As the new year approaches, many businesses make the decision to hire a marketing firm but often they are not sure how to go about doing that.
Here are five huge errors companies frequently make when interviewing a marketing firm—and how to avoid them:
- Not Knowing What You Want
Clear objectives about why you are hiring a marketing firm – what do you hope to accomplish?
Before starting your search, outline your priorities and expected outcomes. - Unclear What the Agency is Responsible For
Many businesses assume hiring a marketing agency means delegating all marketing functions to them.
Establish clear boundaries about what the agency will manage and what remains in-house - Prioritizing Cost Over Value
While cost is always an important consideration, many companies make the mistake of choosing the agency with the lowest price.
Remember you are buying experience, creativity, strategy, and hours each month.
Evaluate potential agency partners based on their value. Look for agencies with a proven track record, relevant industry experience, longevity, and demonstrated success. - Not Asking the Right Questions During the Interview Process
The interview phase is crucial for understanding an agency’s capabilities and approach to client relationships and whether they will be a good fit for your company.
Have pertinent questions covering their collaboration style, communication processes, and approach to the marketing strategy and tactics they will implement for your company. Discuss their onboarding process, reporting methods, and how they handle strategic pivots when initial approaches don’t yield the desired results. This thorough vetting helps ensure alignment in both capabilities and working style.
- Overlooking Long-Term Goals and Strategy
Marketing is not a one-off effort; it’s an ongoing process that requires consistency, data analysis, and strategic planning to achieve success. The right agency should not only deliver short-term wins but also contribute to your company’s sustained growth. Ask how they will approach long-term strategy development, adapt to changing market conditions, and refine campaigns over time. Look for agencies that demonstrate strategic thinking and the ability to scale their services as your business grows.
Hiring a marketing firm is an important decision that can significantly impact a company’s growth trajectory. By avoiding these five common mistakes, businesses can find a marketing partner that not only drives measurable results but also works well/congruently with their staff. You want to set yourself up for a successful client/agency relationship to foster both short-term wins and long-term growth in the coming year.