How to Tell if Your Media Partner is the Right Fit For Your Business

Dennis Izzard

Dennis Izzard About The Author

April 6, 2021 at 9:45 AM

How to Tell if Your Media Partner is the Right Fit For Your Business

Businesses thrive on customer acquisition and retention. It’s the heart and soul of any sustainable business, and expanding sales and marketing practices is a vital aspect of success. After all, you win over new customers by making your brand appealing and engaging. 

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Creating a flourishing brand on your own takes a lot of time, trial, and error. While you’ll likely learn what’s necessary eventually, partnering with an experienced, reputable marketing partner can save you a lot of trouble. Leveraging the agency's expertise grows your brand with less hassle on your part. Finding this stride early increases your leads generated, customers converted, and sales closed.  Finding a media partner whose values and personality align with your business’s is crucial. They'll be better suited to understand your goals, while making it more likely you’ll mesh with their personnel.  

Let's discuss three big signs to keep an eye out for to tell if your media partner is the right fit for your business.

They Have a Proven Track Record

Partnering with an inexperienced marketing agency could quickly become a situation of the blind leading the blind. Your media partner must have the know-how and skillset to drive measurable results from your marketing plan. The only way to see if they will meet your needs is to examine their track record.

There are several ways you can do this, such as:

  • Reach out to previous clients: If possible, gain a broader, in-depth understanding of the agency's capabilities by talking to past and current clients. Ask specific questions about the marketing activities that are most important to your business.
  • Research case studies, testimonials, and reviews: See what reputation the agency has built over the years. Dive into case studies, and look for key performance indicators (KPIs) from those studies that align with your needs.
  • Ask for a portfolio of their work: A substantial portfolio from an agency, complete with analytics reporting to back up their past performance, is one of the best indicators that their marketing team has the right stuff to grow your business.

If it's clear the agency has a lot of creative and technical power and can strategize well, then it's likely they'll drive exceptional ROI for your company.

Choose an Agency Whose Values Align With Yours

You should partner with an agency that has values and a mission statement that aligns with your own. An agency's core values may be an early indicator of whether they'll carry your messaging effectively and authentically. Simply put, the more closely your brand is aligned with an agency, the more likely they'll be able to understand your business and goals.

It's also essential to keep the human element in mind. An agency may be one of the leaders in their specialized field, but if every meeting with their marketing team produces nothing but stress and anxiety, your partnership with them may not be worth it in the long run. On the other hand, when a marketing company has likable employees who are happy to collaborate, the overall experience can positively benefit both sides.

Are You Getting Good Results?

You need to work with a media partner that helps you win those sales, convert customers, and sustainably grow your business. With that in mind, it's essential to evaluate the performance of your current media partner periodically. Be sure to use the KPIs that are most relevant to your business, which may include:

  • Cost per lead
  • Sales revenue
  • Marketing qualified leads (MQLs)
  • Sales qualified leads (SQLs)
  • MQL to SQL ratio
  • Unique web visitors
  • Lead capture form conversion rate

For example, if you run a SaaS (Software as a Service) company and your social media engagement rates are through the roof, that's great. Still, your subscription rate will likely determine your ultimate marketing success. If your media partner isn't moving the needle in that vital area, it may be time to move on. Of course, if they are getting you those key results, then you'll want to stay with them for a while.

Finding the Perfect Fit for Your Business

It’s challenging to find a marketing partnership that will truly stand the test of time. If you look at an agency's track record, examine their core values, and (once you start working with them) periodically evaluate their performance, you'll be in an excellent position to find the perfect media partner to complement your business.

Regardless of whether you're deciding to renew a contract, or are looking for a media partner for the first time, make sure to keep the above points in mind. With a knowledgeable, experienced, and skillful media partner at your side, you'll be sure to enjoy increased business success, both now and for years to come.

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