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Saying “I Do” to a Marketing Agency
It's hard not to marvel at the success of a couple that makes it to 50 years of marriage – or any significant milestone! It got me thinking about what makes a long-term relationship – of any kind – work, and I believe there are five key elements to consider when building one that can also apply to a partnership with a marketing agency.
TRUST
The foundation of any relationship is trust. But trust also takes time. It is the result of showing up every day and being consistent, honest, and dependable. A good agency builds trust by delivering results, meeting deadlines, and following through on promises. And, as a partnership goes through highs and lows – moments of vulnerability and sometimes brutal honesty – an intimacy develops that allows both parties to dig deeper and identify and solve issues with more insight and dexterity.
COMMUNICATION
Without frequent and honest communication, a marriage can falter. Both parties must feel safe to discuss their needs, thoughts, and goals for the future. With your client/agency relationship, regular meetings, updates, and reports can ensure the relationship runs smoothly. The other half of communication – active listening – is vital as well to avoid disagreements, but also to come through them when they occur.
SHARED GOALS
A common vision – or shared goals – creates unity in marriage but is also an effective way to find success with an agency. Agreeing on business goals – whether they include brand growth, lead generation, or customer engagement – creates alignment and a sense of partnership not unlike a couple’s shared vision for their future.
ADAPTABILITY
Life – and markets – are unpredictable! That’s why adaptability in a relationship is so important. In marriage, unexpected events like job changes or health issues may require couples to adapt and support each other. In the marketplace, shifts in consumer behavior and economic conditions require the same level of adaptability in your relationship with a marketing agency to ensure strategies remain effective.
COMMITMENT
Success does not happen overnight. A long-term commitment is vital to both a marriage and a marketing agency relationship. Building trust takes time, and growth requires patience and effort. At the end of the day, whether in marriage or marketing, taking the long view leads to deeper trust, smarter decisions, and stronger relationships.
Before saying “I do” to a new agency, make sure you and your team are ready to commit to the same values – trust, communication, shared goals, adaptability, and long-term commitment – that make any great partnership thrive.
While there may be some cynicism about the institution of marriage these days, the principles behind such a collaborative and mutually beneficial relationship can certainly be applied to a successful business partnership. Each of the elements I’ve outlined here cuts both ways, and there are bound to be times of disagreement, negotiation, and sacrifice. But when reevaluating a partnership – which is also key to longevity and growth – as long as each party continues to agree on these five salient components, the foundation for success not only remains but becomes even stronger.
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