The challenge of choice - how to choose marketing services in a massive UK marketing agency ecosystem
Finding the right marketing resources isn't easy. You need to know your needs very clearly and know what you are doing when it comes to evaluating and selecting help.
You can't do everything yourself when you're managing the marketing of a business.
You won't always have the skills you need. You won't necessarily be up to date on current effective techniques. Planning, managing, and specifying marketing and fitting it around the demands of the business often absorbs most of an in-house marketer's time already.
That is why an estimated 80% of in-house marketers use and depend upon agency support and external marketing service providers of various kinds. Yet, a company embarking on a new search without sufficient knowledge and a crystal clear idea of what they are looking for has a significant challenge on their hands.
The quantity problem
Choice is defined as the act of choosing between two or more possibilities. Ah, but if only deciding on a new marketing agency was a question of just choosing the best of two or a few...
Research by Boston Consulting Group in 2020 suggests that the marketing ecosystem of the UK consists of more than 35,000 companies – more than in either Germany or France.
The breadth of marketing disciplines is bewildering. The market features everything from full-service agencies to specialist firms doing everything from advertising to PR, content to digital and social media, customer experience to data, and beyond. These numbers don't even include all the marketing technology (martech and adtech) outfits which are so often a key part of today's marketing needs.
An army of marketing freelancers providing an array of tactical services and skills add to the difficulty. They deliver everything from graphic design and web development to media relations, writing, email marketing, SEO, social and digital marketing, marketing planning and other skills too numerous to list. Freelancers can be incredibly useful, at the right time and on the right challenge. They can bring deep expertise around a specific area. But: this factor also limits how flexible they can be as a resource. And they do not come with the same backup as even that of a small agency.
A marketer or a business seeking help faces quite a challenge if they don't already have trusted providers. Even experienced marketing clients will run into this problem as soon as they need to find a new type of support.
Where do you start?
What exactly do you search for?
How do you know that what you find is right for your needs?
Lastly, how do you choose between candidates?
The quality problem
Choice has other meanings too, of course. As an adjective it also means 'of good or superior quality'.
I wish when people had to choose between the myriad options out there that they could easily identify the quality pick from the rest of the bunch. Sadly, they cannot.
Digital promotional media including company websites and portfolios alongside social media profiles and digital case study or advisory content are often the way seekers will encounter potential marketing agencies and providers. Today, creating a great impression is easier than ever, however.
Just because a potential provider’s website is beautiful and comes high up on your search does not mean they are the best at the marketing service you need – or even competent (although it may suggest they are good at web design or search engine optimisation!).
Just because they create an incredible impression on Facebook or LinkedIn does not mean that they are good at the type of campaign you need supported (although it may suggest they are great for social ones!).
Most marketing agencies and providers should be pretty good at creating a decent impression, or they would not be in this industry.
Experienced marketing clients take what they see with a pinch of salt, but it can be very hard for anyone to sort the wheat from the chaff.
But what about freelancers?
Sometimes companies opt to use freelancers on a project basis early on. They feel it's an economical, low risk choice. It can be spot on for your needs in some cases, but if you choose the wrong person, it can be an expensive mistake.
Not only can it be a very time-consuming process to find the right resource, but freelancers may only be able to fill a very narrow niche. As what you need evolves, you may have to start the process all over again.
The search for solutions
Inexperienced marketing clients are well advised to get help. Without it, they may waste a lot of time, go down several blind alleys and have many disappointing discussions.
After signing an agency contract and starting on the work is the wrong time to discover that your choice doesn't have the skills you really need. An experienced third party will be able to spot the viable candidates from a long search list more easily and qualify them more stringently.
Many companies will want to do it themselves, and it can be an educational experience. If you do want to conduct your own search, here are some helpful tips:
Think long and hard about what you are looking for and why. Before you 'go shopping' for someone to deliver an event or a specific type of campaign, consider whether you might be better served finding an agency equipped to guide you on what activities you should be undertaking to meet your goals.
There is more to search than Google. Ask industry peers and friends for recommendations (but please take care when you receive 'my brother's a great graphic designer!' referrals). Tap into existing networks and ecosystems of providers who are used to working together if you can. Web developers will often know a great SEO partner, for example. Writing agencies will usually know a dependable designer and artworker. Graphic designers will often know an appropriate printer/production house for an unusual item of collateral.
Create a clear and detailed brief before you start your search. It will focus you on what you need. It should quantify and contextualise that need for potential providers. Lastly it will give you a common base for making your comparisons. Be clear on the value you need, not simply the services you want to buy. Set clear KPIs and targets. And don’t hesitate to ask for explanations, justifications and experience behind the proposals you receive.
Don't make your choices based purely on cost grounds. A cheap provider that doesn't deliver what you need at the right quality in the right timeframe can work out far more expensive than a premium one that can deliver easily and promptly. Beware of looking at hourly rate cards as your only choice factor. Rates vary enormously and, a great provider may work far faster and more effectively than one with less experience.
Look beyond client logos. Ask searching questions and ask to see examples and case studies, not just one-line testimonials. Marketing attracts some persuasive and buzzy people... and while chemistry is very important in starting a relationship, you also need to see substance as well as style!
Don't let preconceptions blind you to possibilities. Seeking out an agency or provider with *exact* experience of doing the same campaign for a similar company in your industry isn't wise. Keep an open mind and let agencies outline the meaningful similarities of their experiences.
Do you need help to choose your next (or first) provider of a marketing service? We can help find and validate real candidates for your needs, or even support an end-to-end search, pitch, and selection process if you want. Just get in touch if we can help.