How Finding Your Marketing Agency is Like the Little Black Dress of Business

A little black dress (LBD) is a staple piece that belongs in every woman’s closet. For some, a LBD is for special occasions only. For others, it's a buildable wardrobe staple. Regardless of the way its worn, it’s a necessity. There are deciding factors that go into the purchase of a LBD, such as material, shape, and sleeve length to name a few. And, finding the LBD is a process. Finding a marketing agency is very similar to finding the perfect LBD. 

So, what sort of things should you look for when choosing a marketing agency to work with? I'll share the basics, along with some strategies and tips to help you find options that make sense to you and your business. 

Fit

Like a glove. The marketing agency you choose to partner with should be a good fit from every angle. The people. The work. The collaboration. The communication. Period. If the zipper gets stuck, fix it. Tailoring the fit from the beginning will result in longevity, rapport, and a lifetime of wear – for both parties.

Length

At the knee or below? Slit or asymmetrical? There are various options to the “length” of a little black dress. With your marketing partner, you have these same variations. A six or twelve-month contract?  Are you seeking a long-term partnership with mutual interests (goals) and growth potential? When you’re considering your options, do what’s best for your company and its goals. Be specific. Be pragmatic. Be resilient.

Price

Yes, the price tag is going to be a deciding factor. If you’re looking for a clearance item, the selection will be limited. I’m not saying it’s impossible, but if you’re not willing to spend a little more to get what you truly want, you’ll need to be more forgiving and patient. Consider the investment. Finding a marketing agency that will deliver results, challenge the status quo, push the envelope, and go the extra mile can pay for itself and then some. These qualities have both a designer feel and a higher price point. #yougetwhatyoupayfor

Details

They matter. A scoop or high neckline? Ruching, pleats, or darts? Although they may seem subtle, these details can make an impact and set you apart from the competition. When you decide you want to take your business to the next level, these details can make all the difference. Each marketing agency will have its own set of unique details, such as delivery method of ideas, software systems, presentation style, or brand promise. Pay attention to the details that will make the most impact on your business.

Sometimes, you find a LBD when you’re not even looking. And, when you’re searching too hard for a LBD it can feel forced. The same is true with a marketing agency. Start looking for what you’re actually looking for. Ask yourself these questions:

• What do you need and want in a partnership?
• What are your business goals?
• How much time are you willing to invest?
• Are you willing to try a few agencies on for size?
• Where are you willing to compromise?
• What details matter?

Use these questions to shape your search. And, utilize your resources, colleagues, and networks. Always go with your instinct. Trust me, you’ll know when it’s meant to be. All of these things I’ve mentioned above will happen, and more. When you find it, you'll know.