Three questions that you have to ask before hiring any marketing agency…
- Can we use revenue as a KPI?
Most agencies are going to tell you “No”.
As someone who has owned a product business, something that I never understood when working with agencies is why they wouldn’t talk to me about revenue.
They signed up to build out my sales funnel, campaigns, website, content but they refused to talk to me about revenue. I believe if they are not going to use revenue as a key measurement, walk away.
Asking this question early will save you a lot of time in the long run. Now this doesn’t mean that if the marketing agency is using revenue as a KPI that the money is going to come flooding in. Remember, there should also be a plan of action in place, and it could take 6, 12, 18 months or more before you see that revenue start to come in but that should be part of the plan and strategy that you work through with your agency.
With revenue in mind, have realistic expectations and open dialogue with your agency.
…if they [the agency] are not going to use revenue as a key measurement, walk away
- Who will be your account lead?
Most agencies get you in the door and wow you with really great presentations and packages and things seem awesome. Then, you sign your name on the dotted line and the next thing you know, your primary contact is fresh off their summer internship with very little experience and they’re supposed to lead you to greatness.
Make sure that you are comfortable with your account lead on a personal level; answering questions such as “do your communication styles match?”, “what is their background?”.
In my experience, I highly recommend ironing this out before you cross your t’s and dot your i’s – who is your project lead and how much experience do they have.
- What is the strength of your agency?
There are a lot of agencies out there and each one has their strengths and weaknesses. The agency building your website may not be the best one to handle your SEO or designing your social media content. Having a clear understanding of the strength of the agency and checking that against your goals and the strategy to reach those goals is imperative.
Let me know what questions you ask before signing on with a marketing agency? What did I miss?