﻿4 Ways to Tell if a Marketing Agency Is Committed to Your Success … or Their Own

4 Ways to Tell if a Marketing Agency Is Committed to Your Success … or Their Own

1/11/2017

By Jaime Nacach

Know when a marketing agency is in it to win it – for your business.
In the digital age, the marketing industry is booming. Companies of all sizes outsource their marketing efforts to stay competitive in today’s fast-paced world. It’s vital to understand the difference between a marketing agency that’s truly invested in a client’s success versus one that is solely concerned with generating profit for itself. Learn how to pick the perfect marketing agency.
1. They Know You, Not Their Bottom Line

A great marketing company is a networking pro: they readily acquire, meet, and engage with their customers. Part of this comes from knowing the specifics of their clients. Your marketing agency should know the details of your brand, your short- and long-term goals, and show a genuine interest in what you do.
Marketing professionals are passionate and curious by nature. This means they should also know your customers. They should be as dedicated to helping you achieve your business goals as you are. They also should care about your bottom line as much as they care about their own.

2. They Exercise TransparencyTransparency is a hot commodity in today’s business world. When you funnel a lot of money into garnering results, you want to know what you’re getting for your investment. A great marketing agency will be transparent about billing practices and provide a roadmap for success. Rather than accost you with jargon and industry speak, they’ll illustrate just how you’ll get a return on investment.
Most of all, a good agency will want to make the relationship work as much as you do. Not all agencies are the perfect fit for your company, and a good one will tell you so. You shouldn’t be the only one doing the courting: A marketing agency dedicated to your success will make pitches and ask questions specific to your business.
3. They Have Room To ImproveNo one is perfect. If the marketing agency you’re looking into thinks they are beyond reproach, they might be more interested in padding their own bottom line than helping your company. What does an evolving company look like? They have any (or all!) of the following:

A commitment to continuing education. Employees continually train through conferences, exercises, and other learning opportunities.
They’re open to trying new things. Agencies regularly innovate and accept feedback from other customers. If you’re considering trying something specific, they should be open to it.
They’re agile. A quality agency will know when to shift course, and be nimble enough to adjust without a costly overhaul.
They evolve. Take a look at a prospective agency’s portfolio. Does it show a progression over time, reflecting changes in trends? If their portfolio is simply more of the same, it signals a stagnation that might not be right for your company.

4. Choose An Agency That Fills in the GapsThink of your marketing agency as your company’s Swiss army knife: it’s a multi-purpose tool that can take on the skills you’re lacking. If a prospect isn’t prepared to be the go-to entity for your diverse marketing needs, they’re just in it for themselves. Seek a jack-of-all-trades that is eager and willing to step in and pick up the slack.