As someone who’s been in the industry for quite some time, I understand how important it is to have a seamless working relationship with your account manager. There are key aspects you should look for in your marketing agency’s account manager – consistent communication, general oversight, high-level strategic thinking, and responsiveness.
Consistent Communication: A True Partnership
The foundation of any successful collaboration lies in open and consistent communication. Your account manager should be your marketing ally, always keeping you in the loop about the progress of your campaigns and any changes to strategies. Expect regular check-ins, status updates, and meaningful insights that help you understand the impact of your marketing efforts.
A reliable account manager should be approachable and receptive to your questions and ideas. Don’t be afraid to set expectations up front. Whether it’s through phone calls, emails, or virtual meetings, they should be readily available to discuss any concerns or address queries that arise. Remember, it’s not just a business transaction – it’s a partnership aimed at achieving your marketing goals together!
General Oversight: Details Matter
While it’s crucial to have a big-picture approach, the devil is often in the details. Your account manager should be the Sherlock Holmes of your marketing campaigns – vigilant, thorough, and detail-oriented. They should keep a watchful eye on every aspect of your projects, from analyzing performance metrics to tracking the success of different strategies.
Having a dedicated account manager overseeing your campaigns ensures that nothing falls through the cracks. They should proactively identify areas for improvement, come up with creative solutions, and implement changes as needed to stay on track towards achieving your marketing objectives.
High-Level Strategic Thinking: Beyond The Status Quo
An exceptional account manager is more than just an executor of tasks; they’re a strategic thinker. They should have a deep understanding of your brand, target audience, and industry trends. Armed with this knowledge, they should be able to craft data-driven marketing strategies that align with your business objectives and set you apart from your competitors.
Your account manager should be proactive in suggesting innovative ideas and new approaches to elevate your marketing efforts. They should constantly be on the lookout for emerging trends and opportunities, ensuring your brand stays ahead of the curve.
Responsiveness: The Key to a Strong Partnership
Imagine having a brilliant marketing idea strike you at 3 AM and eagerly reaching out to your account manager for feedback. While we might not respond immediately at that ungodly hour (because, let’s be honest, we’re humans too), they should be prompt in replying during business hours.
A responsive account manager demonstrates that they value your partnership and are committed to your success. Whether it’s addressing urgent issues, providing updates on ongoing projects, or even just acknowledging your message, their responsiveness is a testament to their dedication to your marketing endeavors.
Reporting: Understanding ROI
Your account manager will be responsible for tracking the efficacy of each marketing tactic and how it impacts the client’s business goals. This involves compiling and reviewing monthly marketing reports to ensure clarity of data, direction and ROI. Metrics include website traffic, conversions (phone calls, form fills, emails), social post and engagement, video views, keyword rankings, paid ad reach, clicks and click through rate, cost per conversion, and more.
Expertise: Guided By Experience
Your account manager should be a marketing maestro – someone with a wealth of industry experience and a deep understanding of various marketing channels and tactics. Their expertise will guide you through the ever-changing landscape of marketing, helping you make well-informed decisions that yield tangible results.
By showcasing their knowledge and expertise, they instill confidence in you that your marketing campaigns are in capable hands. Don’t hesitate to ask about their past successes and experiences; a seasoned account manager will be more than happy to share their insight.
When you partner with a marketing agency, the account manager serves as your bridge to success. Consistent communication, general oversight, high-level strategic thinking, clear, transparent reporting, and responsiveness are the cornerstones of a strong client-account manager relationship.
As clients, it’s essential to have open and honest communication with your account manager, actively participate in the process, and provide constructive feedback. Remember, they are there to help you achieve your marketing goals and take your brand to new heights.
So, choose your account manager (and marketing agency) wisely, and together, let’s create marketing magic that leaves a lasting impact! Happy marketing!
