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Spotting the Ideal Agency

Digital Amplification
July 26, 2023
A group of business professionals having a meeting
Digital Amplification
July 26, 2023

 The process of finding an agency partner can be complex. There are so very many factors to consider, but, what are the most important ones? Here is an overview of the factors to consider when selecting a media agency:

Experience

The agency should have a proven track record of success in your industry. They should have a deep understanding of your target audience and the media channels that they use.

Expertise

The agency should have a strong team of experienced professionals who can develop and execute effectively across the digital spectrum from social media and digital advertising to landing page optimization and analytics.  They should have expertise in all aspects of media planning, buying, and execution.

Track Record

The agency should be able to provide you with case studies of their past work. These case studies should demonstrate their ability to achieve results for their clients.

Culture

The agency’s culture should be a good fit for your company’s culture. You should feel comfortable working with the agency’s team and you should believe that they share your values.

Cost

The agency’s fees should be competitive. However, you should not choose an agency based solely on price. The most important factor is finding an agency that can help you achieve your marketing goals.

Industry Experience, Expertise and Track Record 

The importance of an advertising agency having experience in your exact industry depends on a number of factors, including the size and complexity of your business, the goals of your advertising campaign, and your budget.

If you are a small business with a limited budget, you may not need an agency that has specific experience in your industry. However, if you are a larger business with a more complex advertising campaign, or if you have a large budget, it may be worth seeking out an agency that has experience in your industry.

The advantages of an agency partner knowing your industry well can include a deep understanding of your target audience and how to find them online to connect across the buying journey. They may also have an established  network of contacts in your industry that they can leverage to get your message in front of the right people.They may also  have a track record of success in your industry, which can give you confidence that they will be able to help you achieve your goals.

However, there are also some disadvantages to working with an agency that has experience in your industry.

  • First, they may be more expensive 
  • Second, they may be more likely to try to sell you on their own ideas, rather than listening to your needs and goals. 
  • Third, they may be less likely to take risks, which can limit the creativity of your advertising campaign.

Ultimately, the decision of whether or not to work with an agency that has experience in your industry is a personal one. You should weigh the pros and cons carefully and make the decision that is best for your business.

Hard Skills, Soft Skills and the Role of Culture 

Hard skills, soft skills, and culture are all important factors to consider when evaluating a potential marketing agency.

  • Hard skills are the technical skills that are necessary to do the job. For a marketing agency, this might include skills in SEO, social media marketing, content marketing, or web design.
  • Soft skills are the personal qualities that make someone effective at working with others. For a marketing agency, this might include skills in communication, collaboration, and problem-solving.
  • Culture is the way that an organization operates and the values that it upholds. For a marketing agency, this might include factors such as its work environment, its commitment to diversity and inclusion, and its approach to client service.

The relative importance of hard skills, soft skills, and culture will vary depending on the specific needs of your business. However, in general, all three factors are important to consider when choosing a marketing agency.

Here are some specific questions you can ask to assess these:

  • Hard skills:
    • What are the specific hard skills that your agency’s team members have?
    • What are the agency’s processes for staying up-to-date on the latest marketing trends and technologies?
  • Soft skills:
    • How does the agency’s team communicate with each other and with clients?
    • How does the agency handle conflict?
    • How does the agency promote diversity and inclusion?
  • Culture:
    • What is the agency’s work environment like?
    • What are the agency’s values?
    • How does the agency measure success?

By asking these questions, you can get a better sense of whether a potential agency has the hard skills, soft skills, and culture that are right for your business.

How Important is Price? 

When selecting an agency partner, price is certainly a factor to consider. After all, everyone has a budget and right-sizing the relationship is important for both sides. However, it is important to remember that price is not the only factor and it should not be the primary factor. There are many other factors that are more important, such as the agency’s experience, expertise, and track record.

Budget transparency is key to getting what you need from the relationship. Many times, when clients decline to share a budget, we have explained that when they ask for the world, we can tell them what the world costs. HOWEVER, when a client gives us a hard number, we can help and guide them so that they get the most for that investment. 

A true agency partner spends your money like it’s their money.

In conclusion, we hope that these guidelines help you find the perfect agency partner.

Want to talk about your business development process? Gail, our expert in the field, is here to answer your questions, share valuable insights, and guide you towards mastering the art of finding the perfect agency partner. Contact Gail at gail@digitalamplification.com

People ask why an elite digital agency would share key insights about essential marketing techniques. The answer is simple, if you are reading this and it helps you become a more effective marketer…connect with us because we would love to get to know you. Likewise, if it helps you see the gaps in your marketing efforts and you need a partner that can move the business forward…contact us  because we can deliver breakthrough results.

Cheers to your success!

 

 

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