What does it take to achieve incredible results with your marketing and advertising? Is it partnering with the best ad agency in the world? Spending tons of money? Or is it just getting lucky with the right campaign at the right time?
Nobody knows all the secrets to marketing success, but we do know this: more often than not, success is a result of a committed relationship with your agency.
Many businesses make the mistake of thinking that ad agencies operate completely independently. This couldn’t be farther from the truth.
Sure, you can hire an ad agency to build your website or manage your SEO spend without ever working with them. They’ll get the job done, but you’re losing out on a tremendous amount of potential.
Ad agencies can’t run on autopilot, they need input and a true partnership with your company. To be specific, they need to meet with you at the very beginning and spend some time getting to know your company. This means sitting down, letting your agency pick your brain, study your business, analyze your competitors, and fully digest your brand.
Once you start moving forward, an ad agency needs to be able to maintain communication with your company — to stay in the know about new developments, new challenges and evolving needs.
There’s no sugarcoating it: working this closely with an agency takes time and resources. But as Hunter S. Thompson once said, “Anything worth doing is worth doing right.”
If you’re putting in minimal effort, you’re not going to get the results you want. Without this cooperation, you’re not getting the most out of every dollar spent, and you’ll have a harder time achieving remarkable ROI in your marketing and advertising campaigns.
Helping your agency achieve success also means entrusting them with more, rather than less of your advertising efforts. Working with an ad agency to craft great messaging, branding, and content achieves more than the sum of its parts. You could contract an agency to only handle one of these components, but the results won’t be the same.
Think of the Rolling Stones — together, Mick Jagger and Keith Richards wrote 14 of the 500 Greatest Songs of All Time. Of course, they also had fairly successful solo careers. But with all due respect, can you really name more than two or three of their songs? Without Keith Richards’ licks, Mick Jagger wasn’t as soulful. And without Mick Jagger’s singing, Keith Richards’ strumming was a little more forgettable.
The point is, businesses’ need more than a great website for success. They need more than efficient SEO spending and expert Adwords management. They need all of these components and more working in concert. Alone, they fall short of expectations. Shortchanging your ad agency is shortchanging your marketing and advertising success.
In summary, your ad agency needs your help in achieving great advertising results. They need your commitment. Once you get the ball rolling, you’ll see that it’s all worth it.