They’re game-changing strategies that can transform your collaboration from good, to outstanding.<\/p>\n\n\n\n
Understanding Each Other’s Expectations<\/h2>\n\n\n\nTip 1: Clearly Define Your Goals <\/h3>\n\n\n\n
You wouldn’t set off on a road trip without a destination in mind, and working with an agency is no different. Without clear objectives, you might end up going round in circles. For instance, instead of saying “we want more brand awareness<\/a>,” say, “we aim to increase our social media following<\/strong> by 30%<\/strong> within the next quarter<\/em>.” <\/p>\n\n\n\n The clarity will guide your agency’s strategies and eliminate guesswork.<\/p>\n\n\n\n Amra Beganovich, founder of Amra & Elma<\/a> digital agency, says that when working with Colorful Socks<\/a> the most important thing was to quantify the content deliverables<\/strong> as well as qualify the branding expectations<\/strong> so that the brand would be clear on the scope of work involved.<\/p>\n\n\n\n On the flip side, vague goals could lead to misalignmen<\/strong>t and waste valuable resources. Consider a scenario where an agency, in an attempt to fulfill this goal, focuses heavily on broad-scale public relations and mass media advertisement. <\/p>\n\n\n\n However, your primary audience might be 18-24, more digitally inclined and active on all social platforms. Was it the right strategy?<\/p>\n\n\n\n As a result, not only do you miss out on engaging with your target audience effectively, but you also spend precious resources on ineffective strategies.<\/p>\n\n\n\n Instead of saying “we want more brand awareness<\/a>,” say, “we aim to increase our social media following<\/strong> by 30%<\/strong> within the next quarter.” <\/p><\/blockquote><\/figure>\n\n\n\n Picture this: you hire a renowned sushi chef, then ask them to cook you a steak. Similarly, understanding your agency’s core competencies ensures you’re leveraging their strengths. An agency specializing in SEO<\/a> clearly wouldn’t be the best fit for a rebranding project, just as a marketing agency in Dubai<\/a> might excel at regional campaigns but not at global rebranding.<\/p>\n\n\n\n Waters get muddied further when it comes to “full-stack” or “360 agencies”. These are agencies who do a bit of everything, and often have a competitive advantage creating an integrated campaign as a result.<\/p>\n\n\n\n A 360 or full stack agency<\/strong> is a comprehensive marketing and advertising company that offers a wide range of services<\/strong> to support a client’s growth. It’s also called “full stack” because it covers all aspects of marketing and advertising.<\/p><\/blockquote><\/figure>\n\n\n\n But let’s imagine you have a PR crisis in your company, and are working with a 360 agency renowned for their social media prowess.<\/p>\n\n\n\n They may be ill-equipped to handle the intricacies of managing a public relations crisis<\/strong>. Their responses might be too slow, inadequately addressing stakeholders’ concerns or even, at times, inadvertently inflaming the situation. This could result in a tarnished brand reputation<\/strong>, a loss in consumer trust<\/strong>, and potentially a drop in sales<\/p>\n\n\n\n So ask pointed questions about their previous projects and successes<\/strong>. Ignoring this step might land you in hot water, with an agency ill-equipped for your needs.<\/p>\n\n\n\n The key to any relationship, including the one with your agency, is communication<\/strong>. Don’t leave them in the dark. Regular check-ins<\/strong> allow you to steer the ship in the right direction. For example, scheduling a weekly call to discuss progress and updates can make a world of difference. <\/p>\n\n\n\n In contrast, a lack of communication could lead to misunderstandings, and by the time you realize it, you might be too far off course.<\/p>\n\n\n\n The check-ins you should think about setting up from day one of your collaboration are:<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n Each check-in should have a clear agenda<\/strong> to maintain focus.<\/p>\n\n\n\n This can include an overview of current projects, updates on ongoing tasks, discussion of any hurdles, and strategic planning for the future. And both parties<\/strong> should have a chance to voice concerns or suggestions. To ensure the meetings are efficient, send the agenda in advance, so everyone can come prepared.<\/p>\n\n\n\n The frequency<\/strong> of check-ins depends on the complexity and scale of your projects.<\/p>\n\n\n\n And avoid micromanaging or having too many meetings, as this can lead to inefficiency and agency burnout.