What Questions Should Lawyers Ask Before Hiring a Marketing Agency?
We received a question from John out of New York. John is asking “ I am about to hire a marketing agency. What questions should I ask?”
John, before you call a marketing agency there are a few questions that you actually have to ask yourself first before understanding what questions will be appropriate for the marketing agency. In order for a marketing agency work for you, you need to know what goals you are trying to achieve.
Ask yourself the following questions:
What is your desired outcome for your business?
Are you trying to generate more leads, are your trying to generate more business awareness, or do you need branding help?
Most of the time just picking up the phone and calling an agency to ask for help will not work. The first questions a good agency will ask you is, “Where do you want your business to be in the next 5 years?”
You should also ask yourself…
Do you know basic marketing metrics?
Meaning do you have enough background knowledge to know that you are speaking with a credible firm? It would never hurt to brush up on some basics before calling because before you hire someone you, of course, need to know that the company is credible. A company should, of course, be able to explain, in detail, what each metric means.
It’s a two-way conversation, but once you know the goals you are trying to achieve here are a few other questions to keep in mind while speaking with your desired marketing agency:
Can this agency show proof of results to cases similar to yours?
Just think about it, the proof is always in the pudding. Have the agency worked with other professional service organizations? What was the starting point and what was the outcome? Can they go deeper and explain a scenario where they did to achieve a particular ROI.
You need to make sure that you’re talking to an intelligent agency that can actually explain things right.
Does this agency have different people working for different departments?
It’s important to understand how big the firm is or at least whether or not they are fully staffed to perform the size of your project scope. It never hurts asking who is on the team and the roles they have.
Can this agency answer your specific questions and if so, are the answers credible?
Does the agency answer your questions in a matter that makes sense to you? You are the client, and your questions should be answered in a manner that makes sense to you. Since you are investing your money, you should understand where it is being allocated and how it is being justified. Can the agency answer what SEO means, can they answer what a PPC campaign is? These are simple questions but ones that can really spark your b.s radar to understand who you are dealing with. Don’t be afraid to ask the company to elaborate, it’s their job to make sure you understand, and if you don’t that is a huge indicator of how future reports will go.
Can this company show you an example of a report?
There is no need to ask for specific reports, but either an example of an old report copy or the criteria that will be covered on a monthly report would give you a clear indication what you can expect from this company in terms of their deliverables. It would also give you some time to prepare and read up on what each criteria might mean.
As much as the marketing agency is responsible for delivering results, you as the client are also responsible for asking the right questions, monitoring results, and making sure that each metric makes sense to you.