We frequently hear from clients, “My last web company was HORRIBLE! Nobody even comes to the site and those that do come think it’s hard to use. Now I can’t even get them to return my calls. Can you give us a better-looking site that is actually user-friendly???!” Hold your horses, Lucy. It may have less to do with the quality of the site itself and more to do with a mismatch between your needs and their services.
There is a big difference between a web firm and a marketing firm, although now many web firms say they know marketing too. If you hire a web firm, you will get a product – much like buying seeds for your garden. You can’t be upset with the floral department if the seeds don’t grow in your soil or if the folks at your garden party think sunflowers are too cliche.
Marketing firms provide a service. The idea is to grow your business through an ongoing relationship. That means early stage (determining who your customers are and how/when to reach them), the mid-stage (what to deliver to your customers and to start the conversation) and the maintenance stage (how to keep customers engaged in the conversation and spread the word about you and your business).
Neither is better than the other; it all depends on your needs. If you’re a pro at gardening (or marketing), you may not need the extra help. In fact, the instructions, seminars and tidbits on floral arrangements would be a waste of time and money for you. But don’t expect to get guidance from the folks who only sell the seeds.
Admitedly, it’s sometimes hard to tell the difference between a web firm and a marketing firm that provides interactive (web) services. Watch for these five signs:
1. Early on, did they say, “Send us some sites you like?”
Web firms focus on satisfying client preferences, so they want to see what you like, as you are the final decision-maker. Marketing firms focus on the client’s clients. They are more likely to be interested in competitor sites and sites that target the same demographic. Unless you are in your target demographic, they probably won’t focus on personal preferences until they have first determined what will speak to your audience.
2. Do they try to push a lot of stuff at you right away?
Web firms often don’t intend to maintain a strong relationship with you, beyond the project end date, because they are built for agility. Because of this, they need to sell you everything you will ever need immediately because the relationship is often strongest before the contract is signed. Marketing firms generally won’t rush you into huge projects. It’s easier for them to split it into phases of what you need now, and plan for what you’ll need over the next several months.
3. Do you have a single point of contact with the firm?
And, no, the sales gal doesn’t count! Usually, this would be somebody with the title, “Account Manager” or “Account Coordinator”. If you intend this to be an ongoing relationship you need to know who you should contact, when you can contact them and how to contact them. Web companies would generally opt for a Customer Service Representative or Receptionist that would help troubleshoot items, but not provide sound advice for project-specific issues.
4. Does the staff seem qualified to give you marketing advice or does it all revolve around the internet?
If it’s mostly a group of programmers and designers, their marketing advice will be limited in scope. They know buzz words like Web 2.0, SEO, click-rate and Google Analytics. However, when it comes to sourcing, market research, return on investment, cost per acquisition, top of the mind awareness and branding, they may be a little at a loss. If they don’t know those things, you’d better.
5. Do they really push “Do-It-Yourself” tools?
Web firms usually don’t have copywriters. Whereas, most marketing firms would rather you didn’t write any of your final content. A lot of work goes into the content length, tonality and target that many non-marketing savvy clients may miss. Web firms are more likely to give you a blank Content Management System (CMS) and consider their work done. Marketing firms will generally encourage the use of a CMS to make quick edits to text, but will encourage you to allow them to help with the initial copy.
If more than a couple of the items above were true, your “marketing firm” is really a “web firm.” But, never fear. Web firms have their place. They are generally less expensive than marketing firms, are usually better at developing more complicated software quickly and work well with clients with a marketing background who know exactly what they want and how to maintain it. However, if you’re looking to build your brand with the support of a team that understands how to efficiently connect future customers to your offerings, both online and offline, a marketing firm may be a better choice for you.
Learn more about the interactive marketing that xiik offers at http://www.xiik.com/solutions/index.aspx.
