Agencies may build websites or ad accounts under their own ownership, effectively handcuffing you to their service. To maintain control and avoid starting from scratch if you part ways, ensure your business is always the legal owner of all assets, granting the agency manager-level access.
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Unlike social media, where algorithms and platform changes control your reach, an email list is a durable asset you own. This provides stability and a direct line of communication, insulating your business from platform volatility and ensuring you can always reach your audience.
In a divorce, a social media following isn't split between partners. Instead, a creator's account is typically held within a corporate entity. While the entity itself is a marital asset and its generated income is divisible, the account and its followers remain with the creator, as they are part of the business.
Limiting marketers' visibility after a lead is passed to sales is 'unconscionable.' Full CRM access allows them to see deal progression, read sales notes, and understand win/loss reasons, providing crucial feedback to align messaging from the first ad to the final close.
It's common for a highly experienced agency leader to handle the sales process, only to pass the daily work to a junior-level employee after the contract is signed. To prevent this bait-and-switch, ask to meet the specific team members who will manage your account day-to-day before you commit.
Most new entrepreneurs wait for revenue before formalizing their business with an LLC or hiring an accountant. The savvier approach is to establish this legal and financial foundation from day one, even before profitability. This professionalizes the venture immediately, forces a serious mindset, and builds a solid base for future growth.
Relying solely on social media platforms for your audience is like being an employee of those platforms. An email list is the only owned asset that gives you direct, unmediated access to your audience, making it non-negotiable for long-term viability.
The marketing landscape evolves too quickly for long-term commitments. Locking into even a 12-month contract can trap you with an underperforming agency while wasting money. Insist on month-to-month agreements to retain flexibility and ensure the partnership remains effective and accountable.
Unlike social media platforms which function as 'rented space,' an email list is a direct, ownable line of communication with your audience. It's a core business asset that provides stability and control, immune to algorithm changes or platform shutdowns, making it more valuable than any social following.
The defining characteristic of a great agency relationship isn't just delivering work, but true integration. They should feel like an extension of the internal team—challenging existing ideas, helping the team grow, and working as a complementary partner rather than a transactional vendor.
While influencers offer access to underpriced attention, over-reliance creates a dangerous dependency. Businesses must prioritize building their own content creation capabilities to maintain leverage and control over their brand's destiny, ensuring they are never at the mercy of a third party.
