If you, as a business owner or manager, are able to find the right marketing agency, this new relationship will probably result in great things for your company. However, just finding the right marketing agency is not enough. You also need to have a great relationship where you get the most out of the professionals you hire, their expertise, their tools and their experience.
This is exactly what we will be talking about today –getting the most out of the marketing agency you hire.
Make Sure They Are the Right Hire
Even in today's world, where the web is packed full of information on just about anyone and anything, there are businesses and business decision-makers who hire the wrong marketing agency, for whatever the reason. Sometimes they think the most expensive is the best or that the cheapest will get them at least something. Others do not bother to find out how this marketing agency fared in their industry in the past, while some do not even bother sitting down with the agency people.
In order to have a great relationship with your marketing agency and get everything you deserve from them, you have to be 100% sure they are the right agency for you. Or at least 98% sure. They need to be experienced (sometimes a super-fresh agency can also be good), they have to know your industry or at least be ready to learn about it, and they need to be up to date on the latest marketing developments and trends.
Above everything else, they need to be willing to tell you exactly what they will do for you and what kind of results they will provide for you. If they start throwing buzzwords at you and they do not give you cold, hard numbers, search on.
Be Clear Where You Stand
A relatively common issue in the client-agency relationship is that the client either does not know what they want or they do not know how to convey it to the agency they hired.
Because of this, it is always a good idea to find out something about the basics of marketing, if nothing else. Depending on the kind of work your company needs doing, this can involve everything from branding, advertising to online marketing and some more specialized types of the art.
When conveying your message to the agency, it is absolutely crucial to be as direct and as forward as you can be. If you are looking for an increase in customer base, tell them what you had in mind. If you are looking for a specific increase in revenue, tell them that. Make sure everyone is on the same page when KPIs are in question.
They will let you know whether they can do it or not. It is essential you agree on the basics and that nothing is left unsaid because you think there is no need to say it out loud.
Nurture Constant Communication
Once you talk about your macro goals with your marketing agency, your relationship has only begun. It is now time to keep the lines of communication open and make sure everyone is clearing up everything that might be unclear.
For example, if someone from your company notices that the new marketing campaign is perhaps misinterpreting some of the data or a relationship you have with your customers; it is essential that you inform your marketing agency of this and that they make a correction.
If your marketing agency needs something from you, they need to know that they can approach you or your team any time of day and night. Your people should also be encouraged to provide a helping hand to your new partners if ever the need should arise.
Constant communication is key if you want your marketing agency to provide you with the service they are capable of.
Stay On Top Of Things
While it is important to be in a two-way helpful relationship with your marketing agency, it is just as important to remember that they are providing you with a service and that you have every right to make sure you are getting what you paid for.
This is not saying that you should become a hawk, obsessing over every single move that your marketing agency makes, of course. Still, you should definitely stay involved and find out whether you are being provided with great service.
Mistakes are human and sometimes, even with the best of intentions, something can go wrong. Other times, the best people from the agency may not be working on your account and you need to make sure you get the biggest experts.
There are a number of ways in which you can do this, from having regular meetings with the people from the agency to employing tools that will track how efficient they have been. If the marketing agency uses Basecamp or a Basecamp alternative, find out whether you might be given access to projects that have to do with your account, simply to make sure they are giving their best.
You should always keep in mind that these are professionals you are dealing with and that they are, in the vast majority of cases at least, looking to do the best job possible. Your job is to help them do the best they can do for you.
Dan Radak is a marketing professional with ten years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and a regular contributor to Technivorz.
Fivenson Studios is based in Ann Arbor, Michigan, our graphic design team specializes in logo and web page design, as well as marketing campaigns for social and print media. From flyers and brochures to targeted landing pages, we aim to bring your company into the spotlight and reach a greater range of potential customers.