6 Signs It’s Time to Leave Your Marketing Agency

Is your intuition telling you it might be time to move on from your current marketing agency? If your growing dissatisfaction with your marketing agency is prompting you to consider jumping ship, you are not alone.

Relationships with marketing agencies are becoming shorter by the day as business owners become disillusioned with the lack of quality service they receive from large marketing agencies. According to research by The Bedford Group, the average client-agency relationship tenure has fallen from 7.2 years in 1984 to less than three years today. The fact that the average client-agency relationship is less than half as long as it once was should tell you that your intuition is likely on target.

Heeding the red flags in a client-agency relationship

If you have not done your due diligence or heeded my advice in my “8 Things to Ask Your Agency Before Signing a Contract” article, you may notice some red flags that cause you to question your relationship with your existing marketing agency. Even worse, your experience with your current agency could be the subject of a marketing horror story. Below are six signs it’s time to leave your marketing agency and some qualities to look for in a new agency.

1) Your agency lacks a basic understanding of your business

A keen understanding of your business is the cornerstone of a successful client-agency relationship. Unfortunately, many account managers who work for large agencies lack a strong working knowledge of their clients’ business and goals. Here are a few signs that your agency does not have a solid grasp on your business or goals:

• They recommend products that are not a complete solution for your business
• They use a cookie-cutter approach when creating your marketing plan
• They are unfamiliar with your competitors and their product offerings

2) Their pricing really was too good to be true…

Most of us know the old adage, “If it seems too good to be true, it probably is.” However, it can be easy to “forget” this adage when a marketing agency promises the moon at an unbelievably low price. These stellar prices and amazing promises are often part of the courting phase of your relationship with your marketing agency, and they are sometimes too attractive to resist.

Sadly, much like a marriage gone awry, these promises often do not come to fruition, leaving you feeling unsatisfied and longing for more from your agency. Even worse, you may discover that you are also paying more than the rate your agency originally offered you. If you review your bill and are shocked to find unexpected add-ons and variable rates, it could be time to sever ties with your existing agency.

3) It feels like your agency is stuck in quicksand

Few things can zap your enthusiasm faster than a stagnant marketing agency. If you feel like your company is in the exact same spot you were in before you hired your current agency, it might be time to move forward with a new agency. Here are some qualities of a marketing agency that is stuck in quicksand:

• Sluggish: It seems to take forever for your agency to execute anything
• Unidimensional: Your current agency seems to be stuck on advertising as a single solution for your business
• Passive: Your agency makes no effort to stay abreast of the latest digital marketing strategies

4) Employee turnover has skyrocketed

“People don’t stay in jobs as long as they used to in the past. This is particularly the case within marketing…Therefore, it may come as no surprise that marketing jobs have the highest turnover rates.”

- Allison Ritcey, Toronto Marketing Recruiter

Working with a new account manager every week is no way to foster consistency and growth for your business. Unfortunately, the turnover rate among marketing professionals is higher than any other profession. LinkedIn reports turnover of 17% among marketing professionals, which is six points above the global turnover average of 11%. This type of turnover can negatively impact your company’s ability to prosper and reflects poorly on a marketing agency’s reputation.

5) Your agency is not tracking your results

If you have to beg for reports and updates on your KPIs, it is time to start your search for a new agency. Regular communication and results are essential to ensuring that your agency remains on task in their efforts to achieve the goals that you established. Here are some signs that your agency is falling behind on your results tracking:

• You have seen no return on your investment in months
• Your agency attempts to change the subject any time you ask about progress toward your goals or KPIs
• You are forbidden from accessing data related to your company; in some cases, this could be because they have not been updating data
• Your agency focuses more on vanity metrics at the expense of conversions

6) You are unimpressed with your agency’s talent pool

Are you underwhelmed with the treatment you are receiving from your existing agency? Has your account been left in the hands of an inexperienced intern? Whether it is the receptionist who always seems to drop your calls or the account managers who perpetually forget to respond to your emails and texts, you may find yourself wondering if your agency scraped the bottom of the barrel to find their employees. A lackluster talent pool is a surefire red flag that it is time to consider a new marketing agency.

What are some qualities to look for in a new marketing agency?

If some of the red flags outlined above look all too familiar to you, then you are likely ready to move forward with a search to find a new agency that is responsive, professional, and attentive to your specific needs. If you are like a growing number of disenchanted executives, you may find yourself considering the many benefits that a smaller marketing agency has to offer. As you evaluate new agencies, keep an eye out for these key qualities that indicate you are in competent hands.

1) Authenticity

Also known as transparency, authenticity helps build trust between you and your agency. And if you are like the overwhelming majority of people, you would rather buy products or services from a company that is viewed as real or authentic. Marketing agencies that value authenticity often display the following types of behaviors:

• They are quick to admit mistakes or acknowledge any shortcomings
• They are always willing to share results, even if those results are not impressive
• They are eager to focus on their opportunities for improvement

2) Superb communication practices

Responsiveness is vital to a productive client-agency relationship. You should never have to wait hours or days to receive a response from your marketing agency. Be on the lookout for firms who are willing to serve clients outside of regular business hours and those that make a habit of providing clients with the cell phone numbers of their account executives. Agencies that provide regular reports or updates to clients like clockwork on specified days are also good choices.

3) A personalized approach to your business

The top marketing agencies recognize that no two businesses are exactly alike in terms of their marketing needs. They are hungry to sit down with you in person to discuss your business objectives and customized ways to help you achieve your goals. They would never dream of using a cookie-cutter approach with your business because they know that it hinders their ability to provide you with the highest ROI. And they never rely solely on advertising as a single solution for your business.

4) A focus on testing and results

The most accomplished marketing agencies are operated by true visionaries who know that you cannot rely on your hunches in the marketing arena. Testing of proposed marketing initiatives and methodical results-tracking will top the list of best practices for a winning marketing agency. Look for a marketing firm that highlights their commitment to obtaining data and using it to develop your initiatives. And, finally, make sure that the new agency you hire has a plan to keep you posted on campaign results.

5) Respect for your time

Selecting an agency that respects your time is not always easy. But the best marketing firms know how valuable your time is and they will make every effort to be efficient in their communications with you. Here are some clues that you might spot during your initial negotiations that suggest a firm will respect your time and investment:

• They ask which mode of communication you prefer to use to receive updates and share campaign results
• They return your calls and emails quickly — often within a matter of minutes
• They ask you which time of day works the best for you to receive calls
• They ask questions about your peak seasons

6) Transparency

Transparency in process, billing, and staffing is a common thread among today’s leading marketing providers. It is most often present among smaller marketing agencies that value honesty and open communication with customers. Firms that emphasize transparency offer a refreshing change from those that vary their fee structures without notifying clients and change the staff handling your account without notice. Here are the hallmarks of firms that operate with transparency:

• Your invoice reflects agreed-upon rates to a tee
• You can easily access results and updates on your marketing campaigns
• You receive continuity of service by working with the same dedicated account executives who lured you on board

The Bottom Line

If your frustration with your marketing agency is mounting by the day and you notice one or more of the red flags outlined above, it is likely time to jump ship and find a new agency that will provide the dedicated support that you deserve. Moving forward with an authentic marketing firm that is eager to learn about your business and create a personalized plan of attack is invigorating and refreshing. Most importantly, you will be on a direct path to success and stardom within your industry.

This article was first seen on Jefflizik.com