Every crack is an entry point into your business. SEO experts claim your competitors rank better. Paid ads specialists argue your top-of-funnel reach needs to be improved. Social media gurus highlight your sparse audience. PR professionals worry you’re invisible in the media.
Agencies, consultants, and freelancers—they all have an agenda. They pitch their service as the missing piece to your growth, promising to unlock potential and deliver results. They move quickly, secure a retainer, and get to work. Sometimes, it works well for all parties. Often, it doesn’t.
Promises start big. Then reality hits. SEO “needs more time.” Paid ads are “still learning.” PR conversations are “ongoing.” Your business waits, hopes fade—the quality of work declines. The agency or freelancer is busy chasing new clients, and you’re no longer the priority. Frustration grows. Disgruntlement sets in. Eventually, the contract is terminated.
Then, a new player arrives. A fresh pitch is made. The cycle repeats.
But wait. What about your business? What’s your overarching growth strategy? What’s your North Star Metric? What are your short and long-term goals? What truly drives your growth?
These questions are often overlooked—intentionally? Outsiders fear such questions might make you think twice, which could dampen their pitch. So, they stay clear.
And you? Caught by a new promise, you may overlook what truly matters.
It’s a common tale, and it’s easy to get caught up in the allure of quick fixes. But the key to real, sustainable growth is alignment—ensuring that every marketing effort supports your broader business objectives. It requires partners who understand and share your vision, not those selling their next big solution. I knew an agency that claimed SMS marketing and Facebook chatbots were gold dust. A couple of years later, they ditched those buzzwords and pivoted away to another big thing.
The truth is that growth is not just about outpacing competitors or accumulating clicks. It’s about sustainable strategies that resonate with your core audience and strengthen your brand’s position in the market.
The next time you’re approached with a pitch, ask how it aligns with your big picture. Choose partners who are committed to your growth, not just their own. Don’t just fill those cracks. Build foundations. Strong, aligned, and focused on long-term success.