Of the many challenges that face online marketing agencies, one seems to effect most organizations unilaterally – silos. As we get caught up in the day-to-day grind, it’s natural for us to fall into a routine, only questioning our process when a problem arises. Because of this, we tend to get “tunnel vision,” focusing only on what we as an individual can do to create results for clients on our own service.

Part of this problem is that it’s inherent in the way we write our contracts. Clients can choose to sign up for social media, but not SEO, or SEO, but not paid search. This forces us into silos and gives the illusion that these services are independent of one another when, in reality, they’re actually interdependent upon one another.

This is becoming increasingly true. As Google continues to force Google+ down our throats, authorship and social signals are threatening to become serious factors in search rankings. The recent addition of the Knowledge Graph Carousel is just another example. I consistently find myself in my social media manager’s office working on new collaborative efforts.

Adapt or Die

Online marketing companies really can’t afford to continue to operate in a way that resists collaboration. A new breed of internet marketers has to emerge. Integrated marketing has been a buzzword for quite some time now, but it’s really been more of a bullshit bingo phrase than an actual strategy that agencies use. “Integrated marketing companies” have operated more like a few separate companies under one roof.

The smart, successful agencies will see this fact and take advantage of this, finding new ways to combine efforts across their products. Not only is this more efficient, but it’s more effective because it solidifies the brand’s messaging.

What’s your story?

We’d love to hear from you about how you’re company is breaking down silos to create success for your company or clients. If you’d like to share your story, please comment or tweet us. Also, we’d be more than happy to take your questions!

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