The world grows and expands thanks to the Internet. Digital Marketing agencies proliferate that offer services to take your business to the digital world, and in a sea with so many fish, choosing a good partner for your company is not a trivial decision.
Normally, the relationship with your agency is one of supply and demand, client – supplier, but… What would happen if you took one more step in your relationship with your agency? What if your agency stopped being just a provider and became a real partner?
If your agency were partner of your business, you would row in sync to achieve the common goal.
So how do I make my agency really become a partner?
This is a question often asked by many colleagues, and in my opinion the answer is simple: “Both must achieve benefits by achieving the same objectives”.
To do this, the first thing you must achieve is that your agency understand your business. This implies, of course, share all your company information, from profitability by category or product, medium and long-term plans, day-to-day problems, etc. You should count on your agency as if it were part of your team, establishing a relationship based on trust. Behind an agency there are people, and if we are committed to what we do, we will get the most from our collaborators. !Take care of us and we will take care of your business!
For the relationship to be a true partner, it must be reciprocal. You must also understand our business, how we achieve our goals. Our only asset is people. In good agencies we highly value true professionals. In a market with few professionals, the best talent is not easy to find, which is why your team is the most important thing.
We all know that for there to be a lasting and successful relationship, both parties must win (the famous win-win), so this question must be clear. Are my goals and those of my agency aligned?
In most cases, agencies have charging formulas based on a percentage of the investment. However, in my opinion this model is meaningless, since my incentive as an agency to earn more money would be for you to spend more, something that I do not think is your main objective. Instead of having this type of relationship, have you thought about paying your agency based on meeting objectives? Even that they earn more if you earn more? The Alignment of objectives as the axis of the negotiation is essential for your agency and you to evolve in sync.
So would it be better to pay 100% variable for objectives? In an ideal world, where there is excess talent, it would be the perfect model. But as we said, we work with experts who are in short supply, and who we must care for and protect. So if you want to use a scarce talent, you will not be able to work 100% in variable, because we would be assuming the risk that your product, or that your value proposition is not the best in the market; or have your competitors do something better.
In short, if you are looking for your agency to be a partner, you must work to align your objectives with ours, share as much information as possible, take care of the people involved in the project and remunerate fairly. This will ensure that the goals are successfully met, and that all parties are satisfied with their role in the process.
And if you are already in search of this unicorn in the middle of the sea of fish, Elogia is the partner agency you are looking for, since not only are we all of the above, we are much more. Do you dare to discover it?