Hiring a marketing agency isn’t something you do every week. A good thing, of course, but it can mean that most of us need a refresher on what to look for when the search time comes.
Choosing the right agency means you’ve got a strategic partner who grows with you for the duration of their tenure. They’re considered an extension of your team and work with your business goals at the very centre of everything they do. Choose the wrong agency and you’re back in pitch meetings before long, explaining your business from scratch all over again.
We’ve written this handy guide to help you know what to look for in a marketing agency. From the questions you should be asking yourself, to how the agency culture has a knock-on effect on the work, we’ll help you discover whether an agency is the perfect match for you.
Where do I start?
Before you look at a single agency website, write down what you’re looking for.
Whether it’s a formal RFP (request for proposal) or a one-pager for internal use*, it helps you to identify your requirements and articulate what you’re looking for, and can help get other decision-makers in the business on the same page before any conversations begin.
(*Spoiler alert: despite what your favourite LLM might have told you, not every business needs an 8-page RFP document…)
How are marketing agencies different from each other?
Plenty of agencies offer similar services, but their approaches and ways of working can be wildly different. Some digital marketing agencies, for example, focus on a single channel, while others take a holistic view across several. Some are focused on strong creative, while others are deeply data-led, and plenty sit somewhere in between too. There’s no single right way to do digital marketing. What matters is whether an agency can clearly explain how they work, so you can judge if that model suits your brand.
Should I choose a big agency or a small one?
There’s no one-size-fits-all answer here. Boutique agencies can give you a wider range of strategic support. Larger agencies tend to house a wider range of services under one roof. Smaller brands can get lost in a big agency, whilst some larger brands actively want the processes that come with scale.
Ways of working plays a part here too - it’s important to consider what will fit with your organisations’ culture and structure best. Who do you want the relationship with? How agile do you need your agency to be? How process driven are they? An agency should be an extension of your team, so aligning in these ways is key.
Should an agency’s culture matter to me?
It’s not all football tables and beer fridges on a Friday afternoon. An agency that keeps its people happy and invests in their development means fewer account changes for you. That’s less time re-onboarding new faces and more time with a team that knows and invests in your brand.
How an agency treats its staff is also a strong signal of its values and how they’re likely to treat their clients.
Not every agency has the same culture. And that’s a good thing. Not every brand does either. What matters is that the values line up. That’s the foundation of any long-term partnership.
How much budget do we need for a marketing agency?
Depending on their size and service, marketing agencies can start from around £1k per month. The average entry price is around £3k per month.
How do I know if a marketing agency is right for my brand?
You’ll get a sense pretty early on, but it ultimately comes down to your business needs. If there’s a gap in your knowledge and you’re looking for ways to bring in more customers, an agency is often the way to fill that space. Depending on budget and need, you’re more likely to need an agency over a freelancer.
Is it ok to say no to an agency?
Absolutely! Agencies talk to lots of brands and not every conversation turns into a partnership. Have the conversation and be honest if the fit isn’t right this time. Any agency worth working with will respect your decision.
And the door doesn’t necessarily have to close. We’re all human and understand that things change. That partnership might be better suited to your brand a little further down the line.
TL;DR: Quick fire - choosing a marketing agency
What questions should I ask a marketing agency before hiring them?
Ask them to explain their approach, who’ll be working on your account, and how their pricing and SLAs work. Consider also speaking to existing clients and check the contact for lock-in clauses. And brief back to them what you need, make sure they clearly understand your objectives and ask them why they should go with you.
What’s better: a smaller or larger agency?
Neither is ‘better’. Smaller agencies can offer broader strategic support and often more attention, whilst larger agencies offer a wider range of services and more established processes.
What are the red flags when choosing a marketing agency?
Watch for contracts that lock you in. Especially with clauses about who owns your data and ad accounts. An agency that can’t explain its approach in plain English is worth second guessing too.
How do I know if I’ve chosen the right marketing agency?
Trust your instinct. And back it up by speaking to current clients too.
Weighing up agencies for PPC, Paid Social, or Affiliates?
We’re always happy to chat about whether we could be the right fit for your brand here at Genie Goals. Get in touch today and let’s start the conversation.
