Marketing agencies vary in their strengths and capabilities, just like companies of any other kind. While many agencies promote themselves as being capable of delivering any service at an impressively high level, that rarely turns out to be the case. Some keep on plowing ahead regardless, trying to maintain this illusion even to the detriment of clients. What will often make more sense, though, is to recognize where an agency’s true strengths lie, and to seek to shore up the remaining areas with specialized help from others.
For a great many otherwise capable agencies today, for example, search engine optimization proves to be fairly challenging. Because the algorithms used by Google and other search engines are always evolving, SEO tends to be a moving target. For agencies that do not have the manpower to devote full time to the activity, it can therefore seem almost impossible to keep up. Couple that with the relatively technical nature of many SEO pursuits, and quite a few agencies deliver only inferior output when left to their own devices.
Instead of settling for that and hoping to impress clients in other ways, it will often make much more sense to hand the duties to another party. By offering white-label services that agencies can integrate with their own offerings while adding their own branding, providers like PosiRank.com open up some interesting opportunities for their partners.
Contrary to what might be supposed, going this route also does not normally involve making any major compromises, either. In fact, specialized providers of this kind will often be so much better positioned to deliver what is needed that they add value of unexpected kinds.
An agency that opts for such a service, for instance, could find its SEO work comprehended under a sophisticated dashboard of a kind that internal resources would never allow for. By focusing so intently on one specific need and activity, second party and white label providers also often improve the basic quality of what they offer.
While some few agencies might prefer to keep on faking it, then, that will rarely make much sense in practice. Instead, taking an honest inventory of what makes a particular agency stand out and striving to fill in the gaps with help from others will invariably be a better idea.