As a small business owner, you might have had your fair share of marketing mishaps. Maybe you’ve struggled to find a marketing firm that really gets you, or perhaps you’ve had to deal with firms that just don’t seem to understand your vision. The key to avoiding these issues is communication. So, before you hire a marketing firm, here are some questions you should ask.
Firstly, you need to take a moment to reflect. The success of your partnership with a marketing firm largely depends on how well your expectations align with their capabilities. Remember, marketing is a team sport. You can’t play tennis alone, right? You need to do your part to make the relationship work. And a big part of that is being crystal clear about what you want. To do that, you need to ask yourself some questions.
Are you open to new ideas? Before you invest in marketing, you need to be ready to listen to the person you hire. You don’t have to agree with everything they say, but if you’re not even willing to consider something different, you’re just wasting your money.
What’s your communication style? Every business owner is different. Some prefer to keep communication with their marketing firm to a minimum, while others expect instant responses. Understanding your communication style can help you find a firm that’s a good fit for you.
How are you with deadlines? Your marketing firm will need certain things from you to do their job. They’ll need you to answer questions, provide insights, and review material in a timely manner. Being aware of the project timeline is crucial for successful marketing.
Where do you expect ideas to come from? Do you want your marketing firm to come up with creative ideas, or do you want them to implement your ideas? The answer to this question can change over time. In a long-term relationship with a marketing firm, some ideas will come from the firm, while others will come from you. The best ideas often come from collaboration.
How much do you want your marketing firm to teach you? If you’re tech-savvy, you might feel confident implementing the strategies your marketing firm recommends. But if you’re not, you might want your marketing firm to provide some education and training for your team.
What do you expect your marketing agency to do? Not every marketing firm does everything. The team that creates fantastic signage for your store might not be the best at event marketing. Understand what your team does and when you might need to seek out another professional.
Do you want your marketing firm to work with other professionals? You might already have relationships with professionals like a webmaster or a graphic designer that you want to continue. Talk to your prospective marketing firm about these relationships and ask if they’re willing to work collaboratively.
How much are you willing to spend on marketing, and is the firm transparent about its pricing? Before you start working with a marketing firm, have a conversation about budgets. Make sure you understand their pricing structure and whether there will be any additional fees.
Do the firm’s work ethics, culture, and values align with yours? In marketing, your brand’s persona is reflected in the strategies used. If there’s a mismatch in values, it can lead to misunderstandings. Make sure the firm’s values align with yours.
Do they have relevant case studies? Always ask for case studies before hiring a marketing firm. They can provide evidence of the firm’s capabilities and give you an idea of how they handle challenges.
What feedback and review mechanisms are in place? Make sure you establish a feedback mechanism from the start. Decide how often you’ll have review meetings and what key metrics you’ll focus on.
If the partnership isn’t working, is there a clear process in place to end it? Just like any other contract, you should discuss an exit strategy. If the partnership isn’t meeting expectations, both parties should understand the process to end the relationship.
How does the firm handle crises? It’s important to know that your firm can handle any unforeseen negative publicity or issues professionally and swiftly.
Does the company stay updated? Choose a firm that stays on top of trends, tools, and techniques to keep your business relevant and competitive.
Lastly, understand how the firm measures success. Which tools do they use? How do they track ROI? How often will they share reports with you? You need tangible results to measure the success of your campaigns.
By considering these aspects, you can ensure a successful partnership with your chosen marketing firm.
