So to assist that decision-making process, we have created this insightful article, which outlines key questions you should be asking prospective agencies.
When engaging an agency to look after one of your most essential business elements, digital marketing, you should know the A-to-Z of who they are and what they can offer. A good agency will expect you to ask as many questions as you desire, so you should feel comfortable to fire away.
Sure, you want an agency that knows media channels inside and out, but the way they approach and deploy digital marketing strategy is where their real worth lies.
When presented with a strategy it’s important to ask the agency why they believe it will work and ask to see some practical examples of strategic-based success. You’re not purchasing a rain poncho where one size fits all, so suitability is key here. Ensure the strategy delivers long-term results rather than flash in the pan activity with a short shelf life.
Good results take time, so align your expectations accordingly to ensure total satisfaction. Sure, you may see some inspiring results, to begin with, however, the real value is found in results that appear a few weeks or even months down the line.
It’s important to be invested in the success of your campaign. So ask your agency how you can assist in the road to that success. Remember, your new agency is essentially an extension of your team, so welcome them in and share as much of your resources and knowledge as possible.
All successful campaigns and executions are underpinned by insightful data and your agency should be happy to share this data with you.
Reports will vary depending on channels and strategies, so ask your agency about the type of reports you will be receiving and how often. It won’t take long before you’re waiting for your next report like a kid on Christmas morning.
Goals are for setting and kicking, not for dreaming about. A good agency will ask you what your goals are before creating a plan that ensures they are achievable. Openly discuss your goals and ask exactly how your actions will be tracked in order to achieve them. This will involve insights into traffic, ranking, conversions and followers to name but a few.
Most agencies will want to access you webmaster and analytic tools accounts, so work with them to ensure this information can be accessed seamlessly to ensure a relationship is long lasting rather than a Bollywood romance.
An agency is only as good as the individuals behind it, so it is imperative to ask your agency that will be responsible for your account. Transparency around this will help you to understand who is responsible for setting and driving the strategy.
Here’s a handy checklist of questions you should ask:
Engaging an agency is like any other relationship; you really want to know whom you’re dealing with. Naturally, you should feel free to ask for references, examples of work and even testimonials from former and current clients. A good agency will be happy to provide you with this, a great agency will offer it all without you needing to ask.
Start by asking a few questions about their most recent campaign or activity, such as: