Wil Emling

Digital Solutions Architect

Leveraging converging media to help companies stand out in a world of mediocrity. Digital marketing strategist.

  • Wil Emling
  • February
  • 2904 Lyndale Avenue South Minneapolis Minnesota
  • wil.emling@gmail.com
  • 612-643-1496
  • ...

When Is It Time To Change Your Digital Agency?

  • I've been asking myself this question. Here are the answers...

You regularly hear the words “that’s not in the scope of work” or “we didn’t budget for that.”

  • If you hear these words frequently, it means that your agency isn’t planning ahead and thinking holistically enough about your business. They may be more concerned with producing the work than getting you results.

They don’t have a measurement plan.

  • Measurement is everything. If they tell you it can’t be measured, then they don’t have the experience or expertise you need.

Lack of transparency.

  • If you want to see the sausage being made, you should get to see the sausage being made.

The agency does exactly what you ask of them.

  • An agency should make you better. They should bring expertise to the table and provide you with a POV. If your agency doesn’t challenge you and propose alternatives or work to make your ideas better, stronger and more memorable, then you should rethink your agency. If you don’t want an agency to make you better, then maybe you should look to freelancers or in-house employees instead.

They focus on a single channel.

  • I can’t think of a single marketing function that isn’t influenced or impacted by the rest of the marketing ecosystem. SEM, advertising, PR, digital, email, social are all linked together in a complex web of relationships, content, user paths and influence. Your agency doesn’t have to be an expert at everything, but they have to understand these intertwined relationships and how they work together to drive results.

They care more about demographics than behavior.

  • Today’s customers aren’t driven by age, race or even where they live. Yes, there may be some level of affinity between them, but with the increase in ability to measure behavior, demographics become increasingly less relevant. Hobbies, pop culture, memes and business needs transcend traditional demographic models. Segment by behavior, not demographic data.

Most agencies are paid by a percentage of media spend, so they get paid regardless...

  • Whether they are booking tons of hours on your account. It is a lot of work to create a good performance marketing campaign, so it's tempting for agencies to lose margin on the upfront work and then rotate resources off the account to boost profit during the long maintenance and optimization period. With that said, there are tools to measure how well your interactive agency is working with you.

If you need to replace your agency, ask yourself some of these questions. (Then email me!)

  • Many of the answers may seem to contradict each other, or even be internally inconsistent. They are, intentionally.

There is no magic formula, no 10 secret steps for working with your interactive agency or for finding a new one for that matter.

  • The relationship may be sour, personalities can clash, you could have inherited a bad team, bad work or your own structure may clash with theirs. It is up to you to decide which questions and answers apply to you. It's much like a coloring book: it's ok to color outside the lines. But remember, it's a relationship.

Treat it with respect and it will reward you.

My Experience

  • Plenty...

Education

  • Bachelor of Science, Emphasis in Management

    University of Utah, Salt Lake City, Utah

Certifications & Skills

  • GOOGLE ADWORDS CERTIFIED, GOOGLE ANALYTICS, GOOGLE WEBMASTER TOOLS, GOOGLE WEBSITE OPTIMIZER, GOOGLE TRENDS, WEB DESIGN, MEDIA PLANNING, WEB STANDARDS, WORDPRESS, KEYWORD DENSITY, URL STRUCTURE, URL REWRITING, SOCIAL MEDIA OUTREACH, SOCIAL NETWORK APPS, SOCIAL MEDIA STRATEGIES, MEDIA LIST BUILDING, LSEO, MEDIA PITCHING, ONLINE CONVERSIONS, SEO AUDITS, WEBSITE CONSULTATION, WEB CONCEPTS, ONLINE BRAND BUILDING, CREATIVE CONCEPTS, CONVERSION TRACKING, CMS, DIGITAL MEDIA, USER EXPERIENCE, PPC BID MANAGEMENT

Letters Of Recommendation

  • Available Upon Request

Tactics

  • Native Advertising

  • Guerrilla Marketing

  • Interactive Marketing

  • Digital Marketing Strategy

  • eCommerce

  • Paid Search Marketing (SEM)

  • Search Engine Optimization (SEO)

  • Social Media Marketing (not ads)

  • Web Analytics

  • Conversion Optimization

  • Display Advertising

  • Customer Relationship Management (CRM)

  • Applications

  • Mobile Marketing

  • Email Marketing

  • Print, Radio, TV

Personal Facts

  • Client Relations

  • Project Management

  • Business Acumen

  • Versatility

  • Analytical

  • Communication

  • Motivation

  • Creativity

  • Leadership

  • Work Ethic

Programming Skills

  • CSS

  • HTML

  • Sitecore

  • Drupal

  • Wordpress

Design Skills / User Experience

  • User Testing

  • Branding

  • Persona Development

  • User Research

  • Web Design Best Practices

Contact info

  • 2904 Lyndale Avenue South
    Minneapolis, Minnesota 55408

  • Email: wil.emling@gmail.com
  • Phone: 612-643-1496
  • Website: ...

Let's keep in touch OR I want to buy your art