The client-agency relationship can be a balancing act, so we’ve compiled the best advice directly from our account management team on how to get the most out of your digital agency.
Using a digital agency is often necessary to access skills and expertise that are not always available in-house. Sometimes it can be difficult to use this expertise well and there can be a multitude of reasons why; from internal politics to a lack of knowledge or awareness.
All digital agencies strive to achieve success for their clients, but it can be challenging if you are not on the same page. Here are five ways to ensure your digital agency delivers value and great service.
Share your business ambitions
When building a relationship between your business and an agency it is important to share your business objectives. Talking to your agency not just about your short-term goals but sharing the big picture business goals helps them understand your business at a deeper level and how to get you to where you need to be. Do you have a specific target audience in mind that you want to target? What drives your digital needs? Information like this allows the agency to tailor solutions to your company, recommending appropriate short-term targets and placing your wants and needs into the wider business context. Agencies are experts with an abundance of ideas that are enhanced by your knowledge. It can be helpful to keep in mind, “give more, get more”.
Establish a project road map
It is important you make the most of your agency’s skills and time to get real value from your digital marketing. Agree on deliverable by a determined time frame. Make sure both parties agree on the value of the project before its started to ensure it stays on track and on time for the long run. Establish dates and times for tasks to be completed so you can review the work and give relevant feedback. Factor in regular meetings to keep communication open and ensure both parties stay on track.
MtM Agency account management team will often outline the key phases to a project in something like the visual below. We then provide timelines on exactly when we expect each phase to start and end to ensure everyone is aligned and things are continually moving forward.
Work with your point of contact
The agency is your ally, and your account manager is your five-star general. Sending requests from multiple people to the agency can not only cause confusion and ambiguity but ultimately wastes time and money. Ensure there is always a designated point of contact on each side to establish clear contact and help goals stay on track. Account Managers know the agency backwards and forwards, so if you develop a close working relationship with them, they’ll be your internal ambassador. Don’t be afraid to pick up the phone if something needs immediate attention or a thorough discussion. In a digital world email upon email can become tiresome, slow and repetitive. Often a chat on the phone shows the agency you care and value the work they are doing.
Give genuine feedback
Agencies run a vast array of projects on a daily basis and therefore have a unique combination of expertise, but it’s crucial that if you don’t like something let them know. It is easier to flag issues and fill information gaps with knowledge than to be dissatisfied. Take an interest in what the agency is doing and make sure it’s right for your business. It is always easier to address issues at the beginning with positive constructive feedback than to let problems go unresolved. It can also be helpful to note where repeat requests are coming from and determine if you need to re-evaluate your needs.
You’re a human and so are we. Everyone has emotions, and things don’t always go as planned. Whether things are going well or not, don’t forget that a few nice words go a long way and a thank you is always appreciated after a job well done.
If you’re interested in finding out more about how our digital agency works and meeting the amazing team at MtM Agency, get in touch today!