The reality is that it’s very hard to see sustained growth, and to attract new clients without good marketing.

And that’s exactly why marketing agencies exist, and why the vast majority of companies use them. It’s also probably why you’re thinking of joining them.

But making the decision to engage a marketing agency is the easy part. It’’s just the beginning. With so many different options it’s a bit confusing out there. 

And it’s easy to get it wrong – which translates into wasted time, money and potential. 

But get it right and you’ll be delighted by just how much growth and success you’ll enjoy.

It’s not surprising if you have a lot of questions when you’re thinking about choosing a marketing agency. Questions like:

• What are the green flags to look out for when choosing a marketing agency?
• What are the red flags you need to avoid when choosing a marketing agency?
• Are you ready to bring a marketing agency on board?

And one more (very important) thing before we get started. Not everyone who seeks a marketing agency is ready to work with one. And while they’ll be able to guide you in getting there it’s worth asking yourself upfront:

• Are you open to trying out new and different strategies?
• Do you have the cashflow and budget for a marketing agency? Many agencies have minimum spends, so it’s important to keep this in mind while searching.
• Do you already have an online presence? If you don’t have a website and social media it’ll be hard to grow.

But enough preamble. It’s time we revealed the most important things to think about on your journey to a perfect marketing partnership, so you can choose the right match for you, and never look back (unless it’s to see just how far you’ve come).

Look who’s winning

Awards aren’t easy to come by. To win them, you need to have impressed both clients and the industry big hitters who usually fill the judge seats.

So pay attention to marketing award winners, particularly if they specialise in your industry. They’re a great place to start your conversations.

(P.S.: Did you know we’ve won a range of awards?)

I’ll have what they’re having

What are the big players in your field doing? Safe to say most companies have a few competitors in mind that you’re keen to catch up with, and overtake, and maybe leave in the dust, right? 

What can you find out about their marketing activities and choices? How about their agency? You don’t have to copy their strategy piecemeal, but what can you take from how they do things? And could you even work with the same agency?

Reference recce

There’s a distinction here – we’re not talking about testimonials. Testimonials aren’t hard to come by. They’re on most websites, and naturally they’re all positive. We’ll bet it’s the same for your own website. Who in their right mind would share the less-than-complimentary feedback?

But before you commit to an agency it’s worth doing a little digging. Find out who else worked with them. And give them a call. Hopefully they’ll have positive things to say, but if it’s not so great, at least you’ll know. We recommend speaking to a few clients though, not just one. We all know that occasionally a client will have unrealistic expectations and blame others when they don’t come to fruition. 

So, make some calls, and build up a full picture.

Field familiarity

Learning is a journey, and along the way we all make mistakes and wrong assumptions. That’s part of life, but it doesn’t need to be part of your advertising experience. 

So, be sure that your choice of agency is familiar with your niche, and passionate about resonating within it. They’ve already got to grips with the nuances and context, so they won’t be doing that on your dime, and they can hit the ground running and start getting you amazing results.

Picking teams of a marketing agency

The founder is important when choosing a marketing agency. After all, they have a lot of clout, and influence in the agency’s ethos. Therefore they can dictate if an agency thrives or flails.

But that doesn’t mean they’ll have anything to do with you directly. You’ll be working with whoever is assigned to your account.

It’s so important to understand who’d actually be working on your account. Who would your account manager be? Who else would be on your team? What experience do they have? What are their specialisms? And do their values match yours?

Service(s) please!

Any good marketing strategy meets potential clients where they are – trade magazines, socials, blogs, conferences, just to name a few.

So, if your ideal client responds well to Facebook ads, choosing an agency who hasn’t got a solid track record in Facebook marketing is going to hinder results, no matter how much good work is being done otherwise.

Of course, it’s possible to mix and match agencies for different parts of what you need…but it makes it a bit more complicated, so if you can get it all in one place without compromising on anything, it keeps things simpler.

Feeling the love

Sure, manners and service aren’t all that matters. You don’t just want to be paid lip service. You want a positive working relationship and, ultimately, results. 

To illustrate our point let’s take a couple of examples from the small screen. Gregory House is an incredible doctor who has saved many lives despite being beyond rude and abrasive. Walter White makes a lot of money and builds a very successful organised crime operation, but he’s also a monster. 

Lucky for you, marketing is mainly monster-free. But while these talented characters make for good TV, few would choose to work with them.

So, even when you think you’ve made a decision and chosen a marketing agency, be mindful of how you feel when you approach them for some initial discussions. 

Do you share the same values? Are you on the same wavelength? Do you feel that they’re listening to you? Respecting you? You are the client, and you’re good at what you do. You’re coming to them for a service, and looking for their help. Mutual respect is key in a flourishing partnership.

That’s it – our top tips for choosing a marketing agency. Follow them and you’ll avoid many major pitfalls, and see better results, and get to work with some fantastic people too. Good luck!

Are you looking for content that connects, engages and resonates with your clients? Just get in touch – we’re always happy to hear from you and always happy to help.