The right time to bring in a strategic agency partner

The foundation of good marketing is a compelling idea.

Whatever the medium, this idea has to be credible, authentic and persuasive so that your target audience takes the action you want them to.

However, it needs to be supported by a solid strategy, otherwise it will never reach its potential and, at worst, fall completely flat. Being able to deliver this, even if you have the time, is challenging, especially if you’re a small team or a department of one.

So, when’s the right time to bring in an external partner? Here’s my views following time on both sides of the agency and in-house fence…

When you’re seeking new ideas

Good agencies are full of ideas. More importantly, they’re full of ideas that work.

It’s the job of Tank’s creative minds to bring new ideas and thinking to clients – whether they’re tackling an existing problem, or briefing us on something new. To do this, we need to stay ahead of the curve and be aware of the latest trends, then apply these to any ideation session – regardless of client.

One unspoken benefit of working with an agency is the learnings we apply across clients, without sector bias. This is where we use the experience we’ve gained from one client and apply it to another. That doesn’t mean we replicate the same activity and strategy though, nor do we ever share confidential information. 

Instead, we use proven techniques to help you secure national coverage, improve Return On Ad Spend on Google Ads or increase online conversions via conversion rate optimisation (CRO)… to name just three of our services.

Plugging a knowledge gap

To be successful in marketing, you need to know your limits. 

That doesn’t mean admitting defeat or failure, but since no one can do everything (despite some people’s best efforts), finding a partner to plug those gaps shows a major level of self-awareness.

There’s a sense of relief when you’re able to share a brief knowing a whole team is dedicated to solving its central purpose or theme. That team’s experience and expertise is now your own – beyond managing your account day-to-day.

Complementary external expertise also gives you someone to bounce ideas off – both ways – and takes the weight of ‘thinking time’ off your shoulders. Offloading just one task could be the difference between efficiency and burnout.

When you’re stuck in the weeds of it all

Strategic direction focuses on the big picture. It’s a long-term plan that takes your targets and creates a roadmap of how you’re going to get there.

Internal teams can be so focused on their daily tasks that the bigger picture becomes clouded.That isn’t a criticism but as someone who has worked in-house, I’ve experienced being pulled pillar to post by different people demanding my time and attention.

That’s only because marketing is one of the most important business functions.

With a strategic agency partner, you could offload a big chunk of your [X] and get constructive critique from a neutral and experienced perspective.

When you want an accountability partner

The brands with the most effective marketing have buy-in – across the board (and on the board).

It’s also where you, as a marketing expert, are given accountability so that any activity lines up with business objectives.

This makes it common for marketing teams to feel like they’re swimming against a corporate tide, especially in the battle of building brand awareness vs driving bottom of the funnel activity.

An agency offers you a safety net – a team who understands your objectives and keeps you on track, so projects get done and you’re not working late compiling your latest report.

When time is scarce

We know you have your own priorities and internal considerations – weekly performance meetings, board reports, inter-departmental calls, weekly planning, scheduling and planning… the list goes on. The time for new thinking is few and far between.

Finding a new agency can take time but once they’re up and running, you now have multiple brains to brief.

Onboarding an agency shares that workload, and lets them focus on the task at hand while you crack on with other tasks.

Make your mark

We hold onto our clients because we deliver results, but also make lifelong connections. Combined with an above-average colleague retention rate for the industry, it means we’re able to forge deeper and more meaningful relationships with individuals as they progress through their own career paths.

They both matter.

That’s probably why our client Christmas party is always full – from longstanding clients to those who we’ve only just started working with. 

Fundamentally, we’re here to help you and your company make your mark – however that’s defined. All we need is the brief.