5 Factors to Consider Before You Hire
Hiring a digital marketing agency can be a great move for your business, but it’s important to go in with a clear plan to avoid wasting time and money. If you decide you need a professional to meet your marketing needs, you have the somewhat tricky task of choosing which agency will best help you meet your goals. Here are five things to consider before seeking digital marketing services:
1. Your Business Needs and Goals
Why it matters:
- Before you look for a marketing expert, be clear about exactly what you want to achieve. Whether you need help with SEO, paid advertising, social media, or content marketing, different agencies specialize in different areas.
Questions to ask:
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What are your specific goals (e.g., increasing website traffic, generating leads, improving brand awareness)?
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Are you looking for a comprehensive digital marketing strategy or just outsource certain specialized services?
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If you’re not sure what you need, start by looking at your current strategy (winging it is a strategy, just a poor one) and where it disconnects from bringing in revenue. You’ll probably want to start with an evaluation or consultation before signing a contract. At the very least, this will give you a chance to see if you and the marketer see eye to eye on your company’s status and what it needs.
2. Experience and Expertise
Why it matters:
- Ideally, the agency you hire should have experience in your industry or a proven track record of helping businesses that are similar in some way to yours. This expertise will show you that they understand your unique situation and can provide relevant strategies. This doesn’t mean that the marketing firm has to have a resume that’s a mile long, or entirely composed of work for your direct competitors, but they should be able to show that they know their craft.
Questions to ask:
- How long have they been in business? Can they show you a portfolio or share success stories in your industry? Do they have relevant certifications or qualifications (e.g., Google Ads certifications)?
3. Budget and ROI
Why it matters:
- Digital marketing can be expensive, so it’s important to know how much you’re willing to invest and an idea of what kind of return you can expect. Agencies may promise great results, but that doesn’t mean their proposed strategy would give you the best ROI for your business size or industry. If your marketing budget is small, you’ll need to be careful about prioritizing projects that are most urgently needed or will have the biggest impact.
Questions to ask:
- What is the pricing structure (e.g., hourly rate, retainer, project-based)? What kind of results or performance indicators can you expect based on your budget? How do they measure and report ROI? Do they have recommended long term and short term strategies?
4. Communication and Transparency
Why it matters:
- Effective communication is crucial for any successful partnership, and this one is no different. You’ll want an agency that keeps you updated on progress, responds to your concerns, and is transparent about their strategies and results.
Questions to ask:
- How often will they communicate with you? What kind of reporting can you expect (e.g., monthly data reports, a performance dashboard you can access, regular meetings or calls)? Will they be responsive to feedback and open to changes if needed?
5. Company Culture and Fit
Why it matters:
- An agency that aligns with your and your company’s values will make collaboration smoother and more productive. You want an agency that’s easy to work with, understands your vision, and feels like an extension of your team.
Questions to ask:
- How does the agency approach collaboration with clients? Do they seem genuinely interested in your business and goals? What is their process for integrating with your team and understanding your brand? Do you want to take a hands-on approach to your marketing or do you want them to handle everything?
Moving Forward
Take a little time to consider the factors above. If you think hiring a marketer is the right call, you might want to meet with at least a couple prospects before making a final decision on who would make the best partner for your business.
Some companies choose to go through a hiring agency to match with a marketing firm. This can save you some time and potentially provide a better match, but it will cost more than finding a marketing firm on your own. You would also run the risk of overlooking smaller or less conventional options such as a marketer who is just starting out. But if you don’t have any prior experience with marketing, the expertise of a hiring agency could be quite helpful.
Digital marketing agencies can be worth the investment if they are a good fit for your needs and offer the right combination of expertise and transparent communication while operating within your budget.