The vast majority of company owners and senior management that I work with are incredibly time poor. And it doesn’t seem to matter at what stage they’re at with their business or what their priorities are; they’re all operating in challenging environments. The reality of the situation for many is that they’re often finding themselves juggling multiple roles—many of which they never anticipated when they first set out. Marketing, in particular, can feel like a daunting puzzle: endless platforms, shifting algorithms, and complex technologies all need to be pieced together to raise brand awareness, engage customers, and drive sustainable growth.
When they’re stretched thin, the last thing they want to deal with is an agency that takes more of their time or feels like just another item on their to-do list. What’s interesting about this is that great agency-client relationships should make the client feel like work is being taken off their plate, not added to it. Great agencies become an extension of your team and help you and your direct team achieve your business goals.
The key to this, though, is accepting the realities of how agencies work and in doing so, how to manage them and get the best out of the relationship. I’ve written this guide based on having worked with and in marketing and design agencies for the last 25 years, and having run my own since 2017. Hopefully it should help you to get the most out of your working relationship with your agency.
Embracing the Role of a Strategic Partner
Let’s be honest: no matter how brilliant an agency is, they’ll rarely be your top priority (not should they be). As an SME owner, your attention may be pulled in countless directions each day—managing budgets, serving customers, developing new products, and nurturing your team. Likewise, you might not always feel like your business is at the centre of your agency’s world either – they’re managing multiple clients, staff members and supplier relationships as well as the relationship with you – the client.
But this doesn’t mean you can’t build a deeper, more strategic relationship. The best agencies are essentially growth partners who invest time in understanding your objectives, target audience, and market nuances. It’s best to think of them as collaborators who help refine your goals, shape your strategy, and guide you through the complexities of modern marketing.
This shift in mindset is crucial. When you treat your agency as a long-term partner rather than a short-term fix, you open the door to relationships where both sides bring their expertise to the table, share insights openly, and focus on the outcomes that matter most to your business.
Leveraging Expertise and Experience
A central advantage of working with an agency is instant access to a wealth of knowledge and skills that would be difficult or costly to build in-house. Digital marketing specialists, SEO experts, content strategists, social media managers, and PPC professionals all reside under one roof. This collective expertise ensures your business can tap into cutting-edge tools, data-driven strategies, and up-to-date industry insights that keep you competitive, no matter how quickly trends change.
For SMEs, this level of expertise is transformative. Instead of learning on the fly or hiring multiple employees to cover each skill set, you can rely on a team of specialists who have honed their craft across various sectors and campaigns. This experience allows them to quickly identify high-impact opportunities, streamline your marketing efforts, and focus on actions that deliver the strongest return on investment.
Cost-Effective Solutions Without the Overheads
Budget constraints are a reality for most SMEs. While hiring a full-time marketing team may be out of reach, partnering with an agency offers a cost-effective alternative. You gain access to a broad range of skills without incurring the overheads of salaries, training, and expensive tools. It’s also worth considering the size and structure of the agency you’re working with—larger agencies often come with bigger price tags and unnecessary layers of management. By choosing a lean, agile partner, you can avoid paying for ‘bloat’ and ensure that every pound/dollar/euro is invested directly into activities that deliver measurable value.
Moreover, agencies offer flexible, scalable solutions. As your business evolves—launching new products, entering new markets, or increasing advertising spend—an agency can adapt in real-time, scaling efforts up or down based on your immediate needs. By carefully aligning your budget with targeted strategies and selecting an agency that matches your scale, you ensure every resource is put to work effectively, helping you compete with larger firms on a more level playing field.
Saving Time and Enhancing Operational Efficiency
Time is a precious commodity for any business owner. By outsourcing marketing tasks to an agency, you free yourself from the demands of planning campaigns, executing daily tasks, and monitoring performance metrics. This time-saving benefit allows you to refocus on your core competencies, whether it’s improving product offerings, enhancing customer service, or exploring new growth opportunities.
Agencies bring operational efficiency to the table too. With streamlined processes, project management systems, and dedicated account managers, they ensure that campaigns run smoothly. Their familiarity with automation tools, data analytics platforms, and optimisation software also means that your marketing efforts become more agile and responsive, continuously refined for the best possible results.
Scalability and Flexibility for Sustainable Growth
As your business grows, your marketing needs will change. The beauty of working with an agency lies in their ability to scale along with you. They can adjust marketing activities based on seasonal demand, market shifts, or your evolving strategic priorities. This flexibility is vital for SMEs, allowing you to capitalise on opportunities as they arise while ensuring you’re never overextending your resources.
Agencies can also help you navigate the complexities of local and global markets. With their broad experience and ability to specialise, they’re well-positioned to spot growth opportunities, fine-tune your messaging, and guide you through market nuances you may not have been aware of—ensuring your brand remains relevant and appealing to your target audience.
Data-Driven Decision-Making for Tangible Outcomes
It’s not enough to trust your gut, especially in the current landscape. The best agencies embrace analytics, regularly monitoring KPIs such as website traffic, leads, and conversions to inform their decisions. By employing data-driven strategies, they focus on tactics that deliver meaningful results, whether it’s improving your search rankings, increasing engagement on social media, or driving more qualified leads to your website.
For SMEs, this commitment to measurable outcomes provides confidence and clarity. Instead of wondering if your investment is paying off, you gain visibility into what’s working and where you might need to pivot. In turn, this data-driven approach ensures that both you and the agency remain accountable, continuously refining strategies to align with your overarching business goals.
Building a Long-Term Relationship That Drives Growth
Ultimately, the key to getting the most out of working with an agency is to treat the relationship as an ongoing partnership. Open, honest communication is paramount. Share your challenges, insights, and ambitions so the agency can tailor their approaches accordingly. Invite them into your world, letting them understand what keeps you up at night and where you see your business heading in the future.
Over time, as trust grows and the agency develops a deeper understanding of your brand, they will become a crucial ally—one that can anticipate your needs, propose innovative solutions, and help you tackle fresh challenges as they arise. In this way, your agency becomes a strategic partner helping you realise your long-term vision.
