Hiring a marketing agency is an investment, and the pressure to see fast results is real.
We understand. Since 2020, Zoe Marketing & Communications has helped businesses navigate concerns about strategy, timelines and creative work.
In this blog, we break down five ways to build a strong agency relationship. Your agency’s job is to grow your business. Here’s how you can work together to make that happen.
FREE GUIDE
Download Your Guide to Marketing With Zoe
From the first steps and your role in success to specific services, pricing and success stories, learn all about partnering with Zoe.
5 ways to create a good working relationship with your marketing agency
1. Participate fully in your CNA
A client needs assessment (CNA) is the first step in your relationship. It’s a deep dive into your goals, audience and past marketing efforts.
A CNA can feel daunting — there’s a lot to evaluate! But it builds the foundation for success by:
- Customizing your campaign. The more details you share, the better your agency can shape a strategy.
- Refining your audience. It clarifies your ideal customer and best approach.
- Avoiding wasted effort. If you’ve run past campaigns, your agency will build on what worked — and avoid what didn’t.
- Encouraging self-reflection. Even seasoned businesses benefit from reassessing goals.
2. Bring an open mind to your strategy
A great agency listens to your ideas but also crafts a plan based on what works. That sometimes means adjusting expectations.
One common challenge? Businesses assume a single tactic — say, TikTok ads — is the key to success. But is it the right fit?
A strong agency typically uses a mix of tactics. They’re focused on:
- Applying expertise. Agencies have run thousands of campaigns.
- Delivering results. Their success is tied to yours.
- Being honest. If something isn’t working, they’ll pivot and tell you why.
3. Expect audience targeting to evolve
Even experienced agencies refine their approach based on real-time data. No one can guarantee conversions right away.
Tweaking your audience can feel frustrating, but it’s necessary. A good agency:
- Optimizes targeting. They analyze engagement and adjust accordingly.
- Monitors cost efficiency. Some tactics — like search engine marketing (SEM) — require bidding. If costs spike, they’ll shift focus.
- Adapts to market trends. Consumer behavior and platform algorithms change.
4. Understand marketing is part art, part science
Your creative (messaging, visuals, ads) must look good and convert.
Businesses sometimes have a natural instinct to “add more,” but keep in mind clarity sells — and campaigns take a month or two to gain traction.
Agencies ensure:
- Best practices are followed. They’ve tested what works.
- A/B testing is used. If two versions of an ad perform differently, they’ll lean into the best one.
- Results come first. If a simpler ad gets better results, that’s the winner.
5. Be flexible — marketing is a process
Marketing isn’t “one-and-done.” It’s an evolving process that requires patience and trust.
Feeling anxious about results is normal, but working with an agency means embracing the process:
- Your goal is their goal. They want to grow your business.
- Their questions help you. If they ask for input, it’s to improve strategy.
- You will be heard. If something isn’t working, speak up!
Next steps in building a great agency relationship
A strong agency-client relationship leads to better marketing results.
This blog tackled five key tips to build a strong relationship, from CNAs to creative decisions.
If you’re looking for a collaborative agency partner, talk to us at Zoe Marketing & Communications. We offer free “getting to know you” CNAs so you can decide if we’re the right fit.
Still weighing your options? Learn more about agency dynamics:
