Most small business owners are told to work with marketing agencies to come up with effective strategies.
The most obvious reasons are that they either do not have the financial resources to maintain an entire in-house team.
Or they would rather have things handled by specialists so that they can concentrate on other aspects of their company’s operations.
If you are reading this article, then you’re probably have been pondering the idea of hiring a third-party marketing agency to assist you with advertising activities.
To tell you the truth, this choice may or may not be appropriate for your organization.
So before you make a decision, why don’t you take a look at these issues of working with marketing agencies first?
Downsides of Hiring a Marketing Agency
Cookie-cutter marketing means the firm uses the same plan for all of their clients without catering to their distinctive needs.
Because digital marketing has been around for a long time and everything that could be done with it has already been done, some marketing agencies may cheat by using this method in order to save time and effort.
Despite the fact that agencies are often able to persuade clients to see things their way, this scattershot strategy may not be the best way to achieve your objectives.
Break-even is the best-case scenario for unfocused marketing.
In the worst case scenario, you waste money for no return.
It is absolutely necessary to communicate the essential details to your marketing partner, given that the practical information you provide to your customers will help drive your digital marketing expectations.
If you don’t, the execution might not go in the direction that was intended, and you will be the one responsible for handling the consequences of this.
Ultimately, if you want to be successful with outsourcing, you need to ensure that you communicate effectively.
Fancy but unrealistic advertising
Too many marketing firms use industry jargon that sounds cool but has no meaning or provides instant results generated by automated programs, leading you to believe they did the work.
This type of shallow service is something to be wary of when selecting a marketing firm.
You need a marketing firm that can decipher your reports, create a strategic plan based on the data, and implement it with precision. Not a place that cannot actualize their words.
Superficial data consultation
Vanity metrics are useful for gathering information, but they don’t help a campaign succeed.
If your chosen agency only provides those, you may need to request that they identify metrics that are appropriate for your campaign and how to track them.
Ask them to explain why the metrics in question are important and what story the data will be revealing about the situation.
Poor channel suggestions
You have a plethora of channels available to market your company, such as social media, podcasts, blogs, etc. However, not all of them are suitable for you, and trying to master each and every one of them is out of the question.
Because of this, the recommendations provided by your marketing agency can determine the success or failure of the entire campaign.
And until the results are clear that they have made a wrong call, you will have already thrown away a certain amount of money because they have suggested unfit platforms.
Lack of industry knowledge
There are some firms that specialize in a certain industry. The majority, on the other hand, work with clients from a variety of different sectors.
That means they won’t know as much about your products as you do, especially if your business belongs to a hyper-specific and uncommon niche.
There’s a chance they’ll assume that strategies that are successful in other markets will also be successful for you just because they worked elsewhere.
Furthermore, an agency that lacks industry knowledge may produce material or campaigns that don’t resonate deeply with your customers because they miss some essential nuances.
Zero control of the progress
Although it would be nice to believe that a marketing agency would work quickly, the reality is that this is not always the case.
Regrettably, you do not have any influence over their workflow and the pace at which they complete tasks.
To make matters worse, if other clients of theirs pay a higher amount, they are certainly prioritized, leading to your company’s work being delayed.
Of course, you are free to impose deadlines on them, but there is no assurance that they will stick to them.
Now, imagine the stress that would be caused by the fact that you had no control over the situation.
How to Pick the Right Marketing Agency
At the end of the day, you’re going to be hiring an agency to act as your spokesperson.
They are the ones who will engage in conversation with your target audience in order to bolster your brand.
A big responsibility such as that should only be placed on agencies with these characteristics:
- A well-designed and trustworthy website
- A steady track record, or an impressive list of past clients
- Good reputation within the industry
- Team members with extensive experience and specialization
- Similar core values and visions
- Available for contact 24/7
So to sum things up..
The decision of which marketing agency to work with is a significant one that will have an effect on the success of your company.
Obtaining meaningful results will require an investment of time and money, but you need to make sure that the partner you choose is just as dedicated to your success as you are.
Smart agencies are aware that when their clients win, they also win.
Hopefully, this post has helped you assess your decision to partner with a marketing agency better, and after reading it, you know what to look for.
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