Choosing a marketing company depends on your business needs and goals. To get started, answer these 2 questions to help you determine the best company for you:
1. What is your main goal(s) for your marketing efforts?
2. What core competencies and characteristics do you need in a marketing agency?
Do you know what your #1 goal is for your marketing team and the type of company you need? The more thought and detail you put into your answers, the more likely you are to find the right marketing company for your business.
- What is your main goal(s) for your marketing efforts?
POSSIBLE MAIN GOALS:
To increase potential customer list?
To increase traffic to your website?
To develop your website into a sales tool used by your salesmen?
To develop your brand and image?
To promote a particular product or service?
To increase overall sales?
To expand locally, regionally, nationally, or internationally?
The marketing company you choose needs to understand your goals before you can all determine a solution. Many owners want to tell a marketing company what the company needs to do. You can do that, but first, explain in detail your goals and how you will know if these goals have been met.
- What core competencies and characteristics do you need in a marketing agency?
POSSIBLE CORE COMPETENCIES YOU NEED:
Website design? Traditional? Radical?
Website functionality? The ability to make your business and website all work together?
Strategic long-term planning?
Content marketing expertise?
Digital marketing expertise?
Social media expertise?
SEO (Search Engine Optimization) expertise?
TV, video, or magazine ad expertise?
POSSIBLE CHARACTERISTICS YOU NEED:
Long-term commitment to partnering with you?
more than 5 or 10 years of experience? Or new risk takers who are trendy?
High end with a high cost and snob appeal? Or low to medium cost?
High level of honesty and integrity?
Experience with your industry?
Adaptable in their solutions that are customized to your company?
The marketing company you consider should have the expertise you need and the management style and characteristics that you find valuable. Some work can be outsourced, but your company’s main objectives should be core competencies of the marketing company you hire. Take time to ask people in your business these 2 questions. Once you have determined your starting point by brainstorming and developing specific answers to the top 2 questions, begin looking online, getting recommendations, and researching marketing companies that are potential options for you. Once you make your list, start interviewing them. In my next post I will write about questions to ask that you may overlook.