How to Hire a Marketing Agency
Most agencies sell execution and call it strategy. This course teaches you to tell the difference.
Start LearningMost agencies sell execution and call it strategy. This course teaches you to tell the difference.
1 Before You Start
Why these courses exist, what to expect, and how to evaluate whether this is right for you.
1.1 About These Courses and Why We Built Them
The manifesto. Who we are, why these exist, and the standard you should hold us to.
2 What an Agency Actually Does
Strategy vs execution, specialization, the model, limits.
2.1 Strategy vs Execution
2.2 Full-Service vs Specialized
2.3 The Agency Model
2.4 What Agencies Are NOT
3 Before You Hire
Clarity, budget, success, marketing vs clients.
3.1 You Can't Outsource Clarity
3.2 Your Actual Budget
3.3 What Does Success Look Like?
3.4 Marketing vs More Clients
4 How to Evaluate
Case studies, personnel, reporting, retention, hard questions.
4.1 Case Studies
4.2 Who Works on Your Account?
4.3 Reporting
4.4 Client Retention Rate
4.5 Hard Questions
5 Red Flags
Guarantees, contracts, ownership, dashboards, jargon, pressure.
5.1 Guaranteed Results
5.2 Long-Term Contracts
5.3 They Own Your Accounts
5.4 Proprietary Dashboards
5.5 Plain Language
5.6 High-Pressure Sales
6 Structuring the Engagement
Contracts, assets, KPIs, first 90 days, escalation.
6.1 Month-to-Month vs Contract
6.2 Ownership of Assets
6.3 KPIs and Reporting
6.4 The First 90 Days
6.5 Escalation Path
7 Managing the Relationship
Expertise, feedback, patience, diagnosis, firing.
7.1 You Are the Expert
7.2 Honest Feedback Early
7.3 Don't Change Strategy Monthly
7.4 Diagnosis vs Blame
7.5 When to Fire
Course Overview
- 7 modules
- 30 lessons
- Moderate complexity
365-day access
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