How to Choose a Marketing Agency
Choosing a marketing agency can be an overwhelming process. There are many different aspects you’ll need to consider when shopping for an agency:
On your side:
- What you want
- Your budget
- Your timelines
On the agency’s side:
- Processes
- Level of expertise
- Service turnaround
- Key people
- Customers
- Location
- Values
1. What do you want?
There are many marketing agencies out there. Are you looking to develop a specific piece of marketing collateral or do you need someone to handle all your marketing campaigns? If you need an agency to work on a particular marketing piece, such as a website, you may want to consider agencies that specialize on that area. Not only you’ll be hiring an expert (and the investment might be slightly higher), you will see in most cases a higher return on investment (ROI). On the other hand, if you’re looking for someone to handle most of your marketing campaigns, consider going for a marketing agency that offers a wide range of services. You should also choose a general marketing agency if you’re not exactly sure of what you need (which is often the case).
It’s important to choose an agency that not only can handle your programs today, but will be able to offer you services that you might need in the future.
2. Your budget
This is one of the most important decision factors when choosing an agency. When comparing marketing agencies, keep in mind what you need and who’s able to get the job done. Ask for a detailed budget and see if there are any hidden costs. If you’re in a tight budget, consider going for an agency that specializes in small & medium businesses. These agencies are often cheaper than most out there, and the quality of their services is usually higher: they tend to be more creative with smaller budgets (they’re used to inflexible budgets) and dedicate more time to their customers.
3. Timelines & Service Turnaround
When choosing a marketing agency, check how many customers the agency is currently dealing with and where your project will fit on their portfolio. I’ve witnessed customers getting frustrated because the agency doesn’t give them enough attention – they were working for the big fishes instead. Always ask for an estimated timeline and feel free to follow-up as many times as you need to ensure the job gets done within the timeline you specified. There are also some agencies that are available outside the typical 9 – 5 schedule, which is ideal for companies dealing with tight deadlines and for first-time buyers.
4. Processes
Every agency works differently. Understanding the agency processes will help you determine whether or not they’ll be a good fit. How will the agency interact with you? How will you be involved in the creative process? Will you have access to your own designer or copywriter? Choose an agency that feels like an extension of your business.
5. Level of Expertise
This is another key point when choosing a marketing agency. As I mentioned above, you should consider a specialized agency if you’re looking to develop a specific marketing program. Be prepared to pay extra. On the other side, while expert agencies will most likely deliver a great quality program, it might be something you don’t really need. Experts tend to charge for services that might not work for your business, such as a top-notch, flashy website for a writer promoting her latest novel. Don’t get me wrong: quality is a great thing to have. Just ensure you’re getting something you actually need. If you’re unsure, ask the agency to justify their programs and determine your potential return on investment.
6. Key People
It couldn’t be more straight-forward: you must like dealing with your point(s) of contact at the agency. You will be spending a long time working with them and the process can be frustrating. A good chemistry will ensure the process is smooth.
7. Customer & Experience
Ask the agency about past customers. Who were they? Were they in the same industry as you? Were they a small business? Also ask for contact information so you can speak directly with them. If this is not possible, check for client testimonials and recommendations.
8. Location
While this shouldn’t be one of your top concerns, choosing a local agency has its own benefits: you can easily meet face-to-face and you’re investing your money in the local industry. This also provides you a competitive advantage, since many consumers are now looking for sustainable businesses – organizations that support the local community and have a low impact on the environment.
9. Values
Another thing you should take into consideration when choosing a marketing agency is the agency’s values. Are they in line with your business beliefs? Would this agency reflect your business concerns? You should think of the agency as a partner. If you’re into green, ask your agency if they have an environmental plan.
Whatever criteria you decide to use, keep in mind you should look for the perfect fit:
- An agency that understands your business and can actively suggest and develop custom solutions within your budget and timelines;
- An agency that not only develops programs for your business today, but also looks for what can be done in the future;
- An agency whose core values are aligned with yours.
