How to Choose the Right Marketing Agency for Your Business
Company leaders pour their blood, sweat, tears, and hard earned dollars into building brands and achieving growth.
Every step of the journey, from creating your startup to becoming an established business, requires immense focus, perseverance, and an excellent strategy for climbing to each new rung on the ladder.
At a certain point in a company’s development, however, all of the necessary growth, awareness, and sales-oriented tasks for reaching the next level will often become too much for a brand to handle on its own, and partnering with a marketing agency becomes the most logical step for world domination.
In the digital age, there is a vast kaleidoscope of agencies to choose from, each with their own compelling pitch and shiny, data-filled case studies. Every one of them may seem competent, capable, and likable. How can a brand to decide which agency is best suited to their needs when so many of them appear the same?
If you are in the market for some marketing genius, consider these 6 points of interest to help determine if an agency is right for your brand.
Constant Communication and Commitment
Great communication is the foundation to any relationship. When selecting an agency to build a business relationship with, there needs to be expedient and constant contact to ensure that a campaign runs smoothly.
When you are vetting out agencies, be mindful of which ones did not respond to your inquiry, which got back to you with a pre-made template, which got back to you too late, and those that responded quickly with a customized answer catered to your original message.
During the selection process, be aware of which agencies are remaining steadfast in their communications and displaying a genuine interest in your company. You want an agency that will be dedicated to your brand; one that will answer questions, receive calls, reply to emails, and quell any concerns. Partnering with agency is a long-term affair that needs to be beneficial and comfortable for all parties involved.
Marketing is a fast-paced and perpetually evolving discipline. If an agency is vying for your business, it is an absolute must that they are current on today’s best practices and methodologies, that they practice what they preach, and that they have the processes in place to support those exercises.
Be sure that any contenders have a mobile responsive site that is optimized for SEO alongside strong presences on social media. Establish if the agency uses any marketing automation platforms for their own efforts. Research their content to determine the frequency of posts and if they are educational, compelling, entertaining, and if it speaks to their persona well. Ask to see some examples of reports that you would be presented with at various intervals of a campaign. If you are presented with a handful of vanity metrics that do not display a clear ROI, opt out immediately.
The marketing firm your company elects should be on point with the standards of today and looking toward tomorrow’s cutting edge of innovation.
Choose a Client Portal as Wisely as Choosing Your Dog
People tell me that dogs are a sign of how the dog owner feels about him or herself and what they value. I agree.
The 6'9" man with the tiny dog tells me that he values love, being cuddled and protected. The scruffy 5'9" man with the two greyhounds tells me he values the feeling of being stately and proper. And the woman with the fancy white poodle values feeling sharp and noticed.
A consumer portal is no different.
The portal and contents send a clear message on what the business values the most and wants its clients to value. If the portal showcases investment performance, the advisory firm is telling the client that investment performance matters the most.
If the portal accentuates a person's net worth or probability of reaching their financial goals (2nd home, college, retirement), the advisor is telling the client to care most about achieving their goals and watching their bottom line.
So before your business chooses a consumer portal, think about the message you want to send to the public and clients. It is no different than the message that your dog is publicly sharing about you. What you choose tells others what you value. And just like a dog, you can't return the portal so easily. So choose wisely.
- 1 of 1769