Does your business work with a marketing agency? If you’ve been handling your marketing efforts internally, handing over the reins to an experienced marketing agency could be a game changer.
Like most business owners, you probably have some apprehensions and several questions.
- What will a marketing agency do for me?
- Will a marketing agency make my job easier?
- How do I work with a marketing agency?
The answers to these questions are different for every business. But today, we’ll go over several tips that can improve your relationship with a marketing agency and help you get the best return on your investment.
What Do Marketing Agencies Actually Do?
Every marketing agency and their services are unique. While this can make finding the perfect agency a bit tricky, it also means that once you find the right agency, their services will be a perfect match for your marketing needs.
Put simply, good marketing agencies use personalized strategies to bring your brand’s message to its target audience. This is done through several mediums, including:
- Social media marketing – content marketing, promotions, engagement monitoring and management
- Public relations – blogging, media relations, events
- Media – infographics, video, AdWords
- Interactive marketing – website design and monitoring, email marketing, SEO
- Branding – logo design, voice development, advertising campaigns
Working with a marketing agency is typically more affordable than hiring an in-house team, brings exponential experience and talent to your marketing efforts, and will keep your brand up to date on the latest trends.
If you’re ready to work with a marketing agency and strengthen your brand, you’ll need to know how to develop a healthy relationship. Here are seven tips to keep in mind.
Clearly Define Your Goals
The goals a marketing agency may have for your business could be completely different than what you’re looking for from an agency. Take the time to clearly define your goals, including ideal deadlines.
Keep your goals challenging yet attainable. If you’re not sure what to expect, work with your marketing agency to set short- and long-term goals.
Clearly Define Your Expectations
Marketing agencies service a variety of clients. Some expect to have their hands held more than others. Don’t be afraid to let your marketing agency know what you expect as far as progress reports and updates. Chances are, you’ll want them to be as independent as possible.
A great way to do this is to set up a chain of command. Put your marketing agency in touch with team members who can answer questions, make decisions, and keep the wheels in motion. This way you’ll only be brought into the conversation when necessary.
Ask How to Give Feedback
If you’re not happy with a design or want to add a section to a blog, who should you talk to? Should you call or send an email? Is there a ticket you need to create through your online account?
Better yet, how should you explain your feelings or concerns about content or a marketing approach? Simply saying you don’t like something isn’t constructive. A great marketing agency will work with you by asking the right questions until your concerns are either addressed or eliminated.
Knowing how to give feedback that will be heard by the appropriate staff member, addressed appropriately, and not get lost between other tasks will save time and frustration.
Share Your Expertise and Respect Theirs
Your marketing agency is an expert at marketing. You’re an expert within your industry. This means that you can (and should) share industry news and details only insiders would know. The more the agency understands your business, the more authentic their marketing for your brand will be.
But after you’ve done so, let the agency take over. It’s their job to take a hold of your expertise and translate its value to your audience.
Consider More Than Price
While you deserve to know where your dollar is going and to pay a fair price for your marketing services, don’t let price be the determining factor on what services you choose.
Respecting an agency’s pricing and not trying to squeeze extra business from them will set the foundation for a trusting and respectful business relationship. Marketing is one of the few investments that you make into your company that can generate revenue.
Focus on the Destination and Respect the Journey
When you hire a marketing agency to take a chunk of work off your plate, let them take it. Trying to micromanage the agency will only slow down marketing efforts.
Figuratively speaking, you can ask them what mode of transportation they’re going to use to get from Point A to Point B, but you don’t need to know every turn along the way. Stay focused on your marketing goals and let your agency handle the fine details.
Keep an Open Line of Communication
Your marketing agency should certainly be able to work independently. But when it comes time to check in with a progress update or to have you choose between a few new logo designs, you should make an effort to be available. Every day you put off a decision or let a question go unanswered, progress isn’t being made.
At the same time, your agency should hold the same level of respect and respond to any of your questions or comments within a reasonable timeframe.
Working with a marketing agency can change your business for the better. So, if you’re ready to experience the benefits of a marketing agency, start the search.
For finance, real estate, and insurance companies, NYB Creative has the marketing experience and tools your unique business needs. Reach out today to learn more.