Breaking Up Is Hard To Do: How To Switch Agencies
Jun 24 2021
As your business grows, it’s likely that your team will start to consider which of your job functions you can, or should, outsource. The benefits of outsourcing range from cost saving, freeing up time for core functions, and allowing for faster scalability.
But you only get those if the agency you hire works effectively. If you’ve outsourced your digital advertising to an agency but have concerns about your return on investment, then it may be time for a break up.
Does delegating projects to this agency save you time? Does your agency partner understand your brand’s voice, mission, and goals? Are you achieving the results you were promised?
If you answered no to any of those questions, we’ve outlined the next steps you should take to transition from a lackluster ad agency to one that’s focused on results.
Preparing to Cut Ties
If you’re considering switching up your advertising agency, these are the steps you’ll need to take in advance.
Step 1: Articulate why you want a change
In order to offer accurate and complete feedback to your current agency, zero in on your concerns with their current performance and your advertising goals. Take the time to clearly articulate why you’re looking to go in a new direction so you can take that to your current agency and your next agency.
Step 2: Do your due diligence
When you’re looking for a change, review your existing contract to see what it would take to cancel. Have your legal team review all your documentation and keep an eye out for potential non-compete agreements. Make sure you have an understanding of what happens after your working relationship ends to ensure all parties know what they can share about the work you did together.
Step 3: Collect important information
Before you discuss the transition from one agency to another, you’ll need to be sure you have all of your brand’s information in regards to advertising. Getting historical data on your campaigns and all your account login information will ease the transition.
Meeting Your Right Agency Match
Once you’re ready to move on, you should carefully evaluate your options before choosing a new agency. When interviewing potential agency partners, there are a number of factors to consider, along with your previous experience and how you want your new agency to perform.
Your agency should be an extension of your own marketing team, working to reach the mutual goal of expanding your brand’s reach. Finding an agency that fits the needs of your business requires a measure of trust. Be sure to find out how much insight you will have in this process so you can feel confident they will be actively working towards your goals.
You want to be sure that you’re getting your money’s worth with your new agency. Ask questions about what strategies they envision for your brand. You wouldn’t want to work with an agency that neglects making adjustments as needed throughout a campaign, so ask about their step-by-step process. The best agencies provide ongoing optimization to ensure they’re delivering results.
Strategies in theory are great, but measurement is where you see the true value of your advertising dollars. Ask your new potential agency about which key performance indicators (KPIs) they track for each campaign, and pay extra attention to which methods of attribution they use to determine success. Make sure you’re on the same page when it comes to the cadence and detail of the reporting an agency will provide you.
Don’t just take an agency at their word that they are the right agency for you. A respected agency should have a number of client case studies they can share to demonstrate the experience they have with brands in your industry.
At the end of the day, you understand your brand’s needs best, and you know better than anyone when you need to make a change. You deserve a true partner who is ready to make your digital advertising dreams a reality. While a break up can be tough, there are blue skies ahead for your business.