As online marketing grows, so too does the number of so-called specialists digital marketing agencies. Some of these are stand-alone specialists, whil...
As online marketing grows, so too does the number of so-called specialists digital marketing agencies. Some of these are stand-alone specialists, while others are off-shoots of existing advertising agencies.
Many existing ad agencies have expanded to include digital marketing services. When choosing, you must question whether they really do have the necessary skills and expertise.
Your brand may best be served by appointing an outside specialist, whose sole focus is on achieving growth, though tailor-made digital marketing.
So, what are some of the main issues that you need to consider when looking to appoint a digital marketing agency?
DO THEY MAKE YOUR SHORTLIST?
Talk to your peers in the marketing industry, review websites, read up on industry media news, check out the online campaigns that you like, see who’s on the up and who’s hungry and committed.
Once you’re done, then make a shortlist and start making contact.
DO THEY WALK THE TALK?
“The proof is in the pudding”.
And what better way to sample any digital marketing agency’s abilities, than a visit to their own website?
Consider how fast it loads, how easy it is to maneuver, if information is easy to find, if the interface is cluttered and if the design is clean and sophisticated?
In five minutes, you will have a sense of whether or not the agency knows their oats.
DO YOUR COMPANY CULTURES MATCH?
It’s a people-business, just like any other and your cultures must match. Get to know key staff during your initial meetings and see how you interact. Find out how they think and how they view issues relevant to your business. Be sure that you will be able to form long-term relationships with them. Be able to differ without conflict.
ARE THEY STRATEGIC THINKERS?
The ability of your digital marketing agency to think strategically is vital. Creative short-term tactics may impress, but it is the ability to take a long-term view that determines the success of any digital marketing strategy.
WHO WILL MANAGE YOUR BUSINESS?
Find out who will service your business on a daily basis. Be assured that a senior person will always be available to oversee or manage your account. Budget should not be the determinant here.
WHO ARE THEIR CURRENT CLIENTS?
The current client list is an important consideration, because it points to the culture and abilities of the agency. You also do not want to end up being a small fish in a big sea.
DO THEY UNDERSTAND YOUR MARKET?
It is easy to get a basic feel of any market with a bit of research and an agency can make themselves look impressive on the surface.
Talk in-depth about your market and products and you will soon find out if the digital marketing agency truly has an understanding of the issues and challenges.
Of course, if the potential agency demonstrates that they have the skills and intent, then one can always work closely with them as they learn your market along the way.
