It’s no secret that leveraging an agency can exponentially enhance your team’s marketing efforts. But did you know that there are just a few best practices that can help you maximize your partnership for long and lasting success?
Whether you are one of the lucky marketers already working with an agency (congrats!) or about to embark on what will hopefully be a long, fruitful relationship, this one’s for you. Read on to learn four easy-peasy tips that can help you maximize your marketing agency partnership for the long haul.
1. Don’t be afraid to get a little personal
We’ll start this one with a caveat. You can absolutely have a strictly projects-only relationship with your agency partner and still experience loads of success. But…it won’t be nearly as much fun. And, there’s a lot out there from experts like HBR who suggest that liking people you work with can “produce magic” and let you enjoy “the satisfaction and pride of creating something great while having fun.”
Who doesn’t like a little magic?
Getting to know your agency team members improves communication. They will be able to better understand your project expectations, how your work together is affected by outside factors, and even what small things you need to be successful.
If you work in marketing, you also already know this: emotional connection is everything (including B2B tech marketing). So, don’t be afraid to form that personal relationship with your agency partner! Their number one priority — at least it should be — is helping you look good at your job and make sure you are happy with the work we do for you specifically. (At number three, we actually care a lot about your well-being! We like working with you and want to know all the boring and juicy details you are willing to share).
And let’s be real: we always want to see a photo of your fur or human baby.
Forming a deeper relationship also means you can be honest, whether it’s showing appreciation for hard work or acknowledging an occasional setback. And, of course, if you understand that mistakes can happen, it’s easier to trust that your agency partner is doing everything in their power to course correct as fast as possible.
2. Find alignment on long-term vision
A little context can go a long way. The more you can clue in your agency, the more successful your collaboration will be.
Don’t be afraid to discuss your company’s long-term goals and growth plans with your partner. You can also try to involve them in annual planning sessions. Giving your agency this access or background can help inform the content they create for you, making it more likely to produce results that match your company’s desired outcomes.
You may have also heard that content marketing is a long game, so elements like consistency and a solid strategy can help elevate your marketing game. Instead of going project by project, consider this a reason to work with your agency partner and develop multi-year content strategies together — you can achieve so much more this way.
3. Continuously evaluate and improve your relationship
Have you ever received one of those “how did we do” emails? Chances are, your agency has a version of its own. These kinds of communications can be very helpful for exchanging feedback in a low-confrontational way. (And they really do offer your partner insights into what is and isn’t working in your relationship).
Another great way to review the partnership annually is to conduct a check-in outside your regular meeting cadence. You can bring any issues or ideas about how to improve your collaboration and seek feedback on how you can improve as a client.
Don’t be afraid to evolve the engagement as your needs change. Ultimately, you need a partnership that works for you.
4. Be a good client
Our last piece of advice for maximizing your agency partnership? Be a good client! Whether it’s simply acknowledging that you see when projects come in, paying invoices on time, or providing feedback in a reasonable time frame, it takes two to tango. By holding up your end of the deal, you can enjoy camaraderie and mutual respect that will make all your marketing success that much sweeter.
Form an agency partnership that works for the long haul
Yes, you, too, can have a happy and healthy relationship (with a marketing agency). By following our four tips for a successful relationship, you can create a more productive and valuable partnership — and expect better results and a stronger return on your investment!