Table of contents
An online promotion agency can take on almost anything, from site builds to media buying to content operations. Not everything should be outsourced. The test is simple: does the outcome depend on outside expertise or on internal cooperation. The first is a good fit; the second turns into endless back-and-forth.
1. Dividing the Work
| Work type | Where it belongs | Why |
|---|---|---|
| Account setup and media buying | Agency | Platform rules change fast, expertise is deep |
| Visual and video production | Agency | Equipment and skill barrier is high |
| Lead response and closing | Internal | Depends on product knowledge and trust |
| Topic selection and raw material | Shared | Internal judges relevance, agency writes |
Agencies usually also offer landing page design and reporting. Both can be outsourced, but set the acceptance standard first.
2. Checking Monthly Deliverables
Four items each month: media detail, content output list, data report, next month's schedule.
Media detail needs spend, clicks and conversions separately; a single total cannot locate the problem. The content list should map to source files so they can be reused. The data report needs period-on-period comparison. The schedule should name topics and channels, not "continuous optimisation".
3. Reading the Quote
Three common structures: flat fee, fee plus spend, and result-based share.
Flat fee fits fixed budgets and clear goals. Fee plus spend is the norm; check whether the fee scales with spend. Result-based sharing is risky for the agency and usually limited to pilots.
Two questions prevent most disputes later: how many revision rounds the fee covers, and who supplies creative for media.
4. Asset Ownership at Handover
Accounts, creative, data and domains — assign all four in the contract. Accounts include platform business profiles and ad accounts; creative includes finished films and project files; data includes historical reports and lead lists.
A practical habit is a shared workspace both parties can access, owned by the company at termination. Switching vendors then does not start from zero.
5. When to Change Agencies
Three signals: two consecutive months of reports that cannot explain data movement; creative quality declining while the fee holds; response times stretching noticeably.
Before switching, run an internal review. If material and information supply has been consistently late, any agency will struggle.
6. FAQ
Can a small budget hire an agency? Yes, but narrow the scope: media only, or content only. Do not demand full service.
What share is the management fee? Commonly around twenty percent, higher with production and design included.
Do we need a dedicated contact? Yes. Weekly alignment at minimum, or the information gap shows up directly in creative quality.
Related reading
- See also: four agency engagement models
- See also: checking landing structure before promotion
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