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Whether you are redesigning your company’s website, developing event collateral, or implementing a PR program, an outside agency can be your most valuable resource. However, it’s critical that you, as the client, guide them on the path to success and stay involved so that your agency gets the direction they need to really shine, and you get the results you want. Here are some tips to maximize your agency relationship.



Define Success


Work with your agency and all major internal stakeholders to outline the deliverables and qualities of those deliverables. Get specific about what measurable objectives you can expect from your agency. Share examples of other brands, websites or articles with your agency for review so they better understand what success looks like to you. An outline of your goals will serve as the guiding framework for the project, and will be a helpful resource as the project evolves.



Collaborate & Communicate


Perhaps the reason you hired an agency in the first place is because you are just too busy with other priorities. In that case, delegate oversight and day-to-day communication to an internal partner that you trust! Your agency will need information and feedback that only an internal resource and industry expert can provide. From proposal to kickoff to execution – stakeholder input is key to making sure that the project is successful and drives results. Like with any other business partnership, collaboration and consistent communication from both agency and client is key.



Be Direct and Specific


Be as specific as possible when giving feedback throughout the project lifecycle, but particularly at the beginning of a project. Not sure what you need or what you are looking for exactly? That’s completely okay! Your agency should have experience and be able to make recommendations. During the process, be specific about what you like or don’t like. Communication and iteration are critical to achieving the very best results, so don’t hesitate to ask for another option or to see something presented in a different way.



Trust the Experts


Set a tone of trust. As much as your agency team needs and wants your input, remember that they are the experts in their field and fully understand best practices and strategies to achieve the best results for you. Trust your agency to do what they do best – to produce creative, compelling and effective work. If you’ve been engaged from the beginning, then the collaboration should be apparent. In the case where you think the results are off base or the team has missed the mark in some way, there’s no harm in a targeted course correct. You and your agency are a team!



Whatever your role, your agency relationship can be a secret weapon. Armed with the right information, agencies can be a strategic partner that brings significant value to the relationship.



 

By Lizzie Beggs

@lizziebeggs