My guess is you wish that you had more revenue with more ease with a team that knows how to grow your business and allows you to focus on running it well. I’d also be willing to wager that you’ve played agency roulette a time or two and found them wanting. So, what is to be done to make sure that your agency of choice performs at the level you want with the relationship you both deserve? I provide six considerations below, plus one bonus action to take to get it right.
Companies often seek marketing agencies to help elevate their marketing strategy and expand their reach. However, many business owners and managers mistakenly view their marketing agency as just another employee or department within their organization. This misconception can hinder the effectiveness of the partnership and limit the potential benefits an agency can offer. Here are six reasons why you should love the fact that your marketing agency isn’t your employee.
1. Expertise and Specialization
Marketing agencies are packed with specialists who live and breathe marketing. From SEO wizards and content creators to social media strategists and PPC experts, agencies have people and teams dedicated to staying ahead of industry trends and mastering the latest tools and techniques. They bring a deep understanding of both marketing theory and practice, ensuring that strategies are not only innovative but also grounded in proven principles. This level of expertise and specialization is difficult to replicate within a single employee or in-house team. By leveraging an agency, you gain access to a diverse pool of talent that brings innovative and effective strategies to your marketing efforts.
2. Objective Perspective
An outside agency provides a fresh, objective perspective that’s often hard to achieve in-house. Employees may be too close to the brand to see the bigger picture or challenge the status quo. An agency can offer unbiased insights and suggest creative solutions that internal teams might overlook… have you ever heard of “marketing myopia”? This objectivity can lead to more effective marketing strategies that resonate better with your target audience.
3. Scalability and Flexibility
Unlike employees who have fixed roles and responsibilities, marketing agencies offer flexibility and scalability. Whether you need to ramp up efforts for a product launch or scale back during quieter periods, agencies can adjust their services to meet your needs. This flexibility allows you to allocate resources more efficiently, ensuring you get the most out of your marketing budget without the long-term commitment of hiring additional staff.
4. Access to Cutting-Edge Tools and Technology
Marketing agencies invest in the latest tools and technologies to stay competitive. These resources can be prohibitively expensive for individual companies to purchase, learn, understand, and maintain. By working with an agency, you benefit from their access to advanced analytics, automation software, and other high-tech resources that can drive better results. This access ensures your marketing campaigns are optimized and based on the most accurate data available.
5. Higher Accountability and Performance Standards
Marketing agencies operate under contracts and service agreements that set clear expectations and performance metrics. Unlike typical employees who may have more job security, agencies must consistently deliver results to retain your business. This inherent accountability means agencies are motivated to perform at a higher standard and continuously demonstrate their value. Regular reporting, transparent communication, and measurable outcomes ensure that you see tangible returns on your investment, fostering a results-driven relationship.
6. Focus on Core Business Activities
Partnering with a marketing agency allows you and your team to focus on what you do best: running your core business. Marketing is a complex and time-consuming endeavor that requires constant attention and expertise. By outsourcing this function, you free up internal resources to concentrate on product development, customer service, and other critical areas. This not only improves overall efficiency but also ensures that your marketing is handled by professionals who can deliver superior outcomes.
Bonus Tip!
You need to self-assess whether your leadership and your organization is mature enough to outsource such a specialized and critical function. If you aren’t good at taking advice or you want to pillage an agency of their intellectual property so you can take it in-house, get ready for disappointment. The right agency won’t stand for that nonsense for long and you’ll be back on the roulette wheel blaming everyone else for your failed growth strategy. If you are willing to share in your success financially and outsource a function you’re not specialized enough in to execute, get to picking the right agency. If not, wait until you are completely ready.
Conclusion
Embracing the fact that your marketing agency isn’t an employee can transform your business. With their specialized expertise, objective perspective, flexibility, access to cutting-edge tools, higher accountability, and the ability to let you focus on core activities, marketing agencies offer invaluable advantages that can propel your brand forward. Instead of viewing them as just another part of your workforce, recognize the unique benefits they bring and leverage their strengths to achieve your business goals.
Remember, a strong partnership with your marketing agency can lead to exceptional results and drive your business to new heights. So, love the fact that they aren’t your employees and enjoy the many benefits that come with this dynamic relationship