What makes an agency great?

Point It was recently named the Best Large PPC Agency at the US Search Awards.  We’ve developed a reputation as experts in our field, but what is it beyond expertise that makes us a great agency to partner with?  Here are a few things that should be considered when speaking to any agency you are considering partnering with.


At Point It, we actively encourage knowledge sharing and thought leadership.  We have made it a priority to share our learnings by developing case studies on common challenges businesses and webinars covering the most pertinent topics.  Agencies that can demonstrate that they are on the forefront of the latest industry changes house some of the most motivated and experienced professionals.  Take a look at the resources that agencies have available on their site and keep an eye on the recency and frequency of their content.  Do they have information that is directly applicable to your business?  Are they continuing to prove out new tests to beat increasing competition?  Is their content fresh and up-to-date with the latest hot topics?  These are the folks you want to partner with to ensure that you’re always one step ahead in the game.



Too often, we see clients approach the agency relationship as a purely vendor-relationship.  They expect to pay for a list of pre-defined services.  You will get the most out of an agency that is looking to become an extension of your team.  It’s important to connect with a team that has a wide variety of experiences, and are able to tailor their services to your needs.  A great agency contact should be asking a lot of questions to understand your business and figure out how their program can fit into the bigger picture.  I can recall one particular client who was amazing to partner with because they embraced us into their larger marketing program.  We had conversations about their target audience, how they navigated through the website, what all of the different touch points were.  This was all valuable information that we were able to leverage into a complex cross-channel marketing strategy.  At Point It, we see the most success with businesses who are willing to partner with us, learn with us, and explore new territories with us.



While there is a lot more transparency and measurability in digital marketing than traditional, there is also a lot that can be hidden.  We take the approach of transparency when working with our clients.  We give clients access to the same data that we have access to, so they understand how our decisions are being made.  This is a key component to our partnership with our clients.  If you feel that you are not getting clear answers to your questions, consider this a red flag.  Your agency relationship should feel fully transparent.  After all, this is with your media dollars that decisions are being made!

Evelyn Baek About the author

Evelyn Baek is an Account Director at Point It Digital Marketing in Seattle, with a passion for developing advanced marketing strategies for the agency's larger clients who want to stay ahead in the ever-changing world of digital marketing. She enjoys leading teams that work collaboratively to deliver results for their clients. Outside of Point It, Evelyn loves exploring the Pacific Northwest, rooting for the Pittsburgh Penguins (Go Pens!), cuddling with her little pup, Tifa, and cooking up a storm.

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