<\/p>\n\n\n\n Explicitly say to your agency, “We value your expert opinion. Don’t hesitate to share your ideas, big or small. There’s no such thing as a bad idea”<\/strong><\/p><\/blockquote><\/figure>\n\n\n\n An open-door policy<\/strong> goes a long way in building trust. Encourage your agency to voice their ideas, suggestions, and concerns.<\/p>\n\n\n\n Without this openness, vital ideas might never see the light of day.<\/p>\n\n\n\n Start by explicitly stating to your agency, “We value your expert opinion. Don’t hesitate to share your ideas, big or small. There’s no such thing as a bad idea, only a stepping stone to a great one.”<\/strong> Encourage them to be open with their thoughts, suggestions, and even concerns.<\/p>\n\n\n\n You could also initiate the practice of ‘Idea Sharing Sessions.’ For example, tell them, “Let’s set aside some time each month specifically for brainstorming. Bring your wildest, most innovative ideas to the table. Let’s think outside the box together.”<\/p>\n\n\n\n Remember, candid communication can lead to innovative solutions.<\/p>\n\n\n\n There’s no shortage of collaboration tools<\/a> out there. Choosing the right ones can streamline communication<\/strong> and keep everyone on the same page. For instance, tools like Slack<\/strong> for communication, trello or Asana<\/strong> for project management, or Google Drive<\/strong> for file sharing can save you a lot of headaches.<\/p>\n\n\n\n Here’s an example of the tool stack for Blue Ocean Robotics<\/a>, which takes in many of the most common ones, which could serve as inspiration:<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n With something as simple as proposing, “Let’s share our files on Google Drive, not word” you’re ensuring that everyone has access to the latest versions of files, minimizing the risk of working on outdated documents.<\/p>\n\n\n\n Tracking project milestones on Asana<\/a>, or Trello<\/a> (it’s younger cousin) can streamline workflow, reduce the risk of missing deadlines, and provide a visual representation of your project’s status, helping internal communication with any stakeholders.<\/p>\n\n\n\n <\/p>\n\n\n\n If you ignore this aspect, however, you could be setting yourself up for a logistical nightmare.<\/p>\n\n\n\n Proposing, “Let’s share our files on Google Drive, not word<\/strong>” you’re ensuring that everyone has access to the latest versions of files, minimizing the risk of working on outdated documents.<\/p><\/blockquote><\/figure>\n\n\n\n Trust is the foundation of any successful partnership. Don’t be a backseat driver. <\/p>\n\n\n\n Allow your agency the creative freedom to do what they do best. After all, you hired them for their expertise.<\/p>\n\n\n\n Trust doesn’t mean relinquishing all control, but rather fostering an environment where your agency feels empowered to flex their creative muscles, propose innovative strategies, and execute them confidently.<\/p>\n\n\n\n It’s telling them, “Here are our goals. We trust your expertise and creativity to reach them.”<\/em><\/p>\n\n\n\n On the other hand, lack of trust can stifle creativity and hinder your project’s success. It’s about building a long-term, symbiotic relationship with your agency, one where they’re not just service providers but strategic partners.<\/p>\n\n\n\n Trust doesn’t mean relinquishing all control, but rather fostering an environment where your agency feels empowered <\/strong>to flex their creative muscles<\/p><\/blockquote><\/figure>\n\n\n\n Remember, your agency is your partner, not just a service provider. A simple ‘thank you’ or recognition for a job well done can go a long way in building morale. It’s not always about dollars and cents (or pounds and pence!).<\/p>\n\n\n\n Neglecting this could lead to a drop in motivation and productivity.<\/p>\n\n\n\n Every agency has a method to their madness. Respecting their process<\/strong> allows them to deliver their best work. <\/p>\n\n\n\n It might be tempting, as a client, to insist that the agency adapt entirely to your way of doing things in house. After all, it’s human nature to find comfort in the familiar. <\/p>\n\n\n\n However, this approach can stifle the agency’s creativity<\/strong>, hinder their productivity, and ultimately, may result in less-than-optimal outcomes.<\/p>\n\n\n\n Respecting an agency’s process is not about stepping back<\/strong> entirely but striking a balance between your input and their creative latitude. <\/p>\n\n\n\n Start by saying, “We understand and respect your creative process. Let’s find a way to integrate our practices for maximum productivity<\/em>.” <\/p>\n\n\n\n This cooperative approach<\/strong> shows that you respect their expertise and are both interested and open to finding a mutually beneficial way of working together.