Why Marketing Agencies Sometimes Get a Bad Rap (And How to Choose the Right One) | E11
Ruta Sudmantaite
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Let’s face it: marketing agencies often find themselves on the chopping block when businesses express frustration. But why do so many marketers hesitate to give agencies a second chance? In today’s post, we dive deep into the murky waters of agency-client relationships and uncover the reasons behind the sometimes less-than-stellar reputation agencies hold. Plus, we’ll share some insider tips on how to find an agency that’s actually worth your time and money.
The Root of the Problem: Overpromising and Underdelivering
One of the biggest gripes clients have with agencies is the classic case of overpromising and underdelivering. "The agency is too slow or they're too fast or whatever there's some sort of mismatch of expectations," as Tim Cameron Kitchen from Explosion Ninja points out in a recent podcast. Whether it’s setting unrealistic revenue targets or not delivering the agreed-upon services, these mismatched expectations can sour the relationship from the get-go.
Client’s Past Trauma: Bad Experiences with SEO and More
SEO agencies seem to bear the brunt of the blame. "We are their eighth SEO agency," Tim mentions, highlighting how some clients bounce from one SEO firm to another, each time hoping it's the one that will stick. But when multiple agencies fail, it breeds a deep-seated mistrust. Clients start thinking, "If one SEO agency wronged me, maybe they all will," making it incredibly tough for reputable agencies to break through the negativity bias.
Agency Pressures: Walking the Tightrope
Agencies aren’t just dealing with clients; they’re juggling their own internal pressures. "Both sides are often under a lot of pressure and quite ambitious and trying to do big things," Tim explains. Agencies strive to meet ambitious goals while managing client expectations, which can sometimes lead to strained relationships. Maintaining a balance between delivering quality work and keeping clients happy is no small feat.
Aligning Goals and Values: The Secret Sauce
One of the gold standards for a successful agency-client relationship is value alignment. "Finding an agency that has that DNA and that naturally aligns to your goals is a good way of making sure that there is a decent relation there," says Tim. Whether you’re ROI-focused or looking for creative breakthroughs, ensuring that your agency shares your core values and objectives is crucial for long-term success.
Understanding Different Business Sizes: One Size Doesn't Fit All
The size of your business plays a significant role in how you should interact with an agency. Larger companies often struggle with internal bureaucracy, making it hard for agencies to implement strategies effectively. On the flip side, smaller businesses might have sky-high expectations without the infrastructure to support them. "In smaller businesses, big problem is expectations," Tim notes, emphasizing that understanding your business size can help set realistic agency goals.
Spotting Red Flags: When to Run for the Hills
Not all clients are created equal, and some can be deal-breakers from the start. "Red flags like we've had six SEO agencies in the last five months, they're all idiots," warns Tim. Other signs include clients who lack clarity in their goals or who have unrealistic expectations. Spotting these early can save both parties a lot of headaches down the line.
Building a Successful Partnership: Communication is Key
A successful agency-client relationship hinges on open and honest communication. Tim suggests involving all stakeholders early in the process to ensure everyone is on the same page. "Stakeholder management and bringing in stakeholders early in the process and making sure that everyone who's going to be involved understands why we're doing this," he advises. This collaborative approach can mitigate misunderstandings and foster a more productive partnership.
The Value of Working with the Right Agency
When you find an agency that aligns with your values and understands your business, the benefits can be transformative. Tim shares success stories where agencies have helped businesses pivot during crises or scale up rapidly. "We've helped a lot of clients pivot and grow during COVID," he recalls, highlighting how the right agency can be a game-changer in turbulent times.
Conclusion: Not All Agencies Are Created Equal
While some agencies might deserve their bad reputation, many are out there doing stellar work. The key is to do your homework: align your goals, understand the agency’s strengths, and communicate clearly from the get-go. As Tim aptly puts it, "You need to closely listen to Tim's advice on that and make sure that you're looking at the value, make sure your goals are aligned, make sure there's a good fit between the two of you before engaging an agency. Then you can't go far wrong."
So next time you’re dreading another agency partnership, remember: it’s not all doom and gloom. With the right approach, you can find an agency that’s not only good but great for your business.
Ready to Find Your Perfect Agency Match?
Don’t let past disappointments cloud your judgment. Equip yourself with the right questions and insights to choose an agency that’s aligned with your vision. Your business deserves nothing less!
