Fiduciary Responsibility of a Digital Marketing Agency - The #GutsGo way!

Hello,

As a digital marketing agency, it is a high to win a client to provide the digital marketing services.

(I have written about what a digital agency needs to do for a client here -

Source: https://steemit.com/digitalmarketing/@ratankk/give-more-to-your-client-ms-digital-agency).

It is our FIDUCIARY responsibility as a digital marketing agency towards our client.
So, what is this responsibility?
Please allow me to elaborate!

Whenever we have a client, we need to identify businesses (may be, direct competition or indirect competition) that we can benchmark our client's business.
We need to measure various KRAs and KPIs.
(KRA = Key Result Areas,
KPI = Key performance Indicators).

We drive all our agency's TIST (time, intellect, Sweat and Tears) do better then these benchmarked business on all our KRAs and KPIs.

When we are doing BETTER than them, we know we are delivering better performance for our client.
The chosen benchmark criteria, aka KRAs an KPIs, will help us to get our digital marketing act better.

So for the client, we need 3 benchmark businesses each for the following digital marketing channels.

1. Website
2. SEO Practices
3. Social Media Practices
4. Paid Ads - Google Ads
5. Paid Ads - Facebook Ads
6. eMail Marketing - Lead Management and Nurturing, Marketing Automation
7. Over all RoAS and ROI Practices.

Now, who in the agency is responsible for this exercise?
Is it the client servicing team?
Is it the Delivery team?

Source: https://www.pinterest.com.au/pin/286330488780121254/

My take is that - this responsibility is for the Client Servicing team.
The team has to ensure that we are living up to our FIDUCIARY responsibilities as an organization and as a business.

Fiduciary applies to any situation in which a client, mostly represented by a person justifiably places confidence and trust in someone else and seeks that person's help or advice in some matter.

We, the digital agency, is that some one FIDUCIARY to the client.
The client Servicing team, is that team that will lead this Fiduciary responsibility.

So, let's task our CLIENT Servicing team to take this task up.
And that team leads the FIDUCIARY responsibility of our digital marketing agency towards our client.

And what will the client servicing team will do?

1. It will identity the success criteria for the client through curated KRAs and KPIs.
2. It will identify 3 business to benchmark for each of the digital marketing channels.
3. It will feed the delivery team, in specific and the agency in general in delivering the digital marketing services.

If we do our FIDUCIARY responsibilities, we will get align with the Pareto Principle (80/20 rule) that states that 80 percent of results will come from just 20 percent of the action.
And aligning to the pareto principle kicks in profitability for certain, to the client and as well to the agency..

If we do our FIDUCIARY responsibilities, we will not only have a successful happy customer, but we will also culminate ourselves to be a successful happy team.

Let's get to it!
Shall we?

PS:

The #GutsGo way:

1. Aiming High is Excellence.
2. Soaring High is happiness.
3. Hustling adds meaning to the present moment.
4. Utilizing 'what is' let's us FLOW to our higher self.
5. Being at it, wins!
6. Let's be at it!