In the competitive world of digital marketing, choosing the right agency partner can make or break your business's online success. A recent story from a pest control company serves as a powerful reminder of what's at stake when making this crucial decision.
The High Cost of the Wrong Choice
A growing pest control company with over 15 employees recently contacted its former marketing agency after experiencing a devastating year of minimal business. They had left their previous agency two years prior, initially attempting to bring everything in-house before partnering with a new agency specializing primarily in photography. The result? A dramatic drop in rankings, phone calls, and most importantly – leads.
"When we were with our previous agency, we were getting 15-20 new customer calls per week. We thought that was normal," recalls the owner of the pest control company. "After switching agencies, our calls dropped dramatically. We didn't realize how bad it was getting until we were down to just 2-3 calls per week. With a fleet of trucks and technicians to keep busy, it was a really scary situation."
The owner's desperate call highlighted the emotional and financial toll of this decision. With a team of technicians and support staff depending on the business's success, the lack of incoming leads created immense pressure on the entire organization.
Key Lessons for Choosing a Marketing Agency
1. Verify Their Core Expertise
When selecting an agency, ensure their primary specialty aligns with your specific needs. Just as you wouldn't visit an orthodontist for general dentistry, you shouldn't choose a photography-focused agency for SEO and lead generation. While agencies may offer multiple services, dig deeper to understand their true expertise and track record in the specific areas crucial to your business growth.
2. Involve Decision Makers in the Process
One of the biggest mistakes businesses make is delegating the entire agency relationship to middle management. The business owner or key decision-maker should be actively involved in:
- Initial agency selection
- Regular strategy meetings
- Performance reviews
- Ongoing communication about results
Without direct involvement from leadership, important details can get lost in translation, and agencies might find it easier to mask underperformance.
3. Protect Your Digital Assets
Many businesses learn too late that they don't have control over their own digital accounts. When switching agencies, ensure you:
- Maintain ownership of all digital properties (social media accounts, Google Business Profile, etc.)
- Keep secure records of all login credentials
- Have at least two company representatives with admin access to each platform
- Never rely solely on an agency or individual employee for account access
4. Verify Their Track Record
Before partnering with an agency:
- Check reviews across multiple platforms
- Ensure reviews specifically mention success in your needed service areas
- Request case studies or success stories relevant to your industry
- Speak with current or former clients if possible
The Impact on Business Continuity
For service-based businesses like pest control companies, consistent lead generation is crucial for long-term sustainability. The company in this story went from receiving 15-20 new customer calls weekly to barely getting 2-3 leads. This decline didn't happen overnight – it was a gradual decrease that became critical over time. For a pest control business with regular overhead costs like vehicle maintenance, technician salaries, and equipment, this kind of decline in leads can quickly become catastrophic.
Moving Forward: Protecting Your Business
To avoid similar situations:
- Require regular monthly or quarterly meetings with your agency
- Establish clear metrics for success
- Maintain control over all digital assets
- Document all account access and credentials
- Regularly review performance data
- Don't wait too long to address declining results
The Bottom Line
Your marketing agency partnership directly impacts your business's growth and sustainability. While changing agencies might seem like a simple business decision, the consequences can be far-reaching, affecting not just your bottom line but the livelihoods of your employees.
Remember: Marketing isn't just about creating content or maintaining a website – it's about generating the leads that keep your business thriving. Choose your marketing partners carefully, stay involved in the process, and never compromise on expertise when it comes to such a crucial aspect of your business's success.
