Choosing a marketing agency to represent your company is a big decision. Whether it’s your first time hiring, or you’re looking for a new agency, asking the right questions can help you to make an informed decision.
While strategy and budgets are important, you need to examine your business goals and ask the right questions to find the perfect fit for your needs. Here are a few key questions to ask to help make your decision easier.
1. Who Are Their Past and Present Clients? An agency’s client list can give you real insight into whether or not they’re a good fit. While agencies can be extremely versatile, if you sell Technology Services and your agency has a client list full of restaurants, they might not be a great fit.
2. Will They Work with Me to Set and Achieve Goals? Everything your agency does, whether it’s a deliverable or an action item should relate back to your goals. Ask how they measure activities such as site traffic, lead generation, email campaigns and other activities to help you calculate your ROI.
3. Do They Specialize? Every agency does some things better than others. What are their specific services? Do they have graphic designers on staff or do they outsource? Can they produce a custom video given the immense popularity of social channels like YouTube? Some important capabilities to consider include:
- Website Design, Development and Hosting
- Branding and Logo Design
- Traditional, Digital and Inbound Marketing
- Video Production
- Search Engine Optimization
- Social Media Strategy and Engagement
- Content Creation for Guides and eBooks
- Email strategy and execution
4. Who Will Be Working with You? Who you work with can have a huge impact on your results. Will you be working with principals, associates or interns? Are these people qualified to provide you with professional guidance and can they coach you when you need that extra layer of experience? Ask about where your company will rank on their client roster. Ask to meet some of the team members who would be handling your account or at least for their credentials.
5. Do They Fit with Your Corporate Culture? You want to work with a company that has a similar style and values as your own. If you’re a fun and friendly company and your agency is cold and analytical, it might not be a great match.
6. What Percentage of Their Work is Traditional Print vs. Online Digital Assets? Educated media buyers know that digital media has tremendous advantages in terms of reach and measurement. If you’re looking for a digital agency, asking what percentage of their portfolio is print vs. digital can tell you a lot about where their strengths lie.
Knowing what the scope of the project will be, who will be working with you day-to-day, and if they can meet your marketing needs early in the process can help to avoid trouble down the road. Sometimes it’s best to start with a small project first to evaluate their responsiveness and their performance before handing them all of your business.
Finding the right agency in today’s digital marketing arena can be challenging if you don’t have a reference to guide you. That’s why we recommend asking some, or all, of these questions to find the perfect agency for your business!