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A System for Measuring Your Agency’s Marketing Growth

Over the course of the last two decades we’ve spent working with marketing services firms, we’ve continually expanded our understanding of the factors that guarantee success with their own marketing.

Even our understanding of what ‘success’ is has significantly refined over time. It used to have to do with how the site looks, if it was taking advantage of a certain technology, if it was hitting certain metrics in regard to traffic, word count, likes, etc. Now, we understand that generating opportunities with right-fit prospects is the only real goal.

The nice thing about having a true, clear, ambitious goal is that it is its own navigation system. The simple act of setting the right goal shapes every move you make during your pursuit of that goal.

Even though we’ve had a positive effect on our clients’ marketing for decades, it’s only in the past five years that we’ve been able to have a predictably positive impact. We now know exactly what it takes for an agency marketing ecosystem to regularly generate opportunities.

The Agency Marketing Maturity Index is the system we use to assess how an agency is performing across the seven elements we believe are critical to their marketing success, what the next stage of growth looks like for each, and what the ultimate goal is for each.

In this white paper, we will outline the seven elements, along with the five stages of growth for each one. You should be able to honestly identify where your firm lands on each of these axes. The columns aren’t static; a firm may excel in one area while falling far behind in another. Scores for each element are usually within a 1-3 column range.

We hope you find this tool useful, practical, and properly inspirational. If you’d like us to perform an assessment for your firm, please request one.

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Index

 

Website

The website’s role in the Agency Marketing Ecosystem is to attract, inform, and engage qualified prospects. While it is no longer the most complicated part of the ecosystem, it remains the hub that connects all of the elements.

Stage 1: The Brochure
In Stage 1, the site is a brochure. It may be beautifully designed, represent the firm well, have a strong portfolio, basic positioning pages, and a contact form. It’s a fine tool to represent the firm to prospects who know enough to intentionally go to the site. If done well, it won’t have a negative impact on the firm, but it has almost no chance of developing new prospect interest or elevating interest among existing prospects.

The site sees an average of 10-20 unique visitors p