Crafting a comprehensive agency brief for marketing purposes can be a challenging task, especially when attempting to convey your exact requirements. Precise articulation of thoughts and ideas becomes even more critical when dealing with concepts outside your area of expertise. To ensure the selection of the best digital marketing agencies for your business, thorough research and analysis are necessary to create a brief document that effectively communicates your needs. In this article, we will guide you through key points to consider when writing an agency brief, enabling you to maximize the potential of your marketing campaigns.
Key Points to Write an Agency Brief
The following questions will guide you and explain what information must be included in the agency briefing:
- What is your purpose with your marketing brief?
- What is your target audience?
- What is the problem?
- What is your suggested solution to the agency?
- What is your brand message and how do you want to communicate your message?
- What do you want your customers to do?
- What are the project’s must-have?
Clarify Your Purpose in Your Marketing Brief
Begin your agency brief by clearly outlining your specific goal or problem that necessitates the hiring of an agency. By explicitly stating your purpose from the outset, you minimize the chances of misunderstandings and enable readers to focus on finding a suitable solution. It is essential to provide detailed background information about your company, products, and services to provide context to the agency.
Define Your Target Audience
Describe your target audience in detail, including demographic information, location, and their interests. Conduct thorough market research using tools like surveys, polls, and analytical resources such as SurveyMonkey, Think with Google Marketer’s Almanac, Nielsen MyBestSegments, and MakeMyPersona. Gaining a deep understanding of your audience will enable the agency to tailor their strategies accordingly.
Identify the Problem
Elaborate on the specific problems your customers face, which your products or services aim to solve. Clearly define the challenges that your target audience encounters and how your offerings can alleviate these issues. This information will guide the agency in devising effective marketing approaches.
Present Your Solution
Provide detailed insights into your product or service, explaining how it addresses the identified problem. Highlight the features that would appeal most to your customers. While there are various digital marketing agency brief templates available online, create a unique brief that reflects your specific needs.
Craft a Compelling Brand Message
Create a concise and emotionally resonant brand message that captures customers’ attention and drives them to take action. Look for inspiration from successful brand messages like Nike’s “Just Do It” and Adidas’s “Impossible is nothing.” Ensure that your message is easily understandable and aligns with your target audience’s values. Conduct surveys to gauge emotional reactions to different phrases.
Determine Communication Channels
Specify the marketing channels you want to leverage, such as social media, search engine marketing, display advertising, podcasts, etc. Based on your audience survey, inquire whether the digital agency possesses the necessary tools and experience to execute campaigns through these specific channels. Request examples of their previous work in these areas.
Define Desired Customer Actions
Examine successful call-to-action (CTA) approaches used by companies like Netflix and Evernote for inspiration when designing your own. Clearly explain the desired actions you want your customers to take, allowing the agency to devise compelling and effective messaging for your campaign.
Evoke an Emotional Response
Understand that emotional marketing generates significant engagement and increases the likelihood of content going viral. Specify how you want your customers to feel after purchasing your product or using your service. Aim to provide them with a sense of satisfaction and accomplishment. Explore successful social campaigns, such as Disney’s #ShareYourEars and WestJet’s Mini Miracles, for inspiration.
Set Key Performance Indicators (KPIs)
Outline the key performance indicators that are most relevant to your business, such as sales, revenue, customer value, cost per lead, and traffic-to-lead ratio. Defining these KPIs enables the agency to focus their efforts effectively. Failure to include KPIs in the brief often makes it challenging to assess the success of the marketing campaign.
What are The Project’s Must Have
What are the essential requirements for the project? Please provide a comprehensive list of items that are considered ‘non-negotiable’ for you. At a minimum, the list should include:
- Brand elements such as signage, music, images, etc.
- Approval process
If you have any other specific requests, such as preferred colors or style, please include them as well. It is important to provide detailed descriptions of these mandatory details, as it will facilitate the agency in developing a plan that meets your satisfaction.
This approach can be applied when creating a social media brief. Start by listing your non-negotiable points, and then analyze the necessary components for each of them.
Evaluate the Competition
Identify your main competitors in the market and share their brand names with the agency. This information allows the agency to evaluate their marketing campaigns and leverage their weaknesses to enhance your own strategies. Additionally, highlight the unique aspects of your products or services compared to those offered by competitors.
Assess the Proposed Approach
While evaluating potential agencies, inquire about their proposed strategies and assess their compatibility with your requirements. Present your own ideas and seek an understanding of the agency’s marketing fundamentals and their perspective. A successful collaboration relies on aligning both parties’ values and objectives.
Make Your Agency Brief Clear and To The Point
To maximize the effectiveness of your agency brief or marketing brief document, it is essential to maintain clarity and conciseness. By clearly stating your wishes and requirements, you minimize confusion and facilitate a smoother working relationship. Remember that every business is unique, and finding the right agency to represent your brand’s distinct qualities is crucial. With a comprehensive and well-structured brief, the agency will be empowered to develop an effective marketing plan that aligns with your specific goals. Trust in the expertise of the agency and allow them to work their magic, knowing that your brief has provided the necessary foundation for success in your marketing strategy.