Picking A Marketing Agency Like You’d Pick A Friend
Ok... Maybe if you have as defined of a process as I’ve put together below, you’ll be like... well, I guess like anyone else in their adult years trying to make new friends.
The point is:
Most agencies make claims
Most agencies are overly-confident
Most agencies will tell you what you want to hear to close a deal
If the agency claims to be full-service, they might as well tell you that they can rub their bellies and pat all their employee’s heads at the same time.
Dan in web design cannot also do studio-production video work. Expect Dan to show up with an iPhone and a tripod.
To be clear—it’s ok for agencies to not be jacks of all trades. It’s also ok for agencies to tell you that they have another contractor or vendor who has the expertise to help you with the project. Just understand what “full service” really looks like to the agency.
Rant over. Let’s get on with some quick takeaways...
Define. Objectives.
Start with a sharp, clear vision of what you want to achieve. It’s about laying down a list of goals that are as precise as the measurements in a blueprint. Think about what success means for your project — is it more leads, higher sales, greater brand awareness?
Use the SMART framework to ensure each goal is Specific, Measurable, Achievable, Relevant, and Time-bound. This way, you're not just dreaming big; you're planning smart.
[PRO TIP] Write this stuff down. It’s not enough that you’re reading it right now. Pen, meet paper. Paper, meet wall above desk. Keep it there until you recite it to a colleague/professional off the top of the dome.
Ensure that your goals align with what's practically achievable. This step is akin to making sure the ladder you're about to climb is leaning against the right wall. Clear and realistic objectives prevent the kind of misunderstandings that can turn what should be a straightforward project into a wild goose chase... and I’ve been chased by a goose before.
Attach concrete metrics to each goal...
If it's website traffic you're after, what numbers are you aiming for?
If it's sales, how much of an increase constitutes success?
These metrics act as signposts along the path, showing both you and the agency how close you are to achieving your goals.
Btw... not all goals are created equal. Decide which objectives are vital for your business's immediate needs and which can be scheduled for later. This prioritization helps ensure that the agency can channel their efforts more efficiently and effectively.
Pull their leg, don’t let them pull yours.
Want to know if an agency knows their stuff? Look at their work. If they were a tattoo artist or a chef - would you let them tattoo you? Would you eat their food?
More important than the cosmetics, do they have any data to back up any of the work they’re doing? A good agency cares just as much about results as you do. If they don’t share it, they either don’t know or they’re too embarrassed.
Big name clients are cool. Awards and certifications? Nice. Do they still have those clients? Are those awards from a reputable source? Research their reputation on your own, don’t get suckered into their own marketing.
Ask for references. Contact those people. Make sure it’s not their mom.
At the end of the day, this will likely be one of the most expensive contracts you’ll have as a small business owner. Make sure that you’re hiring slow and firing fast.
Chemistry. Not the kind from school.
Listen, I’m not gonna get into analogies about dating...
...I’m NOT.
But if you went on a date with someone and they were picking their nose the whole time, you’d probably feel like you were wasting your time.
Maybe there’s a person out there that also picks their nose that’s perfect for them.
Sounds oddly specific? It’s not.
Meet the team. Not just the salesperson or account manager.
Have the team meet your team. Catch a vibe from both sides.
I mean, get both of your teams on Among Us and watch how they coordinate/communicate with each other.
Let’s talk about scope, baby.
A scope of work (SOW) is critical to the success of any project between your business and a service-based vendor. This is put together BY the agency based on all of your initial conversations to outline your needs and goals in-depth as well as how the tactics that the agency is going to implement. It also covers total costs of the project, sometimes with hours associated to the bill itself.
Don’t let an independent agency get away with verbally telling you what they’re going to do and then sending you an invoice to pay. This does not set clear expectations for both parties.
There’s something else I want to mention and that’s “scope creep”. It happens, almost always.
Scope creep is when something that you want from your agency falls outside of what both parties signed up for. Let’s say the vendor wrote in the SOW that they would design and publish two carousel ads on Facebook. If you came back and said you needed the post to be a video, not a carousel - well... that’s scope creep.
Scope creep can be a budget and timeline killer if it's not managed properly. Before you know it, your project costs could double, and your timeline could stretch into the distant future. It's crucial to have an open discussion about how to handle changes and additional requests. Most agencies will either include a clause in the SOW for handling scope changes or offer a formal change order process. Make sure you're clear on how this will be managed to avoid surprises down the road.
[PRO TIP] Set regular check-ins with the agency to ensure everything is on track and within scope. This keeps both parties accountable and allows for any necessary adjustments to be discussed and agreed upon promptly.
Transparency is a two-way street. Be honest about your budget, and don't hide your real intentions behind smoke and mirrors. If you're upfront from the beginning, the agency can provide a more accurate proposal and avoid over-promising and under-delivering.
Feedback Loop
Communication is key to any relationship, and this is no different with a marketing agency. Establish a feedback loop to ensure your input is considered throughout the project. Regular updates and progress reports help keep you in the loop and provide an opportunity to course-correct if needed.
Schedule a standing meeting — weekly, bi-weekly, or monthly — to review progress, discuss any challenges, and celebrate wins. This keeps the momentum going and ensures that everyone is on the same page.
The Devil’s in the Details
When reviewing proposals, don't just skim through the surface details. Dive deep into the specifics. Look at the strategies they propose and ask yourself if they align with your brand’s voice and values. Are they recommending tactics that seem cookie-cutter or tailored to your unique needs?
Consider their proposed timelines and deliverables. Are they realistic? Do they account for potential delays or roadblocks? An overly ambitious timeline can be a red flag indicating that the agency may not fully understand the scope or complexity of your project.
Value Over Cost
While budget is always a significant factor, it's essential to consider the value you're getting for your money. Sometimes, the cheapest option can end up being the most expensive in the long run if it doesn’t deliver the results you need.
Look for an agency that offers a good balance of cost and quality. It's worth paying a bit more for an agency that understands your business, aligns with your goals, and has a proven track record of delivering results.
Thank you, I will not be taking any questions
Picking a marketing agency should be done with the same care and consideration as choosing a friend. It’s about finding someone who understands your needs, shares your values, and is committed to helping you succeed.
Remember, this is a partnership. Both parties should feel confident and excited about the work ahead. So take your time, do your homework, and trust your instincts. When you find the right fit, the results will speak for themselves.
