Your marketing strategy should be in-house, not outsourced to an agency

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It is common for business owners to ask a marketing agency to come up with a proposal on what to do. However, the result is almost always an outright disappointment or an eventual failure. The job of setting a company's marketing strategy should never be completely outsourced. At Firejuice, we prefer to support our clients so they can determined themselves - at a broad level - how they want to do marketing before involving an agency to execute it. 

If your marketing agency drives your marketing strategy, then that strategy will primarily benefit the agency, not your business. This is why it's so critical for a business to figure out what it wants to do before asking an outside party to tell them how. 

A good marketing strategy answers the following three questions:
  1. What is our business objective in doing marketing?
  2. What are the two or three key initiatives we will pursue to achieve the objective?
  3. What activities will we invest in to support each initiative? 
It's only at phase 3 that you should involve an outside agency. Or get led down a rabbit hole.

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