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Controlling Your Marketing Assets in a Digital Age

Do you brush your teeth? Floss? Use a toothpick to clean your teeth? Not very exciting I know, but ask any dentist, it will save you from spending a lot of money in the future. I am going to give the same type of advice: good digital marketing hygiene. Tracking a few simple things can save you a lot of money.

It all begins when you hear about the magic of digital marketing. You do your research, talk around with your friends, and find someone to help you in this digital space. You trust them. Then get you going and all is good with the world.

Being a digital marketer, I get it; you are a business owner and you need delegate work that is not your core business. That is the right thing to do because it saves you time and effort and allows you to spend time doing the things you are really interested in. We and many other digital marketers will take care of you. But (you knew there was going to be a but) there will be a time when you need to change vendors.

Changing vendors happens for many reasons: businesses close, people change jobs and join the circus, or worst of all, you lose trust in their work. I am sad to say that recently I have been hearing many stories where businesses are losing access to their own digital marketing accounts and their own data. This is causing great pain to those businesses to try and regain those valuable assets, or rebuild them from scratch.

Here are Lunar, we work hard gathering valuable insights on your customers, such as how customers respond to language on your ads, what type of customers you have, and data on how to bring a quality customer to your site. It can take months to build up this information—even years for some businesses. If you lose this information, it can cause a loss in sales. The phone that was ringing can go dead. This digital marketing information is your new marketing assets and it is valuable. It is yours, and whether you understand the data is not important, you can take it to someone like us who does. And most of all: you own this data. If it relates to your business, it is yours.

So what can you do? Well, take a moment and floss. No really, we want to save you money. Then do a quick audit of your digital marketing. Ask yourself the following questions:

  • Can I log in and see my own ad data?

  • Can I log in and see how my website is doing?

  • When I log in, I am using an email account from my own company?

The last is most likely the most important and asks, does your company control your own digital assets? All of the major ad and reporting platforms (Google Ads, Bing, Google Analytics) are set up so that a business owner can control and assign who is managing their information. That way you stay in control. Make sure your emails control the account and make sure you have the passwords.

When you find the need that you have to change digital marketing vendors, this will keep you sane. New digital strategies can be built on history, not guesses. Seeing the data for your customer segments and seeing how people come to you and contact you are gold. It is incredibly easy to revoke access to your digital assets and social media if you choose to leave a vendor; it’s much more difficult if you were having them manage these assets for you, without you giving them access or controlling the login information.

If you would like help getting this information together for you, contact us. We can perform a digital marketing audit.

There are many good and respectable people in this business who will treat you and your data with proper respect, but there are just enough bad apples that you need to do your due diligence. So take the time and floss, you know you should. Your next digital marketer thanks you.
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