#1. Be smart when choosing them
Before anything else, you need to make sure that you have chosen the perfect marketing agency for your needs. It is more likely than not that you will not have the money to pay the largest names in the game; the agencies that take on corporations and global brands. This means that you will need to check out a number of mid-sized or even startup marketing firms. The important thing is that they know what they are doing; that they have experience with commercial branding and that they are brave enough to test the waters.
#2. Talk to them
Once you have chosen your marketing firm, it is essential that you start talking to them immediately. Let them know more about your business, even if it is in an industry that is not too attractive. Teach them at least the basics so that they know how to approach the target market. You also need to be vocal when putting down your goals and targets. They need to be absolutely clear on what they are expected to do and they need to be just as forthcoming when telling you how much they can do and what the realistic expectations are.
#3. Stay in contact with them
Quite often, once the marketing campaign is in motion, business owners forget all about it and start concentrating on their own job. Of course, you will not be spending 90% of your time hovering over your marketing professionals and checking up on them daily. Still, it is a good idea to remain involved. For example, if you see that the campaign is not yielding results, talk to them, ask if there is another direction in which you could go. If there are new developments in your business, let them know about this, they might use this in the campaigns.
#4. Listen to their input
There are times when the marketing people will have a favor to ask of you, a suggestion that might in some way alter the way in which you do your business, all for the purposes of promoting your brand. Always listen to their propositions and weigh them meticulously. If it is something that will not affect your business negatively or require an entire paradigm shift, you might take them up on their advice. You will be surprised at the results.
#5. Let them work
The worst thing that you can do is spend your time checking up on their every move and questioning every decision that they make. They are professionals and you hired them to do their job. If you keep sticking your nose in their business too much, this will become annoying and it will ruin your relationship which should always be the best it can be if you want the results.