Once you have a business running successfully, it’s time to take the next step and launch yourself into the world with a good marketing campaign.
The question is: who to put in charge of that campaign?
Choosing a marketing agency can be one of the more stressful situations a business owner faces, because many of them are experts in their own industry, but not in marketing. It’s easy to get dazzled by fancy presentations or confused by marketing lingo that might be understood by them, but certainly not by you.
It’s your money. You want to get the best marketing campaign for your money.
Here are a few tips to keep in mind that are above and beyond the nuts and bolts of a marketing presentation.
Choosing a Marketing Agency: Listening to Your Needs
Marketers can advertise all kinds of skills and new, better approaches to representing your business, but none of it means a thing if they don’t actually listen to what you have to say about your needs. Many marketers approach new clients with a cookie cutter system that they will want to use with you. Instead, look for a company that will listen to your needs and devise a marketing plan that fits your unique needs.
Enthusiasm About Your Business
Marketing is all about momentum and energy. The best marketers want to make a living with their work – who doesn’t? – but they also are genuinely enthusiastic about working with your product. Choose marketers that bring an energy to the project that transcends just doing a job. Not only will you enjoy working with those kind of people, you also will get better representation.
Savvy About Your Industry
Of course you want someone who is savvy, but this is an area that is sometimes overlooked because people assume that marketers understand the big picture when it comes to your business. This is not always the case. Make sure that they understand your business needs and goals.
Technical and Content Skills
The Internet has changed much of what was once known about marketing. You want a marketer who, if they don’t know code or website design themselves, have access to web developers who do. The same can be said for content – you want people who can produce clear, concise and timely content for your website.
Words and designs are fine, but the bottom line is the bottom line. Hire a marketing agency that agrees from the outset that success is measured by achieving concrete goals. Everything they do should be directed toward reaching those goals.
Marketers often speak their own language, and a marketing campaign can spiral into a lot of different areas. You want marketers who keep you in the loop and let you know exactly where your money is being spent and how it will improve your business.
These are some of the areas to keep in mind as your sift through proposals from marketing agencies. Keep in the mind that sometimes the agencies with the most dazzling proposals might not fit your needs. Conversely, those who do not meet all of the above criteria can improve in some of these areas, particularly business savvy. Take your time, consider the options and make the best choice for you and your business when choosing a marketing agency.