When you bring a marketing agency on board, it’s probably because you need help with your marketing. But as obvious as that might seem, a lot of organisations tend to forget.
It’s natural to be protective of your brand. But in today’s blog, we’ll be discussing why you might need to give your marketing agency more autonomy.
Reasons to get help with your marketing
So, why might you outsource your marketing in the first place? There tends to be a couple of reasons, including:
- You simply don’t have much marketing experience. If your background (and the rest of your organisation’s background) isn’t in marketing, you’re unlikely to become an expert overnight. And even if you’re committed to learning all there is to know about marketing, that’s time you can no longer spend on every other aspect of your business (and those are probably the aspects you’re best at). By enlisting an agency, you’re getting instant access to years of expertise.
- You don’t have the resources. Marketing isn’t something you can commit part-time to, so if you have limited resources, you’re unlikely to get very far. Obviously taking on an agency requires resources as well, but you’ll at least have peace of mind that they know how to get results.
The benefits of giving your marketing agency more autonomy
It’s common for organisations to bring on a creative company, agree at the outset to give them plenty of autonomy, and end up doing the opposite once the project’s underway. This is understandable; their organisation is their baby, so the same goes for their marketing. But the reality is this: the more you restrict your agency, the harder it becomes for them to get results. And aren’t those results exactly what you’re paying for?
More autonomy has several benefits, including:
- Faster execution. If every draft the agency sends you requires several rounds of approvals and constant tweaks, campaigns will slow to a crawl. Autonomy allows for momentum, which is crucial in a fast-paced marketing landscape.
- More creative freedom. Your marketing efforts won’t get far without innovation. If your agency team is boxed in, they’ll feel stifled creatively. Giving them room to manoeuvre will lead to fresher, more compelling content.
- Stronger long-term partnership. If your agency feels like they have your trust (and vice versa), they’ll be more invested in your partnership, and likely more proactive.
Tips for outsourcing your marketing
If you’re considering outsourcing your marketing, here’s a few tips to bear in mind:
- Set clear expectations from the outset. Define the goals you’re hoping to meet, as well as your brand guidelines (and if you don’t have brand guidelines, maybe your agency can help!).
- Agree on an approvals process. Don’t imply your approvals process is going to be laid back if that’s not actually the case. If you require multiple rounds of approvals, that’s fine (some sectors, such as finance and law, have very stringent regulations, after all), but the agency needs to know that from the start.
- Maintain consistent communication. Regular check-ins (weekly, fortnightly, monthly as required) will help keep everyone aligned. Try not to become lax with this; if you miss one of the check-ins, be sure to reschedule to keep your marketing tactics on track.
Conclusion: does your marketing agency need more autonomy?
If you’ve brought a marketing or design agency on board but find yourself constantly giving notes, you’re probably not giving them the autonomy they need to succeed. It’s not like you need to think everything the agency creates is perfect, but remember: you brought them on board for a reason. Let them make the most of their skills and experience - and most importantly, have a little faith!
