After close to two decades of working with associations, B2B brands and mission-based organizations, I’ve learned a few valuable lessons about how the relationship between client and agency is supposed to go. I’ve also learned that, like a lot of relationships, some are bound to go down in flames. Of course, that’s not what you want for your organization, which is why I’m here to tell you how it should be. Just think of me as the Dr. Ruth of client/agency relations.
Maybe you’re a first-timer, and you’ve never been in a relationship like this before. Or maybe you’ve been around the block a time or two, and you’ve been burned. Jaded, naive, cynical or inexperienced — lay all that baggage on me, and let’s get it sorted out. Right now, there are over 14K marketing agencies in the U.S. That’s a lot of fish in the sea. But when you narrow it down to the agencies who have both experience and expertise in the nuanced workings of associations … well, that’s a much smaller pond.
But the decision is still a big one, and you want to get it right. I get that, and I’ve got you. Here, we’ll cover all the considerations you need to be making as you search for an agency that will take your association to the next level.
Do You Actually Need a Marketing Agency for Your Association?
This is the first question you need to be asking yourself, and most of the time, it’s the toughest. Associations aren’t like big B2C brands — they don’t often have massive internal marketing teams, and they certainly don’t have unlimited budgets. Most associations do a lot with a (very) little. It’s commendable, but it’s not sustainable. So if you’re wondering whether it makes sense to hire an agency, here are the questions you really need to be asking:
Are We Reaching Our Full Growth Potential?
If membership is sluggish, it might be time to seek external help. You may have the vision, but lack the internal capability to execute. That’s when an outside agency can step in, clarify your big goals, and work on a strategy to turn them into reality.
What Does Our Budget Actually Allow?
Sure, most organizations would love to have a fully-staffed internal marketing team, but in this era of quiet quitting and hiring tumult, it isn’t always achievable. An agency puts the power of an entire marketing department at your fingertips, but without all the red tape. In fact, it can actually save you money. While you’re paying for services rendered, it’s what you aren’t paying for that matters — salaries, insurance, time off, benefits, etc. You may well find that your budget is simply better-suited to utilizing an agency.
Do We Have the Expertise Required for Success?
You’re certainly an expert in your industry, but no matter how many hats you wear, you can’t do it all. In fact, to do so, you’d have to have advanced knowledge in SEO, copywriting, email marketing, lead generation, content strategy, inbound methodology, media buying, graphic design, analytics, and much more. Instead of spending a lifetime learning a little about a lot, trust an agency with many combined years of experience, education and expertise.
Are We Really Ready to Excel?
So, maybe you’re not struggling right now. That’s great! But high-performing organizations often need the most support. The goal isn’t just growth — it’s sustainable growth. That takes a lot of time, money, and people-power. Success often places an enormous burden on your marketing staff, and puts extreme pressure on your performance. Outsourcing to a trusted agency partner isn’t an easy out — it’s a smart move toward a healthy, beneficial relationship.
So, have you answered your big question? Don’t get too comfy — we’ve got a lot more ground to cover. Read Part 2 of our series with 7 Tips for Hiring an Agency for Your Association.
