In today's digital age, having a strong online presence is crucial for businesses to thrive. That's why many companies rely on digital marketing, growth marketing, and white-label agencies to help them navigate the ever-changing landscape of online marketing.
However, working with a digital agency can be a double-edged sword. On the one hand, they can provide invaluable expertise and resources to help your business succeed. On the other hand, a bad relationship with your agency can lead to wasted time, money, and missed opportunities.
In this blog post, we'll explore some tips and strategies for establishing a healthy relationship with your digital agency, so you can get the most out of your partnership.
1. How Do You Define a Good Digital Agency?
When it comes to selecting a digital agency, there are certain qualities that are essential, such as creativity, responsiveness, and reliability. However, what sets apart a truly exceptional agency is its ability to meet your long-term needs.
While there are various factors to weigh when working with a digital agency, two crucial elements are healthy communication and clear expectations. When these aspects are prioritized from the outset, the partnership is likely to be smoother and more productive.
2. Establishing Clear Expectations With Your Digital Agency
While digital marketing agencies can be a tremendous help in getting your projects off the ground, it's important to keep in mind that signing on with them is just the beginning of the process. Once you begin your work together, the agency's account team takes over and assumes responsibility for overseeing your project from start to finish.
While this may initially seem daunting, it's important to remember that these team members are often the most knowledgeable about your account and are dedicated to ensuring that everything runs smoothly. As a client, one of the most frustrating experiences is feeling that the sales team has not been transparent about their expectations for your account. This can make it difficult to build trust, which is crucial for any successful business relationship.
However, by establishing clear expectations and allowing time for the account team to interact with other teams before diving into project work, you can help foster a trusting and productive partnership with your digital marketing agency.
As businesses seek to partner with digital marketing agencies, it can be challenging to know what qualities to prioritize in the selection process. There's often a delicate balance between the agency's desire to ensure a positive experience for their clients and the client's desire to be satisfied with the quality of the work produced.
The most effective agencies will recognize this tension and proactively engage in trust-building conversations to address it. One indication of a reliable agency is its ability to deliver on small promises early on, such as sending a follow-up email with a recap and questions.
This demonstrates their dedication to ensuring a positive experience and building trust with their clients. A good agency will work diligently to produce high-quality campaigns, maintain frequent communication, and consistently demonstrate their commitment to their clients.
3. Communication & Collaboration Are The Keys To Unlocking a Great Digital Agency Relationship
Establishing a successful agency relationship involves a variety of factors, but the key ingredient is effective communication. Rather than focusing solely on pitching, it is crucial for both parties to ensure that all voices are heard and understood during the initial meeting.
As we just mentioned, clear expectations can make all the difference in creating a productive collaboration. It's important to remember that agencies are made up of human beings who are helping business owners build strong relationships with their customers.
It's easy to overlook this fact and prioritize one's own needs, but getting to know team members and their unique perspectives can lead to more successful project outcomes. By fostering a better understanding of one another, both clients and agencies can unlock the full potential of their partnership.
4. Establish The Frequency of Communication You Need & Expect
Effective communication requires striking the right balance between too much and too little. The first step is to determine the frequency and content of communication between parties. This can be especially challenging when managing the needs of multiple stakeholders, including creative agencies, internal teams, and clients, which is a common situation in marketing agencies.
Miscommunication and project delays are often the results of poor relationship management. To mitigate these issues, many companies are adopting the use of single points of contact.
A single point of contact can streamline communication by consolidating questions from various teams, providing regular updates, and addressing feedback from all stakeholders involved in the project. This approach helps to keep projects on track, fosters better collaboration, and helps businesses to achieve their desired outcomes.
5. What It Is Really Like Working With a Digital Agency?
In some cases, contracts unfold seamlessly, with all parties satisfied and revenue flowing in smoothly. As a result, engagement grows, creating more opportunities for all involved.
Unfortunately, things do not always go according to plan. Priorities can shift, customers may change their preferences, and scoped work can encounter unforeseen obstacles that hinder progress toward contract objectives and deadlines.
It is essential to anticipate such eventualities so that both the agency and the client are prepared to handle any potential disruptions that may occur during the course of the project.
Choosing the right agency partner is critical for achieving success, but it requires patience and careful consideration. Before making a decision, it is essential to find a company that is dedicated to meeting your needs.
One effective strategy is to be transparent and upfront about your expectations. A brief overview of your company can provide context to the digital marketing agency, helping them better understand what you are looking for and how they can support you.
By openly communicating your goals and priorities, you can establish a solid foundation for a successful partnership.