Common Marketing Pitfalls Pt. 3: The Partnership Lie

TLDR; If a marketing company reaches out to you pretending to have a special relationship with Google, Facebook, or any other major digital advertiser, that should set off huge warning bells and they are likely misrepresenting their position.

Have you ever noticed how nearly every marketing company has some reference to a Google Partnership, a Facebook partnership, or somehow claim that they are more “expert” in marketing you than anyone else? While these partnerships do have meaning, it’s important to know what they actually mean, and more importantly what they don’t mean.

For the full list of partnership requirements please check with Google, Facebook, Bing,  or any other company you’re curious about directly, but at the time of this writing one of the foremost requirements is that a percentage of company employees take a few tests or some form of training created by Google, Facebook, Microsoft, etc. and these tests generally show a baseline  level of knowledge and ability to use the ad platform.

Much more important is what these partnerships do not mean: These partnerships do not give the partners some “special relationship” where they can automatically get you organically on the first page of any search engine. They cannot get mysteriously discounted cost per click with major search engines. If you find any company claiming that their partnership is somehow exclusive, be extremely cautious! Every major digital marketing platform puts significant effort into making the ad space a fairly even playing field for marketing companies or individuals and most all major tools are readily accessible to anyone who wants to run ads.

In the end picking a marketing company should be more about the honesty of the company, the competence of the employees, their ability to give you individual attention, and it absolutely should not be about leaning on some form of “exclusive” or “special” partnership.