Even marketing agencies hire marketing agencies as a cost effective ad army - why are you still trying to do everything in house? The second that you give your employees a chance to specialize, their morale and efficiency will shoot through the roof. Your question should be how to pick the right digital marketing agency.
Let's take a look at how to pick the right marketing partner for your business. Every business is different, but there are some tried and true rules that you can count on.
Look Past the Sales Tactics
Keep in mind that marketers are experts at, well, marketing. They will likely give you the best sales pitches you have ever seen. You have to look past the glitz and be prepared to ask the tough questions. Prepare yourself beforehand and do not be distracted away from your core issues.
There are definitely charlatans in this industry, and you need to look out for them. Anyone can talk a good game when it comes to marketing. Ask for proof. Legitimate agencies will always have a portfolio to show you and be more than happy to show it off.
Ask About Specialties
You are hiring a third party agency for specific reasons, and you need to know that your digital marketing agency has the manpower specific to those needs. Ask to speak to the people you will be using directly. Not only do they need to have the specialties that are relevant to you, but they also need to be able to communicate well with you. Remember - you are not hiring the entire agency. Drill down into the exact skill set that you need.
Pricing
In order to be truly cost effective, you need to know exactly where your money is going. You should be able to hire a whole team for less than the cost of a single in house generalist - in most cases. Depending on the level of service that you require, this should be the range that you look to.
Just like any other industry, you get what you pay for. The cheapest option is likely the one that will leave you high and dry, so watch yourself. Yes, your business may be on a budget. However, the entire purpose of marketing is to cultivate a strategy that brings in more money than it uses. If you knew that you would make $10 million from a $1 million expense, would you do it even though you would be paying $1 million up front?
Credibility
Has the company you are considering worked with companies of a size that is similar to yours? Have they been in the same industry? They may have even worked with some of your competitors, and that's ok - as long as the work they did was good.
Looking up credibility is easier than ever. In most cases, it doesn't take much more than a Google search about the agency in question. Look over their testimonials. If they are overwhelmingly positive and too good to be true, they actually might be.
Long Term Potential
Ideally, you will have a marketing partner that lasts you for a long time. Your marketing campaigns should be lengthy affairs, and it is much easier to conduct this type of a campaign with a partner that can hold your hand through the entire thing.
Communication is key. Ask every question that you want before committing. Make sure that you are talking to the person or people who will be your direct contacts throughout the campaign. Check the turnover rate of the company. Are they going to try a bait and switch because they can't hold on to an account manager? If so, then that is not the marketing partner for you. Stick to a high standard for customer service and never deviate from it, regardless of how beautiful their work looks on the surface.
If you are interested in working with Black Tie, you can fill out the introductory form here to start the conversation. We look forward to helping you dream BIGGER.