For many businesses in need of advertising help, figuring out which of the many online agencies to bring on board to help you grow your business can be a frustrating and time consuming process .
Here are some important factors to consider that will help you make your decision a little easier and with a whole lot more confidence.
What Industries Categories and Revenue Ranges Do the Agencies Work With?
What’s better? An agency with a very narrow focus or one with broader experience? While the core principles of online advertising are similar for businesses of all sizes , there can be differences, so it makes sense to hire a company that has experience with businesses similar to yours… but not just exactly like yours
Why can this be a problem? Because too narrow of focus can also lead to being out of touch with broader marketing trends and this can lead to dated, sub-optimal approaches.
PPC or SEM?
Of course there is more to online advertising than PPC and organic search marketing but they are the two largest, most well proven online advertising philosophies and agencies typically specialize in one or the other. This is a fundamental decision that will influence everything going forward so choose carefully.
Hands-off or Second Job?
You are probably already doing a number of roles in your business. Right? So the last thing you need is an online advertising agency that creates more work for you ! Yet unless you are careful you may get another hat to wear, a marketing hat that is, when you bring the wrong online marketing agency on board. Here’s why. Many agencies serve the role of consultant and are great at telling you “what to do” but not so great at actually “doing” what needs to get done. Again, choose carefully!
Expertise and Experience
How much and how varied are the qualifications of the online advertising agency you are considering? Look for a wide experience base in a variety of business markets and revenue classes and look for depth of experience as well. If the agency only has experience in a single industry or only one aspect of advertising or marketing (e.g. SEO, graphic design, copy writing ) then you should have a low confidence level that this agency has the full experience range and resource level necessary to develop a completemarketing solution.
Piecemeal Tactics vs. Complete Marketing System
This final factor may be the most important of all things to consider comparing online agency to assist you , so please pay close attention ! A website, article marketing, email marketing, social media marketing, PPC advertising and Search Engine Optimization,
(the list could go on far longer!) are tactics NOT Complete Marketing systems.
Demand that the agency you bring on board demonstrate to you exactly how their SYSTEM handles these 3 “must have” components:
- generating traffic
- converting traffic to customers
- creating nurturing conversations with research oriented potential customers .
Do not settle for anything less than a complete marketing system or you will likely be wasting your online advertising investment and maybe risking the future growth of your business as well with an online advertising agency that cannot deliver what you need.
