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As a business owner, the everyday needs of running a company likely leave you little time to focus on marketing your business. The time involved -- as well as the diverse skills required, such as web development, copywriting, and graphic design -- mean many business owners choose to hire a marketing agency. If you are considering this option, the following tips will help you find a dependable agency that fits your needs.
How to choose a reputable marketing agency
- Know your business needs. Before you contact any agencies, clearly define your needs. Do you need a strong social media presence? Do you need improved search engine rankings? What about a new website, email marketing campaign, or online advertising? Make a list of all the services you need and keep it on hand when you speak with various marketing agencies.
- Start with research. It’s good to have a basic understanding of the terms you’ll likely be discussing with a marketing agency. Read up on the basic terminology that agencies use, such as search engine optimization (SEO) and cost-per-click advertising. Being well-informed will help you better understand your own needs and determine if an agency is capable and honest. A good place to start is with the Common Language Marketing Dictionary, a joint effort by the American Marketing Association and several other marketing associations.
- Set a budget. As with any business investment, it’s important to know how much you can spend. Review your budget and set a maximum amount. Stick with that number as you negotiate with an agency.
- Compare several companies. Take the time to discuss your needs with several companies and ask for estimates. Compare prices, services, and your initial impressions of each agency. Research current work they’ve done for other clients and consider whether it speaks to you and matches your business style.
- Ask the right questions. When you speak with agency representatives, it’s important to ask the right questions. These questions will help you understand how the agency will work on your account:
- How does the agency measure the effectiveness of its marketing campaigns?
- Does the agency have experience with your industry?
- How will you communicate with the agency during the project?
- Will you have a dedicated point of contact at the agency?
- What’s the agency’s process if you want to make changes to the project?
- Who will be working on your project and what are their experience levels?
- Will you possess complete ownership of all content once it is delivered?
- How does the agency handle confidentiality matters?
- What happens when a project is over?
The answers to these questions can help you narrow down your list of potential digital marketing agencies to a select few that fit your needs.
- Negotiate a price. Usually, agencies determine a final price through contract negotiation. Be flexible where you can, but keep your budget in mind as you negotiate. If your favorite agency charges more than what you can afford, consider negotiating other aspects of the contract, such as specific clauses or length. When you start seeing concrete results from an agency, you can likely add more services to your contract.
- Understand the terms of the contract. Before signing a contract to finalize an agreement, read the agency’s contract carefully, including all the fine print, and make sure you understand each step of the process. If you have any questions or doubts, talk them over with the agency before you seal the deal.
For more information
For more advice about hiring a marketing and design agency that’s right for your business, see these tips from the American Marketing Association.
As you look for a marketing agency, look to businesses who adhere to the BBB Standards for Trust. Read more about BBB's Accreditation Standards. Find out how to Get BBB Accredited.
For more business tips, visit the BBB Small Business Resources page.