So you’ve got an agency. You’ve finally found the budget, you’ve made your choice and the agency is all signed up and raring to go. Don’t cross your fingers and hope like hell they don’t waste your investment. Whether that agency is helping you with HR, PR, SEO or finance, there’s ways to manage them to get the best value.
1. Allocate resources
Someone must manage the agency to answer questions, approve drafts and supply information. This takes more time than you think. When I lived in London, my agency had a client, an SEO optimisation company. A junior tech guy was allocated the job of managing us. It was a disaster. We were last on his priority list, he rarely responded to queries and he was slow to approve content. Opportunities were missed; it made our job so much harder. Allocate as much time and consideration to the appointment of the person managing the agency as you did in choosing the agency itself. The person in you select must have the authority to approve content, the time to invest (especially at first) and the enthusiasm for the task.