Digital marketing agencies can be invaluable to you achieving your marketing goals, especially if you have limited internal resources—or they can be a complete waste of time, energy and money. Here are few things to keep in mind before you hire a content marketing agency.
1. What are you trying to achieve?
It’s easy to say, “I need a blog!” But what are you truly trying to accomplish? Will a blog really help you reach your goals and objectives? The answer might be no, so make sure you have a good handle on what you want a digital marketing agency to do for you. Boost visitors and increase leads are not good goals. Be very specific.
2. Who are you trying to target?
Some agencies are better at reaching specific audiences than others. So, knowing your audience, who you want to reach and ultimately, whose behavior you want to affect will go a long way in choosing the right agency for you.
3. Share good examples of what you like and don’t like
This might be the single most important thing you can do to ensure a successful relationship with a digital marketing agency. Agencies are creating content for you, content that will speak for your company, but agencies aren’t you. They’re interpreting your needs and wants, and sometimes this can be an incredibly difficult process. Having good examples of types of content, writing style and tone, color scheme, etc. that you like and don’t like will make this process much easier from the get-go.
4. Know what you want to measure
This goes hand in hand with knowing what you want to achieve. When you know what your focus is, outline what metrics and KPIs will tell you if you’re making headway or not. Not only share this with your potential agency, but also ask them what they usually measure and how they report that to their clients.
5. Many agencies don’t focus on strategy
It might not be what they tell you, but many agencies focus more on execution, the tactical parts of creating content, more than strategy. This is fine if you have a short campaign or just need to create some foundational content for you website or blog, but really, you want an agency that will help you with execution and strategy. Make sure you inquire about how the agency plans on addressing strategy.
6. SEO is not content marketing
Search engine optimization is essential for any digital marketing campaign or program, but if your potential agency talks to you only about keywords and search rankings, you may want to keep looking.
7. Be prepared for everything to change
Digital marketing is constantly changing, so it’s natural that your strategies will change over time, too. Don’t be afraid to embrace the change and really listen to an agency you trust; they should be experts.