Choosing the right marketing agency to work with your business is as important as picking the right partner. They need to be a good fit and mesh with your personality. They need to see your company vision and be able to execute your ideas with ease.
This means that transparency is important. Before you sign the dotted line, you need to understand who will lead your company’s marketing campaign and who will be your direct contact for all communications. When you know that you’ll be comfortable with these leaders, you are more likely to have a successful partnership with the agency that you hire.
Eight members of Forbes Agency Council weigh in on the important but often overlooked characteristics that businesses should look for when picking a marketing agency to work with. Here is what they watch for:
So many agencies have answered the woes of scalability by becoming increasingly rigid. Which works great until something doesn’t go according to plan. Look for an agency that has found a way to navigate the waters of scaling, while not sacrificing their ability to be whatever you need them to be. – Chris Stegner, Mad Dev
2. Understands Your Business Goals
When picking an agency to work with, I always look for agencies which can understand my company’s short-term and long-term goals, can help me achieve them, and are focused on our needs as a business. – Karan Sharma, Kinex Media
3. The Bed-And-Breakfast Test
For us, when we work with a client, we have to be able to spend time with them. If you are driving and get stranded, would you be willing to spend time with that agency? There are tons of agencies in the world that can provide a great service, but it’s always best to find one that you can build a great relationship with and then stick with them! – Gary Henderson, DigitalMarketing.org
4. The Human Factor
Businesses should be looking in detail at the makeup of the team that will be assigned to their account. The human factor is key to the success or failure to deliver. – Alannah Tsimis Sandehl, IDM Agency
The key to any successful partnership is curiosity. Yes, the agency will bring expertise and knowledge that the client’s internal team may not have. However, if the agency does not work hard to understand the client’s business and customers, then they are unlikely to be successful. – Shade Wilson, Elevation Advertising
6. A Methodical Approach
Look for an underlying, methodical way of doing things that removes risk and improves results, while giving the client an appropriate level of input at key points throughout a project. Many agencies purport a proprietary process, but for some, it’s a marketing gimmick, and few actually adhere to one on every project for every client. Seek evidence that they walk the walk, not just talk the talk. – Mark Shipley, Smith & Jones