Experts estimate that there are over 27 million ecommerce websites. So how can you get your business to stand out? The answer is digital marketing. Whether you offer a service or sell physical goods, you need to make sure your customers can find you online. A digital marketing strategy is vital for businesses that have retail locations or in-store placements, as well as ecomm sites.
If you’re not sure where to begin, consider hiring a digital marketing agency. Working with an agency is an efficient, cost-effective way to advertise your business online. They offer expert knowledge of the latest marketing trends as well as tried-and-true evergreen strategies. With a team of seasoned professionals working on your behalf, you’ll benefit from their years of experience.
Even if you already have an in-house digital marketing team, there are still many advantages to working with an outside agency. Many agencies specialize in unique services, such as paid search or email marketing, which can supplement your in-house strategy. But before you hire a digital marketing agency, you should make sure they’re a good fit for your business. That’s why it’s important to ask questions and ensure the agency’s services align with your needs.
Here are 5 questions to ask before hiring a digital marketing agency:
1. Are you familiar with my industry?
Some digital marketing strategies are universal, but other aspects of your marketing plan will need to be custom-tailored to fit your niche. Ask your potential agency partners whether they have worked with other clients in your industry.
If the answer is yes, they’ll be more likely to understand your target audience, your competitors, and any unique challenges your industry may face. For example, some businesses must avoid certain language to comply with government regulations. An agency that’s familiar with your industry will already know this.
However, there can also be advantages to working with a digital marketing agency that hasn’t worked in your field before. They may need more time to research your industry, but their fresh perspective can yield exciting, outside-the-box ideas to help you outshine the competition.
2. Do you have case studies?
A case study is an in-depth report about an agency’s work with a specific client. It may cover a short-term project, such as an ad campaign to announce a new product launch, or a multi-year timeline encompassing different success strategies.
Case studies describe the client’s business challenges, how the agency tackled these challenges, and the results. They demonstrate the agency’s skills, expertise, and efficacy. Case studies also provide insight into the agency’s reporting process and how they communicate with clients.
3. How do you measure success?
Speaking of case studies and reporting, it’s vital that you ask a potential marketing agency about KPIs. KPIs, or Key Performance Indicators, are metrics used to measure the success of a marketing campaign. Common KPIs include:
- Sales-Driven KPIs: Revenue, Cost Per Acquisition (CPA), Customer Lifetime Value (CLV), Average Basket Size (ABS), or other metrics based on sales and financial returns.
- Digital Marketing KPIs: Website traffic, Click Through Rate (CTR), conversion rate (the percentage of visitors who complete a sale or other transaction), or other measurements that assess the efficacy of digital strategies.
- Content Marketing KPIs: Content marketing KPIs may include engagement rate, bounce rate, time spent on page, or other metrics that reflect on your marketing campaign’s content. (If you’re wondering, do digital marketing agencies create content? We’ll explore that important question further below.)
- Brand Awareness KPIs: These KPIs measure visibility and reputation. They may include social media followers, hashtags, and mentions, or positive reviews on sites like Yelp.
When you’re considering whether to hire a digital marketing agency, ask about the KPIs they use in general as well as the specific KPIs they would suggest for your company’s goals. This can give you a sense of compatibility and communication styles.
4. Who will be creating content?
In a digital marketing context, “content” refers to any assets created to promote your brand or educate the consumer about your product or service. Content may include blog articles, ad copy, email newsletters, social media posts, graphics or informational artwork, videos, or even podcasts.
Do digital marketing agencies create content? It depends. Some agencies specialize in content, while others focus on media buying, strategy, or technical optimization – but some agencies do it all! At minimum, most agencies employ copywriters and graphic designers (or work with independent contractors) so they can deliver the main types of content your campaign will need.
However, if there’s niche content you’re looking for, such as specific genres of social media videos, make sure you ask the agency for more information.
5. Do we have compatible communication styles?
As with any type of relationship, good communication is key to the success of your agency partnership. Although there’s no exact science for measuring communication compatibility, take time to reflect on your initial calls, emails, or consultation meetings. What’s the overall tone of your conversation so far? Do they have the level of professionalism you desire in a business partner? How quickly do they respond to your inquiries?
We also recommend asking questions such as:
- How often should we meet to review the progress of the marketing campaign?
- Is there someone on the team who responds to time-sensitive requests after business hours?
- If yes, are there additional charges for after-hours emails or calls?
- If something needs advance review and approval, how much notice will you give me?
- If I’m unhappy with the quality of content or the content contains incorrect information, how many rounds of revisions and editing will you do?
Most agencies will touch on these key points during the onboarding phase of your partnership. But if you have any concerns about communication issues, don’t hesitate to bring them up. If an agency seems condescending, dismissive, or unwilling to give a direct answer to your questions, they’re probably not the right match for your business.
Choose the Right Agency for Your Needs
Always assert your needs and discuss your goals before working with a marketing agency.
Whether you’re wondering how to measure the success of a marketing campaign or want to know, do digital marketing agencies create content? – asking questions will help you make an informed decision and choose the right agency partner.
At Mandzok Marketing, we’re here to help you navigate the world of digital marketing. To find out how we can help your business, get in touch today for a free consultation.