If you’ve had a terrible experience with a marketing agency in the past, we get it. Unfortunately, it’s a common occurrence here in the contractor marketing world, but it doesn’t have to be that way. We’ve encountered many clients who are wary of jumping back into a partnership after being disappointed by their last agency. It’s difficult to re-establish trust after a marketer fails you or simply takes your money and doesn’t put in the work. We have some great tips for how to trust the process and build a positive relationship with your new agency.
Take a Test Drive
A terrific way to determine if a marketing relationship will work out for your contracting company is through giving the agency one single task and seeing how well it works out. It’s common for partnerships to fizzle out when the client doesn’t know what they’re paying for, so if you pick one project with a clear deliverable, you will see just how effective they are. Some examples include:
- Building a Website: Many contractors begin with web development, then increase to content, social media management and SEO.
- Launching Something New: Perhaps you have a new service, are launching a new location or are celebrating an event, holiday or anniversary. Working with a marketing agency on drawing attention to the event is ideal.
- Rebranding: Maybe you’re changing your name or look, or are branching out to offer different services. Let the marketing agency take on the SEO and PR for you.
- Social Media Presence: If you’re considering taking the plunge into various social media outlets, have the marketing firm take on the campaigns and posts, along with the advertising.
Request a Marketing Plan Following the Proposal
There are typically two parts to a marketing relationship: the proposal and the plan. A proposal consists of pitching the services you will need and what the agency can do to achieve it. Once the proposal is agreed to, the agency will craft a full marketing plan. This is significantly more detailed than the proposal, and includes steps for making it come to life. Receiving and reviewing this will ensure you’re on the same page and you’re getting what you pay for.
Recognize The Ghosts from Agencies Past (and let them go!)
There will, without a doubt, be comparisons drawn between the old agency and the new one. It’s simply a fact. Don’t let this get you down or make you believe we’re all the same. Many projects the new company works on will be similar to previous ones, and that means discovering issues resulting from the work of the last firm. This should not be a deterrent. Everyone can work together to solve the problem, and all will be okay. Just breathe through it and don’t be quick to judge.
If you’re feeling ready to get back in the contractor marketing game, we’re here for you! We know how delicate it can be making the leap into a new agency, but we’re here to show you we’re not all the same.