Is It Time to Review Your Marketing Agency?

Unless you’ve been living on another planet for the last 18 months, you will be acutely aware of the global pandemic that has thrown a whole host of challenges to all of us. The environment has changed, the way we work has changed, some of our business objectives may have changed and for many, our personal priorities have changed too.

Some of the personal priorities inevitably cross over into work life and perhaps where we used to just let things slide, because that’s how they’ve always been done and it was ok’, we’re now thinking maybe there are improvements that can be made. Perhaps where we used to pore over reams of documents and listen to jargon we didn’t fully understand, we now want to spend that time on other things and just need the specific information that’s relevant to us, in a language that’s easy to absorb and means something to us.

If you’re in the camp above and think it’s time to start working smarter, not harder, it also might be the right time to review your current Marketing Agency.

Marketing Agencies can have different specialisms – branding, digital marketing, design – or they can be ‘full service’ meaning that they have experts in the team to deliver the whole scheme of Marketing tactics aligned to a Marketing Strategy. Your choice of agency will depend on your requirements, however, it’s always worth remembering that whatever you do, your branding, digital marketing, design elements all need to be consistent and fit with the overall Marketing strategy. If you take an ad hoc approach using different agencies to deliver different aspects, there is a risk that your communications will be inconsistent and you may well end up paying more for less.

When you’re looking at what you get from your agency there are some key questions to ask:

  • Does my agency talk to me in language that means something to me and not just jargon?
  • Does my agency justify / explain why they’re recommending a particular activity / route?
  • Is my agency pro-active and always looking for improvements or do I have to push them?
  • Does my agency justify / explain why they’re recommending a particular activity / route?
  • Do they help set your objectives?
  • Do they offer advice on the budgetary spend?
  • Are they easy to talk to – even for the more challenging conversations?
  • Am I getting clear Return on Investment / Are the activities achieving the objectives that have been set?

If you can’t answer ‘yes’ to any of the above questions then it’s probably time to look at how you can get a ‘yes’. It might be as simple as a conversation with your agency to explain any challenges and ask them to address accordingly. If you’ve already tried that tack and you’re no further forward, it’s time to look at the alternatives…

  • Do they have similar core values to your business?
  • Do they have any accreditations or qualifications for what they’re offering (like Google Partner status or CIM certificates)
  • Can they demonstrate successes they’ve achieved for their clients (remember though, their portfolio will be based on what they’ve done for specific client requirements, so may not match exactly what they’d do for you.)

You need an agency you can ‘gel’ with, people you can talk to and that have an understanding of your brand and objectives. Don’t be afraid to ask the questions that are important to you, what to expect from them and how you want to work. Your agency should be an extension of your team – a partnership with a long term strategic approach.

Working With

  • AGW
  • Doncaster and Bassetlaw Teaching Hospitals
  • Leeds Welding Company
  • ORB Recruitment
  • Rejus
  • Peter Cook International
  • We Can Grow