How to Fire Your Marketing Agency (And Not Skip a Beat)

When businesses hire a marketing agency, it can be an exciting time.

The honeymoon phase is glorious, with ideas flowing and motivation high. But then sometimes months pass and the results aren't as you’d hoped.

Maybe traffic is low, leads are poor, and you're just not closing the deals you were looking for. You might be faced with the difficult decision of breaking ties with your agency, but you don't want to burn bridges or leave your business in an even worse place as you transition. 

Breaking up with your agency doesn't have to be messy. 

There are key steps you need to take to end the relationship on good terms and set your business up for continued success.

In this article, we’ll cover:

• How to know if it truly is time to fire your marketing agency.
• Steps to take when offboarding your agency and ending the relationship.
• How to proceed after the service end date.
• What to consider before jumping into hiring another marketing agency.

With this information, not only will you learn how to approach this difficult situation in the appropriate way, but you will also learn how to ensure you’re covered after parting ways.

Signs you need to fire your marketing agency

When businesses hire a marketing agency but don’t see the growth they’d hoped for, it can be difficult to know when the time is right to fire that agency. 

You might be thinking about how much time and effort it’s taken to find the agency, and maybe there are things you can do to help make it work, but trust us when we say that waiting too long can be costly. 

Now, we're not telling you to jump ship. But you should be on the lookout for a few signs.

Here are the red flags to be aware of when deciding whether or not to let your marketing agency go:

• You haven't seen an uptick in sales opportunities after six months: Marketing strategies can take a while to plan and implement, but they shouldn’t take too long. Although your business should expect a planning period and time to get things rolling, you should ideally be seeing significant results by the six-month mark. Even if other numbers are climbing, if they aren't resulting in sales, something is not working. 
• The content they produce doesn’t sound like your brand: One of the biggest setbacks we see businesses struggle with is that the agency-produced content doesn’t sound like them. Now, in modern marketing, "content" can mean anything from blog articles to website copy to conversion paths, to social media posts. In order for you marketing to be successful, you need consistency in your content across platforms.  
  It’s very difficult to get an agency or even a freelancer to capture who you are if they don’t focus solely on you — and with other clients to juggle, they will never be able to.
• Your agency team has high turnover: A high turnover rate at your agency is never a good sign. When you work with an agency, you're building a relationship and trusting your image with them. You don't want the talent on your project to be constantly changing. If your account is regularly changing hands it's likely that instability is a perpetual problem at your agency. 

Bottom line, if no one at your business is excited about the agency’s work, this is a major indication the marketing strategy is falling flat and doesn’t have the command it needs to create real change.

An effective marketing agency should be generating results that are motivating for your team.

If your agency is missing the mark, you're not alone. In fact, about 40% of brands plan on ditching their agency in the next six months.

The reasons are many, but they come down to the same core issue: There's more noise than ever before. In the age of AI, content is easier to create than ever before, and marketing plans are a dime a dozen. A sub-par marketing strategy won't help you stand out from the crowd. 

So, don't wait. Be honest with yourself about how your agency is performing and make the best decision for its long-term performance.

How to fire your agency (and not skip a beat)

So you’ve made the decision to fire your marketing agency. Here’s what your offboarding process should look like:

1. Review your current contract and follow its conditions

The first step to firing your marketing agency is knowing your contract. It’s important to know the terms of your separation, how much notice you need to provide, and the rest of the conditions you’ve agreed to so you can keep them.

Most agreements require 30 days of notice, but if there is no time frame specified, set one. Whatever you choose, just be sure to give your business enough time to wrap up loose ends and not blindside your team or the agency.

2. Have your decision-makers make the announcement  

To avoid confusion and enforce formality, make sure to have your decision-makers communicate your decision to end the partnership. 

This shows alignment and avoids the agency asking to speak to leadership for further details. 

Be sure that leadership is direct and concise with the decision. But they should also provides feedback, if possible, as to why. This professional courtesy is appreciated, especially if you've developed a friendly relationship with your contact.

3. Plan when and how to end current projects

If you're in the middle of a project with your agency, ask it to provide you with a timeline detailing how they will complete it before the service end date or come to an agreement otherwise.

This is critical to making sure you're not left with unfinished work you're unable to complete on your own.

4. Get all files and processes

Get your agency to gather and send you any files and processes used during your time together.

If you’ve used a project management tool, such as Basecamp, ask how long you will have access to it so you can take all the necessary files with you before ending any projects.

5. Get admin access to all company accounts

Make sure your agency grants you access and ownership of all the relevant accounts so that you can maintain them after the partnership ends.

(Believe it or not, some businesses miss this step and let agencies keep access to their private business accounts.)

