How to Evaluate Your Agency
Criterion and questions to help your team make sound business decisions.
Why evaluate your agency?
Your agency should care as much about your business as you do.
Our guide will help you determine if your agency truly is meeting expectations and acting as an extension of your company. They should work like an extension of your organization, a true partnership! Evaluating your agency is not just a mere formality; it is a strategic process that empowers you to make decisions with confidence.
When to review
A review is healthy for both the agency and client. Many contracts are annual and it is a good rule of thumb to have an annual review that should commence a month or so before the expiration date.
Who should do it
Management and Staff: Key decision makers and people who work with the agency every day can provide valuable insights based on their interactions with the agency.
The top considerations
Expertise and Experience
Your agency should bring skills and capabilities that your company does not have internally. They should also share insights gained from deep expertise in all things digital.
Creativity, Strategy and Innovation
Every great idea starts with a great strategy. Your agency must provide an innovative blueprint for attaining marketing objectives and show you where to concentrate resources to deliver the best results.
Results and ROI
Results can be deceiving. Digital marketing reports can show fantastic results but are they translating to real sales or brand value? Your agency needs to connect data to business results- new leads and revenue.
Above the Line Approach
An agency operating “above the line” embodies openness and will never make you feel like they know more than you do about anything. Digital marketing is technically challenging and your agency should be absorbing and sharing knowledge at the same time.
Communication and Collaboration
Collaboration cannot happen without communication. Frequency and quality of communications are key to your businesses success.
Pricing and Value
While cost is an essential consideration, evaluating an agency based solely on pricing may not provide the full picture. Instead, focus on the value they bring to the table. Look for an agency partner that offers a fair pricing structure and delivers quality services that align with your budget.
Compatibility
Your agency should have values that match yours. Their processes and how they work should be clear and aligned. You should like the people you work with and trust in their recommendations, talents, and capabilities.
Content Creation
A content-savvy agency doesn’t just churn out material. They craft experiences that engage, educate and foster connections. Your agency should operate with insight, working in tandem with you to curate content that effectively conveys your message and resonates with your target audience.