How to Choose the Right Marketing Agency for Your Brand

What to look for in a marketing agency

A few factors you may want to consider when selecting a marketing agency include the company’s size, its track record, the agency’s specialization, the ability to work collaboratively and its overall cultural fit. 

The agency’s size: Smaller agencies are often nimbler and can respond more quickly to unexpected developments. Larger firms may have greater resources to draw upon, but this may affect their ability to be flexible – both monetarily and in scheduling.

The agency’s track record: An agency’s track record is a good indication of how they will perform for you. However, keep in mind that the results achieved for one client may not be easily transferable to another. 

The agency’s specialization: Some agencies focus on branding, others specialize in social media, and others are experts in paid advertising. Be sure to find an agency that has the right mix of skills for your needs. 

The ability to work collaboratively: All successful agencies are good at working with clients collaboratively, but some are better than others at bringing disagreeing parties together to work toward a common goal.

How to assess your initial shortlist of agencies

As you consider the agencies on your initial shortlist, here are some things to keep in mind: 

• Always ask for references and follow up with them. References give you valuable insight into the agency’s strengths and weaknesses.  
• Ask how the agency would approach your specific situation. You want to make sure the agency has a plan for your brand, and that plan makes sense given your situation and goals.  
• Make sure the agency has all the skills and experience required to do the job. This includes things like creative execution, media strategy and digital/social channel expertise.  
• Evaluate the agency’s approach to your business and your brand. Does their philosophy fit with yours? Does it make sense to hire this firm given their approach?

How to choose an agency from your shortlist

As you narrow down your shortlist, you will have to make the final decision of which firm to hire. Here’s how to choose the winning agency:

• Always have more than one finalist. Having a shortlist helps you better compare firms and make the best decision for your business. 
• Review all aspects of the agencies from your shortlist. Make sure you go through the questions you asked earlier. 
• Hire the firm that’s a cultural fit for your business. The best firm is not necessarily the one with the lowest price tag. The best agency has the right expertise, experience and approach for your company.

Wrapping up

Marketing is essential to the success of any business, and hiring an agency can be an effective way to ensure that your marketing objectives go the extra mile. When hiring a marketing agency, look for one that understands your business and can provide the right services for your company.