Just like hiring the right employee, finding a marketing company takes time. It is important not to do an Internet search and just pick the top result; you need to dig a little deeper, do your research, and find the best fit.
Here are the top 10 questions to ask when speaking to different marketing companies:
1. What Services Do You Offer?
Obviously, the first consideration is whether the agency checks all the boxes for the marketing and advertising channels you want to use. In addition to the “basics” of SEO, web design, social media, etc., it is important to know if the agency handles other, more specialized campaigns that align with your goals (such as email marketing, traditional media, etc.).
Don’t just take the rep’s word for it. Ask for examples of the work the agency has done.
2. How Are Contracts Structured?
You need to know how you will be billed for marketing and advertising services. Does the agency work on retainer? Are you billed hourly? Confirm not only how payment works but whether you are locked in to a contract for a particular amount of time (e.g., month to month, yearly, etc.).
3. What Is Included in My Bill?
Some marketing agencies charge a la carte. When work is completed, you are charged based on the hours and costs involved.
If, on the other hand, you pay a retainer or you get a set amount of hours per month, you need to know what is included in those hours. Knowing what you pay for and what you get in return is essential not only for budgeting, but to build trust with the agency.
4. Do You Have Experience with Businesses in My Industry?
Experience matters. This is true not only of the years the agency has been in business or the combined experience of the employees but the knowledge the agency has serving your industry.
5. Do You Outsource Work?
You’re already entrusting your marketing to an outside party. If the agency then turns around and hires yet another person or group to handle your campaigns, this is a red flag.
For the purposes of responsiveness, quality control, and more, you should only hire a marketing agency that works on your account directly.
6. Who Will I Be Working With?
At the very least, you should have a dedicated contact person you can reach out to with questions and concerns. If all you get is a main phone number where a different person answers every time, this could signal that the agency doesn’t have dedicated support for its clients.
7. How Often Will I Be Able to Speak to My Marketing Rep?
Questions and concerns can arise any time of day. You need to know that your agency is available to address your needs promptly.
8. What Marketing Tools and Software Do You Use?
There are countless different platforms businesses and agencies employ to manage marketing and advertising campaigns and validate the results. Instead of brand names, familiarize yourself with key metrics such as website traffic, conversions, first-page rankings, ad impressions, etc.
When you are shopping for a marketing agency, each one you contact should be able to tell you how they track and report results.
9. Will I Get to Preview Content Before It Goes Live?
Your business is your baby. Naturally, you want to make sure any agency you hire is respectful of your company’s identity (especially when it comes to highly visible assets such as visuals and branding).
The marketing agency should have a process in place for you to review written content, marketing collateral, etc. before it gets put out into the world. You should also confirm how the agency handles revisions.
10. When Will I See Results from My Marketing?
This is the big one. You want to see a return on your marketing investment, and you want it sooner than later. However, any marketing agency worth its salt will tell you that many campaigns take time – and they will be honest about how long it’s going to take.
For example, SEO tends to be more of a “slow-burn” strategy. It can take time for Google to recognize your website as an authority and reward your content with first-page rankings.
Other strategies, meanwhile, can have a bit more of an immediate payoff. A well-tailored proximity marketing campaign around a specific store location, for example, can almost immediately start bringing in new customers.
Ultimately, asking “when will I get results?” is as much about assessing the agency’s honesty and establishing trust than it is about setting a timeline for performance. The marketing agency you pick should be able to have an honest discussion and update you on the progress as campaigns get underway.
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