These people may not be W-2 employees of your company, but you will still need to work with them on a monthly, weekly, or daily basis. Another great way to find out how well a marketing company could work for your small business is to analyze their marketing efforts. Showing the ROI of the service offering is the most important thing for marketing agencies. Not all companies can effectively divide their attention in product development and marketing.
Sometimes it's due to lack of resources, other times it can be due to lack of vision. Either way, if your company isn't really thinking about marketing, it's time to hire an agency to do it for you. As such, they think beyond marketing and prioritize your company's long-term business and revenue goals, just as you do. When you hire an external marketing agency, you allow your current staff to be more efficient by reducing burnout.
Don't hire a marketing company without knowing their plans to collect email addresses from visitors to your site. While prices vary, it's helpful to establish a basic understanding of what you might find when conducting market research. It's important to ask these questions before hiring a marketing company so you can understand how they think about your business. Understanding your goals, called key performance indicators (KPIs), will not only help you choose a marketing company that's right for you, but it will also help you measure its success throughout the life of your relationship.
For example, Marcus Sheridan used content marketing to turn his modest pool installation company into a multi-million dollar business in just a few short years. They should be eager to learn about your industry, culture, and marketing experience up to that point. Do your due diligence to ensure you select a marketing company that provides high-quality services and reliable communication and reporting. No amount of customer referrals or success stories will beat the feeling that you just can't work together, so make sure to ask some personality or cultural fit interview questions before hiring a marketing company.
If a marketing company is aggressive in trying to get you to sign a long-term contract (one year or more), ask them their raison d'être. Many companies don't look for the right marketing team and end up stuck in an expensive contract with a massive corporation that doesn't have its success in mind. While outsourcing to a marketing company helps free up internal resources, the real benefit comes from having experts handle what is a nuanced and broad part of the business. There are thousands of marketing agencies that help companies reach their target audience and achieve their objectives.
Now that you know what a marketing agency does, you need to determine when to hire an external marketing agency.