Is Your Current Marketing Agency 
The Right Fit for You?

by Ashlesha Balyan on 
October 14, 2024 | 
Smarter Marketer
Ashlesha Balyan

Co-founders of Rocket Agency, James and David Lawrence, share tips on evaluating whether your marketing agency is truly the right partner for your business on the Smarter Marketer Podcast.

This article is based on Episode 71 of the Smarter Marketer Podcast, ‘Signs Your Agency is the Right or Wrong Fit’, where host James Lawrence and guest David Lawrence dive into key insights for marketers. In this episode, they explore how to tell if your digital marketing agency is the right - or wrong - fit for your business. Listen to the full episode here.

Selecting the right digital marketing agency can be a game-changer for your business. The Australian marketing industry is packed with agencies - small and big, specialist and generalist, creative, digital, ad - the list goes on. While having many choices is great, it also makes it easier to pick one that isn't quite right for you. 

So, how do you know which one is the best fit? The key to a successful partnership lies in understanding your needs and making strategic decisions before signing on the dotted line. Whether you’re a small business with a tight budget or a larger company seeking specialised expertise, taking the time to ask the right questions upfront can save you from headaches down the road.

Consider these key points if you're unsure whether your current agency is the best fit for you

1. Assess results and accountability

Examine if your agency provides clear results or if they say, “It is what it is.” Marketing blends art and science and challenges can be expected. Understand how your agency plans to tackle these issues. Are they proactive in suggesting new strategies when things don’t work out? For example, if your PPC campaign isn’t generating the expected leads, they should have alternate plans ready. Look for signs of accountability - if your digital marketing agency continuously blames external factors or resists adapting its strategy to your changing needs and market conditions, it might be time for a change.

2. Review tailored solutions vs. cookie-cutter tactics

Determine whether your digital marketing agency prioritises solving your unique marketing problems instead of implementing generic tactics. They should demonstrate a deep understanding of your business and focus on delivering valuable business outcomes rather than just hitting vanity metrics and KPIs. For example, having a solid cost per lead (CPL) is irrelevant if those leads don’t convert into sales. Seek agencies that focus on quality leads that drive profit. 

Generalist approaches to your business goals would rarely get you the marketing results you need.

3. Check for consistency in account management

It’s important to evaluate the stability of the account management team provided by your agency. Frequent changes can disrupt continuity and lead to loss of institutional knowledge.

At Rocket, we understand how crucial it is for clients to have a consistent point of contact. If your account manager leaves, how does the new manager onboard? Is there a solid process ensuring they’re up to speed without you having to re-explain everything? 

While staff turnover is inevitable, the agency can maintain continuity that matters more. Ensure there are processes in place for onboarding new team members smoothly. If staff turnover has been high, consider discussing this with your agency or exploring new options.

Tip - Check the average employee turnover at an agency by visiting their LinkedIn page.

4. Inspect your access to senior experts

Look for agencies that provide access to senior members who can offer strategic insights to your digital marketing campaigns. At Rocket, we believe it’s important for clients to engage with experienced staff who can provide valuable guidance.

However, if senior staff are too involved in low-level tasks, it indicates inefficiencies. 

You should expect to reach senior management for advice when needed, ensuring that their expertise is used optimally.

5. Evaluate if they respect your time

Your digital marketing agency should value your time by ensuring that meetings are necessary and productive. If you find yourself in lengthy meetings that could be condensed into brief emails, this is a red flag. Encourage your agency to streamline communications and provide concise, actionable updates. 

Regularly sharing feedback can help optimise both your time and theirs. Remember, it’s a partnership, and both sides must engage actively to drive the best results. At Rocket, we strive to respect our clients’ time by focusing on delivering value in every interaction.

6. Examine if your agency educates you or plagues their reports with jargon

Your agency should communicate its work in a way that is easy to understand, avoiding jargon. They should educate you on how their tactics impact your business, building trust and empowering your team. This would help you communicate your marketing strategy to senior members in your company who may not be across marketing jargon.

If you feel confused about what your agency is doing with your digital marketing strategy and why, you can discuss your concerns with us and get a second opinion.

7. Verify cultural fit

Assess whether your agency aligns with your company culture. A compatible agency will respect your values and integrate well with your internal team. If you feel there’s a mismatch, it may hinder collaboration and overall success. It’s akin to working with someone who has a very different personality. At Rocket, we prioritise understanding our clients’ cultures to ensure seamless collaboration.

8. Monitor proactive engagement

Choose an agency that is proactive rather than reactive. They should be attentive to market trends and ready to adapt your marketing campaigns accordingly. A proactive agency will regularly suggest new ideas to enhance your campaigns, outside of just meetings and reports. They will offer a vision and perspective that an in-house marketing team can use effectively. A proactive agency might say, "Hey, we noticed a new trend in social media engagement - let’s hop on this and tweak our strategy." A good agency should be ahead of the curve, not trailing behind it.

9. Ensure integration across channels

If you work with multiple agencies, they should collaborate effectively. Ensure that all teams understand the broader marketing context and work towards your shared goals. This integration can lead to more comprehensive and effective solutions, something we emphasise at Rocket when coordinating with other partners. 

While we have a creative agency within Rocket to offer integrated creative and media services, our team also collaborates with external creative agencies when needed.

It boils down to open and honest communication

Evaluating the fit of your marketing agency isn’t just about hard metrics; it’s about the overall experience, cultural fit, and strategic foresight. A strong partnership should feel right – both professionally and personally.

Ash
Ashlesha Balyan
Marketing Coordinator | Rocket Agency

Ash is Rocket's in-house Marketing Coordinator and the Producer of the Smarter Marketer Podcast. With a passion for marketing and sharp analytical skills, she excels at uncovering the hidden stories behind what drives marketing success.

Ash has worked with B2B SaaS companies in the FinTech and EdTech industries in Australia and India. She holds a Master of International Business degree from the University of Melbourne.

When not busy marketing Rocket, you'll likely find her brewing a delectable cup of chai.

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