1. Get clear on the results that you want and the services that you know you need.
Every business wants to make more money or generate more customers - setting clear goals and KPIs for what you are hoping to achieve will allow you to more effectively establish whether an agency is equipped to help you achieve it.
Having an idea of the services that you need help with will also help you to determine if an agency is the right fit. If you know that you require Google Ads, Facebook Ads and Email Marketing - you need to make sure that the agencies you are considering offer these services - this is a great way to immediately weed out agencies that aren’t the right fit.
This can be an obstacle when you aren’t clear on what marketing services you need. In that case, look for an agency that will provide marketing strategy or marketing consulting services. Having a clear understanding of how your marketing strategy catalyses your business growth plan is key to ensuring effective marketing.
2. Look for an agency who provides an individualised service.
Most marketing agencies have a standard offering of marketing services. While this is practical, it's important to remember that your business doesn't necessarily need the same approach as another business.
If you're looking for clarity on what marketing services you should be doing, look for an agency that will diagnose your business, team, and sales obstacles and apply marketing strategies to those problems.
Not having a social media presence isn't necessarily a problem that needs to be fixed - it depends on your business and your customers. Look for an agency that will give you a plan that makes sense for your customers and what you anticipate they will respond to.
3. Do your research
Is their own presentation professional? If they are a digital marketing agency, their own digital marketing should be exceptional, companies whose marketing is a mess are likely; not great at marketing, or too busy to be able to effectively manage their own digital marketing.
Look at reviews for the agencies you are considering. Is the feedback generally positive or negative? Is there a key theme to the feedback (i.e. lack of reporting / looks great but doesn’t perform / communication and organisation are fantastic), after reading the reviews do you feel like there are any red flags or do you feel a sense of confidence in the agency.
Most digital agencies will have a selection of case studies detailing the work they have undertaken and the results they have achieved - if they aren’t readily available on their website, reach out to the agency directly and ask for examples of their work and performance specific to the services that you are looking for.
4. Data & results
The one key advantage to digital marketing is that your ability to track its performance is exceptional. Reach out to your short listed agencies and ask them how they set goals, plan campaigns, and measure and report on their success. Ask to see examples of campaign reporting, and understand how frequently and in what depth reporting will be provided for each campaign type.
5. What are their processes like? How organised are they?
By the time you get here you should have your short list of agencies down to 2-3. Ideally you will have contacted each agency and arranged a meeting with them to discuss your needs.
How organised have they been throughout this process?
How professional have their presentations been?
How well have they taken the time to ensure they understand your business and your needs?
Have they asked thoughtful and insightful questions with regard to your business? Your goals? Your KPI’s?
Has communication been easy and comfortable?
Do you feel comfortable with this agency representing your business?
If after considering each of the questions above you are feeling confident with the agency that you are talking to, then it is likely that they will be a good partner to help your business grow!
The Brand Shop Toowoomba offers comprehensive and tailored digital marketing services to growth-minded companies.
