Marketing Companies For Small Businesses – How to Hire a Marketing Agency for Your Business (4 Steps) By Viktoria Lyaonenka January 12, 2022 10 min read
Running a small business means facing countless challenges and being prepared to find solutions quickly. To be as efficient as possible, you need to organize your work wisely, figuring out what you can handle yourself and what processes should be outsourced.
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Here comes the hard part: finding and choosing a professional who meets your expectations. Marketing agencies can be true partners in your new success, but not all agencies are created equal. Some specialize in very specific areas, while others cover different skills and services, and the price tags can vary. Before you make the leap to hiring a marketing company, read our step-by-step process on how to effectively hire.
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Digital marketing is powerful, but it’s not as easy or simple as many business owners think. That’s why having a team of experts by your side can be especially helpful. For businesses with very small teams, outsourcing may be one of their first concerns.
Not every company can have full-time SEO, data analysts, web designers, content writers, PPC, and other specialists. If you choose to work with a marketing firm, you will be able to acquire a variety of skills in a variety of areas for the exact number of hours or activities you need at any given time.
If you’re planning a big project and need help ramping up your campaign, you can turn to an agency that provides a team of experts in various areas of marketing strategy.
Instead of relying on the experience and knowledge of one person, you can benefit from the marketing intelligence and skills of several to get your project off the ground. So, instead of hiring one general marketing person for your business, hiring an agency means hiring an entire team of digital experts.
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Professional agencies usually work with a large number of specialists in all kinds of fields, which allows them to use the right combination of specializations to achieve their goals. Let’s say you run a business and want to hire an agency in New York that specializes in automation, branding, and analytics. Ideally, you’ll want to find one with relevant industry specifics and experience.
As it turns out, brand managers are people who have high expectations and try their best in the short term. It can be a difficult position. That’s when they start agency shopping. And why not? Brands can call on a team of experts in out-of-home, search engine marketing, paid and organic social media, PR, event planning and more. Jason T. Demorest, Digital Manager / SEO & SEA Specialist at WHITE Communications
In some cases, especially if there are one-time requirements, it is cheaper to outsource the work than to have a full-time employee.
Hiring a qualified full-time professional will take a lot of time and effort; and can be more expensive than working with an external team.
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According to Glassdoor, the average salary for a digital marketing manager is $123,899 per year, while the average salary for an SEO specialist is $47,752.
When factoring in the additional costs of having an in-house team, such as insurance, taxes and retirement plans, the total rises to more than $200,000 a year.
Marketing firm services are not free, but there are many agencies that work with different budgets and offer different pricing models. This may include an hourly employee or may be project-based.
Regular investment in the best software comes at a high price. However, a good marketing agency comes with many must-have tools in the industry so that their clients can get the best technology in the market.
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Let’s say you want a Guru subscription for your company. That means you have to pay $191.62 per month (if you pay annually).
On the other hand, if you work with an agency, you have access to a wider range of information. They can start projects for your website and share them with you so that you can test the capabilities and scope of the tool before purchasing your subscription.
Or if you need a graphics editor like Figma, which costs $45 per editor per month, you can count on your agency to have tools for designers. The tool is cloud-based, so teams can easily share updated designs and gather feedback.
If you hire an agency, you will be paying for their expertise and investment in marketing software.
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If you’ve ever heard of cross-industry innovation, you’ll know that many of the challenges we face have probably been solved in other industries. One of the most successful examples is how the Formula 1 Pit Stop brought the idea of fast food.
Most digital marketing agencies work with all types of businesses and industries and know best practices to share with your company. An outside perspective can give you a whole new perspective on your company and marketing strategy.
However, despite all the advantages of outsourcing your marketing activities, there can be some disadvantages. Here are a few reasons why businesses may want to hire an in-house team.
There are four important things to consider when looking for the right marketing partner for your business.
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What does your business need? It’s important to understand what you want to achieve with your digital marketing efforts and what you expect from your agency. Both sides of this partnership should have clear expectations from the start.
Set measurable goals so you can track your progress and understand when you’ve reached your goals. For example:
Once you’ve decided on your goals, it’s time to start looking for an agency partner. Here are three useful strategies for selecting candidates.
This is where brands and agencies can find their perfect fit. There are two types of services:
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If your company is a consumer, you may want to explore our agency partner platform, which helps brands quickly find a marketing agency to support their next project.
You can also select the “expert” option, and we’ll show you agencies that can help you set up and start using reports and tools.
Someone on your team may have worked with a professional marketing service provider in the past. Ask your co-workers if anyone can share their contacts.
You can also search and interact with non-competing businesses that seem to be doing well in their marketing. If you can’t find similar companies, look for other businesses with similar challenges. Is someone helping them with their marketing strategy?
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Or maybe there are existing vendors. Who do they work with? Do they outsource some of their work? You can ask them for recommendations and referrals.
Create a formal Request for Proposals (RFP) that allows you to gather critical information about specific vendors and select the best fit for your criteria. Define your project and goals and describe your request.
Be sure to include any questions you want your potential marketing partner to answer, such as solutions, marketing plans, timelines, pricing, payment structures, contract terms, and more.
Here is a good example of how to write an RFP for a marketing agency. This is not a one-size-fits-all model, but a starting point and a source of inspiration. Your RFP depends on your company’s specific needs and goals.
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Now that you have a list of several suitable agencies, you can research your candidates in detail. In order to choose your future marketing partner, it is recommended to take the following actions.
First, look at how they promote themselves on the web. If a social media marketing agency has little activity on Twitter, Facebook, or other platforms, it could be a bad sign. Agencies must not only advertise their services, but also market themselves and create content that builds credibility and trust.
You can try contacting the agency’s current and past clients to learn more about their experience with the vendor. If an agency overstates actual results, it may be over-promising.
For anyone who can meet these 3 criteria, I recommend the following: 1) Strong ranking track record (with proven case studies) 2) Social proof (I’ve seen them call themselves “expert organizations” more than once.) 3) They offer. “excessive value.” What do they project to your ROI? Do they offer me expensive services that I can get elsewhere? CRO, Expert level SEO Audit or Silo Pages, maybe they are the best link building team. All of this affects my buyer’s journey and ultimately my decision to spend my marketing budget with an outside agency. Chris Labbat, Marketing Director, WaveDirect Telecommunication Make sure you speak the same language
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The agency you choose will represent your brand, so you need to
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