5/31/2023 3 Comments
What questions should I ask before hiring a digital marketing company?
The first step in choosing the right agency for you is identifying your specific marketing needs. It’s important to understand that different agencies may offer different services. Some focus on foundational tools such as websites, SEO and SEM, others may favor social media and content marketing while larger firms may offer full-stack services. Businesses should evaluate their marketing goals, review agencies that can deliver results in the areas that matter most and then choose a firm that will truly value your business rather than treat you like a number.
Dr. Michael Perusich, CEO of Kats Consultants remarked, “we often think about marketing as a mechanism to accomplish a task. But, just like the need to create great relationships with your customers, the same is true when choosing your digital marketing partner. I advise my clients to avoid firms with ‘thousands of clients’. Yes, that can be reassuring to hear but, that also indicates a high-volume, cookie-cutter approach where you are just a number. Choosing a strategic partner that truly values your business will bear much more fruit for your business in the long run.”
It’s difficult to be confident about what services are offered and needed, how pricing and terms are structured and most of all, what results should be expected. And with so many choices, how do you select the right professional marketing team?
In this blog post we will explore the critical questions you should ask and considerations you should evaluate before selecting a digital marketing agency for your small or medium-sized business, discuss what services marketing agencies do for you, review the elements that make up an effective digital marketing strategy and, reveal standard costs and compensation structures.
Understanding these points better ensures that you’re more likely to select the right partner and create a successful relationship that generates the consistent growth outcomes you’re looking for. Let's get started!
When looking to hire a digital marketing company there are several things to evaluate. Look for an agency with experience in your industry, ask for examples of past work, what tools they use to track success, how often they can meet with you, the size of the agency, how they are compensated, what specifically is included and what terms are required.
What does a digital marketing agency do?
Digital marketing agencies typically provide a variety of services such as website design, search optimization, search engine marketing, social media marketing, email marketing, and SEO. Niche firms specialize in providing one or several services. Full-funnel digital marketing firms will typically offer all digital services plus graphic design, copywriting, video/audio production, branding, advertising, media planning/buying as well as public relations services.
What is an effective digital marketing strategy?
An effective digital marketing strategy requires careful planning, research, monitoring and goal-based adjustment. You need to define your target audience, establish your goals, choose the right channels, plan and implement your strategy, monitor and measure your results then adjust for improvement.
Effective digital marketing strategies are comprised of foundational elements no matter a business’s size, target audience or industry segment. By following these steps, you will be able to create a successful digital marketing strategy that delivers results for your small or medium business.
Ask agency candidates for example digital marketing plans and look for these elements:
What does it cost to hire a digital marketing agency?
Digital marketing agencies typically offer two types of compensation structures: project-based & retainer-based. Project-based compensation is charged by the hour for one-time projects such as website design, branding, or social media setup. Retainer-based compensation is charged monthly for services such as content creation, social media management, and email marketing.
When asked about why they chose a retainer through a full-funnel firm, Eric Johnson of CJ Real Estate said, “We struggled to realize how our website, SEO, email, events and social media - all our marketing - works together and needs to be managed as a whole. We wasted so much time and money with one-off projects and short-term focus. I’m so glad we listened to Chris Lowers and let his team get us marketing strategically. Grey Partners is a remarkable digital marketing agency – they have us off the sales roller-coaster and enjoying steady business growth. And, we’re spending about half of what we did on project work. Go figure!”
Service costs are often substantially reduced by entering into a monthly retainer agreement because it offers the same benefit for both the client and agency – consistent success. Agencies know that your success is their success. One-time projects typically won’t be good for them or their clients over the long term because websites and SEO must be continuously nurtured to be consistently successful.
Check out these FAQ’s to learn more about digital marketing agency pricing:
Before hiring a digital marketing firm, it’s crucial to do your research and ask critical questions to ensure that you end up with a firm that complements your business needs. Ask about the firm’s services, previous success stories, industry expertise, who will be managing your account, and their pricing structure. Ensure significant experience, an understanding of your goals and objectives, a commitment to be ahead of the latest trends and technology, transparency, and the ability and desire to measure success. With a clear understanding of the digital marketing firm, you’ll be more comfortable working together toward the common goal of building your brand and achieving consistent growth outcomes.
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