1. Specialism
There are many areas that agencies specialize in, so consider what you want to accomplish. You might want to focus on your website or generate leads for your sales team. Or do you need an agency that can handle your entire marketing operation? Are you looking for an agency that specializes in particular technologies such as marketing automation or web design? It doesn’t matter if you are in B2B, B2C or both. Marketing strategies can vary widely between them.
2. Sector experience
Your industry will always be your expert, so the agency you choose to market to will also be an expert. An agency’s key skill is their ability adapt to different industries and businesses. It doesn’t matter if the agency has previous experience in your industry. It is a benefit to choose an agency with a deep understanding of your industry and your customers. They will also know who your likely buyers are. They will know the best channels to reach them. And what kind of marketing messages they are likely to respond to.
3. Cultural fit
You don’t have to pick a crazy creative agency. That’s not what marketing is about, is it? While creativity is important, make sure that the agency you select is able demonstrate that they are able to understand your business and your expectations. While a design-oriented agency may be impressive for their creativity, a results-oriented agency will excel in terms of conversions and leads generated.
The agency’s size is another consideration. You could be at the bottom of the priority lists if you are a small or medium-sized business that chooses to work with one the large agencies.
4. Record of track
Ask for results from past campaigns or, even better, ask if they can get in touch with clients to tell you what it is like to work for the agency.
5. Commercial terms
There will be many ways that agencies charge for their work. The following options are common for agencies:
- Monthly retainer – You pay a fixed monthly fee and the agency will do the work necessary to reach that monthly amount
- Hourly – The agency will perform the work agreed upon and charge an hourly fee
- Each project – An agency will submit a proposal to a project and charge a fixed amount to finish the work.
Of course, fees will vary from agency to agency. A London-based agency will generally cost more. Some agencies are more flexible with the length of their contracts than others.
