3 Secrets to Working with a Marketing Agency

Ready to take the plunge and partner with a digital marketing agency? Smart move. Working with a marketing agency can elevate your marketing efforts and deliver impactful results. Done right, it can also lead to a valuable, long-lasting relationship.

Before signing on the dotted line and making your partnership official, it's crucial to define your goals and expectations. This will help set the stage for success.

Here are some insights from our team to help you get the most out of working with a marketing agency.

Three Insights on How to Work with a Marketing Agency Successfully

1. Organizations hire agencies for expertise, execution or both

Purpose and objectives are everything. If you're unclear about your goals, it’s going to create frustration on both sides.

Consider this: For strategic guidance, look for a partner with a record of delivering high-level insights. If you need tactical execution, prioritize agencies with proven operational expertise. And for a mix of both, make sure the agency is able to provide support across all fronts.

And ask yourself critical questions:

• Where does your internal team excel, and where do you need additional expertise?

• Are there areas your team struggles with due to lack of experience or bandwidth?

• What’s your team’s capacity for collaboration with external partners?

The answers will guide your decision on whether — and how — you will work with a marketing agency.

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2. Retainers often deliver the best value, but the scope is key

Retainers are often the most cost-effective option, offering predictable pricing for ongoing agency services. However, it’s essential to establish a clear scope of work.

For example, managing paid social under a retainer allows for consistency, while project-based work might be better for assisting with organic as needed. Retainers can also work well for measurement and strategy, spreading costs over time and providing clarity on budget allocations.

Keep in mind that additional projects outside the retainer are opportunities to address unmet needs. Discussing this upfront will help you understand how to work with a marketing agency effectively and plan your budget.

3. Clear expectations and measurable goals are non-negotiable when working with a marketing agency

Setting expectations is vital—not only for the outcomes, but for measurable milestones along the way. Establishing key performance indicators (KPIs) helps both parties stay aligned and ensures progress is visible.

Success starts with a clear strategy. At True Digital Communications, we use the AMMO framework (Audience, Messaging, Measurement, Objectives) to build a solid foundation. Research also plays a role, providing the insights needed to inform every step of the process.

By answering foundational questions—Who are my audiences/stakeholders? What do we want them to think, feel or do? What is my message architecture to accomplish those objectives, and how should I deliver and gather feedback about them?—you’ll not only set realistic expectations but also identify where your team might need additional support. From there, you can determine exactly how to work with a marketing agency to fill in the gaps and drive success.

True's Approach to Partnering for Success

At True, we pride ourselves on being more than just an agency service provider. We're a strategic partner committed to helping you succeed. Whether it's through retainers or project-based engagements, we tailor our approach to fit your unique needs and business goals.

Our monthly retainers provide consistent, ongoing support to keep your marketing efforts running smoothly. And our project work allows us to focus on specific initiatives. By combining our expertise with your vision, we create measurable results and a partnership that drive your business forward.

Want to see what a partnership with True looks like? Explore some of our case studies.