Here are some questions you should ask potential agencies in your search to find one that will not only offer a win-win partnership, but also give you the best return on investment for your marketing dollars.
> How long should my contract be? Should you even be locked into a contract at all? An agency should be able to understand your business and jumpstart your campaigns. But, it can take a few weeks to see the results. Just be sure to protect yourself from getting sucked into any long-term contract gimmicks. Because, as a paying client, you should have the ability to leave the relationship at any time and for any reason.
> What’s included each month with this contract? Contracts vary agency to agency. Ensure the pricing is clear and simple. Determine if you’ll be billed at an hourly rate, project rate, or retainer. And, be aware of what deliverables are to be supplied and when. This will help you know what to expect, safeguarding your business from surprises and scope creep.
> What’s your track record for a businesses like yours? Vet their agency and ensure they have the experience to market your brand correctly. Also, take a look at their website and see if they’ve got a clear message to a clear audience. This will indicate they know what they're doing. No website? Steer Clear! A strong digital advertiser should be able to provide you with excellent, verifiable testimonials from past clients. After all, not all agencies can walk the talk.
> How do you handle client communication and collaboration? Communication is key to a healthy relationship. An agency that has implemented proper platforms and processes (like Daily, Weekly, and Monthly Reports) to manage client communication and collaboration wastes much less time. And, makes you feel like you’re their only client because they’re just that good at it.
> Who will be managing my account and executing the work? This may seem like a silly question, but some digital advertising agencies actually outsource their talent. It’s okay to do this for certain tasks. Though, if you’re looking to amplify your digital advertising, it’s much more comforting to know there are superstar digital marketing managers on staff.
> What’s your distinctive culture? When hiring an agency, you’re basically gaining new teammates. Be sure to partner with one that has values and a culture that meshes with your company’s personality. The chemistry should be there and you should look forward to collaborating with them at any chance you get.
> How will you measure the success of the marketing campaign(s)? Marketing and advertising shouldn’t be a giant black hole on your budgeting sheet that you dump money into. Thus, the agency should be able to support their campaign recommendations with real data—up-to-date, easy-to-understand (non-jargon heavy) reports on how things are going.
Ask questions on benchmarks, metrics, and analytics they use to measure success - Like being able to track the number of phone calls being generated. Also, be aware of when you can expect to receive reports on progress made towards these metrics.
We could list 20 plus questions you could ask when evaluating a digital advertising agency to run your digital ads. But, this is just a guide. In the end, ask away on those that matter most to you. There’s no such thing as a dumb question. Your company's success is at stake.
The bottom line is: many small businesses are outsourcing various tasks, like digital advertising, to help their business thrive and stay nimble. So, if you’re ready to join forces with a digital advertising agency, you’ve got the insight as to how they can help and what questions to ask during your search.