that this relationship can have a powerful effect on the bottom line.
At the end of the day, Franchise digital marketing account managers – good, bad or great – are also human beings with feelings and goals, and they value your feedback. If you’re working with someone who isn’t meeting your expectations, politely let them know and try to find ways to make improvements. If that’s not possible, don’t be afraid to ask for a new one. Agencies go to great lengths to ensure there is a good fit between clients and account managers because they know how much it depends on it.
On the other hand, if your account manager wows you, delivers leads, and hits KPIs, be sure to let them know you appreciate their commitment to your growth; it’s more than being free. Ultimately, keeping communication channels open and honest will go a long way to maximizing your return on investment.