Have you ever felt like working with a marketing agency might be a mistake?
You’re not alone. Many complain about it: high costs, uncertain results, lack of transparency… And in some cases, it’s true. A bad collaboration can slow down your progress and leave you feeling frustrated.
But here is the truth: Not all marketing agencies are bad. Often, it’s the wrong choices that lead to disappointing experiences. When you know exactly how to choose and partner with the right agency, the results can transform not only your marketing, but your sales and growth.
So, how can you avoid the pitfalls? And above all, how can you get the most out of this partnership? This article gives you all the keys to making an informed decision and maximizing your chances of success.
The Main Criticisms of Marketing Agencies
1. High Costs With No Guarantee of Results
This is often the first criticism we hear “Marketing agencies charge a lot of money, but don’t guarantee a return on investment”. Unfortunately, this perception is sometimes based on real experiences. Some agencies charge high fees without explaining how these costs will translate into real results for your business.
Why? In some cases, they rely on vague promises or standard strategies, without taking the time to understand the details of your market or your objectives. This is not the case at the Oshara agency(our marketing strategy is always unique for each company based on an in-depth analysis of the company’s market). Indeed, an agency that does not adapt its solutions to your needs risks squandering your budget without you being able to measure the impact.
How to Avoid This?
- Check the Performance Indicators (KPIs): A serious agency will offer you clear and realistic KPIs, such as an increase in organic traffic, a reduction in the cost per acquisition, or a certain volume of qualified leads. This is why in our web agency based in Canada we are data-oriented, because it is the only way for us and you to obtain concrete and measurable results.
- Ask for Case Studies: Ask for concrete examples of results achieved with other clients in your industry. If the agency can’t prove its expertise, this can be a red flag.
2. Lack of Transparency in Methods
Another common complaint: “I don’t know what exactly the marketing agency is doing for my business”. This lack of visibility creates frustration and fuels the impression that agencies “don’t do anything”. And it’s true that some will just send you superficial reports without explaining their work or the impact of their actions.
The solution? Demand regular monitoring and transparent tools.
- Set up regular meetings: Insist on monthly or quarterly updates. At these meetings, the agency should show you what has been accomplished, what is working, and what needs to be adjusted. (See the image below, illustrating an example of a report we provide at Oshara)
- Use tools like Google Analytics or Search Console: A transparent web agency must share its access to analytics tools. This allows you to track the results yourself, in real time.
- Ask for explanations: If something is unclear about the agency’s actions, ask for clarification. A good digital agency will take the time to explain everything to you.
3. Loss of Control Over Your Marketing Strategy
Some companies are hesitant to outsource their marketing for fear of losing control. This fear is understandable: you are entrusting a strategic part of your activity to an external entity. In the worst case, this can even lead to internal conflicts between your teams and the agency.
But that doesn’t have to be a problem. A good marketing agency isn’t there to do everything for you, but to collaborate with you and your teams. They act as an extension of your business, bringing skills and perspectives you may not have in-house.
But if you are still hesitant, follow these tips:
- Involve your teams from the beginning: A successful collaboration starts with a smooth integration between your agency and your internal teams. Share your expectations and goals from the start.
- Ask for regular validations: Demand to be consulted at every key stage, whether it is an advertising campaign or the redesign of your website or the SEO of your website.
- Make the agency a strategic partner: Think of the agency as an advisor, not just a service provider. This will change the dynamic and build trust.
When is Working With a Marketing Agency Not the Best Option?
One of the first reasons why some businesses should not consider working with a marketing agency is the lack of a marketing budget. Working with an agency is a significant investment, and if you can’t guarantee a sufficient annual budget, it can lead to frustration on both sides.
Alternatives: If you are on a budget, there are alternatives. You can opt for affordable online marketing tools that allow you to take matters into your own hands, such as Google Ads or Facebook Ads. There are also marketing training courses for you and your team, so you can learn how to manage your strategy yourself. Concrete proof, the SEO training in 90 Days designed to help you with the organic traffic of your business.
Click here to go to the official page of the “SEO in 90 days” course in French.
The Little-Known Benefits of Marketing Agencies
Working with a marketing agency has many benefits that go beyond preconceived ideas. For example:
- Diversity of expertise and perspectives: Marketing agencies offer a wide range of specialized expertise, in-depth knowledge of market trends, and sophisticated technical skills that few companies can afford to have in-house. Working with an agency also means accessing new and innovative perspectives that can greatly improve your campaigns and results.
- Access to advanced tools and technologies often inaccessible to SMBs : An agency has the resources to use the latest marketing technologies, analytics tools, software and platforms to optimize campaigns and achieve powerful results. For many SMBs, these technologies are out of reach in terms of cost or complexity. An agency can therefore be an ideal partner to access these resources.
- Ability to accelerate results and quickly test new strategies : Unlike an in-house team, a marketing agency can test new strategies more quickly, evaluate their effectiveness, and make adjustments in real time. This helps achieve faster results and uncover new opportunities for the business.
The Verdict – to Hire a Marketing Agency or Not?
For businesses looking to improve their marketing, working with a web agency is a strategic and cost-effective choice. If you have a sufficient budget and/or a limited in-house team, a marketing agency can really transform your results and help you achieve new goals. On the other hand, for smaller businesses with a tight budget or an already competent in-house team, it may be worth testing DIY solutions or training the team in-house before committing to an agency.
