Today, I read a blog by Ari Herzog entitled AriWriter: Strategies and Tips on Social Media & Online Marketing. The blog I read, “Too Many Marketing Agencies Fail to Market Themselves”, contained interesting insight into an issue I think many public relations and marketing firms have. The article explained that many agencies “talk the talk” but do little of the walking. Herzog questioned why a full-service public relations agency in her hometown didn’t conduct its own services for its firm. She saw that the firm had a Facebook fan page, which was 30 days outdated. The firm had a Twitter stream, which did little more than broadcast and failed to reply to those who had actually taken the time to tweet them. Herzog explained that it doesn’t make sense for a public relations firm, which preaches that it has expertise in social media practices, to not conduct its own social media correctly.
Caution, some agencies become caught-up in their personal marketing and take away from the time they should be marketing and publicizing their own clients. But, this does not mean an agency should completely exclude their personal marketing and publicity. It’s a fine line that professionals must walk. In my opinion, managing the two isn’t difficult and involves common sense. Herzog essentially believes that a firm cannot give a client advice without taking its own advice: “If you’re a marketing agency suggesting your clients do X, and you’re not doing X yourself, I question your motives.”
I think many agencies absolutely need to spend time marketing themselves. I have been involved with agencies that question why they are not receiving new business. It is clear to me that they don’t receive new business because companies and the public isn’t aware that the particular agency exists.
BUT, I have also been involved with agencies that care WAYYYYY to much about marketing themselves. How is this possible? Is there such a thing as over marketing yourself? Yes. When personal marketing isn’t performed in moderation, I have seen it take away from client time. This can work to an agencies benefit. I’ve seen agencies that do not perform particularly excellent work for their clients. In fact, the work is subpar, to be polite. HOWEVER, the agency can perform excellent marketing on its behalf and manages to stay afloat with new clients.
Those agencies that area can not only market themselves well BUT also perform exceptional work for their clients that speaks for itself will not only stay afloat. They will leave the water behind entirely.