5 Tips on Picking the Right Marketing Agency
So you’ve hit a wall with your online marketing and want to get some outside help.
That’s great news! But where do you start?
How can you tell the good agencies from the not so good? We’ve reviewed over 2,000 AdWords accounts and worked with multiple marketing partners over the years, so we came up with a few tips to help you identify the good, the bad, and the indifferent.
1.) Who runs the Agency?
Online marketing is about understanding the technical, seeing flaws in the system and using those flaws to your client’s advantage. Look for a leader who is a marketing techie. These people are very creative and hungry to learn the latest and greatest. They lead with great authority, but in a way that generates respect and admiration instead of fear.
Great leaders in the tech world are often considered to be ambiverts on the extroversion scale. This means they have found a good balance between introversion and extroversion. They know when to goof off and joke around, but they also know when to take their objectives seriously.
Adam Grant, Professor of Management and Psychology at Wharton School in Pennsylvania, analyzed 35 separate studies and found that ambiverts tend to be assertive and enthusiastic, but also listen carefully and avoid the appearance of being overly confident or excited. Perfect qualities for a leader if you ask us.
2.) Who has the agency worked with?
Ecommerce is a direct response market. You will need an agency with retail experience if you want to see a strong ROI. If you’re a retailer, look for ecommerce-focused agencies with a roster of heavy hitters in the ecommerce space.
If you’re more of a service-based company with a focus on lead generation and brand awareness, keep a look out for agencies who represent the best brands in the business.
Proceed with caution if an agency talks about working with popular name-brands much larger than your own. If you’re not a big brand willing to spend big brand dollars, then you should question whether they will work as hard for you as they do for them.
In truth, if you choose a blue chip agency for your marketing management, it’s likely you’ll end up with an entry-level marketer at the bottom of the totem pole. Make sure your agency will devote the right amount of time and resources needed to help you achieve your goals.
We had a prospect that was going to go with an agency who claimed to work with the BBC. This prospect was an ecommerce-driven company, focused heavily on Google Shopping. The BBC is a great brand, but one that has very little need for Google Shopping or PPC. The prospect thought very carefully about what type of agency would be best for their needs and decided to go with us.
3.) What type of people do they employ?
You should try to find an agency that employs people who have started their own companies and invested their own money in paid search. Until you have experienced the feeling of using your own money, it’s extremely hard to relate to how a client feels if their account is struggling. People who have created startups or opened their own dropship companies make for the best account managers.
It’s a well-known fact that failure is essential to online marketing, but that failure doesn’t have to be at your expense. If you have a team of people who have “been there, done that, got the t-shirt,” you have valuable experitse that can’t be learned in a classroom and an overall advantage over your competition.
A lot of the team at Click Convert Marketing have invested in their own businesses, trying out new techniques and learning best practices. This has helped us figure out what works and what doesn’t. We use these experiences and pass them on to our clients to give them different viewpoints based on things that have been profitable and worked in the past.
4.) Do they have a datafeed expert?
PPC and AdWords aren’t getting any easier. Long gone are the days of putting up an ad, adding a few keywords, and throwing money at it to see what sticks. ROI is now heavily dependent on data exports, feed optimization, and best practices when organizing your product data.
Unfortunately, a lot of people don’t realize how hard this actually is. Make sure you find an agency that does this and does this well. Choosing between an agency with a datafeed expert and one without can literally be what makes or breaks your success and takes your agency decision from a job well-done to a never-ending data disaster.
5.) Watch out for the “we specialize in EVERYTHING” approach.
We can’t sit on the fence with this one. We have hardly, if ever, seen a successful online strategy managed by a full-service agency unless they were so big that they have separate teams specializing in each type marketing media. These are few and far between and usually charge a management fee upwards of $10K a month.
Many times we hear people saying, “My web designers are doing it for me” or “I have a guy that does it all.” Think about what they’re saying. Their “WEB DESIGNERS” or “A GUY” are doing everything for them. Would you trust a plumber to cut your hair? Yeah, we didn’t think so either.
Sure, it sounds like an easy option to have everything packaged in a nice little bundle, but do you think web developers or the guy down the street will end up being cutting-edge marketers? Probably not.
Choosing the right kind of marketing agency for your business can be difficult and requires some due diligence on your part. Finding a good agency with experienced, driven people who understand your business and act with your best interests in mind can be one of the most important investments for your success. Making a hasty decision and going with the biggest or shiniest agency can be a let down and add more expenses to your budget without bringing in a good return.
Having over 10 years of experience with digital marketing and working with thousands of businesses in various industries has given our team at Click Convert Marketing a clear understanding of how we can make an immediate and positive impact for our clients.
We offer tailored account management, mentoring, and consulting services that increases highly qualified traffic to your site and can offer expert knowledge in various areas to help with your online strategy. We are very transparent with our clients about what we can do for them based on our expertise and help them get the support they need from other sources if we cannot deliver it ourselves.
If you want to have your own team of Dedicated Marketing Experts, let us know and we can explore how to get you to the next level.
Give us a call at 1-888-225-0466 or fill out the form below and see how we can help you on your journey to success!