Regardless of the size of your business goals, determining whether you should hire an internal marketing team or partner with an agency has probably become top of mind at some point. In this article, we’re going to focus on hiring an agency.
Business and revenue growth depends on scaling up with the right people in the right positions, all while working toward the same goal. You want what’s best for your business. And you want anyone who’s in partnership with you to have the same mentality. This is the attitude to start with when you’re looking to hire a marketing agency.
Just as you would carefully vet someone who was looking to invest in your business, you should also look for certain criteria in a marketing team that has your best interests at heart.
The right fit is a win-win for you and the agency — they succeed when you succeed. That’s why it’s important for a marketing agency to assess your needs and understand how to reach your goals.
So, what should you be looking for in an agency partner?
I believe there are a few non-negotiables when it comes to finding the right fit:
Cost-Effectiveness
You want quality work, but you don’t want to break the bank. Does your prospective marketing agency work on monthly retainers or are they project-based? Since you’re not paying for benefits and training, you can focus directly on what you’re getting for your money.
Monthly retainers are more predictable and allow for better working conditions, as you’re securing an agency for the length of a campaign. Project-based work can cause disruptions because the agency will likely have to fit it in around their stable retainer work. However, project-based work does allow you to test out the potential relationship without a long-term contract.
Experience
You want a marketing agency that’s been around for some time and has good working relationships with its clients. In my opinion, a good marketing team serves multiple businesses in various fields to create a well-rounded base of expertise — and they’re always looking to broaden that experience. If you have concerns about how to gauge experience, then look to third-party reviews that report on what an agency does well and how they have dealt with companies like yours in the past.
Value
The right marketing agency adds value to your business. Learn about their project planning process. Do they use templates or custom strategies? Are they taking a generalist or specialized approach to the client’s journey? The bottom line: Do they focus on what matters to secure growth for your company?
Innovation and Adaptability
A good marketing agency is passionate about what they do and is always looking for innovative ways to optimize their work. Does the team excel at strategy building? Do they lead the way in the marketing industry with their ideas and actions? Are they willing to grow with you?
Measurability
Marketing is all about results. The right team will be able to analyze what went right and what went wrong and then adjust accordingly. How does the agency determine success or failure? What tools do they use to measure results? Are they focused on revenue or traffic? What data will help you understand you’re moving in the right direction?
Speed
In the same manner that you considered cost and quality, you need to factor in time as well. You want efficiency, but you also don’t want the quality to suffer. Will they set you up on a monthly or yearly plan? How will the deliverables break down over the course of a month or a year? How aggressive do you want to be?
We like three-month plans that dictate 70% of the effort with 30% movable each month.
Now What?
Let’s talk about what the right agency looks like.
The right agency offers what you need. If you are interested in creating content, then make sure they have an understanding of how to write using your company’s voice or are capable of interviewing relevant staff and capturing what they need. However, if CRM implementation is a pain point, confirm that they can provide the setup and support your need to accomplish your sales goals.
The most important component is the right fit.
If you want to get the most out of working with a marketing agency, then you need to understand what they offer and how it overlaps with your needs. Add to that the key qualities from above and you’re on your way to hiring the right agency. From cost to experience to innovation and beyond, it’s important to understand what the right team needs to offer upfront to win your business.