Thursday, October 4, 2018

We Are Not Right for Each Other

Some relationships just aren't meant to be.

We offer a wide variety of services at a range of price points to meet the needs of almost any customer, and our value proposition is second to none. Yet there are still some scenarios where it may make sense for clients to look elsewhere.

In this post I'll suggest a few such scenarios in which Ethical Digital may not be the best fit.


Don't use us if you only need one thing.

We compete with full-service digital marketing agencies, and our edge comes from the efficient way we coordinate specialists into teams at scale. If you only want one thing, like someone to manage your PPC, then you don't really need that coordination. In that case you might be better off hiring an individual specialist or working with a firm that only does PPC.

On the other hand, here's the problem with only needing one thing... How do you really know? To the guy with a hammer, everything looks like a nail. If you ask a PPC specialist where you should spend your next advertising dollar, she will gladly tell you to spend it on PPC.

One of the advantages of a full service marketing firm is they are supposed to be advertising channel agnostic. Your marketing strategist's job is to help you allocate each marginal dollar to the channel that will yield the highest ROI.

Don't use us if your business is on the verge of collapse and this ad campaign is your last hope to turn things around.

Sorry, that's just too much pressure. Successful marketing requires some trial and error, and sometimes things flat don't work. It's not that we're insensitive to your plight, rather quite the opposite. We work in marketing, man, not the ICU! We want to be able to sleep peacefully at night!

Then again, if we can't help you, who can? I truly believe we offer the best value in the industry, and no other company has incentives so well aligned with the interests of the client. Did we learn nothing from Spiderman about great responsibility coming with great power? And one of the cool things about Ethical Digital is that people can take on the clients they want. Maybe some of our agents have tougher nerves than me and are more willing to help a business in crisis.

Don't use us if you have way more time than money.

If you are just starting your business and are taking things slow, maybe it's a bit premature to hire a digital marketer. There's no harm in learning how to do some of your own digital marketing yourself. No, you probably won't do a great job without a lot of training and practice, but you will at least get familiar with how these things work so you can be a more savvy customer in the future.

So for the time being, let's just be friends. We can send you our Digital Marketing Basics for Decision Makers guide to get you started on your journey. When you're ready to take the next step, we'll be right here waiting for you.

DO use us when you're ready to get more from your digital marketing.

There are countless digital marketing agencies offering basically the same services. In a sea of sameness, we are really, truly, authentically different.

For one thing, we are not a marketing agency. We are a network of professionals connected through a platform, so we have none of the overhead of a traditional agency. No office space, foosball tables, snack days, none of that. We prefer the freedom to work from home or by the beach, and those cost savings let us price our services a good 20-30% below market.

For another thing, we operate on principles of meritocracy and skin-in-the-game. This lets us attract top talent and weed out the slackers, and it keeps everyone aligned with the long-term interest of the client. The upshot is a deep bench of talented, motivated specialists ready to fulfill on any service.

Clients get a dashboard and a dedicated Account Manager. In addition to providing regular reports and recommendations, the Account Manager dictates strategy to the fulfillment team, making sure the whole is greater than the sum of its parts. We didn’t invent integrated marketing, but we are working to perfect it.

The bottom line is an efficient, integrated digital marketing solution that we believe is hands-down the best value in a very crowded market.