So you want to work with an agency. Maybe you have some hang-ups or concerns – or maybe you’re a seasoned pro, and you’re ready to dive in. Either way, this blog outlines some of the unique ways a great agency partner can serve you, and how your team can get the most out of that partnership.
As someone who has worked on both sides of the aisle, so to speak – on both the client side and the agency side of digital marketing – I’ve seen the value of developing a client-agency partnership from both perspectives. My main takeaway? When done right, an agency can be a light in the dark on unsolveable, unstaffable, or insurmountable problems.
We come with a blank(-ish) slate
Agencies are uniquely positioned to act as an expert, but without the internal politics and institutional memory of your organization. Our outside perspective can be a blessing because it doesn’t come with any “baggage” – it’s not influenced by insider knowledge. This kind of mindset is closer to that of an end-user’s, and helps us make recommendations that keep your client or customer top of mind. This might seem trivial, but it’s key that messaging speaks clearly to your average user – without assuming they already know things that they don’t.
At the same time, we’re working with a variety of clients in a number of different industries. And the overlap might surprise you. We can bring ideas from outside of your industry or niche, fueling new strategies, or adding fresh insights and strategy to ‘the old ways’ and making them feel new again.
Can an agency care as much as you do? Yes.
All of this blank-slate, baggage-free talk might seem clinical – but it’s rooted in care. A great agency will be able to see the big picture of your business or organization without losing sight of who you are at your core.
Fact is, we do care about your goals, your message, and your audience – but we also come with the gift of objectivity. We’re able to help inform decisions without bringing emotion into play, offering guidance that prioritizes what’s best for your future goals.
So how do get a true agency partner?
Great partnerships don’t appear out of thin air. (Although, with a little work, they can come together much easier than you might think.) Here are my tips and action items for getting the most out of an agency partnership.
- Schedule regular check-in meetings. Scheduling a meeting after an issue has risen or a fire needs to be put out is fine, but it doesn’t allow your agency the opportunity to be proactive – and hopefully avoid those issues and fires in the first place. When you have regularly scheduled meetings – whether they’re weekly, biweekly, or monthly – you have the opportunity to touch base with each other and get ahead of the next few months.
- Consider an annual planning meeting. This meeting is a high-level, roadmap planning meeting where you share your company and/or team’s objectives, known upcoming work, campaign ideas, etc. Setting the cadence with meetings like this one is a great way to involve your agency (or agencies) early on and share pertinent info or milestones ahead of the upcoming year.
- Quarterly check-ins are a great time to share changes, shifts in priorities, and business, department, or personal objectives. What’s come up since your annual planning meeting? What’s changed, or needs more focus? These meetings are a great time to check in on pre-set objectives, track progress, and ensure priorities are still aligned.
- Regular check-ins can vary based on your team’s needs. These could be weekly, bi-weekly, or monthly depending on budget, scope, and project phase. You want them to be regular enough for everyone to be in the loop on work progress and stay up to date on shifting priorities or objectives.
- Share more than you think you need to. When an agency is working on a project for you, especially if it’s a new partnership, give them more information than you think they may need. This includes backlogged presentations, old brand strategy, business strategy, competitor info, and more. We can gather insights from this kind of material that can inform a lot of different decisions and allow your agency to deliver well-informed work.
- Bring us in to be proactive – not reactive. Your agency can be your proactive partner in strategic thinking – not simply a reactive executioner of a defined task. When you bring in your agency during the strategic phase rather than the execution phase, you’ll get valuable insights that can often save you time, money, and labor.
- For example, a good partner will tell you if you even need a new site – or if you just need SEO improvements or a couple of new landing pages. When you bring us in early, you can get strategic input – and you might avoid simply paying for the thing you thought you needed.
- Give your agency permission to be a little contrary. The best ideas often push the boundaries a little bit. If you’ve brought on an agency to challenge the status quo and deliver fresh ideas, give them explicit permission to do so. Provide parameters – let them know what guard rails are in place so they don’t miss the mark. Provide your recommendations so that they don’t face unnecessary criticism. But aside from that? Let it fly, baby.
- Another tip: ask for multiple concepts or options – one that’s the “safe choice,” one that’s super innovative, and one that’s a little bit of both.
Final food for thought
Companies and organizations often think they need to have a project “ready to go” in order to bring in an agency partner and be effective. We’re here to tell you that that’s not the case.
Whether you’ve got a blank slate and a dream – or you’re a well-established brand who wants a refresh – we want to hear from you. Being a strategic partner means being adaptable, flexible, and willing to go where we’re needed. Plus, it’s fun!
Interested in kicking off something with us? Get in touch today.
