In recent years, there has been a shift to move company branding and communication in-house. While this can at first seem beneficial as all the external messaging is being properly vetted, most times internal teams do not have the time to research and know all the new digital updates and opportunities. Many projects seem to be completed last minute and without much planning, leaving your team without a vision and focus.
Successful brands do not shy away from using agencies and partners to help them better evaluate their marketing tasks. While sales teams need to be reigned in and provided with the most relevant information to accomplish their quotas, marketing teams benefit from diversification and an outside perspective with fresh eyes to understand how the market sees their brand. Depending on the agency experience and offerings, hiring out industry expertise can allow better access to diversified skill sets.
One of the main ways you can change things up to increase the reach and perception of your brand, can be to allow industry experts to take calculated risks, learned from many different industry projects. In marketing many things are trial and error, but trusting agencies that have a variety of clients and diversity in their services, helps diminish the many errors your team could make when spending budgets. As your audience needs constant engagement, agencies can devote longer spans of time to engage, track, report and use data from listening and observing to provide new product ideas and when needed sunsetting services that no longer bring ROI.
Many companies can experience communication bias. Knowing that your service or product is great, does not mean everyone at first glance sees all the benefits. With the growth of digital solutions and alternatives, end users have many ways they can reach the information you are looking for. With a diversified agency, you do not need to hire an expert for all your online channels and lessen the workload and worry if the plan in place will work or not.
Value Over Price
The unavoidable truth in every business industry is that competition is everywhere around you. With many options to choose from, most opt for price as the final decision maker. While price is important for your budget, the value the partnership should always be in the forefront. Although most decision makers would say that this is the case, in reality the bottom line always speaks volumes.
Some ways you can evaluate the value of an agency includes assessing their company culture and approach, looking into their online presence and credentials, and meet the people who will work on your account during the evaluation and pitch process. Not only that, gauge their ideas and excitement around your brand goals and in this way let the agency demonstrate their techniques. The more transparent the communication, you can expect your project to be handled in the same way.
Although the main worries companies have are loss of control and different cultural habits, consider what it would cost you to keep things as they are versus delegating it to experts in their field to handle all the big and small details. Working with a marketing agency opens up new avenues of flexibility and opportunities to better manage your resources to fit ever changing industry demands. Remember, as a client you will never cease to have control over the direction of the service you receive but also take some time to do your homework.
How’s your agency experience? Let us know in the comments, what works and what doesn’t. What is your criteria now?
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