Whether you’re currently working with an agency or still searching for the right one, understanding how the relationship works and how you’ll see success can feel like the unknown. In this webinar we’ll demystify agency/client relationships and share some industry secrets to help make your future partnerships as successful as possible. Join our Associate Director of SEO & Internal Development, Rebecca Berin, to discuss: • The questions you should ask yourself and your agency • The Importance of meeting your agency halfway • How to embrace your agency’s expertise • Why your continued education will help with your success

1. How to Maximize the
Effectiveness of Your
Agency/Client Relationship
By: Rebecca Berin

2. Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: Andrew@digitalreachagency.com | Digital Reach
1 Asking The Right Questions
2 The Importance of Meeting Your Agency Halfway
3 How to Embrace Your Agency’s Expertise
4 Why Your Continued Education is Key to Success

4. 4
Asking The Right Questions

5. Why Now?
• First, have a clear understanding as to why you’re looking for an agency to help.
• Is it a bandwidth issue? Or expertise, etc.?
And what’s the endgame?
• Be sure to also have a clear understanding of what your expectations are
• What business goals do you hope to achieve with an agency?
Why now and what’s the endgame?
It’s important to remember your agency may work with you to mold those
expectations into something that’s both impactful and attainable.

6. Be retrospective and ask the important question: What didn’t work with my last
campaign?
• Clarify for your benefit and the benefit of the future agency what went wrong with
your last agency relationship and campaigns.
• This helps your future partnerships thrive by allowing your new agency to fill the
gaps from your past experiences.
• It can also help you to see bigger picture – were these issues due to lack of
experience, bottlenecks within your company, etc.
If you've worked with an agency before...

7. So… What ARE your goals?
And what does your agency recommend? Working with them to craft your goals is a
winning approach because it's the first chance for an agency to prove their worth, and
also an effective way to avoid goals which are:
● Too broad. Goals like “More traffic and conversions” aren’t specific and will benefit
from the guidance of your new agency. They should make detailed and feasible
recommendations according to your current data trends.
● Too specific OR unreachable. If your goal is “We need to end our year with 125,000
sessions” when you’re currently only averaging 3k/month, your goals may be too
specific and unreachable. Your agency should, again, make detailed and feasible
recommendations according to the data.

8. Are you ready for a long-term commitment?
Some of your goals may require long term strategies with frustrating data returns.
This can be nerve-wracking when you’re looking to prove things to your internal
teams. Your agency should be honest about timelines.

9. Ultimately what you should look for...
Transparency and proven expertise.
Your agency should be brutally honest and help to educate you from the start while
also be willing to share their track record.

10. 10
The Importance of
Meeting Your Agency
Halfway

11. • For the first month you’ll be in a deep discovery phase with your agency.
• Learning the ins and outs of your company will be important in their success
when making a customized strategy for you.
• The months following you’ll want to continue to hold yourself to the same
standard as your agency.
• If they require your feedback/approval on a certain deadline, respect that.
• As the client, your ability to complete things in a timely manner can make or
break a campaign.
Get Ready to be Hands-On

12. The “United Front” Effect
When things don’t go your way…
Marketing has gotten complex enough as is. To have an expert on your side while
you’re expected to do it all can be life changing.

13. Your roadblocks are your agency’s roadblocks.
• If you want proven results, you can’t be the bottleneck. Avoid being the
bottleneck by:
• Communicate (& ask questions).
• Stay educated.
• Respect deadlines.
• That said, if you feel your agency is the bottleneck…
• It’s time to evaluate why.
• For success to happen… see: the previous slide.
Moving the Needle

14. 14
Embracing Your Agency’s Expertise

15. Giving Your Trust Can Be Hard
When it comes to the success of your company/department, putting trust in others can
be tough.

16. Success will be hard to reach.
• If you can’t trust your agency and their strategies, getting things implemented will
be difficult.
• This means you’ll have no results to show your internal teams.
• You’ll also be behind on your project timeline.
Without Trust...

17. Push Back When it’s Right
...Not when you’re wrong.
• Inform your agency of pain points - what is and is not feasible.
• This helps everyone understand the boundaries to stay in while creating
strategy and recommendations.
• Make sure your pushback comes from the right place.
• Be educated (or educate yourself) on the subject and ask constructive
questions.
• Just because a strategy feels risky or unintuitive to your team doesn’t mean
it’s wrong.

18. 18
Why Your Continued
Education is Key to Success

19. Continued education is the best way to see continued success during a partnership
with your agency. Your education will help you:
With Your Agency...
1
2
Always stay on the same page.
To better understand strategy & the bigger picture.
Keep questions and feedback flowing smoothly.
To stay informed and allow you to give productive feedback.
Gain the confidence to evangelize your efforts.
And skillfully represent the work being done even when your AM isn’t on a call.
3

20. Your continued education in digital marketing strategies will be the foundation for your
company’s future strategies and campaign choices.
In the Future… (at your company)

21. Communicate. Trust your agency. Education, Education, Education.
To Maximize the Effectiveness of Your
Agency/Client Relationship
KEEP GOING.

22. 22
Get Your LIVE Site
Analysis

23. Site Analysis
Rebecca Berin
Associate Director
of SEO & Internal
Development
In a 30 minute consultation, learn:
✓ Where you rank in relation to competitors
✓ Measure revenue opportunity from Search
✓ What you can do to accelerate your SEO results
Get a second opinion on your approach to SEO