Hey, Damian here from Master of One Marketing. Today, I want to flip the script a bit and talk about marketing from the client’s perspective. As someone who usually talks about things from the agency side, I think it’s important to address how clients can get the most out of their partnership with an agency or independent contractor.
Here’s a guide to help you be a better client, ask smarter questions, and improve your overall experience working with a marketing team.
1. Understand Your Contract
Before diving into any project, the most crucial step is to thoroughly understand your contract. Take the time to review it carefully. A common mistake is thinking of the contract like a menu at a restaurant, where you can order everything all at once. Marketing services don’t work that way. Think of it more like a nutrition plan—tailored to your business needs over time.
Pro tip: You can even use tools like ChatGPT to help break down your contract. This will help you see exactly what you’re getting and what’s outside the scope of the agreement.
2. Be Clear About Your Needs
Once you’ve understood the contract, the next step is communicating your needs clearly. For instance, maybe phone calls are way more valuable to your business than form submissions. Let your agency know about these preferences! The more they understand what drives your business’s success, the better they can tailor their efforts.
Similarly, if you’re experiencing issues, like receiving spam from forms, communicate that too. Your agency can adjust their approach, but they need your input to know what’s working and what’s not.
3. Set Realistic Expectations
Many clients come in expecting instant results, but marketing is more like a marathon than a sprint. For example, SEO often takes three to six months to show significant results. If you’re in a rush to make money, you’ll likely feel frustrated. Make sure you align your goals with realistic timelines.
Understand that digital marketing isn’t a “money-printing machine” right out of the gate. It takes time to analyze data, understand your audience, and make the necessary tweaks to your campaigns.
4. Be Honest About Your Metrics
To measure success accurately, you have to be honest about your current metrics. If you’re getting two calls a week, don’t round it up to five just because it sounds better. Transparency helps your agency set achievable goals. For example, if they boost your weekly calls from two to three, that’s a 50% increase—a significant win, even if it doesn’t sound like much at first.
Marketing is about incremental gains, so being truthful with your numbers will give your agency the right data to work with.
5. Ask the Right Questions
Asking questions is key to a good client-agency relationship. But make sure they’re the right questions. For example:
- What’s the typical timeline for this campaign?
- What should I expect in terms of deliverables?
- How often will we review the results?
Asking these types of questions helps both you and your agency stay aligned on expectations.
6. Understand the Value of Expertise
When you hire a marketing agency, you’re paying for their expertise, not just their time. Some tasks, like setting up Google Analytics or managing SEO, might take a seasoned marketer just a couple of hours, whereas it could take someone less experienced days. You’re not paying by the hour, you’re paying for years of knowledge and skill.
Think of it like hiring a mechanic. You’re not just paying for the 30 minutes it takes to replace your alternator—you’re paying for their years of experience that ensures the job is done right.
7. Stay Engaged, Especially Early On
The first month is critical. This is when the agency sets up your analytics, gets access to your systems, and starts crafting a plan. Be available and responsive during this time. Make sure they have everything they need, like access to your website or hosting account. If they’re waiting on credentials, the entire process gets delayed.
Many clients get frustrated when things don’t happen quickly in the first month, but often, the delays come down to missing information. Make yourself available to troubleshoot, and if something isn’t moving fast enough, pick up the phone instead of sending endless emails.
8. Be Patient With New Account Managers
Over time, your agency might assign you a new account manager. Give them a chance to catch up. Ideally, your new manager will be brought up to speed with the help of the previous one. It’s a good sign if they ask a lot of questions that were covered in your initial discussions—it means they’re trying to understand your account in detail.
9. Keep the Communication Flowing
Lastly, communication is everything. Don’t be afraid to ask for clarification if something isn’t clear or if you feel things are taking too long. On the flip side, be upfront if you’re not holding up your end of the bargain. If you’re slow in providing materials or access, acknowledge it. A successful partnership is built on mutual accountability.
Conclusion
To get the best out of your agency, you need to be an engaged, informed, and honest client. Understand your contract, ask the right questions, set realistic expectations, and stay actively involved—especially in the first few months. If you follow these tips, you’ll not only get better results but also build a more collaborative and effective relationship with your agency.