If you are planning to hire a digital marketing agency for the first time, hundreds of questions go through your brain causing, possibly causing confusion surrounding the criteria needed for selecting a digital marketing agency for your brand. Here we have discussed some basic questions which come to mind for every business owner and brand manager.
Get Familiar with the Team
What differentiates you from your competitors?
Google search results for social media or digital marketing agency comes up with more than 230 million results and each one claims to be the best, well versed in their industry.
Remember that every brand has its own individual needs, so it is important to select the agency that offers customized services to meet your needs, which equals success. You should particularly ask your potential agency to explain what sets them apart from other agencies and why should you hire them. Their answers will give you an understanding regarding the importance and knowledge of your reputation and how passionate they are to make you even more successful.
Who will be in direct correspondence with the brand on regular basis?
When you work with a marketing agency, you will receive a point of contact(s) that will support your brand initiatives, so it’s important to know everything about them before you start working with them.
What is your relevant experience in the field?
Inquire how long they have been in the industry and the educational/professional background of their team members. Carefully read the about us section of the company’s website and request for case studies to showcase their capabilities and past work.
What are your terms and conditions and how long is the contract duration?
Ask as many questions as you need to, like: what is the renewal or cancellation policy? What will be the payment procedure? All of these things should be crystal clear in the beginning to ambiguity.
Who were some of your previous clients?
Ask them to share their past experiences and success stories with you. Ask them for references and contacts of previous clients and consider their feedback.
How do you measure success/ What KPI’s do you measure?
KPI’S play a vital role in the success of digital marketing campaigns. Make it certain that they have an established system to measure a flexible set of KPI’s and always share your marketing goals with them.
What types of content do you produce and how will your writers familiarize themselves with the brand’s niche and industry?
Review some of the writing samples which the agency has provided you and then inspect the writing style of the author. Find out whether the agency has the relative experience in creating different types of content including blog posts, infographics, video scripts, email campaigns, web content, eBooks, etc.
How will you optimize the content for search engines and readers?
Closely analyze the content team and understand how they plan to connect with your target audience. How will they be optimizing all content with relevant keywords?
What tools will you use to optimize paid search campaigns?
Professional agencies use paid tools which might be expensive for you to bring in house so take a hawk eye’s view and make a detailed analysis of their paid and proprietary tools and then select the best agency for your brand.
Standard reporting will be based on which metrics?
The agency should deliver simple, clear and easy to read reports, and be able to share the performance results of paid search campaigns, along with CPC, CTR, conversion rate of keywords, landing pages and ad positions.
Do lots of research and explore as many digital marketing agencies as you can to make a detailed analysis of their services and select the one which aligns with the goals and needs of your company’s products and services.