Marketing coach vs marketing agency (why work with a coach?)

Marketing is an essential aspect of any business. It is the strategic tool that can help a business grow, gain visibility, and connect with its target audience. When it comes to marketing, there are two main options: working with a marketing coach or hiring a marketing agency. In this article, we will explore the benefits of working with a marketing coach over an agency, and why this could be the right choice for your business.

In 2023, your author stopped accepting agency clients in favour of coaching clients and for good reason. Therefore, this article is written from the perspective of somebody who has run (and still runs) an agency and competed with other agencies and has also worked alongside incredible marketing coaches before diving into the world of marketing coaching.

Done with you vs done for you

When it comes to marketing, there are two distinct approaches that businesses can take: working with a marketing coach or hiring a marketing agency. Both options have their advantages and disadvantages, but one key difference lies in the level of involvement and control you have over the marketing process.

Let’s start by exploring what it means to work with a marketing agency. When you hire an agency, they take care of everything for you. They handle everything from developing marketing strategies to executing campaigns and monitoring results. This can be incredibly convenient, as it frees up your time and allows you to focus on other aspects of your business. However, it can also create a detachment from the marketing process.

(For a deeper dive into Done-For-You vs Done-With-You, read this article)

With an agency, you may find yourself simply receiving reports and updates on the progress of your marketing efforts without truly understanding the ins and outs of what is happening. While this may be fine for some business owners who prefer a hands-off approach, it can limit your understanding of what works and what doesn’t. Without being actively involved in the decision-making and execution process, you may miss out on valuable insights that could help you improve your marketing efforts in the long run.

On the other hand, working with a marketing coach takes a different approach. A marketing coach works with you, guiding you through the entire process. They provide their expertise and insights but ultimately involve you in the decision-making and execution. This “done with you” approach allows you to not only learn and understand the intricacies of marketing, but also empowers you to make informed decisions for your business.

By working with a marketing coach, you become an active participant in your marketing efforts. You gain a deeper understanding of the strategies being implemented and the reasoning behind them. This involvement not only helps you develop valuable marketing skills, but also ensures that your marketing efforts align with your business goals and values.

Furthermore, the collaborative nature of working with a marketing coach fosters a strong relationship between you and the coach. This relationship is built on trust and open communication, allowing for a more personalized and tailored approach to your marketing strategy. The coach can provide guidance and support, while also encouraging you to think critically and creatively about your marketing efforts.

Ultimately, the choice between working with a marketing coach or hiring a marketing agency depends on your preferences and goals. If you value a hands-off approach and prefer to have professionals handle your marketing, then an agency may be the right choice for you. However, if you want to actively participate in the marketing process, learn valuable skills, and have a deeper understanding of your marketing efforts, then working with a marketing coach may be the better option.

Regardless of which option you choose, it’s important to remember that marketing is an ongoing process. It requires continuous monitoring, analysis, and adaptation. Whether you’re working with a coach or an agency, staying actively involved and informed will help you make the most out of your marketing efforts and drive success for your business.

A finite relationship

When you hire a marketing agency, the relationship is often transactional. You pay a fee, they deliver a service, and once the project is over, the relationship ends. While this can work for specific campaigns or short-term goals, it may not provide the continuity and support needed for long-term success.

Working with a marketing coach offers a different dynamic. It is a relational and ongoing partnership. The coach invests time in understanding your business, your goals, and your unique challenges. They become familiar with your brand voice, values, and target audience, allowing them to provide tailored guidance and support that aligns with your long-term objectives.

An investment in your own capacity

Hiring a marketing agency can be costly, especially for small businesses or startups with limited budgets. While agencies offer a range of services, their fees can quickly add up, making it difficult to sustain an ongoing partnership.

On the other hand, working with a marketing coach is an investment in your own capacity. Rather than paying for a service, you invest in your knowledge, skills, and abilities to effectively market your business. While there may be a cost associated with coaching, the long-term benefits of developing your marketing expertise far outweigh the initial investment.