These accounts typically include: 

• Google suite tools, such as Google Analytics, Google Search Console, Google Business Profile, and Google Adwords.
• Social media pages and accounts.
• Third-party accounts, such as HubSpot, Semrush, Hotjar, and Lucky Orange.
• Back-end access to your website.

6. Remove agency from all accounts

Once your service end date is over, be sure to remove agency users from all company accounts and change your passwords. This is so they can no longer access your company’s profiles, metrics, and private data. 

After the breakup...

Once these steps are complete, it’s time to set yourself up as soon as possible for your business’s next chapter. This may include asking yourself if you should work with another agency.

After all, will it really be that different?

Should you keep outsourcing your marketing?

Before hiring another marketing agency, think about what you need to accomplish. 

In general, we recommend that you keep the most important pieces of your marketing efforts in-house.

For example, if it’s important that your messaging resonates with your buyers better than anyone else in your industry, you can better accomplish this by bringing content creation in-house. 

While some outsourced writers are incredibly talented and may even have experience in your industry, they will never have deep understanding of your business. They’re simply not in it day-to-day.

The people who will resonate most with your prospects and most accurately address your products, processes, and culture are the people in it every day: your sales team, your engineering team, your customer support team, your executive team, and so on.

These SMEs (or subject matter experts) are the ultimate source of the most honest, helpful, and transparent content available, anywhere.

They will know more about your business than any outside marketing agency or freelance writer ever could. 

Overall, anything that is core to the way you operate your business and marketing on a day-to-day basis should be in-house.

Typically, we recommend the following:

In-house content management

You need a person on your team to obsess over your content day in and day out, making sure you’re publishing high-quality, educational content three times a week.

This includes blog articles, buyer's guides, email campaigns, and anything else that is helpful to your audience.

What you'll need to do:

When you bring content production in-house, you need to start by hiring someone to own it. Depending on their experience and specific responsibilities, this person may be called a content manager, content writer, or even content marketing director. 

This person will be determine what content is needed, get it produced, and measure its performance afterwards.

🔎 Related: Content Manager Job Description Template

In-house video production

Video is no longer a nice-to-have. It's essential for building your brand and connecting with your audience.

Just think about all the questions your buyers are asking during the sales process. Imagine video content that answers every one. A videographer can help you make video a core pare of your marketing strategy — and you can do this cheaper and quicker than you think.

What you'll need to do: 

Similar to content management, when you bring video in-house you will need someone to own video production in your company. This includes determining what videos are needed and ensuring they're produced, but also actual filming, editing, and even script writing. 

🔎 Related: How To Hire an In-House Videographer: Selecting and Interviewing the Best Candidate

In-house CMS and CRM management

With so much to analyze and keep on top of, no marketing agency is going to manage your CRM like an in-house specialist will, whether you’re using HubSpot or another tool. You want to have constant access to analytics and reports from the marketing tools to see the most accurate and reliable data. 

What's more, you need to be able to make website updates in-house. This means understanding your CMS and developing the ability to make changes, build pages, move buttons, and run A/B tests.

We tell our clients that you should be able to handle 80% of your website management in-house. Knowing the basics will save you tons of money in the long run — and give you greater control in the day-to-day.

What you'll need to do:

Your CRM management may likely fall more into the hands of your sales team, as it houses all of your lead and prospect activity. Make sure they incorporate it into their sales process, but also make sure your marketing team is aware of how to use the CRM to personalize content, automate emails, and more.

In some cases, you may need a dedicated CRM admin person, but it depends on your size and unique needs.

Your CMS, on the other hand, will be the jurisdiction of your marketing team. 

🔎 Related: Need a HubSpot Admin? How to Find and Hire the Right Candidate

'What should I still outsource?'

When it comes to outsourcing, limit it to complicated projects that require a lot of technical skill but are on a part-time basis.

This may include but is not limited to: 

• Large technical or one-off projects, such as software integrations, brand development, website design, or app development.
• Paid advertising, such as on Google or social media. 

🔎 Related: We dive deeper into these areas in our article, "What Marketing Tasks Should I Still Outsource?" 

Take charge of your marketing success 

There are thousands of great marketing agencies out there, but sometimes success isn't about picking the right one. Instead, it's about knowing what you need and how to get it. 

For authentic content and effective marketing strategies, we've found that an in-house team works better. If you hand these off to a company that doesn't live and breathe what you do, you might end up with sub-par results. 

No one knows your business better than you do. No one knows your processes, culture, voice, and buyers better than you do. It's these details that you need to capture and share to build trust with a modern customer.  

Want to learn more about building trust and winning business in the age of AI? Subscribe to our "Endless Customers" podcast. We dive deep in marketing and sales success in every episode. 

Author: cdelaney@impactbnd.com (Connor DeLaney)

* This article was originally published here

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