How to Avoid Marketing Agency Disappointments: Red Flags and Essential Questions

In the bustling world of marketing, businesses often find themselves disillusioned by their marketing agencies. At Charlotte Berger PR (CBPR), we've met many clients who have faced disappointment and frustration with their previous marketing partners. To help you avoid such pitfalls, we've compiled a list of red flags to watch for when choosing a marketing agency, along with essential questions to ask during your informational interviews.

Red Flags to Look Out For When Seeking a Marketing Agency

1. Is Their Portfolio of Clients Massive but Their Team is Small?

A marketing agency boasting a large portfolio but a small team might seem impressive initially, but look closer—it could mean its team is overworked. Overworked employees are all too common in agencies, with management prioritizing today's profit over tomorrow's reputation. Quality suffers when the team is stretched too thin. An overextended team can't give each client the attention they need, leading to subpar results and unmet expectations.

2. Are Their Senior-Level Leaders Lacking in Experience?

When evaluating a marketing agency, consider the experience of its senior leaders. If these leaders have less than five years of work experience, that's a red flag. And yes, this happens in an industry with few to no entry barriers. 

Experienced leadership is crucial for strategic planning and effective execution. 

3. Do They Promise a Certain Number of Press Hits a Month?

One of the biggest red flags in PR is an agency that guarantees a specific number of press hits each month. PR is unpredictable, and no reputable agency can promise guaranteed media coverage. A fisherman can’t predict its exact haul, and farmers can’t specifically predict their harvest. Such promises often signal a lack of transparency. A trustworthy agency will set realistic expectations and work hard to achieve the best results without making false promises.

4. Do They Offer Website Work but Their Own Website is Lackluster?

A marketing agency's website reflects its capabilities and expertise. It raises serious concerns if an agency offers website development but needs a better-designed, updated, or mobile-optimized site. A lackluster website suggests the agency needs to prioritize its digital presence, which calls into question its ability to deliver high-quality work for your business. Would you hire a contractor with a dilapidated home or a mechanic driving a rustbucket?

5. Do They Offer Social Media Services but Don’t Regularly Post Compelling Content on Their Own Handles?

An agency offering social media services should maintain an engaging and active presence on its accounts. If its social media handles are inactive, lack compelling content, or fail to engage, it doesn't practice what it preaches. A strong social media presence is essential, showcasing the agency's ability to create and execute effective strategies.

Questions to Ask During Consultations with Marketing Agencies

Ask the right questions during informational meetings to ensure you choose the right marketing agency. Here are a few key questions to consider:

1. Would You Be Willing to Share Some Past Reports with Us (PR, Social Media, etc.)?

Reviewing past reports can provide valuable insights into an agency's performance and consistency. Anyone can create a compelling case study, but it's important to understand the context and timeframe of the results. Ask to see past monthly reports, focusing on the frequency and longevity of the results. This gives you a clearer picture of the agency's capabilities and reliability.

2. If We Were to Work with Your Firm, Who Would Be Working on Our Account?

It's crucial to know who will handle your account. Too often, clients are impressed by senior staff during initial meetings, only to find their accounts managed solely by junior employees with minimal oversight. Ensure that experienced professionals will provide strategic guidance and support throughout your contract.

3. Can You Provide Emails/Cells from Any Current Clients?

Hearing from current clients provides valuable insights into an agency's strengths and weaknesses. Ask for cells and emails of current clients who have worked with the agency for a decent length of time. This helps you understand their approach, communication style, and overall performance.

4. What Is Your Approach to Strategy and Planning?

A well-defined strategy is the foundation of any successful campaign. Ask about their approach to strategy and planning, including how they conduct research, set goals and develop proactive campaigns. A thorough approach to strategy indicates that the agency is committed to regularly coming to the table with fresh ideas rather than relying on clients to provide them.

5. How Do You Stay Current with Industry Trends and Best Practices?

The marketing landscape constantly evolves, and agencies must stay current with industry trends and best practices. Ask how the agency keeps up with the latest developments in marketing, including any professional development or training programs it participates in. An agency that prioritizes continuous learning is more likely to deliver innovative solutions.

Conclusion

Choosing the right marketing agency is a critical decision that can significantly impact your business's success. You can make a more informed choice by being aware of the red flags and asking the right questions during your informational interviews. At CBPR, we pride ourselves on our transparency, expertise, and drive to deliver exceptional results. If you're looking for a marketing partner who can help you achieve your goals, we invite you to reach out and learn more about how we can support your business.