When it comes to assistance with your marketing, you have many options. Take a look at a few companies out there:
- Advertising agencies
- Website developers
- Online/SEO marketers
- Social media specialists
- Research companies
- Expos
- Print media sales
- Printers
- Mailing list brokers
- Promotional products sales
- Graphic designers
- Photographers
- Copywriters
- Sign shops
- Consultants
- Marketing seminars
What kind of expertise should you hire? And after you engage with another company or outside professional, how can you ensure a successful ongoing relationship?
To help with this challenge, we’ve put together a complete guide to working with anyone who offers marketing and advertising services. This article covers the following:
- How to choose a vendor that is a good fit for you.
- What to communicate with them.
- What to expect as you engage with them.
Different types of relationships
The first thing to consider is the level of relationship you need. In general, these companies and/or professionals offer one of three types of relationships on a spectrum of engagement:
- Insider Partner: Deeply involved in the key business metrics. Thinks at the level of an equity business partner.
- Professional Specialist: Teams up with you to develop specific projects. Relates like a helpful friend.
- Transactional Vendor: Simple involvement in transactions involving clearly definable products. Sells you what you ask for.
Let’s take a closer look at the three levels of engagement your potential marketing partners offer. Each category of vendor has its place—no one size fits all.
Insider partner: Both parties are in it for the long haul. The marketing partner knows a lot about the business. There are no questions they cannot ask. With this type of partner, there is a strong mutual understanding of your business’s vision, mission, and core values. You have each other’s backs and share accountability for marketing initiatives. Examples: a marketing coach or agency.
Professional specialist: While a professional specialist is not as deeply involved as an insider, you have a good working relationship with a mutual understanding at a project level. Long-term relationships are ideal at this level but disconnecting requires minimal effort. A professional specialist may influence strategic decisions but is not responsible for them. Examples: a copywriter or graphic designer.
Transactional vendor: These relationships are basically short-term agreements for buying and selling products with clearly definable specifications and quantity. Only enough information is shared to complete a transaction successfully. Only a basic level of trust is necessary. Examples: a printer or advertising publication.
Engaging an Insider Partner
Are you looking for someone to guide you as your business grows? Then you are probably looking for an insider. Choose carefully. This relationship may have a significant influence on your future.
Examples of insider partners: advertising agencies, marketing consultants, and brand creation & brand management companies.
How to choose:
Establish trust. Visit the prospective company’s blog, read their articles and blog posts. Attend seminars (if they offer them) to get to know them better. Arrange one-on-one conversations and get referrals. If you are not comfortable with something, take it as a caution sign. Probe with questions and ask for referrals until you have clarified the issue.
Determine fit: Discern answers to these questions:
- Do you share enough common values to work closely together?
- Do they have experience with companies of your size?
- Do they have experience in your industry (remember that outsiders are sometimes the most creative)?
- Will they fit your company culture?
- Is the fee reasonable for your cash flow?
- Do they have connections you need?
- Do they have enough time to serve you well?
Look for someone good at asking questions. You want someone to help you think through the issues, not tell you exactly what to do.
The mentality of the American dream is deeply ingrained in many marketing coaches and agencies. They may promote practices that do not fit your worldview. Consider what you want to be exposed to. Choose someone with your best interest in mind and not just their own American Dream.
Discuss your options with your other insiders, including your spouse and God. Carefully weigh them, and make a commitment.
What to Communicate:
Given the nature of an insider partner relationship, there is a lot to communicate! Both you and the other company will grow into the relationship over time. Plan to share the following:
- Your vision, mission, core values, business plan, and unique selling proposition (USP).
- Everything you know about your customers and competitors.
- Financials: a condensed profit and loss statement may be enough to get started. Be ready to supply more details as needed.
While working with an insider partner, you may discover you have personal weaknesses or bad habits that limit progress. Be transparent and discuss ways to overcome your challenges.
At times you may disagree or feel uncomfortable with your vendor’s recommendations. Tell them why. You might have an important piece of information they are missing.
Three more suggestions for beginning a successful relationship:
- Set regular meeting schedules.
- Understand the fee structure—hourly, flat fee, or a combination?
- Sometimes their approach may intimidate you. Don’t let that stop you from clearly sharing information and asking questions.
What to Expect:
Expect a lot of questions. You may not know the best answer immediately, so agree that it’s okay to have periods of silence in a meeting as you process questions.
Expect to be coached and challenged. Plan on giving up ideas you feel strongly about—they might be holding you back the most. Expect to be in a better position a year from now.
Be patient and engage for long-term results. Impatience is a costly mistake some owners with moderately successful companies make. Don’t ask for double-digit percentage increases within a month or two. Plan your marketing budget yearly. Then consistently make improvements over time.
Own responsibility for the outcome. While bringing in a coach provides insight and creativity, their ability to change your situation is next to nothing. Why? You need to make decisions. You need to take action.
It will take time before your marketing partner sees every aspect of your business. Be patient while he learns to know you. At the same time, a good coach may quickly spot problems you might not even know exist. I have been amazed by how quickly my mentors could identify the real issue after a short dialogue.
