Does your digital marketing agency have a vision? What about a mission statement? Did you even know there was a difference between the two?
Put simply, your mission statement
focuses on today and what you are doing to achieve the promises made. Your
agency’s vision focuses on tomorrow and what the goal of the company is.
While these are two very different
concepts, the line often gets blurred, with the two being combined. You must
have a clear and concise vision and mission statements to ensure you
clearly define your digital marketing agency, the goals, what it does, and
what you hope to provide now, and in the future, you have to define
these crucial concepts.
Getting Started: Basic
Examples of Vision and Mission Statements
Just knowing what a vision and mission
statement is, isn’t enough. You probably want to know why it matters and how to
create your own, too. Don’t worry, that’s all covered here.
First, though, here is a basic example
of a vision and mission statement:
Basic Vision Statements
“Our vision is to create a business world full of prosperity, meaning, and connection for all.”
“Delivering measurable results to clients, employees, and vendors.”
“Provide the best customer results possible and deliver the WOW factor through our services.”
“Our mission is to be the experts in marketing and sales alignment and the masters of the message.”
“Our team works to eliminate the apathy that will suck the life out of any business in the world by working to inspire the spirit, penetrate the heart, and ignite the mind, with compelling marketing messages that deliver results.”
As you can see, these aren’t specific,
but they get to the key aspect and tell you what a company is all about.
Why Digital Marketing Agency Vision and Mission Statements Matter
The mission statement and vision serve as a map and compass to fulfill your company’s potential. When writing these for your company, you need to consider what your greatest goal is.
For example, what are your goals:
- Increase ROI
- Remain relevant
- Increase profits
- Lead with purpose
- Make a difference
- Improve your differentiation
- Improve organizational culture and
If you create your vision and mission statements with care, they will resonate with your audience. When you create these with the right intention, your mission statements and vision content will help align your agency’s efforts, focus on your strengths, and help you achieve your goals. Don’t ever forget – words have power.
The words you use don’t just restate how
big you want the company to be and what you do, but they answer the deeper
question of “what do we stand for” and “why do we care?”
Choosing the right words is going to
send a positive ripple through your entire organization at every level. Your
vision and mission are at the very core of your values and the foundation of
your company’s culture.
Diving Deep into the
Details of a Vision and Mission Statement
The vision statement and mission
statement were briefly defined above. However, there is more to both of
The Inner Workings of
Your Vision Statement
Your vision statement needs to be compelling, exciting, and big. It should almost be a crazy dream of your future that’s based on what you are doing right now. The goal is to make the statement overflow with all the possibilities.
This is where you should follow the idea
of “begin with the end in mind.” It is the DNA and heart of any
organization. The vision should be so massive that it almost feels impossible.
The vision you create should make people dream.
The Inner Workings of
Your Mission Statement
When you have a well-crafted mission
statement, it will answer who benefits from your services, what exactly you do,
and how you go about doing it. Based on your organization’s structure, your
mission statement can be broken into various divisions.
The purpose is to help you remain focused on the things you do today that will help you achieve the goals you have set for tomorrow.
The mission statement you create should
also help to define the transformation you offer your customers. It should
never be focused just on money and profits.
A simple way to remember the difference
in a vision and mission statement is:
- Vision = Someday
- Mission = Every Day
When you keep this in mind, you can
begin to write content that follows this outline.
Features of an
Effective Vision Statement for a Digital Marketing Agency
When creating a vision statement for
your digital marketing agency, there are certain features it should have. These
- Show what value is offered
- Benefits regarding profitability and efficiencies
- Create a link between the vision and future goals
- Be something memorable and simple
- Be inspirational
A good example of a quality vision statement is from Google, which states,
“Google’s aim is to organize the world’s information and make it universally accessible and useful.”
That pretty much sums up what Google does and wants to do.
Use the following example as a good jumping-off point to fully understand what digital marketing agency vision and mission statements should do.
The vision statement for Flightpath, one of the top digital marketing agencies in the U.S. is short and simple, but really gets the point across,
“Creating business value through emotional currency.”
The company’s mission statement is equally compelling –
“Real value is in real connections, and consumers always have the final say in what’s genuine. Creating emotional currency is a richly affirmative way to show your consumers you really get them. We create campaigns that forge a connection through a range of compelling visual language, artful messaging, and charm. It isn’t rocket science, but it is emotional sensitivity.”
As you can see, you don’t have to do “too much.” The goal is to create something that shows who you are and what you care about.
More Inspiring Vision
While these aren’t for digital marketing
agencies, they can give you an idea of the direction you should go when
creating your vision statement.
Creative Commons has the vision statement of,
“Realizing the full potential of the internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity.”
When Microsoft was founded, the vision statement of the company was,
“A computer on every desk and in every home.”
More Inspiring Mission
Some inspiring mission statements to
learn from are found here.
InvisionApp’s mission statement reads,
“Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is Everywhere. Integrity.”
Another example is from Workday, and reads,
“To put people at the center of enterprise software.”
Here is a short but inspiring example mission statement from a digital agency Luminary:
“To make digital bright and the human experience brighter.”
Redonk Marketing Agency from the U.S also has a very unique mission statement:
“We’re on a mission to do away with the buffoonery running rampant in today’s agencies. To focus on doing what’s right for your customer (which just so happens to be what’s right for your business).”
How to Write the Digital Marketing Agency Vision and Mission Statements
If you are trying to create an effective
and compelling vision and mission statements, the tips here will help.
The Vision Statement
When it is time to write your vision
statement, there are a few tips you can use to help this process. First of
all, review what a vision statement is (explained above).
The next step is to review your
strategic plan. You’ll find everything you need for your vision statement here.
Some things to review in your strategic plan include your elevator pitch,
your business goals and values, and your strengths and opportunities.
When creating your vision statement,
it’s often helpful to use a vision board, too. This will expand on the things
that your vision statement will include.
When you begin to write the statement,
use short sentences and words and to keep it engaging. The shorter, the
better. Use concrete language and try to inspire customers and employees.
Once you have a vision statement, get
feedback and be willing to regularly revise and change as your business
achieves new goals and sets new ones.
The Mission Statement
Your mission statement needs to include
a few short sentences or paragraphs that outline what your business is doing to
achieve what the vision statement says. Before writing your mission statement,
fully understand your vision statement.
When creating your mission statement,
think about what you have to do to make your vision happen. Consider this
example of a vision statement:
We provide proven and effective marketing services to ensure your company remains competitive now and in the future.
Use this to create a mission statement
Our team works with businesses to help them achieve their marketing goals. Besides providing innovative services and using proven methods, we give your customers that “aha, I’ve found it” feeling when they come across the marketing channels, we have helped you with.
Your mission statement doesn’t have to cover everything you do. But it should give a basic overview and give readers a glimpse of what goes on behind the scenes.
Vision and Mission
Statements: They’re Too Important to Ignore
It should be clear by now that vision
and mission statements are something you need to create for your digital
marketing agency. These will provide your clients and potential clients with a
glimpse behind the scenes and give them an opportunity to see to the foundation
or core of your agency.
If you are ready to create your own statements, be sure to consider the information here. You can also discover other mission and vision statement examples from successful digital marketing agencies and get inspired for your own content!