Hiring a marketing agency can help take your company to the next level. You get to work with top strategic and creative talent without the huge overhead, training and recruitment costs. There’s no shortage of digital marketing agencies, so how do you go about choosing an agency that best suits your needs?
There are plenty of good articles with questions to ask your prospective agency but rather than getting concerned with the small details, I want to give you the questions to:
Selecting a construction marketing agency can be difficult, we hope that this will help you identify who will best suit your needs and weed out those who aren’t a good fit.
If you are onboarding a digital marketing agency, you’ll probably already have some goals in mind. That should be the focus of the conversation. For most companies this will be a sales and revenue goal.
In the building product sector, a lot of companies accrue revenue through a combination of tactics including CPDs, tradeshows and repeat business. Ask your prospective marketing agency what metrics they can measure that will directly attribute their efforts toward your bottom line.
Whether this be through SEO, PPC advertising, social media, content marketing, print or otherwise. What will be important to you is the cost of acquiring a customer, number of customers acquired, the revenue generated, and the gross margin.
If you’ve ever worked with a digital marketing agency, there’s a good chance you’ve been inundated with numbers. Website traffic, keyword positions and social media followers often don’t tell a complete story.
Instead look for leads generated, lead quality and the flow of leads through each stage of your funnel and how these metrics play a part in that.
Green flag:
Red flag:
Here you can identify how well they know your industry or goal. You know your business best and the answer to this question will help you clarify if they know what they’re doing.
If they don’t have specific industry experience but tick all the other boxes, don’t disqualify them yet. They might have fresh ideas from other industries, though do be prepared to be a lot more involved to help them understand your industry.
Be cautious of agencies taking a cookie cutter approach, often if it sounds too good to be true it probably is.
Due to the nature of the building product industry, having someone who understands the specifier’s journey is important to help really understand what architects, specifiers and contractors want from your business.
Things change very quickly in the world of digital marketing. Ask how they are keeping up to date with these changes and the time they devote to training. How are they investing in your success?
This will often be through regular training of their staff to ensure they are up-to-date with the latest digital marketing techniques. This also could be through a stack of software for analytics, competitor research and SEO.
You’ll likely get a list of SaaS products you haven’t heard them, jot them down and research how what they do, how they can help and how much they’ve invested in tools to help you succeed.
What was relevant last year may not be relevant this year. Ask about specialisms in their team, be prepared to reflect on where your gaps in knowledge are and how the agency you choose may fill these.
Team that keep up to date with digital marketing techniques and tools through conferences and training will be able to ensure your building product company has a competitive advantage.
Some more traditional agencies are notorious for having a senior, more experienced person pitch for your business only to be serviced by an entry-level employee.
Some agencies will have an in-house team, others will use an account strategist and a network of engaged freelancers and others will simply contract it to offshore workers.
Whether they are a full service digital agency or not, ask who will be looking after your account and doing the work.
Find out what they will be tracking and how those metrics align to your goals.
For an inbound digital marketing agency client reporting will be focused around the number of leads generated, the quality of those leads and the number of new customers produced for their client.
They’ll also be focused on how various marketing strategies can be attributed to generating traffic, leads and customers.
We really mean it. Look for an agency to foster a long-term partnership and grow with. Ask about previous customers, case studies and process. While it may be the agency executing the process, ensure they are transparent, and you fully understand it.
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About Insynth
Insynth Marketing is a leading UK construction marketing agency based in Shifnal in the West Midlands.
They use the latest inbound marketing techniques such as construction inbound marketing, to support building product companies to grow their business by proactively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.
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