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Hiring a Marketing Agency? Critical Questions that Drive the Right Decision

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Whether this is your first time participating in the process of hiring an agency or your 5th time, it’s good to get a fresh perspective on what you should be looking for, including the types of questions to ask and the warning signs to look out for. To help you in the process, Hanapin’s President, Jeff Allen, and Director of Services, Carrie Albright, go through the primary elements you should consider when hiring an agency.

Published in: Marketing
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Hiring a Marketing Agency? Critical Questions that Drive the Right Decision

  1. 1. Hiring a Marketing Agency?
  2. 2. Presenters Jeff Allen Carrie Albright
  3. 3. We make our clients the heroes of their organization. We’re a digital marketing agency with deep expertise in a narrow-range of high-growth digital marketing solutions including paid search, paid social, programmatic and conversion rate optimization. We help complex businesses that have multiple brands, products, locations and/or services grow and expand their business.
  4. 4. What We’ll Talk About ● ● ● ● ● ● ● ●
  5. 5. Transparency How transparent are they with their clients? 1. Will they give you account administrative access to ALL of your campaigns? 2. How do they report on bad news and performance issues? 3. How do they track projects and task progress?
  6. 6. Team Structure What does their team structure look like & how does it work? 1. How many contacts would you have? 2. What happens if your AM goes on vacation and has to be out of the office on short notice - who looks after the account? 3. What happens if your AM leaves the company? a. What’s the transition process look like?
  7. 7. How do they talk about KPIs? 1. In referencing past clients, are they relating to metrics that are based on conversions? 2. Do they focus only on CPC, CTR, and Quality Score? 3. Can they connect their work to real business impact? Do they focus on top of funnel or bottom line goals? 1. Do they talk about goals in your business’s language? 2. Do you they ask about numbers and metrics that will result in sales for you? 3. Do they ask for access to backend or lead data from your side?
  8. 8. Reactive or Proactive? Are they a reactive or a proactive agency? 1. How do they deal with things that could potentially become an issue down the road? 2. How do they deal with a “fire” right then? 3. How long does it take them on average to implement changes in an account? 4. Do they have a framework for future changes and plans?
  9. 9. Are they a specialist or a generalist? ● Do they specialize in PPC? ● Is PPC the only channel they manage? ● What other channels do they manage as an agency? ● How do they run reports for channels? Is it just for the one that is performing the best or do they do an analysis of all channels and how they are supporting each other?
  10. 10. Communication Style What does their communication style like? 1. What does their communication structure look like? 2. How often will you have meetings/calls with them? 3. Is there an agenda set for every meeting? 4. How often will you meet with them in person? 5. What’s the average time you can expect to get a response on questions?
  11. 11. Do their fees look realistic? 1. What are their fees and how do they compare to competitors? 2. Is the work being performed happening at the agency or will the work be outsourced? Do they talk about expansion? 1. Do they talk about channels beyond the ones you are already spending in? 2. Do they reference your integrated marketing plan or only one area? 3. Do they have stories where they have expanded with other clients?
  12. 12. Download additional resources! ● How to Find the Best Marketing Agency for Your Brand [Whitepaper] ● Is Your Brand’s Marketing In-House? Why You Should Still Be Partnering with an Agency [Infographic] ● The Total Economic Impact of Hanapin Marketing’s PPC Campaign Management Services [Report] ● The State of PPC 2019-2020 [Report] ● The State of Paid Social 2019 [Report]
  13. 13. Thank you for joining! Contact us directly marketing@hanapinmarketing.com

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