When companies seek support from agencies to improve their marketing strategies, the expectation is for results, but these are not always achieved quickly.
Traditional agencies often prioritize brand development, while the market demands agility, thus giving rise to performance agencies. These agencies focus on targeted growth in specific channels, emphasizing immediate results and a tangible ROI in the short term.
This article explores the business model of performance agencies, their distinctions from traditional agencies and guides the transition to this agile, results-focused approach.
What is a Performance Agency?
A performance agency represents a targeted and highly results-oriented approach to marketing and communication. Its main mission is to drive growth and ensure that the actions undertaken bring tangible and measurable results for companies.
The essence of this model lies in the search for a deeper and more energetic level of application, aimed at providing a faster return that can be easily proven through metrics, conversion rates and expanding audience reach.
What sets it apart is its emphasis on continuity of work, going beyond one-off campaigns, providing constant support, monitoring metrics and guaranteeing increasing returns. To illustrate, imagine a company that wants to increase its online presence and website conversions.
The performance agency gets actively involved, implementing specific strategies, optimizing campaigns, running continuous tests and analyzing results, always committed to measurable goals and constant progress.
The Main Difference Between a Performance Agency and Other Agencies
The main distinction between a performance agency and traditional agencies lies in the approach and level of involvement. Although both operate in the same field of marketing and communication, their applications are different, which leads to different ways of boosting client success.
A performance agency stands out for its proactive and intensive approach. Its top priority is to drive growth and deliver measurable results to the client in an agile manner.
This means that the performance agency becomes more deeply involved, constantly monitoring metrics and performance indicators, making continuous adjustments and refining strategies to optimize results and often exceed expectations.
Traditional agencies, on the other hand, tend to take a more focused approach to brand development and gradually building market presence. Their work often involves creating paid media campaigns and long-term strategies.
What are the Advantages of Performance Marketing?
Below we will explore four key advantages that highlight performance marketing as an essential strategy for achieving business success.
Fast results
One of the main advantages of performance marketing is the speed with which results are achieved. Unlike traditional marketing strategies, performance marketing allows companies to achieve tangible results in a shorter period of time.
This is due to the results-oriented nature of the approach, which prioritizes agile strategies and constant optimization. Campaigns can be adapted in real time to maximize impact, making performance marketing ideal for companies looking for quick and measurable results.
Conversion Marketing
Performance marketing is deeply focused on conversion. It focuses on creating targeted campaigns and strategies that encourage consumers to carry out desired actions, such as purchases, sign-ups or clicks.
This approach aims to maximize the ROI and efficiency of marketing spending by turning every interaction with the target audience into an opportunity for conversion. By focusing on conversion, performance marketing optimizes the value of the investment and directs qualified traffic to the desired actions.
Focus on ROI
Return on Investment (ROI) is the epicenter of performance marketing. Companies that adopt this strategy expect not just quick results, but results that justify the investment.
Performance marketing allows for an in-depth analysis of customer acquisition costs and the gains associated with each action. This ROI-oriented mindset enables more effective planning and the allocation of resources to the areas that generate the greatest returns.
Measuring Results in Real Time
A notable feature of performance marketing is the ability to measure in real time. Companies can track the performance of their campaigns and strategies at any time, allowing for immediate adjustments.
This real-time visibility is essential for making informed decisions, identifying emerging trends and adapting to changes in consumer behavior.
Continuous real-time measurement enables more responsive and effective marketing, allowing companies to seize opportunities quickly and correct problems before they escalate.
How to Hire a Performance Agency?
Hiring a marketing agency should not be done superficially. It is crucial to choose potential partners who share the goal of increasing brand awareness and expanding business. To this end, we have put together an explanatory guide on how to carry out this hiring process in the best possible way.
1. understand your company's needs
The first step is to understand your company's marketing needs, which will help you decide which type of marketing agency would be most suitable. If you want to reach a target audience in a specific area, a direct marketing agency could be the solution.
If you want to increase your online presence and get more conversions through your website, it's advisable to look for a digital marketing agency.
