By Elyn Buscani
July 2025
Hey marketers, we see you. We know that you’ve been overworked and stressed for too long, especially if you’re working in healthcare or hospitality marketing. And, although digital technology and automation are taking over more marketing functions, it has likely increased your workload.
As Rasor’s business development lead, I call on marketers and purchasing agents facing big decisions, often with hundreds of thousands of dollars at stake. No matter your budget, it’s important to make the best use of your budget, and, more importantly, your valuable time. When you’re ready to bring in outside help, here are guidelines that will help you find the right marketing agency for you.
- Take the time to get to know potential partners – Who are their clients and how long are their relationships? How long have staff members worked for the firm? What are they really good at? Don’t be afraid to ask random questions like “What would the name of your debut album be?” It can help spark conversation and provide surprising insights about the qualities to look for in a marketing partner. (Note: At Rasor, potential candidates have to pass a rigorous writing and editing test before they even get the chance to interview.)
- Identify what you need and be available for questions – It’s really helpful to have a written scope of work and formal request for proposal. However, even with the most well-written RFP, responses to questions can be even more illuminating. You can even share your RFP for input from a few potential partners before it’s released. This practice can be used as a case study ahead of choosing your potential agency.
- How much management do you want to provide? – If you want to have a partner who can take direction and run with it, you will want a team with strong project management and a range of experience. A freelancer will likely need more support to complete the larger or more complex projects. Industry experience and portfolios are key in determining your ideal partner. Either approach may be appropriate depending upon your goals.
- Fast, good, or cheap (pick two) – As the saying goes: there’s fast, good, and cheap, but you can only have two. If it’s fast and good, it won’t be cheap. If it’s good and cheap, it won’t be fast. And if it’s cheap and fast, it won’t be good. The right partner brings value to your business and won’t be afraid of having frank conversations in pursuit of the best results. In addition, if you have a timing deadline or a very limited budget, please include those details in conversations with potential marketing agencies. A creative or specialized agency may need more time to produce a stellar product.
- Measure twice, cut once – The best decisions increasingly rely on good data, so it’s important to have a partner who measures and uses that information to continually refine and improve outcomes. Again, you could ask a creative question to gauge their analytical skills such as “How many cups of coffee did your staff drink last month?”
The right agency partner wants you and your organization to succeed. They’re already trying to attract your attention through their marketing and social media services. So, identify a test project and start conversations with them.