Getting Out of the Way
I recently experienced a game-changing moment of insight: I'm more passionate about evaluating my customers' digital marketing initiatives than I am about doing the same thing for my own business. We've all hear the aphorism 'the shoemaker's children go barefoot.' Entrepreneurs often face this challenge, particularly those running a one- or two-person shop. The business of running the business is so consuming that - unless one is remarkably disciplined - marketing goes out the window.
When I took an objective look at Rare Earth's growth, I was dismayed to realize that I was the obstacle in the path of my own firm's success. I was the customer who wouldn't engage; who wouldn't give my team the information they needed to be able to do their jobs. I eagerly directed our customers' accounts to increasing rates of ROI while steadfastly maintaining my own company's status quo.
There was only one solution: I had to get out of the way and let the people I trust - the people whom I hired to do fantastic work - to actually get things done.
This is rather like the recommendations we give our customers regarding REI's services. At project inception, Rare Earth's marketing professionals collaborate with the client and study the client's business model. This informs our analysis of the client firm's position in the competitive landscape. We then proceed to get it right - with minimal oversight. One of our teams is assigned to the client's project for the duration of the 'sprint' (to project completion) and regularly reports on the status of each successive project milestone until the job is done.
This process frees our clients to continue to focus on what they do best. For some of our clients, it's online sales. For others, it's lead generation or simple traffic building. Regardless of the objective, we quantify a site's performance goals and provide regular, objective reporting via metrics such as Google Analytics.
Whether you head a sole proprietorship or a multinational corporation, you had the creativity and the courage to strike out on your own. You likely had the wisdom to hire professionals to represent you legal interests and manage your accounting obligations. Similarly, the decision to hire an established team of digital marketing and design professionals will enable you to continue making informed decisions about the future of your company.
All you have to do is get out of your own way.