Full transparency should be the first criterion when choosing the right digital agency for your business. Credibility is important. Be sure to determine the agency’s credibility and experience. Read through client testimonials on its website and review sites like Clutch, Expertise and even Yelp.
How do I choose the right digital marketing agency?
7 characteristics that make a great digital marketing agency
- A sizable portfolio and/or list of past clients.
- Experienced and specialized team members.
- Social proof and a strong industry reputation.
- Similar core values and company culture.
- A well-designed website.
- They don’t make outlandish promises.
How do I choose an agency?
Before you choose an advertising agency, you should:
- find out the size of the agency.
- check if they are members of any professional associations.
- ask what media they specialise in and if they have any particular creative strategies they prefer to use.
- examine their past campaigns and find out how successful they were.
How can I get more clients for digital marketing?
Start with these top ways to get more agency clients.
- Treat Yourself Like Your Own Client.
- Get Out from Behind the Desk.
- Take Advantage of Online Directories.
- Prioritize Your Portfolio.
- Blog About Marketing.
- Get Interactive for Finding More Digital Marketing Potential Customers.
- Build a Following with Your Email Newsletters.
How do I get my first marketing client?
How to Find Your First Client: A Guide
- Educate yourself. The first key in getting clients is to know your market.
- Get an online presence.
- Leverage social media.
- Use inbound marketing.
- Pet personal.
- Demonstrate value.
- Be consultative in your approach.
How do you convince a client to advertise you?
7 Tricks to Convince the Client to Buy
- Be natural and do not use scripts.
- Ask about the clients’ well-being.
- Use names while talking with a client.
- Prove that your products are better than those offered by competitors.
- Keep initiating further conversation.
- Specify the positive characteristics of the customer.
- Act on emotions.
How do I get potential clients?
It turns out that a seven-step approach works best for attracting new clients.
- Identify Your Ideal Client.
- Discover Where Your Customer Lives.
- Know Your Business Inside and Out.
- Position Yourself as the Answer.
- Try Direct Response Marketing.
- Build Partnerships.
- Follow Up.
How do I get my first 10 clients?
How to Get Your First 10 Clients
- Hustle. Get my point?
- Networking Events. When you’re just getting started, sorry but your time really isn’t worth anything.
- One-On-One Coffee Meetings.
- Plan Your Day Wisely.
- Waste Money on Advertising.
- Spend Tons of Time and Money on Your Website.
- Don’t Worry Over the Aesthetics.
How do you find your first 10 customers?
How To Get Your First 10 Customers Onboard?
- Identify the need.
- Identify your market.
- Position your Product as the Answer.
- Identify your first customers.
- Use your Network for Acquiring First Customers.
- Founders do the marketing.
- Listen to Your First Customers and Follow Up.
How to Choose the Right Content Marketing Agency
Hiring an agency has always been more of an art than a science, and this is no different today. The participants in a recent CMWorld Twitter Chat with Paul Roetzer (@paulroetzer), author of The Marketing Agency Blueprint, said that in the age of content marketing, it has become even more difficult to succeed in business. For example, because content marketing has turned into a “gold rush” attitude, a great number of social media, search engine optimization (SEO), advertising and other businesses have rebranded themselves as content marketing organizations in order to claim a piece of the action.
While participating in the CMWorld Twitter Chat, participants shared a variety of useful tips for making the process of finding and qualifying content marketing agencies easier and more dependable.
Qualities to look for
Subject matter expertise: Outstanding, high-impact content marketing cannot be generated unless the author has a solid grasp of the industry or marketplace in which your business operates. To put it another way, subject matter knowledge is required. Brands should constantly search for knowledge with the industry in which they operate. If an agency does not understand how to traverse the vertical, this is a negative sign. — @lucasmillerwsu (@lucasmillerwsu) A significant consideration in the selection of advertising and public relations companies has always been the quality of the work produced.
- Apart from that, you don’t want to be paying an agency to teach you about your industry; it is something that should be done on the agency’s own time instead.
- What criteria should you use to determine subject matter expertise?
- Examine the material that they are putting out on these platforms.
- What kind of responses do people give in comments and online discussions?
- It is also feasible to chat with the agency’s clients in order to have a more accurate understanding of the degree of subject matter expertise.
That they put their words into action by doing so: Participants in the CMWorld Twitter Chat were unanimous in their agreement on one important point: content marketing firms should not behave like “shoemaker’s children.” They must have strong content marketing and branding activities in place in order to advertise their services and convert potential customers into paying customers.
Look for marketing companies who are utilizing content marketing to grow and differentiate their businesses from the competition.
—@paulroetzer Otherwise, why would I choose an agency that does not have a strong content strategy of its own?
This might be an indication that the agency’s dedication to content marketing isn’t as strong as it should be, especially if its presence is only sporadically visible.
