Half the time I don't think Vigor competes with advertising agencies, the other half, I do. Let me rephrase, I think ad agencies compete with us. I make it a point to surf the web for agencies I know, search for some I don't, and analyze how they're positioned and how they speak about their work. One thing about agencies that has always annoyed me is practicing what they preach. Most don't do it or do it poorly. Here's why:

I have worked for agencies and so have a lot of the brilliant minds that work here at Vigor. The one resounding factor is these places usually "sell" their clients on things they are incapable of providing at expert levels. Web sites are a gleaming example. It seems that 9 times out of 10 agencies are mesmerized by the bells, whistles and flashing lights of flash animation. We admit it's pretty but no functional.

Flash eliminates search by leaps and bounds and debilitates a site's effectiveness especially on a local and regional level. Unless a client has a healthy search marketing budget, flash is suicide.

Let's move on: Agency Blogs. Talk about jumping on a bandwagon. Most of the time they are there to just so a client they know what a blog is and can set it up. Cute. Unfortunately they fall short and end up in the same position that clients and companies fall into: They're scared of being open. I was just at an agency blog only to find there were no dates of posting, there were few posts, there were no ways of commenting and absolutely no links for social media. Why even have a blog when the four main points of a blog are removed?

Let me explain why these four elements are essential for a blog to be effective.

1. No dates. If you have no posting dates then you can post as little as possible and make it seem like your blog is active. People only visit active blogs and active blogs are the only kind that are viable and effective. Luckily the ad agency blog I was visiting had a post three down that mentioned 2007 making this post 6 months old. Ouch.

2. Too few posts. Active blogs make search salivate because they keep a site fresh with new content that is relevant. When you are only posting here and there, the site becomes stagnant and you lose traffic.

3. No way to comment. Commenting is what makes a blog a blog. Otherwise you just have a newsfeed which is fine, but call a spade a "spade." The point of blogs is giving the reader the ability to interact; opening your doors and your brand to the public. They are the ones that own and make brands anyway.

4. No social media tags. Talk about missed opportunities! Social media allows readers to dynamically bookmark posts permanently so they can share with their peers and friends. This boosts word of mouth and permeation of good posts. Without social media links you are severely hindering the power your blog could have. A BIG MISTAKE.

Sorry this came off ranty, but I get so tired of companies who swindle and lie to their clients. If you don't know how to provide a top notch service, then don't do it. When you do something half-assed is shows glaringly and you end up digging your own grave. Anyway, let me know your thoughts on ad agencies, their blogs, and blogging in general. I can't believe they've been around for so long yet some people still don't get it... but they'll sell it to you for a premium price!

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