Delegating your marketing and advertising agency is the delegation of a critical aspect of your image, your development, and your customer relations. But many businesses make the decision lightly or get enthralled by the most glamorous agency without looking further. Employing an agency should be based on strategic, rational, well-structured, and realistic thinking. These are the most frequently made errors that businesses make and the best way to avoid these.
Set Goals When the Timing Is Right
The first error is to seek out an agency without having defined what you are looking for from them. Improve visibility? Leads? Enhance the image of the brand. Improve conversions? Each goal requires various channels, techniques, and KPIs. When an organization fails to define its objectives, it inevitably invites speculation and could end up with ineffective collaboration. You should clearly identify your SMART goals and priorities, your budget and your time constraints before ever entering into discussions with an agency.
Drawn to the Story, Blind to the Substance
Many agencies are great at their communications, such as polished websites, inspirational content, and persuasive sales pitches … However, that doesn’t mean it guarantees their ability to meet expectations. It is essential to determine the adequacy of their message and their actual accomplishments. Are they working with Paragon marketing clients who have instances like yours? Are they able to produce tangible results, not just beautiful concepts? Find case studies and references, and analyze the results of studies on topics similar to yours.
Choosing Between Too Broad or Too Niche
Certain agencies claim to be experts in every area: SEO, SEA, social media emailing, content, branding, the power of influence… But it’s uncommon for one company to excel in all of these areas. It is better to select an agency that is focused on the tools that are in line with your goals. If you’re looking for B2B acquisition, an agency that is proficient in the inbound marketing process and LinkedIn will be more effective than a generalist one. Beware of “all-terrain” agencies that contract all their work out to freelancers with no inside knowledge.
Overlooking the Project Team Evaluation
Another mistake to avoid is to base your decision on the statements of the salesperson or the agency manager telling you… without actually getting to know those who will be overseeing this project on a daily-by-day basis. It’s essential to learn about the project manager, consultants, and creatives, as well as the technical experts who are involved. Request to meet the dedicated team and evaluate their expertise, standing in the digital agency industry, and capability to meet your requirements. The quality of their work will largely determine the quality of collaboration.
Lack of Clarity on Work Methodology
The agencies have their unique method of working. Some operate by agile sprints, while others follow the traditional cycle of monthly meetings. Certain agencies have high transparency regarding indicators, while others only communicate minimally. The inability to inquire about the progress of projects ( the process of scoping, timelines for milestones, and validation reports) is a mistake to make. A reputable agency usually has an organized document, documented, and shared process starting from the pre-sales phase. This method determines the effectiveness, transparency of exchanges, and consistency of delivered products.
Ignoring the Value of Reporting and KPIs
A serious agency identifies specific, pertinent, and precise performance indicators from the very beginning. A lot of businesses rely on vague or delayed monitoring, resulting in poor or biased reports. Check that the suggested KPIs meet your goals ( conversion rate, traffic cost per lead, ROAS engagement, awareness, etc. ). The definition of the KPIs should be communicated, and they should be regularly reviewed. A good report includes both interpretive and numerical analysis, not only data tables.
Price without considering the value
The price is usually a decisive element; however, it is often incorrectly understood. Cheap services can conceal the lack of commitment, unsatisfactory results, or opaque outsourcing. However, a price that is high could be justified by a lack of skills, a more committed commitment, or even tangible outcomes. It is a mistake to compare quotes line-by-line without taking into consideration the real quality of the service, the duration of the service, the degree of customization, or the quality of follow-up. Find the best price and not just the lowest price.
Not focusing on the cultural and relational conformity
The effectiveness of a collaboration is contingent on the compatibility of people. Collaboration with an agency involves developing a long-term connection with people who eventually become strategic partners. If communication is rigid, or if the tone is condescending or the tone is not right for you, it could, in the end, affect the overall project. Make sure you evaluate the cultural suitability and availability, interpersonal tone, and listening skills. An agency that is reliable, professional, and readily accessible.
Overlooking Exit Clauses and Contract Flexibility
Contracts that are not flexible enough for a long time, without an exit clause or the option of reviewing the services, could be dangerous. Certain agencies lock their customers to annual contracts, which are hard to break even in the event of poor results. Verify that the contract has flexibility in cancellation terms, including a trial clause or the option of a phased exit. Choose models based on performance or, at minimum, regular review points.
Skipping the Scoping and Testing Phase
A few collaborations fail because they began too fast, without a framework or even a test phase. An experienced agency will usually offer a brief exploration period (co-creation workshop, audit or sprint test, etc. ) before launching a large-scope project. This is a way to verify the team’s collaboration, modify expectations, and evaluate mutual understanding and responsiveness. If you don’t take this step, you could end up having a different vision and wasting funds and time.
