Hi, I'm Jim Collins, CEO of Fruition. In balancing our business’ current needs and preparing it for the future, we CEOs have our plates full of countless responsibilities, and it can seem like there are never enough hours in the day to get it all done. After 20 years of managing companies, I’ve learned that the key to success (and a manageable priority list) is focusing on what you’re really great at – and outsourcing the rest to experts. I’ve found that outsourcing digital marketing can be a game-changer for many CEOs. It can free up valuable time and substantially boost your company's ROI while allowing you to focus on what you do best – growing your business. But let's be honest – finding the right digital marketing partner can be challenging. To help you find an agency that cares about growing your business just as much as you do, I’m sharing some common hurdles of outsourcing digital marketing and practical strategies to help you confidently overcome them.

Navigating Common Outsourcing Challenges

Maintaining Control in Outsourced Marketing

One of the biggest challenges of outsourcing digital marketing is the fear of losing control over your brand's voice and strategy. After all, your business is your baby – how can you ensure your digital marketing agency has the same vision and care as you? This step can be scary, but with careful planning and structured communication, you can ensure your partner is on the same page and marketing goals are met. My best tips for helping you maintain control and achieve successful outcomes include:

• Establish Clear Key Performance Indicators (KPIs): Define specific KPIs that align with your business objectives. For example, if your goal is to increase website traffic, set a target, such as a 14% increase in monthly visitors over the next six months, be sure to communicate your goals clearly from the outset. Having quantifiable goals makes sure both parties are focused on the same outcomes. Since business objectives can change, make sure you discuss goals when choosing a partner and throughout your working relationship. At Fruition, we discuss goals at the outset of our partnership and on an ongoing basis to ensure we’re in sync with your in-house team.

• Regular Check-Ins: Establish a routine for regular check-ins with your digital marketing agency to review progress, discuss upcoming projects, and address emerging issues. Determine a weekly, bi-weekly, or monthly meeting schedule that aligns with your business needs. These consistent touchpoints ensure you stay aligned, give you specified times to make adjustments, and proactively manage any challenges that may arise.

• Transparent Communication: The right partner wants to grow your business and will be open to feedback if strategies are not aligned or are pushing toward top-line goals. At the same time, your outsourcing partner won’t be in day-to-day internal meetings and communications that may affect ongoing strategy and market trends. Encourage open dialogue to build trust and ensure everyone is informed about changes or updates.

Ensuring Data Security

When outsourcing, safeguarding your sensitive information is critical. To ensure our partners feel secure, we implement some of the following strategies to enhance data security and protect your business:

• High-level Security Measures: Choose outsourcing partners with a strong track record of implementing high-level security protocols. At Fruition, we prioritize the security of sensitive information like passwords and environment variables by employing best practices. Our tool, Fruition Share, exemplifies this commitment by safeguarding your data using AES-GCM encryption, ensuring it is encrypted before it leaves your browser.

• Non-Disclosure Agreements (NDAs): NDAs are vital in protecting confidential information. This legal safeguard helps verify that sensitive data is not shared without permission. We have NDAs in place for all clients to ensure your sensitive information stays private.

Upholding Quality Standards

When you’re not doing the work yourself, maintaining high-quality standards can be a top concern. Here’s how you can see to it that your marketing efforts meet your expectations:

• Develop and Implement Comprehensive Quality Assurance Processes: Establish detailed guidelines and checklists for your digital marketing campaigns. For instance, if you outsource search engine optimization (SEO) services, create a quality checklist that includes keyword relevance, metatag accuracy, and adherence to search engine guidelines. If you’re not sure how to create this kind of process, talk to your prospective partners about their Quality Assurance process. For example, we have a standard procedure at Fruition to ensure SEO content aligns with keyword optimization, search visibility, and brand voice.

• Conduct Regular Reviews: During regular check-ins, evaluate the performance and impact of your digital marketing initiatives. For instance, if you've outsourced your SEO efforts, use these sessions to review keyword rankings, traffic analytics, and conversion rates to ensure your objectives are met. Your digital agency may offer reporting to help you review their progress and success. At Fruition, we build customized reports to assist with these evaluations and keep us moving toward our KPIs.

• Establish Feedback Mechanisms: Create systems for ongoing feedback between your team and your outsourcing partner to foster continuous improvement. One effective method is to hold a quarterly business review (QBR), where you can evaluate performance, identify successes and areas for improvement, and refine your strategic plan together. Unlike regular check-ins, the QBR focuses on discussing and enhancing the overall strategy for future growth.

Building Trust

Establishing trust is essential for a successful partnership with your digital marketing agency. To build trust with a new partner, I recommend:

• Starting with Smaller Projects: Initiate a few smaller campaigns to assess the agency's reliability and work ethic. For example, you might start by outsourcing a single pay-per-click (PPC) campaign to evaluate how they manage deadlines, creativity, and communication. This strategy enables you to gauge their capabilities without a significant upfront investment. Once you feel comfortable with the agency’s work and expertise, you can add other channels, like SEO and content marketing.

• Check References and Testimonials: Review past client testimonials and consult references to assess the agency's credibility and track record. Clutch is a great resource for finding the right business partner. They verify each reviewer’s identity and work history to ensure you get real reviews from real clients. Here is an example review profile for Fruition. Reading these reviews provides valuable insights into client experiences and outcomes, helping you assess the agency's strengths and reliability.

