Should You Fire Your Marketing Specialist?
Keystone considers it unethical to work with two clients within the same competitive space, simultaneously.
Your business is unique and has its own set of assets, goals, and yes problems. What your business doesn’t need is a marketing company working with your competition. Keystone will never work with your competition. We turn down business to work in our current client’s best interest.
If your marketing company specializes in your specific line of business, the questions you should ask yourself are:
- Are they doing the best job for you, or for your competitors?
- How are they going to raise your firm’s profile over your competition?
- How can the marketing company perform excellent marketing services for both you and your competition?
Is Your Marketing Specialist Serving You Well?
For this discussion let’s say your business is a family law firm serving Southeastern Michigan. Of course you have many competitors! To raise your firm’s profile, you search for a good marketing firm specializing in your business category. Marketing specialists will tell you they know your business, because it’s their…specialty. That same marketing firm eagerly takes on as many family law firms as they can in the same market. They willingly woo your competitors and then tout it as ‘expertise’.
A marketing firm cannot best advise your company on how to meet your online business goals if they are also working for your competitor. A marketing company cannot fight for top placement in Google ads for two or more competing companies. A specialty marketing company cannot offer you their best efforts if they are also serving your competition’s best interests.
It is a conflict of interest for a marketing firm to take on more than one company in a business category, within the same territory.
What’s the Real Problem With Hiring a Specialty Marketing Firm?
You get ads like this:
These two ads have been at the top of search results for the query ‘Ann Arbor Divorce Lawyer” for over a month. They were both created by the same ‘legal specialty’ marketing firm, and they fail to show either law firm as a unique company.
Who is the marketing specialist really serving? Certainly not these two law firms. These two law firms are paying a significant monthly fee to get this poor service. You pay your marketer to raise your online profile above your competitor’s. These two ads give the impression they are related firms. (They are not.) Yet, companies persist in thinking a marketing specialty firm is their best answer. Clearly this shows you they do not, and cannot, operate in your best interest.
Contact Keystone Media for a fresh approach to your digital marketing.