When outsourcing your marketing efforts, it is important to do your research and choose an agency that aligns with your business goals. There are many things to consider when choosing a marketing partner and as the digital landscape evolves there are no shortage of options. The trouble these days is that anyone with a computer and a bit of creativity can start a marketing agency. Not all agencies are created equal and finding one that can provide the value and results you’re looking for can be a tall task. Here are some of the most important aspects to look for when outsourcing your marketing to an agency.
Industry Expertise
“General marketing agencies are good at getting traffic, but they may not understand the depth of your market’s segments. A niche agency will, and will target each segment professionally.” – Business Blogs
You want to look for an agency that specializes in your specific industry. Ask about case studies and similar companies they’ve worked with. This background not only helps when trying to expand your market share, it will also show through in the quality and depth of their content and outreach. Simply having an understanding of the industry, the lingo and how ideal customers respond to certain tactics will make a significant impact on the ROI you receive from your marketing budget.
Transparency
“According to a recent study by Label Insight, up to 94 percent of consumers surveyed indicated that they were more likely to be loyal to a brand that offers transparency, while 73 percent said they were willing to pay more for a product that offers complete transparency.” - Entrepreneur
If you’re like most consumers you want an agency that will be upfront about cost and that sets realistic expectations based on your goals and budget. Those that offer weekly meetings, quarterly reviews and yearly marketing plan updates are showing their willingness to be transparent and have enough experience to realize marketing plans need to be flexible. If an agency isn’t willing to gracefully answer all of your questions before signing a contract, it may be best to look elsewhere.
Client Longevity
“In 1984, the average client-agency relationship lasted 7.2 years. By 1997, this had fallen to 5.3 years, and today, the average relationship lasts less than three years.” - HubSpot
Most marketing agencies will point to some of their biggest clients as evidence of their legitimacy and effectiveness, but how long did those relationships last? Many large organizations will give an agency a chance, but few will stick with them for an extended period of time without tangible results. When an agency brings up comparable clients, ask about the length of the relationship, what type of work you did with them and whether or not the relationship is active.
Employee Longevity
“On the more obvious side of things, employee longevity suggests they have a lot of experience and therefore probably very efficient and effective.” – Mason Myers Blog
Sure, you may find an agency that specializes in your industry, has a great track record and is willing to answer all of your questions, but are the people who made those past relationships successful still with them? The length of tenure of the management team as well as the “doers” will tell you a lot about the quality of the company and the work they produce.
Strategic Partnerships
“A strategic partnership or an alliance will give you a competitive advantage and an opportunity to access a broader range of resources and expertise. This means that the partnership can offer clients distinctive skill sets and product lines that are different from the competition.” – Value Network
Marketing automation platforms, social media, SEO and big data have all contributed to the need for marketing agencies to partner with specialists to achieve better results. An agency that has several reputable partners that specialize in the areas you’re looking to improve is a sign they are on the cutting edge of the marketing game. These partnerships allow agencies to offer products and subscriptions at a reduced cost and can also save you time and money when it comes to learning the different platforms.
Winn Technology Group is a leading provider of global integrated marketing solutions. Working exclusively with the technology industry since 1990, Winn has partnered with hundreds of leading firms to develop and execute successful B2B marketing campaigns, conducting thousands of initiatives to:
- Deliver qualified leads and appointments,
- Identify, nurture, and qualify actionable sales opportunities,
- Build and support channel marketing programs,
- Recruit attendees for live and online marketing events,
- Develop, cleanse and verify marketing databases,
- Support inbound marketing initiatives, and
- Collect and analyze valuable business intelligence.
Our teams communicate daily with IT, line of business, and executive level contacts responsible for making and influencing technology purchasing decisions. We accomplish this through multi-touch, integrated marketing campaigns that leverage outbound calling, inbound marketing, marketing automation, and social media — with buyers that could be your customers.
