April 6, 2016
What EXACTLY do you deliver?
Do you focus on quality or quantity?
How much personal interaction are we going to have?
Growth marketing isn’t rocket science, but it needs to be done right.
Remember putting together puzzles as a kid? Certain pieces need to be put together in a certain way, and in a certain sequence to experience the full glory of the final picture.
That’s exactly like growth marketing. But in this case, our reward for completing the puzzle is more business. And bad (stupid) marketing agencies try putting together the puzzle without finding the corner pieces first.
So how do you hire the right growth marketing agency that knows how to fit the pieces together? How do you know for sure that the guys you pick are the ones that can bring you to the top of the mountain?
Glad you asked. Here are 3 questions you must ask any agency before you buy.
Don’t be fooled by fancy charts and hyperbole. If something doesn’t make sense, that’s intentional on the agency’s part.
You need to know exactly what you’ll get, so evaluate what your company really needs before you begin.
Is it strategy?
Is it execution?
Is it a combination of both?
Many marketing firms only help with one or the other. If you’re a small or medium business with limited resources, obviously a bunch of strategy without the knowledge to execute it won’t do anything for you.
That’s like someone handing you a map that directs you to Madison Avenue in New York without a car and saying “Good luck.”
But sometimes you have a car with a full tank of gas, and all you need is a map!
Obviously, it just depends on your business and the resources you have at your disposal.
So make sure you know exactly what you’re getting. Dig in, ask questions, paint specific scenarios and make sure the answers and evidence the agency provides matches up with what your business really needs.
Strategy? Execution? A combination of the 2? Know this going in.
Getting new things is nice. Getting work done is nice. But is it at a level of quality that will allow you to get results?
Quality is everything in the marketing world. For example, just posting content isn’t enough. Posting new content won’t mean anything to your business unless that content actually drives traffic, communicates value and demonstrates expertise.
There’s an enormous difference between an article that is poorly written and boring, and one that goes viral and people love. Creating content is all about quality and there are certain methods and angles that allow an agency to up the quality of the content they produce.
The same can be said for everything else too, not just content:
Quality is king. Make sure the agency you’re looking into is producing quality stuff (not just stuff). Check out their client work, and check out their own stuff! If they can’t do marketing well for themselves, you think they can do it well for you?
Not a chance.
Effective and consistent communication is required, especially when you’re not getting any face-to-face meetings.
These days, a marketing agency can very easily get too busy; too many clients, too much going on, not enough time and energy for you.
Without communication, it’s impossible for a marketing agency to bring your goals to fruition. They need to understand you, you need to understand them.
This constant communication is cornerstone piece of getting results.
And great communication can only come if the agency isn’t overloading on clients just to make more quick cash. Are they set up to get you real results? Or are they set up to take your money and leave you behind 8 months later?
Make sure the agency you choose has enough bandwidth and desire to make things move for you. Make sure you have a great account/project manager that is willing to give you the personalized interaction required to create growth.
Pay close attention to how the agency operates before the sale.
Are they timely?
Do they deliver on the commitments?
Do they seem 100% on top of things?
Make sure the answer to these questions is a resounding “YES.”
Choosing the right marketing agency can be a daunting and confusing task. The good news? if you go through these 3 questions and keep them in your mind during the research process, you’ll be much more likely to make the correct choice.
Remember, growth marketing is like a puzzle. Certain pieces need to be put together in the right way, and in the right sequence. Make sure the agencies you’re looking into clearly understand this and are willing to put in the required effort on your behalf to get your campaign results.