Selecting the Right Marketing Company
If you’re a business owner, one of the wisest things you can do is to remain focused. Whether yours is a startup or a 10-year-old business, the secret is to stick to your strengths at and find someone to do the rest. Marketing is a fantastic place to begin your outsourcing experiment, considering that branding and outreach needs generally change very fast.
The following are a considerations to make before you choose a marketing partner:
1. Business Specialty
Figuring Out Businesses
You may think this is obvious, but some agencies just don’t seem to get the importance of understanding the big picture. In short, what is a client’s business environment like? Before partnering up with a marketing group, let them tell you how they are going to gauge your needs. Will they be talking to your customers? Do they have a solid grasp of your main processes? Whatever marketing strategy they use, it should be aimed at reaching a bigger goal, such as profit growth or lead generation. Very importantly, all must be done within the context of business instead of technology. No business strategy should have tech features at the core.
Where To Start with Businesses and More
2. Vertical Prowess
Choose a marketing firm with good knowledge about your industry, but keep your options open. As an accounting firm, for instance, you may find it difficult to find a digital strategist who is familiar with cost accounting, but definitely, you will find an agency that knows financial services. You don’t only save time when you don’t have to rehash industry basics; you may even be fortunate enough to see some real innovation happen when your marketing team digs deep.
3. Technical Design Ability
Design is very closely connected to technology; it’s difficult to separate them anyway. But when your new-found marketers aren’t as good with codes as they are with strategies, they should at least have access to developer resources. If they have disjointed technical and design practices, you should source each one individually.
4. Strategic Links
There’s no need for technology or service model expertise as you assess your agency’s partners. It is, however, essential to know how their alliances can impact technology choices, budget, and even go-to-market strategy. For instance, if email marketing is a fundamental need, it will help if the agency has a vendor there. Otherwise, you might be stuck with something one-off or customized. That often means longer development cycles, more demanding maintenance and higher costs.
5. Beyond Digital
Marketers are gifted with the ability to excite about their next new invention. However, most of those products and services, particularly the digital versions, are transitory at best. You need a partner that can combine traditional and online or mobile marketing practices and environments. Search for a marketing agency that can be as effective at trade shows as they are at building Facebook pages. Take note, binding all the marketing pieces together requires a really broad skill set.