Finding “The One”: How to Choose a Marketing Partner
Choosing a marketing agency is more than business. It’s the start of an exciting relationship. And like all relationships, you want someone who understands your goals, communicates well and brings out the best in your brand. Finding the perfect match might feel overwhelming, but don’t worry. We’ll help by playing matchmaker!
This is your TRIO guide for how to find your marketing soulmate.
Do you know your type(s)?
Why dedicate time to a relationship doomed to fail? At TRIO, we’re all about finding the right fit for a long and happy future. And we want that for you too! Before swiping right on the wrong agency, you need to know what you’re looking for.
Marketing agencies come in all shapes and specialties, so let’s explore your options:
Fractional/Full-Service Agencies
These are the “long-term relationship” types. They’re with you through thick and thin, offering a little bit of everything or just as much as you need. This is TRIO’s sweet spot, offering the marketing services listed below and more (or only what you need).
- Branding and strategy
- Web design and development
- Content marketing
- Marketing plans and campaigns
Digital Marketing Agencies
These specialists live online and know how to make your brand shine in the digital world.
- SEO and SEM
- PPC advertising
- Analytics and optimization
- Email marketing
PR Marketing Agencies
These guys are people pleasers…literally! If you want a real charmer who can work the public and keep your reputation squeaky clean, PR agencies are for you.
- Media relations
- Press releases
- Crisis management
- Brand reputation building
Social Media Marketing Agencies
Some people love a social butterfly. Social media agencies fit the bill. They’ll help you make connections, gain followers and become the life of the (digital) party.
- Platform strategies
- Content creation
- Influencer partnerships
- Community management
Advertising Agencies
For those who love big gestures, advertising agencies know how to make an impact.
- TV, radio and print ads
- Digital ad campaigns
- Media planning and buying
Performance Marketing Agencies
They love the numbers and always have receipts to prove their worth.
- Conversion rate optimization
- Affiliate marketing
- Campaign performance tracking
Growth Marketing Agencies
Where do you see yourself in five years? Growth marketing agencies are all about the future, helping you grow and scale strategically.
- Lead generation
- Retargeting campaigns
- A/B testing
- Customer retention
And remember, there’s nothing wrong with playing the field. The Talking Stage is an important part of finding the right partner. So…let’s talk!
What are you looking for in a partner?
Now you know who’s out there, it’s time for some soul-searching. What do you want? Ok, maybe that’s a bit too deep. No need to get existential in a marketing blog. So, let’s get more specific.
What are you hoping to achieve with your new marketing partner? Maybe you’re seeking brand awareness. Or is lead generation a priority? You could be ready to commit with a full-scale rebrand and marketing plan. Just looking for a fling to test the waters (and the agency)? Being clear about your goals helps you find the right match.
Transparency does wonders for both you and your marketing partner. Start by setting SMART goals (Specific, Measurable, Achievable, Relevant and Time-bound). For example:
- “I want to increase my website traffic by 25% in six months.”
- “I want to gain 1,000 Instagram followers this quarter.”
- “I want to develop and unveil a rebrand before the end of the year.”
Your perfect match is waiting. All you have to do is put yourself out there.
Get some opinions!
Before committing, do a little harmless stalking…ahem…research!
To start, should you court a local agency or try a long-distance relationship? Local marketing agencies know your market and make face-to-face dates easy. But long-distance can work if the chemistry is right. We’ve built successful relationships with clients across the country, like St. Peter’s Boys High School in Staten Island.
Online research can provide helpful insight for your decisions:
- Online reviews and testimonials (What are their exes saying?)
- Agency websites and portfolios (Do they look professional and creative?)
- Case studies and success stories (Do they deliver?)
And don’t forget to ask around. Word of mouth is still a powerful tool, and your colleagues or peers may have heard about your options.
Go on a few “First Dates” to narrow down your list.
Once you’ve made a shortlist, it’s time to meet your prospects and determine if the vibe is right. Prepare for some speed dating with these questions:
- Have you worked with businesses like mine before?
- Can you show me examples of successful campaigns?
- How do you measure success, and what metrics will you use for my goals?
- What does your communication style look like?
- How do you handle challenges or changes mid-campaign?
Pay attention to how they answer. Do quality agencies answer with confidence and transparency and show a genuine interest/curiosity in your needs?
Lastly, think about your budget.
Before saying “I do,” make sure your marketing budget matches its pricing. A worthwhile relationship requires some level of investment, but it’s worth it when you’re getting quality work. Ask for a detailed proposal that outlines costs, timelines and deliverables. Transparency here is a good sign they’ll be a reliable partner.
Ready to find “The One?”
As your fractional marketing department, TRIO’s full-service marketing agency is ready to be the partner you need. From marketing plans to digital marketing, events, ads and more, our creative team can help your small- to midsize business or nonprofit shine. Explore our full list of solutions and contact us directly to learn more.
