I had the opportunity to be on both sides of the agency table. I have been a client of an agency and a senior account manager within an agency helping clients achieve their goals. I thought I would share what I have learned about being a "good" client and finding the right agency for your business.
Being a "Good" Client
This idea might be off-putting, after all you are hiring an agency, why should you have to be a "good" client? Having been on both sides of this table, I can say for a fact that when you approach your relationship with an agency as a partnership, you will most likely get to the outcome you desire. That is not to say you have to just be agreeable, but you have to be engaged and not make things HARDER for the agency you've hired.
Finding and Engaging with the RIGHT Agency
Hiring a PR and Marketing Agency can be a game-changer for your business. It's essential to approach this decision strategically to ensure a successful partnership. Here are some best practices to consider when deciding if an agency is the right fit for your business.
- Define Your Goals Clearly:
- Be Specific: Clearly articulate what you want to achieve. Are you looking to increase brand awareness, generate leads, or launch a new product? And what does SUCCESS look like?
- Set Measurable Goals: Establish key performance indicators (KPIs) to track your success. This could include metrics like website traffic, social media engagement, or media coverage.
- Thoroughly Research Agencies:
- Check Their Portfolio: Review their past work to see if it aligns with your brand and industry.
- Read Client Testimonials: Understand their clients' experiences and the outcomes they achieved.
- Assess Their Expertise: Ensure they have a deep understanding of your industry, target audience and industry trends.
- Consider Their Size and Structure: A smaller agency might offer more personalized attention, while a larger agency might have more resources. There is no right answer here, just be honest with what will work best for your organization.
- Once you've chosen an agency, STAY ENGAGED:
- Open Communication: Make sure that both your organization and the agency are responsive and communicate effectively.
- Appoint the Right Person: CEO's should not be spearheading this effort. Appoint someone within the organization that can be in the weeds of the agency relationship on a daily basis.
- Shared Vision: Ensure that your agency understand and shares your brand's vision and values.
- Trust and Transparency: Build a strong relationship based on trust and honesty by showing up to calls and meetings prepared.
- Regular Check-ins: Schedule regular meetings to discuss progress, address concerns, and make necessary adjustments.
- Feedback Loop: Encourage open and honest feedback to improve the campaign's performance.
- Track KPIs: Monitor key performance indicators to assess the effectiveness of the campaign.
- Analyze Data: Use data-driven insights to identify areas for improvement.
- Iterate and Adapt: Be willing to adjust your strategy as needed to achieve optimal results.
By following these best practices, you can maximize your partnership with a PR and Marketing Agency and achieve your goals. Remember, as with anything in life, what you put into something, you get out of it. This relationship is no different.
Want to hear more about engaging with a PR and Marketing Agency? Check out this recent episode where we sit down with two industry experts to chat about how an agency can supercharge your growth.
