Finding the right agency shouldn’t be a painful process. In fact, it can be a game-changer for your business. Through trial and error, I’ve found that setting the right framework for thinking through this selection can simplify things immensely.Â
Trust me, these three key points are your golden ticket to a stress-free agency selection process:
- Do you really know why you want or need an agency?
- Removing the bozos
- The gap
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Do you really know why you want or need an agency?
The first question may seem obvious, but you’d be surprised how often it’s overlooked. Are you looking to outsource your marketing, or are you aiming to enhance your in-house capabilities? Your answer could be the key to unlocking an effective agency relationship.
- Outsourcing: If you’re on the smaller side or wish to outsource entirely, aim for an agency that can wear many hats—media buying, analytics, creative, you name it. But remember, growth is your North Star here, and by growth, we mean more sales, period.
- Enhancing: If you’ve got an in-house team but need specific expertise, your ideal agency will fill those gaps. Whether it’s advanced analytics or channel expertise, pinpointing your needs will make your search infinitely easier.
Removing the Bozos: A shortcut to your ideal agency
- Performance Metrics: You want an agency that speaks your language—CPA, LTV, ROAS, CTR, and CRO shouldn’t be foreign terms.
- Funnel Mastery: Do they get funnels? If they don’t, walk away.
- Channel Expertise: They should be masters of the ad platforms you care about—Google Ads, Facebook, Native, and Programmatic.
- Case Studies and References: If they’re good, they’ll show and tell. No case studies or unwilling to provide references? Red flag.
- Efficiency: A smooth initial call, sales process, and delivery signal that you’re dealing with pros.
Conclusion: Trust your gut!
Look, if they’re dodging your questions or seem offended by them, trust your gut—it’s a red flag. Any agency worth its salt will be transparent and eager to show how they can exceed your expectations.
The gap: Unveiling the behind-the-scenes funnel
What many people gloss over is that agencies are always in marketing mode, even when they’re pitching to you. Here’s a quick breakdown of the ‘agency funnel’ that most businesses go through without even realizing:
- Marketing attraction: First, you’re drawn in by the agency’s marketing—be it their social media, content, or even word-of-mouth.
- Initial contact: After you reach out, you’re usually directed to a designated sales representative. They’re trained to sell you the dream using carefully crafted scripts and pitches.
- Sales nurturing: At this stage, they might offer webinars, case studies, or consultations to warm you up for the final pitch.
- The final pitch: Here comes the highly polished presentation where they’ll promise the moon and the stars.
Being aware of this funnel gives you an edge. Now, you can contrast this polished journey with the real team that will be working on your account.Â
So, to avoid falling into the ‘gap’ between what’s promised and what’s delivered, insist on meeting with the actual team members who’ll be executing your campaigns. Check if their expertise aligns with the lofty promises made during the sales process. If there’s a disconnect, it’s a sign to reevaluate.
Hiring an agency is akin to bringing on a new team member. It can either be an incredibly painful experience or the rocket fuel your business needs to soar to new heights. Either way, it deserves thoughtful consideration—no more, no less.
And always remember the golden rule of team building: Hire slow, fire fast!
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Brat Vukovich,
Co-Founder of Inceptly and VidTao
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