<\/p>\n\n\n\n Nobody likes to be left hanging, especially when it comes to performance. Don’t beat around the bush. <\/p>\n\n\n\n Offer clear, actionable feedback. For example, instead of saying “I don’t like the design<\/em>,” you could say, “The design feels a bit busy. Can we simplify it?<\/em>“.<\/p>\n\n\n\n Here are five rules<\/strong> for giving agency feedback:<\/p>\n\n\n\n Comments like \u201cThe content doesn’t feel right.” can leave your agency guessing. Instead, provide detailed feedback<\/strong>. <\/p>\n\n\n\n Say, \u201cThe blog post lacks some of the industry-specific terminologies that our audience is familiar with, could we incorporate those?<\/em>\u201d or \u201cThe tone of the article seems too formal for our youthful audience, could we make it more conversational?<\/em>” <\/p>\n\n\n\n Specific feedback eliminates guesswork and provides your agency team with clear action points<\/strong>.<\/p>\n\n\n\n Rather than dictating solutions, share the problems or objectives<\/strong>. <\/p>\n\n\n\n For instance, instead of saying “Add more images<\/em>,” you could say, “We need to make the page more engaging. Do you think adding more visuals would help?<\/em>” <\/p>\n\n\n\n This approach gives the agency creative freedom to find the best solution <\/strong>and leverages their expertise effectively.<\/p>\n\n\n\n Feedback is best served hot \ud83d\udd25 <\/p>\n\n\n\n The sooner you provide feedback, the sooner your agency can make necessary adjustments<\/strong>. Regular check-ins and timely feedback can keep your project on track and prevent minor issues from snowballing into significant roadblocks.<\/p>\n\n\n\n Remember, your agency wants<\/em> <\/strong>your feedback.<\/em><\/p>\n\n\n\n Constructive feedback isn’t just about pointing out what’s wrong\u2014it’s also about recognizing what’s right. A word of appreciation<\/strong> can boost morale and motivation. <\/p>\n\n\n\n For example, “I love how you captured our brand voice in the copy. Great job!<\/em>“<\/p>\n\n\n\n Encourage your agency to voice their perspectives and suggestions. <\/p>\n\n\n\n You might say, “We value your expertise. What do you think about this?<\/em>” or “Do you have any suggestions on how we could improve this?<\/em>” Such open dialogue can lead to innovative solutions and strengthens trust.<\/p>\n\n\n\n Numbers don’t lie. Establishing clear metrics and KPIs<\/strong> gives you a quantitative measure of success.<\/p>\n\n\n\n For instance, if your goal is to increase brand visibility, your KPI could be the number of social media impressions. Without agreed-upon KPIs, you’ll remain, unsure of what success looks like.<\/p>\n\n\n\n Make them quantitative<\/strong>. Make them concrete.<\/strong> And make sure you\u2019ve bought into them<\/strong>, on both sides.<\/p>\n\n\n\n Innovation is the lifeblood of marketing. Don’t be afraid to rock the boat<\/strong>. <\/p>\n\n\n\n Embrace new ideas <\/strong>and strategies your agency proposes. It could be the spark that propels your business to new heights. Imagine an agency bullish on TikTok<\/a> in 2017. Or keen on starting a podcast<\/a>, in 2010.<\/p>\n\n\n\n![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2023\/07\/screen_shot_2017_07_13_at_1.09.20_pm.jpg\")
<\/figure>\n\n\n\nTip 2: Understand the Agency\u2019s Expertise <\/h3>\n\n\n\n
Communication is Key<\/h2>\n\n\n\n
Tip 3: Establish Regular Check-ins <\/h3>\n\n\n\n
\n\n\n\n\n
\n\n\n\nTip 4: Promote Open and Honest Communication <\/h3>\n\n\n\n
Tip 5: Use the Right Tools for Collaboration<\/h3>\n\n\n\n
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![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2023\/07\/image.png\")
<\/figure>\n\n\n\n![\"How](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2023\/07\/image-1.png\")
<\/figure>\n\n\n\nBuilding a Successful Working Relationship<\/h2>\n\n\n\n
Tip 6: Trust Your Agency <\/h3>\n\n\n\n
Tip 7: Show Appreciation <\/h3>\n\n\n\n
Tip 8: Respect Their Process <\/h3>\n\n\n\n
![\"what](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2023\/07\/la-magnetica-1-1.png\")
<\/figure>\n\n\n\nTip 9: Give Constructive Feedback <\/h3>\n\n\n\n
![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2023\/07\/template-5-reasons-1.jpg\")
<\/figure>\n\n\n\nBe Specific<\/strong><\/h4>\n\n\n\n
Focus on the Objective, Not the Solution<\/strong><\/h4>\n\n\n\n
Be Timely<\/strong><\/h4>\n\n\n\n
Praise the Positives<\/strong><\/h4>\n\n\n\n
Foster Open Dialogue<\/strong> <\/h4>\n\n\n\n
Strategies for Long-Term Success With Your Agency<\/h2>\n\n\n\n
Tip 10: Align on Metrics and KPIs <\/h3>\n\n\n\n
Tip 11: Stay Open to New Ideas <\/h3>\n\n\n\n
![\"\"](\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2023\/07\/image-2.png\")