Nobody “gets” your business like you do

As a business owner, you have a deep understanding of your industry, target audience, and unique selling points. This knowledge is invaluable when it comes to marketing your business effectively. However, conveying this understanding to a marketing agency can sometimes be challenging.

A marketing coach recognizes the value of your knowledge and works with you to extract and refine it. They help you articulate your business’s unique value proposition, ensuring that your marketing efforts align with your brand and resonate with your audience. By leveraging your expertise, a marketing coach can help you develop strategies that are authentic and tailored to your business’s specific needs.

Time savings and efficiencies

Collaborating with a marketing agency often involves multiple layers of communication and approval processes. This can lead to delays and inefficiencies, especially when waiting for feedback or making changes to campaigns.

Working with a marketing coach streamlines the decision-making process. As the coach focuses solely on your business, they can provide prompt feedback, offer suggestions in real-time, and help you navigate challenges quickly. This agility and responsiveness can save you time and ensure that your marketing efforts stay on track.

Common problems with most marketing agencies

While marketing agencies offer a range of services, there are some common problems that many businesses encounter when working with them.

The client often ends up coaching the agency until they (mostly) get what they want

When you hire a marketing agency, you expect them to understand your vision and deliver results. However, due to differences in communication styles, expectations, or agency priorities, the client often finds themselves coaching the agency to achieve the desired outcome.

Red tape: Too many steps when working with an agency

Agencies frequently operate under bureaucratic structures that involve multiple approval processes. This can slow down decision-making and hinder prompt action.

Authenticity – marketing in your own voice

Outsourcing marketing to an external agency can sometimes result in a loss of authenticity. Agencies may approach marketing with a generic voice or fail to capture the essence of your brand. Consequently, the marketing message may feel disconnected or out of touch with your target audience.

Understanding the Role of a Marketing Coach

A marketing coach is an experienced professional who guides and supports business owners in their marketing efforts. They bring expertise and knowledge to the table, helping business owners develop marketing strategies, refine messaging, and establish effective marketing channels.

However, the role of a marketing coach extends beyond providing recommendations. They act as a sounding board, offering perspective and insights. They challenge assumptions, encourage critical thinking, and help business owners see opportunities that may have otherwise been overlooked.

Advantages of a Marketing Coach Over an Agency

Working with a marketing coach offers several advantages over hiring a marketing agency.

A coach focuses on your goals and priorities

Unlike an agency, which may have multiple clients to manage (never mind their own business), a marketing coach is highly focused on your business. They dedicate their time and energy to understanding your goals, priorities, and challenges. This personalized attention allows them to help you originate customized strategies that align with your specific objectives and help you succeed.

How to engage a marketing coach

If you are considering working with a marketing coach, there are a few key steps you can take to ensure a successful engagement.

1. Define your goals: Before engaging a marketing coach, clearly define your marketing goals and priorities. Having a clear vision of what you want to achieve will help the coach tailor their strategies and recommendations to your specific needs.
2. Research potential coaches: Take the time to research and vet potential marketing coaches. Look for individuals who have experience working with businesses similar to yours and have a proven track record of success.
3. Communicate openly: Establish open and honest communication with your chosen marketing coach. Clearly articulate your expectations, challenges, and areas where you seek support. This will help the coach understand how they can best assist you.
4. Set realistic timelines: While everyone wants to see immediate results, it’s important to set realistic timelines for achieving your marketing goals. Discuss these timelines with your coach and work together to develop a strategic plan that allows for steady progress.
5. Embrace feedback and adapt: A marketing coach will provide feedback and insights that may require adjustments to your current marketing strategies. Embrace this feedback and be willing to adapt your approach. Remember, the coach’s expertise is invaluable in helping you achieve your goals.

Working with a marketing coach can be a transformative experience for any business owner. It offers personalized guidance, empowers you to take control of your marketing efforts, and helps you develop the skills to market your business effectively. Consider the advantages and benefits of working with a marketing coach over an agency, and make an informed decision that aligns with your business goals and aspirations.