Cooperation with external agencies is a key element of many marketing strategies. For this cooperation to be effective, you need to manage the relationship well, negotiate terms and monitor results. Let’s discuss this step by step so you can effectively work with agencies and achieve your goals.
How to choose the right agency?
1. define your needs
Before you start looking for an agency, you need to be clear about what you need.
- How to do it:
- Identify the marketing goals you want to achieve.
- Identify areas where you need support (e.g., advertising, content marketing, SEO).
- Example: If you want to increase traffic to your website, look for an agency that specializes in SEO and content marketing.
2. conduct research
Find agencies that have experience in your industry and offer the services you need.
- How to do it:
- Browse agency websites and their portfolios.
- Read reviews and case studies.
- Example: If you are in the e-commerce industry, look for agencies that have experience in performance marketing campaigns.
3. hold meetings
Meet with potential agencies to discuss your needs and expectations.
- How to do it:
- Prepare a list of questions about their experience, work methods and results.
- Discuss your goals and expectations.
- Example: Ask how the agency measures the effectiveness of its campaigns and its approach to optimization.
4. compare offers
Compare offers from different agencies in terms of cost, scope of services and approach.
- How to do it:
- Ask for detailed quotes from each agency.
- Compare costs, scope of services and proposed performance indicators.
- Example: If one agency offers lower costs but less experience in your industry, consider whether it’s the right choice.
How to negotiate terms of cooperation?
1. set a budget and targets
Before you start negotiating, you need to know what your budget is and what your goals are.
- How to do it:
- Determine how much you are able to spend on the agency’s services.
- Define the goals you want to achieve (e.g., increase sales by 20%).
- Example: If you have a budget of £50,000 for an advertising campaign, tell the agency what results you expect for that amount.
2. negotiate the scope of services
Make sure the scope of services is clearly defined and meets your needs.
- How to do it:
- Discuss in detail what services are included in the price.
- Determine what the additional costs are (e.g., for additional reports or optimizations).
- Example: If an agency offers a Google Ads campaign, make sure optimizations and reports are included in the price.
3. establish performance indicators
Performance indicators will help you monitor the results of your cooperation.
- How to do it:
- Establish key performance indicators (KPIs), such as ROI, CTR, CPA.
- Discuss how often the agency will provide reports.
- Example: If the goal is to increase sales, determine that the agency will provide monthly reports on the results of the campaign.
4. sign the contract
The contract should clearly define the terms of cooperation, scope of services and performance indicators.
- How to do it:
- Make sure the contract includes all arrangements, including scope of services, costs, performance indicators and deadlines.
- Consult a lawyer about the contract to avoid ambiguities.
- Example: The contract should include a clause about the possibility of terminating the cooperation if the agency fails to meet expectations.
How do you manage an agency relationship?
1. regular communication
Regular communication is key to successful cooperation.
- How to do it:
- Hold regular meetings (e.g., weekly or monthly) to discuss progress.
- Use communication tools such as Slack or Microsoft Teams.
- Example: In Slack, you can create a #agency channel where the team and the agency can exchange information.
2. monitor results
Monitor performance regularly to make sure the agency is meeting expectations.
- How to do it:
- Analyze reports provided by the agency.
- Compare results with established performance indicators.
- Example: If the goal is to increase sales by 20%, monitor whether the agency is achieving that goal.
3. feedback and optimization
Regular feedback helps optimize collaboration.
- How to do it:
- Gather feedback from the team about working with the agency.
- Give the agency constructive feedback and suggestions for improvement.
- Example: If you notice that campaigns are not delivering the expected results, ask the agency to make changes.
4. build partnerships
Long-term cooperation based on trust brings the best results.
- How to do it:
- Treat the agency as a partner, not just a service provider.
- Hold team-building meetings and workshops.
- Example: you can invite agency representatives to a team meeting to better understand your company and goals.
Summary
Cooperation with external agencies requires precise planning, effective negotiation and good relationship management. The key steps are choosing the right agency, negotiating terms of cooperation, communicating regularly and monitoring results. Tools such as Slack, Asana and data analysis platforms can make the process much easier.
