Businesses typically spend anywhere between 5-20% of their annual revenue on sales and marketing; whether that be in-house, with a marketing agency, the cost of their sales team. That’s a significant investment for any business, so if you are considering using a marketing agency make sure you choose the right one for your business.
Agencies will specialise in different areas of marketing, so think about what it is you need to achieve. For example, is your website you main priority, or are you looking to generate leads for your sales team, or do you need an agency that can manage your entire marketing function? Do you need an agency that specialises in specific technologies, such as marketing automation? And whether you operate in the B2B or B2C market will have an impact, as marketing strategies do vary between the two.
2. Sector experience
You will always be the expert in your industry, and the marketing agency you choose will always be the experts in marketing. A key skill set of an agency is their ability to adapt to different businesses and industries, so it’s not vital that the agency you choose has experience in your sector. However there is an advantage of choosing an agency that has a good understanding of your industry, your customers, who the likely buyers are, the best channels to reach them and what marketing messages they’re likely to respond to.
3. Cultural fit
Don’t feel that you need to choose a wacky creative agency because – that’s what marketing is all about isn’t it? Creativity is important, but make sure the agency you choose is able to demonstrate that they understand your business and your specific goals and expectations. A design led agency will impress with their creativity, but a results focused agency will impress on outcomes, such as leads generated, website visitors and conversion.
Another consideration is also the size of the agency. If you’re a small to medium Business and you choose to work with one of the big agencies, you could find yourself at the bottom of the priority list.
4. Track record
Ask to see results from previous campaigns, or better still, ask if they can put you in touch with some of their clients who can tell you in their own words what the agency is like to work with.
5. Commercial terms
Agencies will have different ways in which they charge for the work they do. Generally an agency will work under one of the following options:
- Monthly retainer – You pay a fixed fee each month and the agency will undertake the work required to reach the monthly amount
- Per hour – The agency will carry out work as agreed and charge an hourly rate
- Per project – The agency will submit a proposal for a specific project with a fixed fee to complete the work
And of course, charges will vary from one agency to the next. Generally you’ll pay more for a London-based agency. Also some agencies will be more flexible than others on the length of contract.
To find out more about Beanstalk and how we work as an agency, get in touch with one of our marketing experts today.