Plan time to think. Schedule time to prepare for meetings. Schedule time to take care of action items after meetings. The value you are paying for will be lost if you don’t schedule those two additional time blocks. (Don’t ask me how I know this!)
Be willing to make changes. You may need to make changes in your operations, products, and employees to fix marketing-related problems.
Expect your marketing partner to help you with strategy planning, budgeting, developing systems (lead tracking, sales funnel steps), brand development, and marketing messages.
Engaging with a Professional Specialist
Looking for expert help in a specific area? Then you are likely looking for a professional specialist.
Examples of professional specialists: website developers, online/SEO marketers, social media specialists, research companies, graphic designers, photographers, and copywriters.
How to choose:
Review their portfolio. Call referrals to determine their level of customer service and communication skills. Some vendors in this category are good at their craft, but not so good with business management in areas like scheduling, estimating, and client communications.
As you engage, look for early warning signs, such as expectations not being met. Follow where the warning sign is pointing to discover how big the problem really is. Don’t be afraid to ask questions. Set clear expectations and make sure they are mutually understood.
Consider package pricing, not just hourly rates. There are many variables to factor in, such as proficiency, how much project administration time is billed, and how efficient the review and client collaboration process is.
Will they understand and buy into your vision? Does their personal style fit your brand? If not, do they have the skills to adapt? Consider the amount of style variation in their portfolio.
Will they be around to serve you for a number of years? In January 2019, Agency Management Institute reported a 25% employee turnover rate at marketing agencies. If the person you first engage with has been with the company three years, by the law of averages he will be gone next year.
To get more creative or high-quality work, choose someone who is part of a collaborative team or who has a forum of colleagues to roundtable your projects with. Marketing is a team sport, and teamwork almost always improves the end result. Choose someone who doesn’t let their ego get in the way of a good critique.
What to communicate:
Give them copies of your vision, mission, core values, and USP (Unique Selling Proposition). Brief them on your target market and competitors.
Get estimates in writing and agree on what happens if the scope changes or more time is needed. Agree on project timelines. Discuss the level of freedom they have to digress from your directions if they want to explore alternate routes after the project begins.
Make sure you both understand and agree on the project scope. For example, are they agreeing to provide one concept proof or three concept proofs? If you are aware of potential changes in scope, ask how much this will affect the price. For example, if you might add 10 products to your catalog, find out how much that will affect the fees.
If the vendor is truly an expert, listen seriously to their professional opinions. Express appreciation and affirm them in their work. At the same time, consider whether their recommendations make sense for you. Remember. You probably know your business better than they do. If you disagree, discuss it.
What to expect:
Expect to pay more for a higher level of skill. Expect them to make your rough ideas better.
Expect professionalism. However, most creatives do take their work personally. They can take a perfectly fair question as a personal insult. Look for a partner willing to challenge you and be challenged. Be respectful and professional in your communication to them as well.
Expect to delegate and then rely on their expertise. Don’t try to micro-manage the project. Even when you need to question something, be considerate of their effort and their perspective. They probably have a reason why they did what they did.
With some professionals in this category, you will need to be proactive about holding them accountable to schedules and budget. If you think something might be at risk, ask about it.
Depending on the type of vendor, don’t expect them to answer the phone every time you call. Experienced professionals know they need periods of focus to do high-quality work efficiently.
Engaging with a Transactional Partner
Are you looking for someone who can create, produce, or sell marketing products? You can acquire these through simple transactional relationships with a vendor.
Examples of transactional partners: printers, mailing list brokers, promotional products distributors, newspaper & magazine advertising, sign shops, marketing seminars, and expos.
How to choose:
Consider a balance of convenience, capabilities, and pricing. Convenience itself is worth more than many people realize.
Review samples of their work. Get recommendations from your insiders and relational vendors. Long-term relationships with transactional vendors can be handy; however, it is not difficult to change providers.
Occasionally check around for better options. Apples to apples comparisons can be difficult. Show respect and protect yourself by discussing what you found with your current vendor before taking your business to a competitor.
What to communicate:
Give them information about your overall vision, mission, and target market in a five-minute nutshell. Explain the end result you are looking for as well as what you don’t want.
Review price quotations and make sure you understand technical terms and specifications. Ask about additional fees such as setup charges and shipping.
Expertise varies a lot between salespeople representing these types of businesses. Double check their advice until you are confident they can be trusted as an expert. If they are not an expert, that is fine. Just remember not to lean on their recommendations. They are simply there to sell their service. Remember the adage, “If your only tool is a hammer, everything looks like a nail.”
Ask what discounts are available. Most mass media marketing has a discount schedule.
What to expect:
Expect clear communication. Expect a basic level of customer service at a minimum. However, don’t expect special treatment since you are likely one of many customers they serve in a mass market. Expect your transactional vendor to know a lot about their field but little about the core concepts of marketing.
Conclusion
Choosing outside marketing help and making a wise choice can be difficult. In addition to the issues we’ve discussed in this article, there is always personal chemistry and values to consider as well.
This guide to choosing a marketing partner gives you a solid basis for making a decision that will yield both a healthy ROI and a level of personal satisfaction in the relationship.