When it’s time to choose a marketing agency that is going to be compatible with your goals and needs, it might feel a lot like going on multiple blind dates. Yes, it’s an overused analogy, but the point cannot be prefaced enough. You are going to go through a lot with the marketing agency you decide to partner up with, so it’s important that you make the right choice. There is a collection of factors that can help you figure out how to choose the marketing agency for you. Let’s have a look.
Internal Reflection of Needs
Before you start looking for a match, what do you do? Most people ask themselves several questions about their hopes, expectations, and needs in order to map out a general idea of the “ideal” partner or product. The same thing needs to be done prior to searching for a marketing agency.
Here are some questions to ask yourself:
- What services do you need?
- What level of expertise do you require?
- How educated in marketing are you and other members of your business?
- What is the ideal day-to-day when working with a marketing agency? How will the communication work? How will projects be discussed?
- What are you hoping to achieve? What is your company vision?
- What would you like to learn from the agency?
- In what areas of marketing does your business struggle with?
- What is your budget?
The reasons these questions need to asked is because when you consider the services required, what your goals and budget are, and how you want to collaborate with a marketing agency, you can then start to contact marketing agencies around you that offer exactly what you want.
Key things to remember when answering these questions are, firstly, that marketing is not just a single service but a conglomeration of services, such as design, media, PR, advertisements, and content. Secondly, expertise is not just expertise. Expertise is also an agencies ability to think critically about your business’ individual challenges and goals and coming up with projects that help you grow.
Factors That Help You Choose A Marketing Agency
Again, you’re forming a partnership and should therefore be able to speak freely to the agency and express your concerns or ask questions when needed. This ensures harmony. If you don’t feel comfortable with speaking to a potential agency, they are probably not the correct marketing firm for you. Also, how are you going to exchange ideas? Do they prefer phone calls, video conferences, or email? Aside from comfort, you want communication to be seamless. The agency should understand exactly what you want from them and be able to deliver that.
Knowledge and Expertise
The best marketing agencies are the ones that know what they are capable of and do those things well. Although they might have new talent, you can trust an agency that has a proven track record of satisfaction but also embraces innovative methods in advertisement and marketing. When you research a potential partner, investigate the client testimonials, business examples, press releases, and about the team members to see what tactics they may employ. You want an agency that has a blend of experienced marketers as well as a strategic thinkers, designers, and so on.
Tools and Resources
Always inquire about the tools and resources that a marketing agency has access to, because this will help you comprehend how they will meet your goals. The tools a marketer uses will also directly correlate with the quality of the work they will be providing you with. In short, if they use tools and resources that are subpar, you can expect subpar performance.
Check the marketing agency’s website to see if they have any statistics about their client retention. If nothing is online, ask when you call. The reason the client retention rate is so important is due to how it shows satisfaction. Businesses that are pleased with the agency will continuously return to the agency, revealing how well the marketers work with other organisations and whether they can form long term relationships with clients or not.
You always want to verify that the marketing agency you want to pair up with is going to have a company culture like yours. When you share values, your people will mesh together with less resistance; and the agency will be able to take cues from you and your employees much easier, because you will already be in sync. Additionally, look for traits that complement your business, such as a focus on detail or creating colourful designs that speak to a certain audience.
Now, considering these 5 elements, you can then choose a marketing agency by asking questions like:
- What are the services you provide?
- What area of marketing is your expertise?
- Do you have clients that are willing to give a referral?
- Do you have any examples available from previous projects?
- What is the vision of your agency?
- What is your client retention rate?
- How often do you communicate with your clients?
These are just sample questions. You are more than welcome to add your own criteria to the list.
Choosing the right marketing agency for your business is much like a partnership. The right firm is going to be able to express your vision powerfully and attract new customers, thus taking your business to the next level. In order to make the choice, use the above listed tips for how to choose a marketing agency. If you do, you’ll be able to find a group that satisfies your needs while providing the tools and resources to drive you towards success.