Helping SMEs with marketing agencies
Working with a marketing agency can be a great way to bring in specialist skills, additional capacity and fresh thinking.
But for many SMEs, the experience can be mixed. Sometimes the issue is choosing the wrong agency. But more often, the challenge starts with a lack of clarity around what the business actually needs, what success looks like or how the relationship will be managed.
I help SMEs choose the right marketing partners, improve existing agency relationships and get more from the investment they're making.
Strategy first, agency second.
An agency can only deliver effectively when there's a clear understanding of what the business is trying to achieve.
If that direction isn't in place, it may be worth stepping back and reviewing your marketing strategy first.
When a agency can be the right fit
Agencies can add real value when you need specialist expertise, additional capacity or help delivering a defined piece of work.
They tend to work best when the business already has clear direction and knows what it needs the agency to achieve.
Where agency relationships can struggle
Problems often arise when the brief or objectives aren't clear, responsibilities are blurred or reporting focuses on activity rather than results.
In many cases, it's not simply the agency or the business that's the issue, it's the lack of structure and oversight around the relationship.
Getting the agency relationship right
1
Choose based on what you need
Be clear on the problem you're trying to solve, the capability you already have and what you need an agency to provide.
2
Start with a strong brief
Give the agency clear objectives, customer context, expectations, budget and a shared understanding of what success looks like.
3
Manage the relationship
Agree responsibilities, review performance regularly and make sure reporting helps you understand results rather than simply showing activity.
Looking for more detail? Read my guide on how to hire a marketing agency and get the best from your partner.
Getting more from your agency
Sometimes what's missing isn't another agency, it's someone on the business side who can provide the direction and oversight the relationship needs.
I can help you work out what support you need, develop the brief, assess potential partners or bring more structure and accountability to an existing agency relationship.
As your freelance marketing director, I can also provide ongoing independent oversight, helping you challenge where needed, make better decisions and ensure your agency partners are working towards the wider needs of the business.
If you’re choosing an agency, reviewing an existing relationship, or trying to improve results, having more independent oversight can make a significant difference.