There are three types of companies out there.
When looking for an agency, you have a choice between the well-known big agency, the lesser known, but growing mid-sized firm, and then the small boutique. There are several factors that will play into your decision. How reputable is the company? Who are their clients? How much do they charge? And sometimes it may even boil down to that fuzzy feeling you get when you meet them in person. So how do you go about deciding on an agency that works for you?
Here are 5 things to look for when searching for an agency:
- Company Culture. If your company values border on the conservative side and the agency prides themselves on pushing boundaries and lives for shock value, then perhaps that is not agency for you (unless you’re trying to revamp your image). Does the agency share a similar set of values to your company? This will save you a lot of time when trying to explain why the “Dye Your Hair Purple” social media campaign may not work well for your company and your company’s intended audience.
- Track Record. What do you know about their track record? Do you know people who have used them and been satisfied? We live in an age of referrals and recommendations so if you know somebody who has already used an agency and has been satisfied, then the choice can be obvious. Ask your referral three or four things they liked and disliked about their experience with the particular agency and make sure that the dislikes are things that are tolerable to you and your company.
- Customer Service. As obvious as this may seem, their level of attentiveness to you should remain consistent throughout the “courting” process and after. All too often, agencies will introduce you to their finest, most competent folks and then when you sign on those people vanish. Don’t be afraid to ask questions about who will be assigned to your account and if you can meet with them before you sign on.
- Warm, Fuzzy Feeling. No, seriously. Sometimes you meet the small, boutique agency with no track record (yet), no referrals that you know of, but there is an undeniable rapport in your meetings. They get you, you get them. Sometimes it just boils down to a gut feeling and a little bit of faith.
- Price. We of course can’t leave out price. A majority of your decisions will come down to whether or not they fit into your price budget. That being said, don’t deny the other 4 factors when narrowing down your choices of those who fit within your price range.
Searching for a digital marketing agency should be a well-thought out process. Often times, you are not only implementing their solutions, but you are also implementing the people that you are working closest with from the agency. Your most profitable investment will be one where there is a strong mutual understanding of what you are trying to accomplish. So take your time to do your research and let them get to know who you are as a company.
As Benjamin Franklin once stated, “An investment in knowledge always pays the best interest.”