Perhaps your desire to hire an agency is driven by the need for more sales or by an inclination to launch a whole new website. In either case, or for any other reason that you are conducting an agency search, now is the time to think holistically about your overall marketing needs.
Just like marketers, agencies come in all shapes and sizes. Finding the right fit between agency and marketer takes time. And the way to make best use of that time, and your resources going forward, is by looking at the big picture.
Here’s How to Ensure a Perfect Fit in Your Search for an Agency
Take a Look in the Mirror
Review all marketing initiatives that your company has conducted over the past two years item by item. Organize all sales materials and online resources for you and your team to review prior to interviewing agencies. Put some numbers to the body of work to help determine an overall budget for sales and marketing going forward.
Define Needs and Goals
You’re likely looking for an agency to help with a specific project or to develop a long-term plan to help you reach your goals. Either way, you need to tell the agencies you are interviewing what goals you are looking to achieve. If you have a specific project in mind, also prepare a list of needs or features so agencies can get a sense of how large or small the scope of work will be. This will also lead to proposals that you can compare apples-to-apples.
Give Points for Style
Examine an agency’s website. Do you like their style? Does their website leave you with a pleasant user experience? Do you like their tone? Is it a company that you can see yourself aligning with? The answers better be yes because your agency is more than a vendor. It’s a partner.
See if their Clients are Your Type of Company
Are the companies in the agency’s portfolio similar to your size and business sector? If you are a mid-size B2B service provider and the samples you see are heavy on local retail, it might not be a good fit. If you seek sleek design and the samples are more neutral and industrial, that might not be a good fit. You’ll want to feel a sense of belonging in an agency’s stable of clientele. Feel free to ask if you might speak with any of them for a reference.
Try a Project on for Size
You do not need to go all in with a new agency. You can test the waters by awarding an agency a special project. This will allow you to get a feel for the agency’s creativity, methodology, and customer service. You’ll also get a chance to know them better to determine if this group is one that you plan on having a relationship with for years to come.
Finally, in addition to evaluating agencies based on what you believe your needs are, be sure to keep an open mind for ideas that they may bring to the table. From brand strategy to automated inbound marketing systems, you may discover some new thinking that can help you get to the next level.
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