Insights on the future of content marketing There are a variety of approaches for agencies to establish thought leadership and attract the attention of prospective customers, including the following:
- Speaking at conferences such as Content Marketing World and other industry-relevant events
- Organizing a series of webinars on the topic of content marketing Writing authoritative essays with a compelling point of view is something I enjoy doing. Participation in discussion forums on the internet
Key questions to ask when interviewing agencies
It is crucial to ask the proper questions throughout the agency interviewing process in order to select an agency that is a suitable fit for your business. The following are some of the questions that participants in the CMWorld Twitter Chat proposed that companies should ask of their potential partners: Interrogate them about clientele who work in comparable businesses or who have had similar issues as you: This might assist you in determining whether or not an agency has previous experience working with a brand comparable to yours, for which they have assisted in the resolution of similar content difficulties.
This sort of “proof of performance” is extremely valuable, but it is not always straightforward to get.
- Look for relevant case studies: If the company has just expanded its services to include content marketing, it may be difficult to identify relevant case studies. Using terms relating to your sector, search inside LinkedIn Groups, Google+ Communities, and other online forums, and look for agencies that are willing to lend their experience. Look for stories about the firm in local newspapers or advertising and marketing periodicals to learn more about it. Attend gatherings hosted by your local advertising and marketing association and get referrals from your colleagues: Which agencies are they aware of that have experience in your business or market? What is their contact information? Posting this type of inquiry in an online group, on the other hand, is not encouraged since the reaction may be equivalent to tossing meat into a shiver of sharks
- Instead, exercise your discretion.
Inquire about instances of excellent methods they have developed for previous clients: Examine how the agency thinks — and how they have converted this into content that has generated bottom-line outcomes for its customers — before hiring them. When speaking with agency workers, don’t be hesitant to ask them for information on their case studies – particularly pertinent data that demonstrates precisely how big of an impact their content marketing activities have had. Don’t be satisfied with ambiguous explanations or criticism.
- Inquire about a list of their clientele with whom you can speak: Depending on a prefabricated presentation of an agency’s skills will not provide you with enough information to make an informed selection, especially since many companies profess to be content marketers but are not.
- If you engage in these dialogues, you will have a more accurate and thorough understanding of how the agency operates — as well as the results it has accomplished on behalf of its clients.
- It was also advised by participants that you ask questions that can help you better grasp the agency’s culture and beliefs, such as the following: Do they have a thorough grasp of your company’s operations?
- —@KelseySpellman This is an instance in which having strong connections inside your business or market might be advantageous.
- However, if you network among your peers and ask the right questions, you may be able to unearth stories of instances where the business was less successful and learn a few things about its possible flaws.
- Study their experiences and, if at all feasible, speak with the former customer personally to obtain their viewpoint on what transpired in the first place.
- An great agency connection is a result of a mix of talents and chemistry between the parties.
- Inquire as many queries as you can.
Obtain impartial information on the clientele and track record of each agency. For the rest, go with your instincts. Most likely, your brand will not benefit from the agency if the chemistry doesn’t feel right throughout the meeting.
How to measure the effectiveness of agencies
It was brought up at a recent CMWorld Twitter Chat that participants were questioned how a brand can evaluate the efficacy of agencies when all they have to go on is the agency’ polished PowerPoint presentations, case studies posted on its website, and its responses to your inquiries. These content marketing pros highlighted numerous critical signs to keep an eye out for, including the following: Keep an eye out for the agency that claims to have all of the answers before learning the questions.
—@ProjectSocializ Check to see if they are asking you the correct questions – are they prodding you about your goals, target audience, and so on?
All three of these factors contribute to effectiveness.
As you learn about the strengths and limitations of each content marketing agency, you must make connections between the diverse pieces of information you’ve obtained and, more crucially, determine what you don’t know and what more questions you should ask.
- Participants in the CMWorld Twitter Chat were asked how a brand can evaluate the performance of the agencies it is interviewing when all it has to go on is the agency’s sanitized PowerPoint presentations, case studies posted on its website, and its responses to your queries. According to these content marketing pros, there are some significant signs to keep an eye out for: Keep an eye out for the agency that claims to have all of the answers before they have even asked the questions themselves. —@SueBrady Do they carry out market research in your sector to determine where your content would be most effective for your target market? —@ProjectSocializ Examine whether they are asking you the appropriate questions – for example, do they probe you about your goals, target audience, and so forth? — @atxcopywriter (Twitter handle) How well has the agency performed in the following areas: 1-listened and learnt 2-developed suitable objectives 3-delivered? It is all about effectiveness. —@angusmacaulay It is likely that one of the most difficult components of your due diligence will be determining the real results that an agency produced on behalf of its customers. During your research into the strengths and limitations of each content marketing agency, you must make connections between the diverse pieces of information you’ve obtained and, more significantly, determine what you don’t know and what more questions you should ask. This may be accomplished in a number of ways.
Handling content marketing in-house vs. outsourcing
Before starting the search for an agency, a company should determine what it can do internally and what it should consider outsourcing. Participants in the CMIWorld Twitter discussion were invited to provide their recommendations on how to make this critical choice. One practical strategy explored by the group is to identify skill gaps. For example, what content marketing abilities do your current employees lack? The use of outside agencies may also assist you deal with surges in your department’s workload, which can help keep your marketing campaigns running smoothly.
Determine whether or not a person’s talent matches his or her ambitions.
Fine-tune your strategy based on where you and your team get the greatest outcomes.
