Whether you’ve just kicked off with a new agency or you’ve had a team on board for a while it’s a good idea to stop every once in a while and ask yourself how you’re measuring value.
Being crystal clear on campaign objectives is the best way to measure value on an ongoing basis. Even better, involve your communication agency in setting the KPIs to give them buy in and the opportunity to contribute to the success framework. Make sure goals adhere to the SMART criteria and reporting on them will become a breeze.
Regular reporting allows both parties to see how they are tracking on the brief, foresee any potential challenges and trends over time and makes internal reporting so much easier. We have several monthly reports and dashboards covering digital marketing, public relations, creative and more that we prepare for clients which allow us to monitor activity, track success and measure value. If you need specific figures or metrics to report on internally, let your agency know and they will tailor the report to your needs.
What else is going on in your world that impacts your communication agency’s activity? Be open with your agency and let them see the bigger picture. Visibility on this means we can understand how our work contributes to and impacts the broader business strategy which means we can work more strategically.
We all get busy – but the busy times are when we need communication the most. Catching up looks different for every client depending on your needs and budget but you should make sure you have a regular WIP catch up booked in with your team to cover off results, approvals and upcoming activity. It’s also valuable to schedule in face-to-face catch ups throughout the year to talk strategy and brainstorm new ideas.
Agency relationships are a two-way street, we are your communication partner and it’s important that we both come to the party to get the most value. Keep the lines of communication open and share information even if it doesn’t seem super significant. Letting your agency become immersed in your business will help set you up for a long and successful relationship So there you have it, some tips for measuring value. If you’ve made it this far and you’re still asking yourself the question, we should probably talk.
If you’re interested chatting to an agency that puts value first, give us a call. We’d love to chat.