How To Choose A Marketing Firm
15. 11. 2019 | 12:11
Have you ever found yourself needing to hire a marketing firm for your business but felt overwhelmed by trying to decide which one to use? You can spend hours scouring the internet researching all of the different prices, packages and companies that are out there. But how do you go about choosing the right one? Here's my advice on what to consider when trying to make your decision:
Niche Agency Or One-Stop Shop?
There are pros and cons to both a niche agency and a one-stop shop. With a niche agency, if you only have one particular need (i.e., print design), you can often benefit from hiring someone whose singular focus is on that skill. Consider how it works with doctors: You likely go to a general practitioner for your overall health, but if you have a specific need, a specialist may be a better fit.
Of course, you may need more than just logo design, print design or website design, etc. A one-stop shop can fulfill all of your marketing needs and ensure that all of your branding, messaging and marketing materials coordinate. Plus, it could be much more convenient for you to have just one meeting with your marketing team versus having to find individual designers, search engine optimization professionals, web developers, etc.
A History Of Success
Make sure to review the history of any company you consider. How long has it been in business? When you find a company that's been around for years, this shows you that:
- It isn't likely to just close up shop and leave you stranded (we've all heard such stories).
- It can adapt to the times and changes that happen in a rapidly growing industry, which can give you peace of mind.
Reviews And References
Reviews are important when deciding on a marketing firm. Who has the firm worked with in the past? And what do those clients have to say about it? In today's review-driven world, it's optimal if you can find video testimonials from past clients because those are much harder to fake. It's also wise to ask for references — ideally past clients whom you can call to talk to about their experiences. Most (successful) marketing firms will likely have no problem providing you with this information. If they are wary or cannot provide you with any references, run.
This may not be a deal-breaker for you, but be sure to think about the contract situation and how you feel about it. Many firms offer contracts that lock you into working with them, which can be frustrating if and when you feel that it's time to take your business elsewhere. I recommend trying to find a firm that offers flexible contract options, including month-to-month contracts. This helps ensure that you're not stuck with a company that you end up not liking, and it can encourage the firm to produce results.
This advice may be a no-brainer, but make sure that you have a marketing firm that cares about providing you with results. At the end of the day, nothing else matters if you don't get a return on your investment. To find out about a firm's track record, start by reaching out to some past clients and asking about their results. Also, make sure that your business has a solid tracking process in place so you can compare where you were before you hired a marketing firm with where you end up afterward.
Once you've chosen a marketing firm, be diligent about tracking the number of leads and sales that come in as a result of the different marketing strategies the firm is helping you implement. Is the marketing firm helping you make more money then you're paying them? If they aren't getting you results, it could be time to move on.