How to choose the right marketing agency.
Choosing a marketing agency is a big decision. We get that.
Get it right, and you gain a team that can genuinely move your business forward. Get it wrong… and you can end up paying for plenty of activity without seeing much progress.
Nobody wants that.
Want some advice? We always say that the trick is to look beyond the pitch. You need the right partner – one that acts as an entire function, not just the right list of services.
Want to explain your situation to us now?
1. Look at their relevant experience.
Start with the work they’ve actually done. Have they worked with businesses at a similar stage to yours? Do they understand your challenges, commercial goals and customers? Most importantly, can they show evidence that their work has made a difference?
Industry experience can be useful, but it shouldn’t be the only thing you look for. A good agency should bring fresh thinking as well as relevant experience.
2. Understand exactly what they offer.
“Full-service” can mean almost anything, so dig a little deeper.
Are you getting strategic direction and execution? Do they have specialists across the channels you need? Will they take ownership of your marketing, or are they just delivering individual projects?
If you’re looking for ongoing support, think beyond what an agency can do. Think about whether they can become the marketing function your business actually needs.
3. Ask how they measure results.
Be wary of agencies that talk endlessly about impressions, followers and clicks without connecting them to your business goals.
Before you sign anything, ask what success will look like and how it will be measured. A good agency should be able to agree on meaningful KPIs, report clearly and explain what’s working, what isn’t and what they’re changing as a result.
Marketing should ultimately contribute to commercial outcomes. Impressive-looking reports alone don’t cut it.
4. Consider how they’ll work with your team.
This one matters more than you might think. Seriously.
You’re going to spend a lot of time working with your agency, so the relationship needs to work. Will they communicate regularly? Will you know who is actually working on your account? Are they agile and responsive when priorities change?
More importantly, will they listen to you while also being prepared to challenge you for the best outcome?
The best outsourced relationships are collaborative. Your agency should become an extension of your team, not a supplier you hear from once a month. But hey, that’s just us.
5. Don’t choose based on price alone.
Of course, budget matters. But the cheapest agency isn’t necessarily the most cost-effective.
A low monthly fee means very little if you’re getting limited expertise, minimal strategic thinking or marketing that doesn’t generate results, you know?
Look at the value you’re getting for your investment. A team with broader expertise, stronger strategic direction and genuine ownership may deliver considerably more capability for your money.
Questions to ask before choosing an agency.
Before making a decision, ask these questions.
- What results have you achieved for businesses like ours?
- Who will actually work on our account?
- How will you measure success?
- What will you need from our team?
- How will you communicate and report progress?
- What happens when our priorities change?
The answers will tell you a lot.
Find a supplier.
Find a partner.
The right marketing agency should help you make better decisions, get the right work done, and move towards your commercial goals.
If you’re looking for an outsourced marketing team that works as an extension of yours, let’s talk today.