In today’s world of marketing, it is common to spend thousands of dollars with a person or company and never meet them. Looking at the person in the eyes and shaking hands with the representative of the company you are hiring to manage one of your largest investments is an opportunity many advertisers are missing.
Most digital companies will send you a monthly report on how your advertising is performing, but what good is that report if you don’t understand the numbers. The ability to sit across from your marketing expert is a tremendous resource to educate yourself on the cause and effects of your advertising. Knowledge is power and this can help you hold the marketing company accountable to the results for your business. Learning how to breakdown your analytics and discovering true ROI is a major advantage to doing business locally and being able to build a relationship with your chosen digital vendor. When possible, know who manages your website, serves your digital ads and implements your strategies, both in the digital space and with traditional advertising.