If you’re reading this blog, it’s probably because you’re considering investing in digital marketing services/hiring a marketing agency for your firm.
As a digital marketing agency ourselves, we know something about what to expect when working with one. So we’ve pulled together the top five questions we’d recommend you ask before signing on the dotted line, in order to make sure that you’re making the right decision for your business.
1. How do we compare to your other clients in terms of spend and resource requirements?
Understanding where your firm falls in terms of the agency’s other clients is important because it can highlight some red flags that you might want to be aware of before you start.
For example, if you’re an agency’s biggest client then they might not be able to handle you (we say might because alternatively you might get more attention from a smaller agency. It really depends case-by-case).
If you’re an agency’s smallest client, you run the risk of being overshadowed by their bigger, higher value clients. Again, this depends on the agency you’re looking into.
Either way, it’s important to ask this question so that you can make an informed decision. One that’s based on the whole story.
2. Who will be in charge of my account, and who will be doing the work?
Before you commit to a relationship with an external provider you should always be confident in the expertise of the people you’ll be working with.
When it comes to hiring an agency, don’t just assume that you will be working with the same person/people that have been handling your account prior to signing.
Some agencies outsource work, meaning that (unless you ask beforehand) you might end up contracted into working with someone who you’ve never met and haven’t screened.
Make sure you know who you’ll be talking to month to month, who you’ll be going to when you have an idea or a question, and who will be responsible for creating the work that you are paying for.
3. How will you report on progress?
There’s no point in an agency sending you a detailed analytics report of the results of their efforts if none of the numbers or metrics that they are tracking give you any reasonable conclusions.
That’s why we recommend establishing what you expect from an agency, in terms of reporting, before you start.
Namely, you should agree on how often they should update you on what’s going on, and the language they use to update you.
Set some KPI’s using metrics that you and your team use and understand, and let them do the hard work of reshuffling how they do things so that their reports actually mean something to you.
4. What I can expect in the first 90 days?
A good marketing agency should be able to tell you what their action plan would be in order to drive early results.
Ask for recommendations on what they would do. From this list you’ll be able to tell a number of things, like their level of expertise, their industry experience, and the breadth of the digital marketing services that they offer.
All factors which will help in narrowing down which agency you’re going to choose.
5. What would ‘success’ mean to you?
Now this is a question that the agency should really be asking you. If they don’t, this should signal another red flag.
Flimsy promises will likely mean flimsy results. Make sure that you stipulate what you would define as ‘a success’ by defining measurable results before you start.
‘When we work with clients, we always start with the end in mind by asking, “What are you hoping to achieve with an online marketing agency?” We then work to quantify the objectives and set clear goals, which we call our success criteria.’ ~ Propero
With measurable success criteria, everyone is on the same page in terms of what you’re working towards. Which means that you’ll know when you have received what was promised, and see the return you expected from the investment.
Propero is a results-driven marketing agency that specialises in professional services marketing. Our services include: Online Advertising, Branding, Growth Workshops, Market Research Reports, Video, and Content.
If you’d like to know more about what we do, get in contact with our Account Manager, Kelly, on firstname.lastname@example.org
We look forward to answering any questions that you have!