No one can argue a well-conceived marketing strategy is important when growing and retaining customers. Regardless of your size, retaining a marketing agency probably makes sense if you’re feeling overwhelmed in conceiving or implementing goals and objectives.

Hiring one or more employees is always an option. For smaller firms, finding the right skill-set at the right salary level may not be achievable. Medium size to larger firms may find their marketing staff stretched thin or realize they don’t have the knowledge level and skill set to implement certain strategies. Below are a few issues to consider prior to and while evaluating a full-service marketing agency.

Establish Clear Goals and Objectives

Chances are you see and hear this phrase used often and that’s because it’s true. What are you looking to accomplish with a marketing plan? Are you seeking to build your brand or do you need to rebuild a brand that has been tarnished over time? Will an agency work in conjunction with existing staff or will they assume total responsibility for specific tasks?

Make a list of objectives and challenges to discuss during your initial meetings. Depending on your needs, many times a smaller boutique agency is a better fit than a larger regional or national firm.

Seek Recommendations From Reliable and Successful Business Partners

Chances are you know colleagues and friends that have retained the services of marketing agencies. Ask about their experiences and if they were satisfied with the results.

Keep this in mind; if someone had a negative experience with an agency, there is a chance that objectives and goals were not clearly outlined before or during the process.

Firms that are 20 plus years old may have an impressive list of clients but are they adept at digital and social media marketing? Does a start-up with a team of twenty-five-year-olds have the experience to understand when traditional marketing platforms should be used?

Review their client list and also evaluate companies or freelancers they partner with. Have they won awards and do they have solid relationships with news sources, printers and web-designers?

Local, Regional or National

Is it imperative an agency be located in your city or area? For some, it’s an important consideration. How often do you need to meet with agency representatives? Are face-to-face meetings necessary or can video conferencing, emails and phone calls suffice?

Many times it is important agency account managers and executives visit your office or plants to more clearly understand your objectives. They may also need to take photographs, shoot video or interview employees for certain projects. If an agency is located outside of your area, make sure you discuss travel costs and meeting expectations.

There Is a Difference Between Price and Cost

Dollars are important. No one will argue that fact. Working with outside agencies should be considered an investment, not a cost. Companies retain agencies for a number of reasons. The primary ones are because they need additional expertise or performing specific task in-house doesn’t make financial or business sense.

If you’re looking for assistance on a project basis, some agencies will not be a good fit as they too are looking for long-term relationships.  Other agencies may specialize in one-time or short-term projects.

Some agencies work on retainer, others on hours billed or a combination of both. Understand what you are paying for but also what you expect to achieve in return. Projects that are labor and time intensive will obviously have higher costs.

Therefore, price, services contracted for and quality of the agency needed to be considered. If an agency consistently produces top results, they can demand higher fees. You pay for what you get.

Is the Agency’s Culture Compatible With Yours?

Keep in mind most agencies are “creative” and thus hire creative talent. They may not look or act like you or your employees so be willing to look beyond personality and lifestyle differences.

Make it a point to visit their offices before you sign a contract. It’s not the décor that’s important, but at least you’ll get a feeling for how they work and complete projects. Ask to meet the creative and public relations team. An on-site visit will help you evaluate if an agency is right for you.

Don’t Be Adverse to Risk

Marketing, whether traditional or digital, involves taking a risk, at least a fair amount. Not every idea is great and you don’t hit home runs every day. Not only is it important for the agency to understand your business, it helps if you understand theirs too. In an ideal scenario, the right agency will understand your objectives and can develop strategies to work toward goals and objectives.

Most strategies agencies recommend should be successful at some level but a few probably won’t. Don’t panic when implemented concepts don’t work. Be flexible and at a minimum willing to go outside your comfort zone to try new ideas. Chances are if you’re adverse to risk you won’t achieve your objectives.