Welcome to this month's BlueSky Featurette where we dissect a feature of the HCL Commerce platform or in this case, a feature that is coming soon! HCL is introducing an open source customer data platform (CDP) called “Signals” to be included in the HCL Commerce...
What to Consider When Hiring a Marketing Agency
Lead generation and increasing sales take a strong marketing strategy and specific skill set. Therefore, effective marketing services are dependent on the people involved. Finding the perfect mix of talented marketers to add to your internal team or outside your circle as freelancers or agencies could be one lifeline to a successful business.
Given the high cost of marketing services, you’ll want to hire right the first time. A poor hiring decision can damage your brand and hurt your sales.
How do you find the right marketing agency to work with your company? First, it requires knowing your options, understanding the pitfalls, and finally, vetting each option before taking the plunge. This guide will focus on the key factors to consider when searching for a marketing agency to ensure you hire the right fit for your business.
Is Hiring a Marketing Agency a Smart Move?
According to HubSpot, marketing budgets account for 11% of the total company budget. More businesses are increasing their marketing spending as they realize these services are vital to success.
In today’s world, companies are looking to leverage cost-effective ways to access the top marketing talents without the overhead of an internal team.
Consider these benefits of using a marketing agency:
- A vast talent pool of experience you can leverage when you need it.
- Keeps your company up-to-date on current trends and styles.
- You will be leveraging the latest software and applications to assist in the marketing process.
- Access to the leading marketing technologies to make the most use of data and optimize your campaigns.
- Bring flexibility to your strategy by allowing you to scale up with the best tools and skills.
- A network of seasoned marketers to give your strategy the golden touch.
Marketers are always on their toes, looking for the latest strategies to improve lead generation and retention. The right marketing agency can keep you updated about new brand-building strategies.
All things considered, do they get you?
Marketing experience is not only about the number of years but also specialization— the more specific the scope, the more quality marketing services you can expect from an agency. Many marketing agencies may not be clear about their focus industries. Be wary when they talk about how they can adapt their services to your niches. Every industry has its unique challenges, and it is imperative that you find the right fit with experience to help you wade through challenges in your segment.
One common mistake small businesses make is choosing marketers based on pricing only. The old adage that you get what you pay for rings true here, resulting in generic work from inexperienced marketing agencies.
Tips for Vetting Marketing Agencies
- What are they bragging about?
Check an agency’s website to see if they serve in your industry. For example, if you’re selling automotive detailing, you need an experienced automotive services marketer. A company that promises to be the best in all sectors is likely overpromising.
- Who are their clients? Again, check out their website. You will find examples of their work and a list of their clients. Do you see any industries similar to the industry that your business falls into? Potential candidates should be able to prove their hands-on experience in your field. Ask for their client’s contact info to uncover what they experienced with that marketing agency.
- Research their team.
While viewing their website, make sure you check out their team. It doesn’t hurt to ask who will be working on your account if they are selected to be on your team. Take that information straight to Google and LinkedIn. You want to ensure that their team understands the ins and outs of your target market. The more they fit in your industry, the more likely they’ll help you generate more leads and increase sales. Culture is also a significant factor when evaluating potential marketing agencies. A holistic staffing approach creates the likelihood of working with a blend of youth and seasoned professionals. This may help your businesses enjoy fresh ideas, experience, and continuous growth.
- What services do they offer?
Have they hired talent proficient in analytics and able to be data-centric when it comes to their decision-making? Is there evidence that their team continues to upgrade their skill set and improve their technology stack? You’re investing in agility by partnering with a technology-focused agency that’s always on the lookout for state-of-the-art marketing tools. In this era, you need to be able to adapt to increase your market share.
- Can you afford their services?
Being mindful of your business needs also means looking for marketing agencies within your budget. As much as there are savings in outsourcing, you will still require a budget.
Identify how much you can afford to allocate to a marketing agency? Are they willing to work within your budget and find innovative ways to stretch your dollars? Remember, the right marketing agency will help you develop a custom marketing strategy within your budget. There is something to be said for using a smaller agency that is hungry and wanting to make a name for itself.
It’s not all rainbows and unicorns.
Successfully marketing your business by digital or traditional means takes hard work. You’ll invest time and money to build a solid brand. That same effort must go into selecting an agency that can be your faithful partner in your business. You want an agency that has a low turnover rate, so you aren’t always trying to play catch up with the new person on your account.
No matter which path you take, building a successful marketing strategy will take a dedicated team of seasoned experts. There’s little room for error when you want value for your money. Developing a partnership with professionals with your best interests in mind is the ultimate goal when investing in your marketing strategy.
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