Creating a Good Relationship With Your Marketing Agency (i.e., Let Them Help You)

Deciding to hire a marketing agency can feel stressful. After all, you're investing a good chunk of money and time. And the anxious feeling of wanting to see results fast is real.

Sometimes, that can create tension. During our 15+ years in digital marketing, Zoe Marketing & Communications has guided clients through worries about the initial Q&A, timelines, tactics and even art. They're all common and understandable concerns.

So, in this blog, we're shining a light on how to create a good relationship with your marketing agency, including these five essentials:

1. Participate in your CNA actively and honestly

2. Bring an open mind to the proposal they're creating for you

3. Know that finding your audience takes tweaking

4. Understand that marketing is part art, part science

5. Be flexible to the process — which is always results-driven

Your marketing agency's No. 1 job is to help your business grow. By the end of this blog, you'll have a better sense of how to nurture this relationship to cultivate results.

1. Participate in your CNA actively and honestly

A client needs assessment, or CNA, is the first step to building your client-agency relationship. And it's a big one.

A member of your new marketing team will walk you through some key questions. These cover your needs, wants, goals, preferences, expectations, pain points and more.

A CNA can feel challenging

Some questions may feel frustrating or even remedial. For instance, take, "What are your business goals?" If you're like most, it's about earning more customers and revenue.

However, the questions also get deeper. This means a CNA takes time and reflection from your top decision-makers. Simply put, it can feel like a lot.

Your CNA is important

Even the "basic" questions build a foundation of understanding between you and your agency. And it's a prime opportunity to think about where you want to go.

Here's what a CNA can accomplish and why it's essential:

• It's a launchpad for a campaign that's best for you. You know your business best. By sharing those insights with your agency, they'll better shape a strategy that gets results.

• It digs deep into who you want to target. Maybe it's a new demographic — single people vs. families, for example. Or you're trying to sell memberships for your venue. A CNA gets that nuanced. It's an opportunity to reach your market at a deeper level.

• It can build on what you're already doing. What other marketing have you already done? Agencies ask this, too — not to judge but to leverage. They also don't want to duplicate your efforts. And they'll be mindful of mixing that into a bigger picture.

• It's a chance to reconnect with yourself. Consider your goals, especially if you haven't lately. A CNA has many questions; they all get to the heart of your growth.

2. Bring an open mind to the proposal they're creating for you

Any good agency will be willing to listen to and work with your ideas. That said, an agency's job is to understand your needs and craft a plan that best meets them.

It's a balancing act — and one that does take some openness to the process.

A plan can feel challenging

This is especially tough if you have strong ideas of what you want to do or think will work. Again, you can still explore those ideas. But a mix of tactics is often ideal.

One common scenario: A client has firm opinions about a specific tactic, such as social media. Perhaps they're convinced TikTok is where they need to be. But ... is it, actually?

Your plan is important

Your agency shouldn't have a bias toward any one tactic. Their bias should be your results. Your goal is their goal. With an in-house team of experts, they bring the experience to plot and execute campaigns that will move your needle.

That's why, on your end, it's important to bring an open mind. Of course, ask all the questions you need! But understand that your agency focuses on: 

• Putting their expertise to work for you. There's a learning curve to marketing. Agencies, though, have run many campaigns. While all businesses are unique, there are similarities. Instead of starting at Point A and getting to Z, they can shortcut you to S.

• Moving you towards your goals. Agencies are judged on results. It's in their best interest to pick a plan that helps get you there. They won't intentionally lead you astray.

• Being direct and honest with you. If something isn't going right with the plan it crafted, your agency should always level with you and pivot promptly.

3. Know that finding your audience takes tweaking

Yes, agencies are experienced and can save you precious steps and time. But they're also learning about your unique audience. Especially early on, that can take some adjustments. 

Audience adjusting can feel challenging

In reality, no marketing agency can guarantee they'll convert a certain number of people for you. But, as your campaign starts running, they better understand how to get there. 

Changing factors can include geography, market disruptions and other nuances. As your agency navigates this, it can feel frustrating or daunting. But allowing the process to simmer and adjusting strategically — and not too quickly — is critical.

Adjusting your audience is important (and normal!)

Yes, audience can be a tricky thing. But it's all the more reason to have an agency that's constantly navigating that shifting landscape for you. Here's what your agency does for you:

• Steers your campaigns to the right eyes. They've done it before, and they'll do it for you. They'll tweak the targeting so you reach the key types and volumes of people.

• Redirects focus when a campaign isn't working. Depending on the platforms you use, it changes your ability to reach folks. Agencies are pros at seeing when an approach isn't working or is a budget-buster. (For example, some keywords can get too competitive and costly with search engine marketing.) They'll help you readjust.

4. Understand that marketing is part art, part science

The message and images in your marketing — aka "the creative" — is another area that takes collaboration. You may have your own designed ads, for example, or at least input on what you want your agency to develop. Yes, bring it to the table. Then, get ready to experiment.

'The creative' can feel challenging

One of the trickiest parts in all of this is honing your message. There's a lot you want to say about your business. You may have a robust library of images you want to use, too.

You might feel your campaigns share too little or "need more." That feeling can be more intense in the first month or two, when results are commonly slow to start. The urge to switch up that "creative" too quickly can be overwhelming.

Giving your 'creative' a chance is important

Marketing is a mix of art and science. You want your message to connect with people (the art) — and to deliver it strategically to the right people (the data, or "science," side).

An agency helps you walk that line, making sure:

• You're aware of best practices. They've seen what works and what doesn't. They should offer you clear, results-oriented insight. Yes, even on creative you've supplied.

• There's room for "A-B testing." What angle is best? Sometimes it's worth trying out two ads or emails, for instance, and then amplifying the one that resonates more.

• Results win over "looks." Over the years at Zoe, we've seen "less dazzling" ads knock it out of the park. Marketing can be surprising. To that end, a good agency isn't precious about its creative. It's not about artistry; it's about performance.

5. Be flexible to the process — which is always results-driven

This is the bottom line. Marketing is an evolving, ongoing process. Ideally, you and your agency should both show up in that spirit.

Flexibility can feel challenging

Again, very understandable factors fuel this. You're investing in your marketing. You may have strong instincts on the way to do it. And you might be anxious to see bigger results faster. All of this is entirely normal.

Flexibility is important

Remember, when you sign on with an agency, you also buy into a marketing mindset. A few final things to keep in mind: 

• Your goal is their goal. Ultimately, you and your agency both want the same thing: For your business to grow and succeed. And that does take time, and trust, on your part.

• They ask questions to help you. When your agency engages with you, the reason isn't to pester or bother you. They want to improve your results, with your input.

• They will listen to you. Agencies can only deliver results with your collaboration and approval. You should feel heard. And if you don't, be sure to address it fast.

Next steps in having a great marketing agency relationship

Fostering a healthy relationship with your marketing agency is vital to your success. 

This article covered some key challenges you may experience with your agency — and why they're essential to embrace. This includes CNAs, audience reach and creative.

Are you searching for a collaborative agency partner? Talk to your advisor at Zoe Marketing & Communications. We offer free "getting to know you" CNAs, so you can decide whether we're the right fit.

Not ready to take that agency leap? We get it! It's a giant step. In the meantime, learn more about the possible drawbacks — and other considerations — in these articles:

• What are the disadvantages of using a marketing agency?

• Why is multichannel marketing, or 'layering' tactics, important?