Do a quick Google search for “digital marketing agencies” in your local city, and you’ll no doubt find a plethora of options presented to you. With such a large choice of potential suitors, how can you know which agency is likely to deliver great results for your brand whilst working in a way which is harmonious with your internal processes?
Here are some key considerations which you’ll want to get clarity on before you decide to sign on the dotted line.
Not all marketing agencies are equal, each has its strengths and weaknesses and your choice should factor in how they can help your business. Most agencies have an area of specialisation in which they excel at and you should choose one which aligns with your goals.
For example, if you decide to market your business on pay per click advertising over organic social media, it makes sense to work with an agency with a proven track record for delivering effective PPC campaigns.
Another key question at this moment might be how many specialists does the potential agency have available to work on your project? For example, an individual who specialises in SEO for your niche industry is likely to produce better results than an all-rounder who is proficient in multiple channels.
To set themselves apart from the crowd, most marketing agencies include case studies in their websites and marketing material to showcase how they handled past projects. This will give you an idea of how the team works and whether you would be comfortable working with them.
If you don’t find a sample case study on their website, you can reach out to them to ask for one, especially if you feel that they are a good choice for your business. Case studies also allow marketing agencies to establish themselves as authorities in certain niche fields.
Money, they say, makes the world go around and this is true here. The amount of money you have to spend will go a long way in determining the marketing agency you can work with. Not everyone can afford to hire the largest international conglomerates and it pays to be realistic about what you can afford.
If unsure of what you need to spend, you can carry out some research on what most marketing agencies typically charge for the services you need before deciding on one. Also, have a scale of preference listing your needs in order of importance to know what to ask for and settle on.
Have a clear business plan in place before approaching an agency – what kind of ROI do you need to achieve from your marketing spend over the next 12 months? Look to assess the efficacy of your previous campaigns to learn from any past mistakes and to minimise the risk of wastage.
Not to be confused with case studies, references are past clients who are willing to vouch for the market agency. Any agency worth their salt should be able to share some references from past clients they have worked with.
You can ask for this to ensure they are who they claim to be and get insight into what their past client think of them. As a customer-to-be, it could very well be you giving such recommendations to someone else.
Without effective communication, your marketing agency will fail to deliver on your vision no matter how good or big they are. It may seem like a trivial point but it is essential to set up effective communication channels among all team members to share ideas and progress reports seamlessly.
You can do this by establishing a common point of contact who has the power to make important decisions at both ends. This will ensure that your marketing agency adapts to new market forces and streamlines your marketing strategy without having to wait for days for a reply.
Just because a marketing agency is big of multi-national doesn’t mean it’s the right agency for your brand. In fact, some smaller agencies can offer more value for the same price tag since they have deeper roots in the community and better experience of working on similar projects.
Look for a marketing agency that offers personalised services you can depend on. Your agency should make you and your project a priority regardless of how big they are or how much you can pay.
Whilst this is highly subjective, it nevertheless pays to have a good feeling about working with the marketing agency you decide on. We tend to work better with people we like and although the decision on who we like or detest occurs subconsciously, it pays to recognise this decision.
Working with a team you truly like can be a fun and worthwhile experience. We have found that most people make decisions based on emotions and this is easier to explain to a team you are comfortable and enjoy working with.
How does your prospective marketing agency work? Are their work processes easy to follow or complicated? Do they explain each step or deliver the finished process? And more importantly: can you work effectively with them?
Cover your bases and make sure you are happy with all the above questions you should consider when choosing a marketing agency for your business. You are most likely going to be working with them for a long time so it pays to be prudent beforehand.
Interested in finding out how Fratelli does things differently from the traditional agency set up? Drop us a line or give us a call on 02922747474 to see if we tick all the boxes