Daniel Vaczi
When they said it takes two to tango, they weren't kidding. The timeless adage applies to agency-client relationships too. Having a hefty budget alone or hiring the most decorated inbound marketing agencyis not the end-all be-all of a successful campaign.
If you're looking into hiring an inbound marketing agency or already working with one, here are some tips that can help you get the best possible results:
1. Answer discovery questions truthfully and in detail
During the client discovery phase, it’s essential to answer every question honestly. In order for your inbound marketing agency to deliver, you have to bare it all — the good, the bad, the ugly. There are no right or wrong answers on the discovery questionnaire. Your inbound marketing agency simply must know the ins and outs of your business, what’s hurting it, what’s working, what your past and current efforts are, what you expectations are and everything else in between.
Don’t be shy about details that may be less than ideal; chances are your agency has seen it all before and in any case, knowledge is power. It’s basically like going to the doctor — if you’re not honest about what's going on, you're simply limiting your doctor's ability to treat your condition. The more detailed your answers are, the better the agency can get to the heart of the problem and prescribe the most effective strategy.
2. Get decision-makers to attend annual road mapping sessions
At the start of your relationship with your inbound marketing agency and at least once a year afterward, you should be conducting a joint road mapping session to plan the marketing strategy for the year. In this meeting, it is vital to have the essential decision-makers of your organization present and taking part in the process so you can forge an actionable annual strategy with both sides having a clear understanding of each other’s expectations and needs.
3. Set a marketing budget that suits your expectations and be realistic
Your allocated budget has a lot to do with the success of your inbound marketing campaigns because it can limit or expand the scope what activities you can pursue. Set a marketing budget accordingly. Make sure that your expectations are realistic and that they reflect the scope of activities that can be done within your budget. If you have a bit of a limited budget, strategize with your inbound marketing agency what the best spend would be. It’s best to let the experts help you figure out what marketing activities offer the best use of your marketing budget.
4. Delegate an internal marketing manager who can make decisions
This one’s a really important one. Delegate an internal marketing manager or point of contact that has the authority to make decisions and can deliver what is needed by your agency in a timely manner. In today’s digital marketing scene, there are a lot of time-sensitive opportunities that might be missed is you’re passive. Your inbound marketing agency will need your help to be successful. Often times, smaller organizations err in getting everyone involved in decision-making. Delegate one person who can round up the votes internally and is authorized and knowledgeable enough to call the shots on time-sensitive items.
5. It takes two to tango, so do your part and don’t procrastinate
To make the most out of your inbound marketing agency, you have to do your part. Whether it is a quote from your executives, a decision, an image, information on organizational change or an event, whatever it may be, it is important to do your end of the bargain and deliver on time. Every time you procrastinate on your end, the entire campaign becomes less effective. If there are certain items needed by your agency to succeed and you are having issues delivering, make sure you’re communicating clearly. This will enable them to figure out if there are alternatives.
6. Keep your agency in the know
On that note, keep your agency in the know at all times. If you’re having an event or coming out with a new service or product, or anything at all under the sun, tell your inbound marketing agency. This will enable them to craft campaigns around what is going on with your organization. If you’re not satisfied with certain results or have questions regarding your campaigns or strategy, be honest and talk to your inbound marketing agency. Fruitful relationships, after all, are made with open lines of communication between both parties.
7. Be patient and stay enthusiastic
Realize that inbound marketing success takes time. It takes consistency and there are trends (up and down) depending on your industry. This requires a little patience on your end. If you are a little apprehensive or have certain things you need as soon as possible, don’t hesitate to ask. Best of all, stay engaged and enthusiastic. Keep your inbound marketing agency on their toes by staying proactively involved and within reach.
8. Don’t micromanage
Last but not the least, trust your inbound marketing agency’s process and do not micromanage. Remember that you hired them for a reason. Dictating the facets of their tasks as opposed to discussing together and following through with the plan is counterproductive and is a definite recipe for disaster.
Know that your inbound marketing agency (especially if they specialize in your field) has had a whole lot of experience and is composed of a talented team of skilled marketers, designers, and developers. Trust in the plan and let the experts do what they do best. Do this and your campaigns will be all the more successful.