In addition, it is important to determine key performance indicators (KPIs) to measure progress against your objectives, such as website traffic if your goal is to expand your online presence.
2. Determine Your Marketing Goals
Having clear objectives, such as increasing brand awareness, generating leads or improving conversions, gives the agency direction in creating specific and measurable strategies.
This not only helps to measure progress, but also ensures that the chosen agency understands and is aligned with your goals, creating a solid foundation for a successful partnership.
3. Check Performance Agency References
Once you have identified possible marketing agencies, contact their current and recent clients for references. It is advisable to look for non-competing companies in the same or a similar sector to yours to find out how the agency can help a company like yours.
This will also allow you to better understand the level of expertise of each agency and its way of communicating with clients.
There are two ways to check references. The first is through case studies that demonstrate the agency's success, and the second is by examining the website to see which clients/companies the agency has already served.
4. Create a Small List of Agencies
With a clear vision of your marketing objectives and a better understanding of the competencies of the candidate agencies, it's time to create a shortlist of candidates that make the most sense for your company.
Next, evaluate the information collected and carefully select a few agencies that seem to stand out. This short list will be the basis for the next stages of the selection process.
5. Ask the Agency for Work Samples and Proposals
When you first contact these agencies, make sure you express your interest in working with them and tell them about your company and marketing goals. Ask for samples of previous work done with companies similar to yours.
Take the opportunity to request a marketing strategy proposal for your business. Make sure you discuss your marketing goals with them, so they can create a proposal that includes the plan, price, timeline and terms of the contract.
6. Check the Reviews of Past and Present Customers
Checking online reviews is an excellent way to find out more about the quality of a marketing agency's services and how it interacts with its clients.
A reputable marketing agency should have mostly positive reviews, although some negative reviews, provided they are handled properly, show that the agency is trustworthy and cares about solving problems with clients.
If an agency doesn't have reviews and testimonials from its clients anywhere, this could be a warning sign.
7. Check Awards and Seals Obtained by the Agency🎖🏆
Pareto is the most awarded company in the world at the Google Premier Partner AwardsPareto has a solid track record of participation in the event over several years.
The awards won by Pareto reaffirm its commitment to offering high quality services and exceptional results to its clients. Check out Pareto's awards and placings in recent years!
🥇 Google Premier Partner Awards 2022: winner in International Growth and Apps Growth, as well as being a finalist in Online Sales.
🥇 Google Premier Partner Awards 2021: finalist in innovation in 5 out of 6 categories, including Brand Recognition, Lead Generation, Online Selling, Account Team and Diversity, Equity and Inclusion.
🥇 Google Premier Partner Awards 2019: winner of the Google Display Innovation Award, recognition in Video Marketing, Display, App, Search and Growing Business.
🥇 Google Premier Partner Awards 2018: finalist in innovation in 3 out of 6 categories, including Shopping Marketing, Video and Growing Business.
🥇 Google Premier Partner Awards 2017: recognized as a global finalist in the Mobile Innovation Awards, as well as being champion in the Brazil, Latin America and Americas categories.
🥇 Startup Awards, CASE 2016: received an honorable mention as Startup of the Year in 2016, its first year as a company.
8. Meet with the Agency to Analyze the Proposal
Finally, one of the steps mentioned above is to request a proposal from the marketing agencies on your shortlist.
When the proposal is ready, schedule a meeting with them in person so that they can present it to you. This will give you the opportunity to discuss directly what they can do for your company and get to know them on a more personal level.
Make sure you discuss all aspects of the proposal, including the marketing plan, service agreements and costs.
Pareto Solutions
A Pareto has emerged as a valuable ally for optimizing company performance through marketing automation, resulting in time savings and increased productivity.
With remarkable experience accumulated over the years and a solid track record of serving a diverse customer base, Pareto demonstrates its expertise in the market.
Its ability to offer personalized and effective solutions, coupled with an approach focused on measurable results, puts companies in an advantageous position to achieve marketing goals efficiently.
With this partnership, your company can achieve exceptional performance, making the most of the potential of marketing automations, while boosting your growth and audience reach. Talk to an expert and ask for a demo!
