Your Marketing Agency Mysteries Solved

We’re here to hand you the paddle – and a compass while we’re at it.

This sea of options is hard enough to navigate and when you add in layers of marketing jargon and buzzwords, finding the best solution for you can feel like solving a Nancy Drew mystery. When trying to get to the bottom of “who is the best partner?”, there are several key questions you can ask to help you make a more informed decision.

(Yes, dear reader, we just bridged a sea metaphor and a Nancy Drew metaphor.)

Here are a few questions to ask when searching for a Marketing Agency:

1. “What is your specialty?”

There are digital agencies, media buying agencies, branding agencies, etc. Start at the top – the head of the agency is a good indicator of what kind of agency you are hiring. If their experience is in data analytics or heavier on the creative side, their team is likely built around that practice area.

Be wary of an agency that says its team can do it all. They may tell you they have experts in everything from SEO to design. It might be true in some cases, but typically, this is a bit of o-strich if you ask us.

2. “How does the agency measure success?”

Key performance indicators (KPI’s) are essential. Set specific measurable goals when you first hire an agency. Know what you need out of the investment to get a return. Identify successful actions (website form downloads, increased engagement) that lead to a closed deal. Then ask your agency how they can help you to reach those goals. 

The right agency won’t promise they can double your lead count and they might even push back on your goals. Hearing an opposing view is a good sign because you want your agency to be a trusted advisor and do what is best for your brand. Be wary of an agency that promises unrealistic expectations it’s likely they won’t be able to deliver.

3. “How do you communicate with your clients?”

Quarterly reports? Monthly check-ins? Dedicated account manager? Carrier pigeon?

It’s important to know who you are partnering with and how you can connect with them. As a business, you don’t want your company’s marketing efforts passed along to an agency without clear contact. Make sure you can identify who will own your marketing, how you can reach them, what their reporting process looks like, and how often you can expect updates. 

4. “How do you structure contracts and handle billing/invoicing?”

Agencies tend to vary in the contracts they offer and how they handle invoicing. Some bill hourly while others create a monthly retainer. Hourly clients may see slower results while those on a monthly retainer may be treated as a high priority. You want to ensure you are clear on the contract and understand what value you’ll receive for your investment. 

Essential questions vary here but may include: “how will you bill us?”, “what is included in a retainer?”, “what would be considered out of scope of our agreement?” or “how many hours will be dedicated to our marketing work?”

5. “Can you share similar projects or work examples that you’ve completed previously?”

What types of projects do they typically take on? What industries do they work with? Do they know your market?

Ask a potential marketing partner if they have client references or check if they have a case study similar to your project. You want to see how your brand would align with its current clientele. Feel free to ask if they will share current or past clients and examples of past campaigns. They may even be able to give you insight on upcoming projects they are tackling. The worst they can say is no!

Bottom Line: Your marketing partner shouldn’t be a mystery!

At HAVEN Creative, we are an award-winning branding agency committed to making mavens of our peers and partners. We utilize our proprietary process, the Maven Method® to develop, design, and deploy strategic branding and communications campaigns that raise awareness and inspire action. 

Have more questions? Send an email to the HAVEN Mavens™. We would be happy to share industry insight to help you navigate the marketing agency world.