When choosing a marketing agency for your business, it’s necessary to look at the numbers — agency size, the range of services, years of experience, etc.
But there are also the intangible factors that affect your decision. How committed are they to your success? How responsive are they to your questions and concerns? Does it feel like a good “fit” for your business?
Once you’ve chosen a marketing partner…
…you need to give them time. They need to delve into your company and your industry, to develop a strategic plan, to execute it effectively, and to show you results.
For argument’s sake, let’s say you’ve had a marketing agency (Agency X) for two years. They’ve built a relationship with you, learned your business, and executed their marketing plan.
And now your two-year contract with Agency X is up. Will you renew it? Will you part ways?
It’s Decision Time.
There are Three Big Questions to ask yourself when determining if it’s time to change your marketing agency. Here they are:
● Are you successful?
Timing is an important factor. If you’re a new company — let’s say from 0-5 years in business — you’re focused on growth more than anything. Is Agency X helping you reach the sales numbers you want?If you’ve been in business for 5-15 years, you’re most likely shifted your focus from growth to “maintenance” — keeping your existing customers happy and working to deepen your connection with them. Is Agency X helping you achieve these goals?And if you’ve been around for 15-25 years (or longer), you might be thinking about retiring and/or selling the business. Is Agency X doing what it takes to prepare your business for its next phase? (It could be working to impress a potential buyer, or setting up the next owner/generation for continued success.)
It all comes down to success and how you define it — at every stage of your company’s lifespan. From year-over-year growth to your place in the industry, there are many factors to consider. You’ll need to take a step back and think — Are we successful? Is Agency X helping us to be successful?
● Do you have a plan?
No matter how many years you’ve been in business — and no matter what your marketing budget is — you’ve got to have a plan. Knowing what your goals are, then breaking them down into focused tactics and targeting specific results are hugely important to the success of your company. And Agency X needs to be a valuable partner in making these things happen.Your plan can be any length, depending on your industry and preference. You may want to ask yourself the age-old interview question: “Where do you see yourself in five years?” Of course, any marketing plan — especially a five-year plan — has to have flexibility built into it, unless you’ve hired Nostradamus as your COO.Focus on achieving simple goals and assigning them to Agency X. Maybe you want a higher Google ranking, or unique website visits, or simply a 10% increase in sales over 12 months. Think about both your short-term and long-term goals — and remember that while strategic partnerships and marketing plans take the time to develop and grow, Agency X needs to be accountable for deliverables and providing value.
● Are you happy?
The answer to this question can’t just be calculated or quantified. Results alone might not be enough — what if Agency X helps and you are somewhat satisfied, but every interaction with them is unprofessional or uncomfortable?
A true marketing agent (we like to say marketing PARTNER) needs to listen to you and be responsive. They need to provide you with innovative, effective ideas that get results and grow your business. And together, you need to establish a courteous and professional working relationship that you both enjoy.
Choose wisely.
Change for change’s sake is not always the wise decision. But you don’t want to be stagnant or stuck with a marketing agency that makes it hard for you to answer the Three Big Questions positively.
Of course, there are other questions that need to be answered — but they’re more quantifiable, “yes” and no” things:
● Is your marketing partner PROACTIVE on your behalf?
● Has your marketing partner updated your website recently, and do the nickel and dime you for small updates?
(Are they using responsive design for your website?)
● Is your marketing firm helping you manage and organize your brand assets?
Do they provide you the final files that have been paid for without you asking for them?
A marketing partnership requires a responsive, smart and collaborative agency. Of course, you have an important role to play as well — it’s a “give and take” relationship. You need to provide Agency X with the proper information and clear direction, so they know what they need to accomplish. Your relationship should sincerely be a partnership. Every client Envision Works Marketing serves is treated as a priority and with respect! We go above and beyond, are proactive when providing new solutions and perform as if we are a formal business partner that is liable for all efforts!
It’s a new year. Maybe it is time for a new marketing partner! Contact Envision Works Marketing today, and discover how we are different from the others.