Onboarding a marketing agency can be a game-changer for your business.
The right partner will boost your profits, build brand awareness, and generate high-quality leads. But the wrong one? They’ll drain your budget and leave you feeling frustrated.
Research shows that 46% of UK companies outsourced at least some part of their marketing last year, highlighting just how important agencies can be, and how crucial it is to choose wisely.
But how do you spot the good from the bad?
Keep reading for six red flags to look out for when making your choice…
They’re a ghost
Slow (or non-existent) responses, a lack of clarity and inconsistent effort can all be big causes for concern. They signal a lack of commitment, care and disorganisation, none of which are ideal traits in a long-term partnership.
An effective marketing strategy should be clear, consistent and reactive to your customers’ wants and needs. But it’s hard to stay agile and responsive in your marketing if an agency takes 3-5 business days to get back to your emails.
If an agency isn’t attentive and easily accessible (within reason, of course) – especially at the start of the working relationship – it’s a clear sign that things won’t get any better. Remember, you’re looking for a partner, not someone you have to chase or read between the lines with.
They aren’t showing an interest
Now, onboarding with a new marketing agency shouldn’t feel like a military-grade interrogation. But a potential partner should be trying to get to know your business, target audience, and goals – both marketing and otherwise.
An effective marketing strategy will be shaped by the people you’re hoping to reach and their pain points, as well as the goals you hope to achieve through your marketing and the unique USPs of your business.
If they aren’t getting to know you first, it will be nearly impossible for an agency to produce impactful content that’s authentic and relevant to your brand. So, if they don’t seem keen to get to know you on a deeper level, it’s probably best to steer clear.
A lack of transparency
A good marketing partner should be 100% open and honest with you about what they’re doing and, more importantly, why they’re doing it. And we mean about everything. It should never feel like you’re chasing smoke or being told half a story.
An agency worth your time will be an open book. Stay on the lookout for signs of caginess around key areas like:
- Data reporting: How did they get the numbers? And why have they chosen the metrics they have?
- Team structure: How is their business structured? Who will be responsible for your company’s marketing efforts?
- Strategy: Why did they choose certain channels over others? What are the bigger wins and low-hanging fruit they’re aiming for?
If they can’t give you straightforward answers in any of these departments, take it as a major warning sign.
They’re promising you the world
Trust us, no one wishes it were possible to gain a following and significant traction overnight more than us. Wouldn’t that be nice?!
But that’s simply not how marketing works.
If a potential partner is promising you instant success, we hate to be the ones to break it to you, but they’re probably not the partner for you.
Marketing is about the long game, especially if you want genuine, sustainable results. If someone is trying to rush the process, we suggest you exercise caution when moving forward.
They care too much about the surface level
We’ve all met people who are obsessed with surface-level metrics. And sure, hundreds or thousands of likes may feel validating in the moment. But, when it comes to long-term success and business growth, likes, follows, and impressions mean far less than quality leads and conversions.
A potential partner should be focused on meeting your actual business goals – such as achieving X amount in revenue or securing X number of retainer clients – not surface-level metrics like 100 likes on your latest ‘Meet the team’ post.
They’re a yes-man
When it comes to choosing a marketing agency, there is such a thing as being too agreeable.
A marketing partner isn’t there to agree with everything you say. Their job is to be objective, challenge your perspectives and to bring fresh, innovative recommendations to solve your marketing challenges.
A great marketing agency won’t be afraid to disagree with you. They’ll be the first to air doubts or concerns about questionable ideas and approaches, because ultimately, they want the very best for your business.
You’re bringing an agency in to fill your own knowledge and experience gaps. So, if they’re not doing that, and are instead going along with your every whim and fancy, we can’t help but wonder: what’s the point?
Proceeding with caution
Spotting these red flags early on can save you time, money, and a lot of headaches.
A great marketing agency partnership should feel like a true collaboration. It should be based on mutual respect, clear communication and a shared vision for your business’s success. Don’t settle for anything less.
By staying vigilant and asking the right questions now, you’ll be well-equipped to find the perfect partner for your business.
Ready to find an agency that ticks all the right boxes?
At 10X Marketing, we work with businesses like yours to deliver engaging, educational and emotive content marketing that has a real impact. If you’re ready to take your business to the next level, get in touch with us today.
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