How effective is your online marketing agency relationship? A CMO Council study last year found that just 5% of marketers report longstanding relationships with their agencies and only 37% rate their relationships as relatively stable.
At TopRank Online Marketing, we enjoy longstanding relationships with clients and a better-than-average retention rate. We asked members of the TopRank team, some of whom have been with our agency since its earliest days, what advice they have for companies seeking a more productive, lucrative relationship with their agency. Working alongside our clients on a daily basis, they’ve learned that a number of factors contribute to the success of an online marketing campaign and that companies can influence their program’s success a great deal.
Finding the Right Online Marketing Agency for Your Business Needs
Evan Prokop, Associate Account Manager, recommends an in-depth interview process to determine which of the marketing agencies your company is considering is the best fit for your program. “Ask about their history of working with clients in your industry. It shouldn’t be a deal breaker if they don’t have extensive experience, as a good agency is adaptable, but it’s always nice to have some knowledge of your business environment at the beginning,” he said.
In addition, Prokop advises companies to ask potential agencies where they think online marketing is going. “Online marketing is one of the fastest evolving industries there is; a good agency will be constantly seeking to innovate and stay cutting edge,” he noted. Finally, be sure to ask what makes them different and better than the competition. They will be asking you this question as well, and should have a good answer themselves, said Prokop.
Relationships are key, according to Executive Director of Operations, Jolina Pettice. “When interviewing agencies, it’s important to consider philosophy, approach and working style. Each company (and agency) is different, but where there’s common ground there’s efficiency, results and ultimately fun to be had,” she pointed out.