Working with a marketing agency: why and how?
As a business, it can be difficult to know whether it is a good idea to start working with a marketing agency. It can appear expensive and needing a lot of communication. So, is it a better idea to hire new marketing members which will results in an in-house project? Or should you work with a marketing agency by your side?
There are several benefits to working with a marketing agency on various projects. Here are the top benefits in my view.
A marketing agency is full of people with specific and varied skills. When you pay their services, you pay for several years of studies and experiences. Working with a marketing agency will provide you with strong expertise and a work of quality. For example, in a marketing agency, you can find an SEO specialist or a social media specialist. Most of the time, you can’t have someone with such a specific skill in your in-house team.
Their experiences on many study cases gave them the knowledge and easy understanding of what you want. They are used to work with a company like yours and interpreting your briefs and guidelines. The agency can show you its previous achievements in order for you to have a better idea of the outcomes.
Marketing agencies are productive. They are used to work together as a team and to meet your expectations and deadlines.
Moreover, marketing agencies are results-driven. It means that you will get what you paid for and have the number supporting it.
It can appear that working with a marketing agency is too expensive. Yet, hiring new marketing staffs might not be the most cost-effective decision. Recruiting new members to your marketing team adds costs.
First, you need to pay your new recruits. To give you an idea, here are examples of their average salaries:
- Marketing coordinator: AU$54,149
- Marketing manager: AU$78,670
- Graphic designer: AU$52,915
Additionally, you need to think about the resources used to create the job advertisements and to go through the interviews. After the recruitments, you will need to train each person on the team. Plus, you need to think about the costs of the healthcare benefits, vacation days, sick days etc.
If you are not into hiring a whole new marketing team, it will lead to assigning new tasks to your current staffs. Too much work will be accumulated on their shoulders and will reduce the quality of their work and their productivity. Plus, they are not specialised, unlike the agency members.
Hiring a marketing agency will make it easier to manage your budget. You pay for the service and don’t have to worry about added costs. And of course, you don’t have to train a marketing agency.
A different perspective
As said earlier, marketing agencies have worked on a ton of projects before yours. They have seen and achieved a lot. As a result, they can take a step back and see your business from another perspective.
Another point of view on your business activities can reveal itself very helpful. The marketing agency can detect any error or problem in your strategy your in-house team did not. They can advise you on getting a better performance by establishing a more relevant strategy.
Latest technologies and marketing trends
To be high-positioned in the market, marketing agencies have to keep up to date with the latest technologies and marketing tools.
A lot of these technologies are pretty expensive. Your business would usually not pay for them. Working with a marketing agency gives you access to these which is a big advantage.
If you choose to work with a marketing agency, it is crucial for you and your team to provide the best information to the agency. The clearer it is, the best will be the agency’s outcomes. Here’s how to work with a marketing agency:
How to work with a marketing agency in the best possible way.
Hire a project manager
Even if you work with a marketing agency, it is a good idea to hire a project manager. Especially if the work you ask for is complex and a big piece. The project manager will be the link between your business and the agency.
A project manager’s missions are to assign resources to projects and develop them the best way possible. He also manages the project's budget and communication. Overall, he helps with the organisation of a project to reach your goals effectively and efficiently.
Both parties will benefit from the project manager as it limits any misunderstanding. As for the costs, it is only one person to hire so you don’t lose too much time nor money.
Present a relevant and useful marketing brief
It is important that you communicate clearly and precisely about your expectations. If you don’t know what you want exactly, you can’t expect the agency to know. So, in order to go in the right direction, create a precise and detailed brief.
To do that, it is important that the brief also carries a « control function » to allow a comparison with the work done.
Who are you? Give a concise but clear summary of your company’s background, your products or your services. You can also state your competitors. This allows the marketing agency to understand the context of the enquiry better.
Target market. Describe the target market you are trying to reach and deeply define some persons of your typical audience (age, gender, interests, purchasing behaviour etc.).
What have you achieved? Report previous marketing campaigns and your resources. The marketing agency will be able to use that to save time and see what did not work in the past. They can also determine more relevant ideas and strategies according to that.
Objectives and goals. State your objectives and goals. Add your goals as numbers to ease the performance tracking.
What do you want? Explain what you want and what type of deliverables you are expecting to conduct this new marketing campaign.
Mandatories. Don’t forget to state your deadlines and time management so the agency can organise their time better. And of course, don’t forget your budget for the agency to use the most relevant resources.
Be flexible to new outcomes. There is the possibility that what you proposed was not realistic. Sometimes, little changes can improve the quality of the results. Because of their experiences, marketing agencies know what will work the best.
In conclusion, working with a marketing agency has many benefits for your business. It saves time and offers resources with strong expertise.
Want to commit to a marketing agency? Get in touch with Sierra Marketing to improve your strategy and achieve your goal efficiently and effectively.