Ihr Anbieter von digitalem Marketing erzielt keine Ergebnisse. Wie werden Sie die Situation wenden?

To turn around a digital marketing vendor's underperformance: 1. Review Metrics: Analyze the current performance data to identify gaps. 2. Communicate Issues: Discuss the shortfalls with the vendor and request a detailed action plan. 3. Set Clear Goals: Establish specific, measurable targets and timelines for improvement. 4. Enhance Collaboration: Increase collaboration, providing more guidance and support. 5. Monitor Progress: Implement regular check-ins to track progress and make adjustments. 6. Consider Alternatives: If no improvement occurs, prepare to explore alternative vendors. These steps can help realign efforts and achieve better results.

It’s common for folks who aren’t experts in certain areas to set unrealistic deadlines (either too short, or even way too long). I’ve seen this firsthand. For example, while I respect the hard work of 3rd party copywriters, I’ve never understood how a single page of content could take 2-3 weeks with all the reviews, optimization, and edits. Most teams could handle that in 1-3 days. I also worked with an agency managing affiliates, and despite being well-paid, they’d do things last minute, proving some tasks might only take 30-60 minutes, not 2 weeks, even when given a 1-2 week heads-up. Knowing benchmarks is crucial, but when vendor deadlines are unreasonable, you need to push back and manage things more closely.

This is a crucial first step. Gathering and analyzing data objectively is essential for understanding the true performance of your campaigns. It's important to avoid bias and face the facts, even if they're not what you hoped for.

Revisiting and redefining SMART goals is vital. This alignment between your objectives and your vendor's understanding is key to turning the campaign around. It provides a clear direction and measurable targets.

Curiosity is vital. Do your research, have a perspective, but make sure that you enter a conversation with a vendor that is under-performing with an open mind. The perception that they are under-performing comes from a value assessment that you have made based upon a mix of objective and subjective realities. Allow the vendor to tell their story. It’s entirely possible that there’s been a misalignment. Maybe you’re measuring the wrong things, maybe the brief didn’t mean what you thought it did, maybe there’s an overbalance of focus in a less important area. Be open to the possibility that your vendor is actually performing… it’s just that you couldn’t see it. But also trust your own experience when you are presented with the facts.

Communication is indeed key. A collaborative approach to problem-solving, rather than blame-shifting, can lead to more effective solutions. Listening to your vendor's insights can provide valuable perspectives you might have overlooked.

Being adaptable in your approach is crucial in the dynamic field of digital marketing. Experimenting with new strategies based on data and discussions can help improve campaign performance.

Establishing clear KPIs that align with your revised objectives is essential. Regular review of these metrics allows for data-driven decision-making and helps keep the campaign on track.

Treating setbacks as learning opportunities is a valuable approach. Using insights from both successes and failures to inform future campaigns can lead to long-term improvements in your marketing operations.