At one point or another, you may be asked to weigh in on the decision of whether or not to hire an outside advertising agency – whether you are going to be the day to day contact with the company, or simply giving your opinion since you know the intricacies, personality and culture of your company.
If influencer agency hiring a creative agency, by way of example, the marketing team and/or executive staff will most likely be making the final decision, but it does not mean that you may not be asked for your view as a portion of this decision-making committee near the end of the procedure, or you may even be asked to be part of the initial weeding out stage in the process.
Whether the partner is a creative, company, affiliate or technological firm, there are key things to look for and filter through when employing an Agency Partner. No matter which type of partner you are looking to hire, they are all part of your company’s success.
Industry Expertise? Does the agency utilize B2C or B2B firms? Does the agency know your target industry? You don’t have to be overly literal such as you are an accounting company and you merely want to find an agency which operates with accounting companies. But being an accounting firm and finding a marketing agency that works with professional services companies, is likely a good match.
More often than not, the individual who sells to you isn’t the individual you’ll be working with day to day. Make sure the company has a designated project manager and meet with this individual before committing. Is there a character match? Can this person see a project to completion?
Payment Structure? Is it milestone-based payment program or monthly? If you simply ask about hourly charges, you aren’t seeing the entire picture.
Industry Reputation? Creativity and industry awards aren’t everything but it’s good to see an agency being recognized by its peers because of its work. Ask them about designing awards, advertising awards, customer support awards, technological compliments, etc..
Can the company practice what they preach? If an agency allegedly excels at SEO, how does their own website rank for targeted keyword phrases? When an agency claims they are excellent at web design, do they have an impressive site and easy user interface? When an agency believes in marketing strategies for their customers, they should be practicing them .
Awards are excellent but what effect did an agency’s strategy have on client acquisition, sales, website traffic, site conversion, etc?
All agencies will include glowing references and testimonials on their proposal and website. But, inquire about a random job in their own portfolio and ask them for a reference to this client. If they’re showcasing the job, they need to be fine with that customer speaking for them. Also, ask them to get a reference from their own sellers or network of professionals in their circle that they work with or partner with on a regular basis.