We take a look at Marketing Profs' 9-point guide to marketing agency search and selection and weigh in on what we thing they have right- and what they don't.

You can read part one of this series here or the orginal list on the Marketing Profs website.

5. Make them prove their value

Marketing Profs suggest an interview-based set up where you ask the marketing agency in question why you should choose them. Their answer should go beyond a lexicon of buzzwords and contain intelligent, clear-cut and candid answers about their strengths and weaknesses. 'Good businesses are introspective and can point out their flaws while also elaborating on the real value they bring,' the article says. Look for technology, services or approaches that keep them ahead of competitors.

WE AGREE. Marketing agency search and selection is kind of like dating; you really want to know you're compatible before things start getting serious. If you're a smaller business or are not particularly well versed in the ideal attributes (or blind spots) of an agency, recruiting an intermediary is a great option, as this 'weeding out' process/list of unique and positive characteristics is provided for you before you even step into a meeting room. With us, the intermediary service is always free to clients - just give us a bell if you want to find out more.

6. Are they up for a challenge?

The sixth point in the list encompasses a specific nature of the marketing agency/client relationship. They state that a good agency won't 'sugar coat' their comms with their client, rather pushing them to grown and reconsider their practices, providing 'constructive recommendations for your company'. As Marketing Profs see it, a client hires a marketing agency to help them reach new heights across multiple facets of the business and become 'better, more agile, and profitable'. They're solution to offer for identifying these attributes in a client is in asking the client outright, along the lines of "Name a time when you've had to challenge a client, and how did you go about doing it." This, they suggest will help identify how an agency works.

WE DISAGREE: Clearly, if a marketing agency can proffer some golden nuggets of advice that improve the workings of the business, that's wonderful, but in our experience, clients are simply looking for a job to be done, rather than a troubleshoot of heir entire structure. You don't, for example, hire a PR agency so they can tell your business goals aren't suitable. However, hiring a full blown agency partner will and should have a positive influence on your business.

7. Is the proof in the pudding?

'Does the potential content marketing agency have a killer blog and website copy? Does your creative agency have a beautiful but UX-friendly website? When an agency talks the talk but doesn't walk the walk, it is a red flag. Take a few hours as a team to research the agency's online presence, past work, and any other company materials so you can gauge that it actually knows what it's doing.'

WE AGREE: Again, it's hard to fault the Marketing Profs' view on this one; of course keeping on top of a marketing agency's output as well as your own can be tricky when you have your own work load and team to manage, especially when the very skill you're supposed to be assessing is one your outsourcing in the first place. That's why an intermediary, such as our FindGood team, is a great port of call when looking to see if an agency really does walk the walk.

8. Ask about analytics not trophies

"In the '90s, awards, trophies, and accolades were the sign of an agency's true value; now, it's all "in the numbers."

In other words, when engaging in marketing agency search and selection, what you should be looking at is the results garnered for clients and clear, demonstrable ROI. These, state MProfs, are the true measure of success. Agencies should be able to show past clients' success via transparent metrics as well as understanding, analysing, and gaining insight via carefully sourced data. They quote AdAge, to summarise; "Creative teams won't create without understanding the relationship between execution, engagement and return."

WE AGREE: Awards, of course, are nice, but try not to be blindsided by flashy wins and titles: statistics and case histories are far more telling signals of a successful makeup. In addition, many smaller, lesser known marketing agencies have all the ingredients for good chemistry, experience, skill and personability that you need and can sometimes be missed by your search and selection radar. We also agree that without a fundamental understanding on goals, a creative team could end up pitching an executing ineffectual long-term ideas.

9. Ask for references

Dave Hile does the ground work for the final point on the Marketing Prof's website. "If you read enough agency websites in succession they all begin to sound the same: we're experienced … we'll deliver … we're creative … we put a premium on serving our clients." They suggest looking past buzzwords and going straight to those who know best: past clients. Ask the agency for some references and ask them questions you would put to the marketing agency themselves.

WE AGREE: Past clients are a great resource for getting to know an agency, their work and how they operate.

10: Our own, final point

We've eluded, we know, a few times now, but an agency search and selection firm are always a great port of call for clients and client-side marketers looking for an agency. The long-listing of relevant experience, case studies, work ethic- you name it, is taken care of on your behalf, leaving you safe in the knowledge you're choosing from the best possible (and most compatible) marketing agencies for your brief out there. If they're any good, the service will be free to clients (as our is), with the winning agency footing the bill. Lastly, intermediaries are a sure bet for securing those brilliant but little-known agencies.

(WE AGREE: Naturally!)

Read the original article on FindGood