New marketing agency started.
How can I learn to see what they should & shouldn’t be doing for raising our brand awareness?
Can you share a little more about your business, what you are trying to achieve and why you need to work with the agency? Happy to help but need some more context here. The main thing with agencies is to work with them on what you are keen for them to deliver and then keep communicating with them as you drive towards your goals. Remember they don’t know as much about your business so it needs to be a true partnership to get the right results.
I echo Nick’s sentiment. Think of an agency as an employee that needs supervision. They might be experts at design or the technical aspects of how to run a facebook ad, but they won’t know your target audience as well or as deeply as you know your customers. You’ll have to manage them and really educate them on how you’re different than your competition. You should establish KPI’s (Key performance indicators) with the agency which will determine “success”. These should be as specific as possible. It will protect both you and the agency from disagreements in the future. You will have to determine what you want them to accomplish. Are they tasked with raising awareness of your business within a certain region? Are they tasked with driving sales? Each goal will have a different metric by which they can be measured. Some KPI’s to consider is ROAS (Return on Ad Spend), Customer Acquisition Cost, Cost per Click, Cost per impression. You’ll want to have 3-5 KPI’s to measure them by and give them goals to hit. Make sure these align with your broader business goals.
Love what Sean and Nick have shared.
Do you use anything like Asana or Monday.com for project management that you can track different projects and activities?
These might be a good opportunity to get visibility on the work that they are achieving, what is needed and how you might need to support them further to activate the projects.
An agency is much like a wonderful partnership, a two way relationship, so my only advice would be to create regular activity check ins, goals, actions and activities that you know that you are both delivering on the outcome towards the ultimate objectives.
As someone who owns and runs a marketing agency I support the comments already made. The key is to ensure they are “fit for purpose” have the relevant experience and track record and are able to back up and support any claims by way of client references. For example the skill set for b-2-b marketing is quite different from the skillset for b-2-c marketing. Few agencies are good at both. Also, another thing agencies (usually the bigger ones) are good at is sending in the Big guns (senior people) to win the business and then off load to juniors once they’ve won the business. So, be sure you know who you will be dealing with if you entrust an agency with your business.