• Consider a Trial Period: Initiate a trial period to assess the partnership before making a long-term commitment. Consider a six-month contract to determine how effectively the agency aligns with your marketing objectives and company culture. This trial phase provides a practical opportunity to test the waters. Generally, a trial period of at least six months enables you to move beyond the initial assessment & onboarding phase (the first three to four months) and evaluate month-over-month performance.

Efficient Partnership Management

Managing your digital marketing partnerships effectively will make the outsourcing experience seamless, especially if you’re working with multiple vendors. Set yourself up for success by:

• Assigning a Dedicated Partnership Manager: Designate someone within your team to act as the primary point of contact for the digital agency. This person will oversee the relationship and address any issues that arise. If you have a marketing manager on your team, have them liaise directly with the agency to ensure brand consistency across all digital platforms.

• Contingency Plans: Develop backup plans to address potential disruptions in your digital marketing operations. Different plans could involve identifying alternative agencies or having in-house resources ready during emergencies or if unforeseen issues with the partner arise.

Understanding Billing, Retainers, and Monthly Deliverables

Understanding retainers and clearly defining monthly deliverables will help both you and your agency stay focused on doing the work that matters most. When interviewing different agencies, review the following items:

• Clearly Define Monthly Deliverables: At the outset, specify what the agency will deliver each month. This includes outlining specific tasks, expected outcomes, and timelines. For instance, if you're working on a content marketing strategy, detail the number of blog posts and any other content-related tasks included in the retainer. This clarity helps maintain focus and ensures both parties have a shared understanding of expectations.

• Establish a Process for Adjusting Deliverables: Develop a structured approach to managing any changes in monthly deliverables. If you decide to shift focus or add new elements to your marketing strategy, ask about their formal process for providing increased support and their timeline for dedicating additional resources to support your business. This might involve approvals from key stakeholders and possible adjustments to the retainer agreement through a change order process.

• Conduct Regular Reviews: Evaluate the retainer's performance during the monthly or quarterly business reviews. These reviews help guarantee that the agency meets its commitments and that the deliverables align with your marketing objectives. These conversations can also help you understand your agency’s different areas of expertise if you’re looking for increased digital marketing support.

Safeguarding Intellectual Property

Safeguarding your intellectual property (IP) keeps your business secure and ensures your brand image is consistent. Be sure to clearly define IP ownership in the contract phase so you understand who owns the intellectual property created during your digital marketing projects. For example, if you hire a digital agency to develop a new brand logo or create unique content, certify that the contract explicitly states that your company retains ownership of these assets. This clarity prevents future disputes and confirms your brand elements remain under your control. At Fruition, IP ownership is a standard part of our contracts and can be modified to your comfort level. One of our clients, Denver International Airport (DEN), meticulously outlined ownership details to protect its iconic branding elements. To protect your brand image, perform periodic audits to verify IP agreement compliance. For example, if you’re working with multiple marketing partners, regularly review their use of your brand assets to ensure they align with your guidelines and contractual terms.

Outsource Your Digital Marketing with Confidence

Listen, as a fellow CEO, I get it—outsourcing your digital marketing can seem daunting. But from one leader to another, let me share some advice: proactive planning is your best friend here. Keep those communication lines open, and make sure your contracts are rock solid. Before you dive in, take the time to seek out professional advice and do your homework. Trust me, a little preparation goes a long way in ensuring your success. You've got this!

I understand the juggling act you face—leading your team, managing finances, and driving growth. With so much on your plate, avoiding roadblocks and maximizing ROI is critical. To help vet the right digital marketing agency for our team or another, I recommend using our checklist below; it could be an excellent resource for you. If you have questions or need guidance, please reach out. I'm here to offer my knowledge and help you navigate the complexities of managing a digital marketing partnership in today’s fast-paced world. I look forward to supporting your success!

Outsourcing Your Digital Marketing: A Checklist for Choosing the Right Partner

Download the checklist

Before Interviewing Partners:

• Determine what channel(s) you’d like to outsource
• Establish KPIs for each channel and your overarching business. Understanding both will help your partner work towards channel goals and larger business initiatives
• Assign an internal partnership manager to spearhead agency conversations (during the contract phase and ongoing)
• Decide what you want out of an agency partner. For example, do you want to own the strategy and have your agency execute your vision? Or are you looking for a strategic partner to own your marketing initiatives?

While Interviewing Partners:

• Research reviews, references, and testimonials
• Ask your potential partner to sign an NDA before sharing business specifics
• Inquire about high-level security protocols, like password-sharing
• Ask the agency about contract lengths and trial periods, if applicable
• Understand the agency’s approach to monthly retainers and deliverables
• Ask the agency about reporting and their approach to measuring success
• Talk to the agency about their communication plan, including main points of contact, weekly/biweekly/monthly meetings, and quarterly business reviews

During the Contract Phase:

• Check your contract to ensure you’re satisfied with the proposed approach to security and IP ownership
• Ensure you understand your monthly retainer and the deliverables it includes
• Understand your contract terms, like the length of the contract, contract renewal terms, channels the agency will support, and framework for adding or removing services