3 ways to build a better agency-client relationship - Search Engine Land
Let's dive into three ways the client-agency relationship can be strained, and how it can be mended. This is going to include advice for both. It's hard for an agency to achieve the often sought-after status of “trusted advisor” with the frequency of change happening today. Agency client relationships can be fraught with frustrations. But if you truly get this one fun fact, your success rate will soar.
And you know what a confused mind does?
You are the expert — tell me what to order here. Here is what I expect from an agency.
- The Rules of Engagement for A Successful Agency-Client Relationship
I want you to get to know my business. Based on your research, I then want you to give me the Cadillac version of a marketing plan and the Ford Fiesta version. I want to understand the range of services and what I can expect as a result of each service. Then, give me your recommendation, coming from a place of integrity.
You tell me what I need. Lastly, I may want to give you a try before I buy in long term. Be sure you have a short-term way for me to get started and we can build a foundation together from there.
Deciding between hiring an external marketing agency versus using an internal marketing resource is something every business must eventually do. In your opinion, what are the driving factors that would make a business choose an agency over an internal team?
I think this depends on the size of the company and past marketing experiences.Making the Client/Agency Relationship Work
From my experience, an agency can be a cost-effective option. Companies hire people according to what the business needs today.
I knew an IT company who hired a marketing professional early on. As the company grew and needed more outreach, social media expertise and content creation, the company outgrew her. She was an event planner and was able to coordinate local news media appearances.
3 ways to build a better agency-client relationship
That was all she was capable of. The company had to fire and rehire all over again. A lot of time and money was wasted. With an agency, talented is continuously managed and resources are shifted, constantly evolving to suit your business and the changing marketplace. Agencies remove those instances in which a business has to break marketing momentum.
The five rules of successful client-agency relationships | The Drum
So, why create fits and starts when it comes to your marketing? What do you think a company should spend on marketing annually? However, it depends on the company, industry and competitive landscape. Further, businesses should seek to understand the speed of their results.
Most times, the higher the marketing budget and with solid talent, they can monetize faster. Calculating return on investment at each level is crucial. How do you believe companies make the determination about budget and allocations? I love this question.
Agency-Client Relationship: The Rules of Engagement
What you probably want to hear is that there is a formal process and that an allocation for a marketing budget is created each year when a company does their annual corporate budgets. Suggestions for both parties Client and Ad Agency. Suggestions for a client and advertising agency to maintain their relations: There should be a mutual understanding between client and agency.
Misunderstanding or confusion, if any, between the two parties, should be resolved quickly through direct talks. The agency should work sincerely and honestly to bring a success to the client's ad campaign.
Both parties should properly follow the terms and conditions of the contract. Good communication must be there between client and agency.
Hence, regular meetings between them shall be arranged. Both should take necessary efforts to maintain their relations friendly. Guidelines for the client to preserve relationship with advertising agency: Treat the ad agency with courtesy at all times and never hurt its ego.
Provide all possible information about the product to be advertised and the organisation. A well-informed ad agency will make better ads. Don't unnecessarily bargain for the fees charged by the ad agency as this may affect the quality of work. Motivate the agency to do a good impactful work.
The five rules of successful client-agency relationships
Its charges such as media bills, fees and other costs must be paid well in time. The client should not wait for the ad agency to remind him about the payment dues. Being forthcoming about your needs and goals is the absolute best thing you can do to have a successful engagement with an agency. Try to find a balance and consider how you would treat your agency if they were full-time employees of yours. Respect, empathy and other core values for your internal team should all still apply.
Keep your agency aware of your goals throughout the process, and communicate openly. But take a look at your process from pitch to close and through ongoing work. Are there things occurring that are unnecessary?
Are you clearly communicating what is happening along the way, or are certain steps getting phoned in? If you are not communicating value and explaining the reasoning at every step in your process, the work you are doing feels less valuable to the client. Finally, keep your billing simple. Hourly billing creates accountability and shows definitively what you are doing.
If your agency charges a percent of spend, communicate the tasks and milestones being achieved along the way to demonstrate your value consistently.