What to Expect When Working with a Marketing Agency

Whether you’ve worked with an agency before or not, sometimes people aren’t sure what to expect when they begin a partnership with a marketing business. And it’s important to note that engaging in work with an agency should be just that - a partnership. It’s a two-way street where both parties should have the same goals.

First, you want to consider the TYPE of agency you need to work with. Marketing means a LOT of things these days, so the more specialized you are, the stronger your overall strategy will be. Here are a few common places to start:

• Do I need a new website? - Look for a website agency

• Do I need to navigate Google Ads or need to get on the first page of Google? - Look for a digital marketing/SEO or PPC specialty agency

• Do I need a stronger brand? Or a different brand? - Look for a brand consultant

• Do I need a more consistent presence on social media? - Look for a content marketing or social media marketing agency

Once you know which direction you want to focus your attention and dollars, you should get a clear scope of work from that agency outlining exactly what they will help with. This is a great time to ask questions if you are not sure what certain language means or if some language seems vague. If an agency states they will “post to your social media accounts,” you may want to know A) Which social media accounts and B) How often.

If you have an expectation, you want to make that clear upfront. Some agencies may only post a couple of times a month, some might post every week - others might not even post at all, and instead, send you the content to post on your own. If the agency hasn’t provided a clear understanding of exactly WHAT they’ll do for you, make sure you ask those questions so you are not disappointed later.

Speaking of expectations, there are a few things that are beyond any marketing agency’s control that you want to make sure you are aware of. Here are a few examples:

• Marketing agencies are not customer service representatives. What does this mean? If you are dealing with negative online reviews or need someone to stay on top of/respond to negative comments on social media, you should be looking for a P.R. specialist or an agency that focuses on brand reputation. Managing that side of your business is not marketing.

• Marketing agencies don’t always know why digital platforms break. Whether it’s your website or Facebook page, anything digital is borrowed real estate. What does this mean? Website platforms get bugs and Facebook (as we all know) can go down without warning. Sometimes, your marketing agency might have some intel, but they are unfortunately unable to do anything more until these “borrowed spaces” fix the issue on their end.

• Marketing agencies cannot - and should not - promise sales. This is a big one. Marketing should be getting your name out there, giving people options to call, visit your website, or submit an email, but they cannot promise that you will make more money or get more clients. Good marketing is about getting your brand in front of the right people. Beyond that, it’s up to you and your sales team to keep and retain clients.

As we said at the top, working with a marketing agency is a partnership. It’s important to remember that they are a professional service provider and will want to work with you to make sure your business succeeds.

If you are still struggling to find the right agency, give us a shout. We have several vetted and highly-recommended agencies in our referral network with whom we’d be happy to connect you!