Whether you are looking for website design, social media, or marketing campaign development, partnering with a marketing agency can elevate your company to the next level. Working with marketing professionals, skilled graphic designers, and knowledgeable developers allows them to leverage their experience while you focus on what you are best at: running your business.
Trying to decide on which agency to work with is a lot like the dating process. This is, after all, a relationship that you hope will be fruitful, align with your values, and mutually beneficial in the long term. Having the right partner will not only build your business brand but will help increase revenue. But with so many options out there, how do you pick the marketing agency that’s best for you and your project? Below are 13 questions that we think you should ask before hiring a marketing agency. Some of these questions you will ask yourself or your team in preparation for partnership, others you will ask the agency directly.
HOW WILL YOUR AGENCY HELP ME MEET MY GOALS?
While this may sound very broad, it’s important to make sure your agency of choice understands your core goals and challenges. Usually, there is a longer strategy process that you’ll go through to address how goals will be met, but it’s good to establish a baseline of understanding right off the bat.
WHAT ARE YOUR CORE VALUES?
Core values are more important than just a company motto. Core values drive and motivate the team to maintain focus on what is important to the company and the clients. If their core values do not seem to align with your mission you may want to look elsewhere.
WHAT WILL MY ACCOUNT TEAM LOOK LIKE?
Here’s a question that really digs into the internal workings of a digital marketing agency. First off, you really need to know who your account manager or main point of contact will be. This will help streamline tasks and approval processes. It’s also good to know who will be working on your account. If you are trusting the agency with a large monthly retainer, you want to make sure experienced writers, graphic designers, strategists, and developers are on your team.
WHAT IS THE ONBOARDING PROCESS LIKE?
You may have had a great experience with a company’s sales process, but things may change once you have been handed over to the production team. Ask the agency for an overview of what the first 6 weeks look like for your particular engagement.
WHAT ARE THE COSTS?
There are many facets to think about with this question. If you’re signing on to a monthly retainer, find out what activities and support are included and what will be considered out of scope (extra costs for you).
WHO WILL I BE WORKING WITH DIRECTLY ON MY PROJECT?
There are various models in place from agency to agency. Some have an art director or programmer work with you directly on your project. Some have a dedicated project manager that serves as a middleman between you as the client and their internal team. Some are entirely automated and you just fill out a form online to get things accomplished. All have their own distinct advantages and disadvantages, but finding out on the front end will help you analyze if it is a structure that will work for you.
CAN YOU TALK ME THROUGH THE PROCESS OF COMPLETING MY PROJECT?
Understand the overarching process of how your project will be completed. What are and when are the first milestones? What do you as a client need to do at that time? What needs to be given to the agency (logos, files, copy, etc.) for them to move forward? Let them explain the project from start to finish so you know what to expect as you move forward.
HOW DO YOU COMMUNICATE WITH CLIENTS?
Most marketing agencies will work around your communication preferences, but with website links, logo proofs, and other digital assets going back and forth, email will likely be one of the primary channels between you and your agency. Ask how often you will receive updates, when you will receive them, and contact information in case you have an emergency that requires immediate attention.
The right marketing company for your business will have formal lines of communication and has this written down in the contract. This makes it easy for you to access feedback and get information on the progress.
HOW MUCH WILL MY PROJECT COST AND WHAT ARE THE OTHER BILLING DETAILS THAT WILL IMPACT ME?
When speaking with a marketing agency, find out the full costs of the project. What are the costs for third-party expenses (stock photography, website hosting, printing, ad spend, etc.)? What happens if my project goes over budget? What do I need to pay to start and when are the rest of the project costs due? Once you have all the numbers, weigh them against all the options available to you and decide which one is the most valuable (quality of work, cost, timelines, etc.).
HOW LONG WILL IT BE UNTIL MY PROJECT IS COMPLETED?
Nearly every marketing project is a two-way street. Your agency may give you a website design that you need to approve. Or maybe they have designed the look of your new brochure and they need you to provide them with content. Ask for a timeline of events and milestones in regards to your project, and remember that many of those events require action on your behalf before the marketing agency can move forward.
WHAT ARE YOUR EXPECTATIONS FOR ME AS A CLIENT?
If there is anyone that knows your brand, the industry, and your customers, it should be you. Ask what the marketing agency expects from you. Should I make myself available at certain times for questions? Are there examples and color schemes I enjoy that might help you? How quickly do I need to respond to you to maintain our timeline? Make yourself available so that your marketing agency can leverage your experience.
WHEN WILL I SEE RESULTS?
Though there is no hard and fast rule that can be applied across the board, your agency should have a good idea of what you can expect in regards to results. If they are implementing campaigns that they are familiar with, they will likely know from experience.
Be wary of anyone whose promises seem too good to be true. The well-known adage applies here as much as anywhere else: “If it seems too good to be true, it probably is.” Realistic results are better than pie-in-the-sky wishes.
HOW DO I KNOW WHAT IS WORKING AND WHAT ISN’T WORKING?
A lot of agencies are great at strategy and implementation but lack a bit on follow-up. But for you, the follow-up is the most important aspect of calculating your ROI. Ask questions about how the agency does reporting and analysis. What processes do they have in place to evaluate and tweak your strategy to ensure your success?
The best marketing companies will help you track key KPIs that relate to your business, such as traffic and bounce rate. They will use this information to develop a more successful marketing camping. What’s more, the marketing agency you choose not only should be willing to share important KPIs, but should also be ready to change if the market demands it.
SOME FINAL THOUGHTS
Choosing a digital marketing agency to work with can be daunting. The most important advice we can give you when “interviewing” digital marketing agencies is to be sure to ask all of your questions. Don’t be afraid to ask “dumb” questions (there are no dumb questions!).
The goal of these meetings is to walk away with a good understanding of how the agency works and how they will work with you. With a good set of questions to guide you and, if you have already detailed what your goals are for your company, you should be able to find an agency that is a good fit overall that leads to a successful partnership!
At the end of the day, you want to make sure this isn’t just an agency you can live with, but one you can grow with. If you want to hear all of our answers here at Obsessed With Success, let’s connect and we’ll go through the list with you!
