We’re the first to say it: marketing can be full of gimmicks. Fine-print. Tricks. Advertising sometimes feels like it’s designed to pull a customer in, only to let them down. But transparency in marketing is what helps you keep customers. And, when you are looking for a marketing agency to manage your marketing strategy for you, transparency in your marketing agency is a must. When you choose an agency that will be upfront and honest with you, you know that your marketing campaign will be upfront and honest with your customers.
How Does the Conversation Start?
When starting the conversation, marketing agencies will be quick to ask you about your budget. Not every agency is quite so eager to talk about your plans and goals, however. Choose a marketing agency who makes sticking to your business goals a priority — that way, you know that you won’t receive surprising results at the end of the month.
Can You Contact Your Project Manager and/or Marketing Manager?
If you can’t get in contact with the people who are actually working on your marketing campaign, your agency may not be as organized as you would hope. They could be outsourcing far too many aspects of the project, which easily leads to a lack of clarity and flow in your marketing efforts, or they may have something to hide about their processes. Consider the time it takes for your contact to get back to you about an inquiry – Do you feel as though you’re at the top of their priority list, or at the bottom? If you feel like you aren’t allowed to ask too many questions or your input isn’t valued, it’s time to find a different marketing agency.
Do You Know Exactly What You are Going to Get?
Transparent marketing agencies will let you know from the start what you can expect to receive. You should have a breakdown of exactly how many clicks, email blasts, or impressions you will get; and your campaign strategy should include your input at every step of the process. You don’t have to know how the sausage is made, but you should know what’s in the sausage. If you don’t, you may be in for a disappointment.
Transparency in marketing is crucial, both for the customers you are hoping to market to and for your own business. Make sure your agency is keeping your business goals in mind, allowing you to check on the progress of your marketing campaign, and telling you exactly what is in your marketing mix. If not, it’s time to move on to an agency who is less opaque.
Andy Dixon
