7 Questions to Ask Before Hiring a Marketing Agency

Originally published on Hearst Bay Area. Read the full article.

So. You’ve decided to hire an agency to help you scale out your marketing efforts.

You’ve done your homework and begun the process of narrowing down the potential players based on analysis of their digital presence, former clients, online reviews, and industry expertise.

At this point, you have a list of about 3-5 companies who you feel would be a good match for your brand, but before you pull the trigger, make sure you have answers to the following questions.

You do not want to wind up in a position where you’ve made the wrong choice because you didn’t ask the right questions or perform your due diligence.

Here are some vital questions you should ask every agency that you are considering (download this agency vetting spreadsheet template so you can keep track!).

Questions to Ask Potential Agencies During the Vetting Process

1. What are the main industries you work with?

The way they answer this question will establish whether they understand the nuances of your niche, and at what level.

The more familiarity an agency has with companies in your industry, the quicker they should be able to produce results. However, if they don’t mention your industry or any industries remotely similar, this is a sign that they might not have the experience to know which strategies to apply right off the bat. It might not be a deal-breaker in every situation, but definitely something worth noting.

2. What are the metrics and KPIs you will use to track results?

Another essential question to ask the agency, and to comprehend yourself.

Measuring and reporting on the success of each campaign is the most crucial part of marketing. If you are not in alignment with what victory looks like, your agency partner will not be able to deliver the results you expect.

A good agency will be able to define key performance indicators related to your specific marketing goals, and express clearly and concisely how they plan to keep track of them. Agencies who are only concerned with vanity metrics are not going to be able to demonstrate ROI.

3. Do you have any case studies?

As a services-based company, any agency should be able to show you some form of proof of concept.

Whether they have a detailed case study with clearly outlined results, a list of current clients, a large number of public testimonials, or a group of well-respected industry experts willing to vouch for the agency team, be sure to get this information from them early in the vetting process.

Social proof is difficult to build – it takes time and experience working with many different businesses successfully to create these resources that paint them in the best light.

If an agency doesn’t have any of these items, they might be brand new to the space, and their price should echo their inexperience.

4. Which channels and strategies will help me reach my goals?

Asking for some upfront strategic advice gives the agency an opportunity to show you what they’ve got. Based on their response, you can gauge how devoted they are to getting your business, how well they’ve listened, and how dedicated they are to staying in the loop on industry trends.

Anyone who presents a broad, generic view or says something completely irrelevant to your business is obviously not a company worth hiring. “All of them” is not an acceptable response.

5. How frequently do you communicate with your clients?

Think about what you would like this answer to be, as it may vary by agency and be impacted by your budget.

Regular communication is necessary for the agency-client relationship to thrive.

Ask the agency if they have a standard client communication plan that they use to outline the best channels, cadence, and points of contact so that everyone can be on the same page at all times.

6. Does your agency outsource work to anyone else?

You may or may not know this, but some firms don’t complete all of their work in-house.

You should definitely be aware if any of the companies you are vetting plan to outsource any part of the operation to another vendor.

While there can be situations where two agencies who offer complementary services can drive great results (for instance, a web design firm partnering with a social media marketing agency for content promotion), be cautious of any company that doesn’t fulfill at least most of the work in-house.

7. How many client accounts does an account manager oversee?

The answer to this question will shed light on how busy the team is and how the agency is structured.

Bigger agencies will have several account managers or account executives who oversee a dedicated number of projects, and will usually have a team of executors beneath them to perform the various services a client is paying for.

And smaller agencies may be more intimate – the owner may be handling all of the bigger accounts and enlist the help of freelancers or contractors to fulfill on smaller contracts.

Obviously, you will have a different experience if the agency owner is managing all of the accounts versus a dedicated account manager. However, whether you see it as advantageous to work with an account manager or with the owner themselves will be dependent on how you like to work.

Final Thoughts

Choosing an agency partner to represent your brand is not supposed to be a quick and easy process.

There are a lot of options out there, a lot of different styles of agency business, and a lot of potential outcomes – both good and bad – that you may experience as a result of your decision.

Asking each of your potential vendors the questions outlined in this article will help you gain a better understanding of the organizations you are vetting and your own goals and preferences.

At the end of the day, the choice is yours, so be prepared to weigh your options carefully!

Looking for more info on this topic? Read the full article on the Hearst Bay Area blog.