How to identify content marketing agencies
How can companies identify content marketing providers that are capable of meeting their needs? This list on the Content Marketing Institute’s website is a good place to start (it’s a good beginning point). CMI compiled this list for educational reasons only, and it does not imply endorsement of any of the organizations on it. Finding agencies is another option. Look for representatives who are willing to share their knowledge and skills in LinkedIn groups, for example (like the oneCMI operates).
This should lead you to the company’s home page on the internet.
Finally, seek for reputable articles regarding content marketing on big websites such as the Content Marketing Institute and MarketingProfs.com. Look for the author’s contact information, as well as the name of the company for which he or she works, on the internet.
Which agencies have experience in content marketing and where can businesses discover them? This list on the Content Marketing Institute’s website is a good place to start (and it’s free). Aiming to provide educational resources, CMI compiled this list but does not support any of the organizations on it. Search for representatives who are sharing their knowledge and experience in LinkedIn groups as another method of locating agencies (like the oneCMI operates). Once you’ve located someone whose point of view appears to be fascinating, you may learn more about him or her by clicking on the company name in his or her profile on LinkedIn.
Finally, seek for reputable articles regarding content marketing on big websites such as the Content Marketing Institute and MarketingProfs.
How To Choose The Right Digital Marketing Agency
As a result, there is frequently a trade-off between specialty and the flexibility of an agency to supply numerous services depending on the needs of a particular client at the moment, as well as in accordance with a wider, more comprehensive plan. Even if a given agency may be excellent at a wide variety of services, there are several areas in which you may want to pay particular attention. These include:
Web Design vs User Experience Design
Some web design agencies specialize in artistic, creative web design, whereas others specialize in user experience (UX) design, which creates more functional, user-centered designs that are often backed by user research, heatmap data, and artificial intelligence rather than more subjective and art-focused ideas and trends. Some web design agencies specialize in both artistic and creative web design, whereas others specialize in both user experience (UX) design and user research. In general, you can identify what style of design an agency specializes in by looking at their site.
Agencies specializing in user experience design are more concerned with outcomes, key performance indicators, and analytics — things that will really move the needle for your business and its users and customers – than they are with pleasing your internal marketing team and executive team.
TIP: Ask your agency if they consider themselves a creative design firm or a UX design firm.They will probably say “both”, but examine their service offerings, portfolio, and case studies to see for yourself.
Some agencies have strong internal technology teams, whilst others contract with third-party vendors or outsource their technological operations entirely. If you have a website or app that is moderately sophisticated, the danger of entrusting it to a less-technical organization is significantly increased. However, not only is there a concern for immediate delivery and budget, but also for the long-term maintainability and future-proof nature of the technology, which may easily lead to technical debt, which can then eat up your marketing budget in the future.
TIP: Ask your agency if they contract or outsource any of their projects and if they have any specific technical platform specializations.
Some agencies have strong internal technology teams, whilst others contract with third-party vendors or outsource their technological operations completely. Using a less-technical agency to develop a website or app that is moderately sophisticated increases the probability of failure significantly.
Not just for the immediate delivery, budget, and quality of the final product, but also for the long-term maintainability and future-proof nature of the technology, which may easily put you into technical debt, which can then eat away at your marketing budget in the long run.
TIP: Ask your agency about their SEO process and philosophy.If they say they will do and write everything for you, yet you have in-house expertise on certain topics that would allow you to write higher-quality content than they could, you should question their motives and trustworthiness.
Content marketing is closely related to SEO. With inbound marketing, you can get your content to rank highly on search engines and be linked from other websites, either naturally or through intentional outreach and link building. Content marketing is a very specific method of getting your content to rank highly on search engines and be linked from other websites. The content should therefore, in an ideal world, boost lead generation and be linked to email marketing campaigns. As you can see, this is a highly specific skill set, especially if your firm is also responsible for your website, as well as your digital strategy, and so on and so forth.
TIP: Ask your agency how they do content marketing and link building.If it involves promoting content via social media groups, blogger outreach, as well as focusing on creating ultra-high-quality content that can outrank other content, then they may know what they are doing.
A large number of paid advertising experts and firms are available to assist you in the execution of sponsored marketing initiatives. Ad text, creative, landing page message, and layout, as well as a value proposition to bring it all together, are all advantages of having the experience in-house. Additionally, having the technological skills to execute and optimize the actual ad campaigns, is a distinct advantage. For a marketing agency that does not specialize in paid advertising, this might be a difficult task.
TIP: Ask your agency about the concept of “ad scent”, and how they optimize landing pages and ad campaigns on an ongoing basis.Avoid agencies who don’t understand the concept of “ad scent” (matching the messaging between ads and landing pages) or who don’t have a clear optimization process in place.
Of course, you should constantly hunt for evidence to support your claims. There are some good, talented agencies out there who suffer from the “cobbler’s child has no shoes” problem, which means that they are either ineffective at marketing themselves because they are too busy serving their clients, or they rely heavily on word-of-mouth and referrals to attract new clients. Even these organizations, on the other hand, should be able to provide some sort of substantial evidence.
TIP: Don’t just rely on Google Reviews. Ask the agency to provide proof and examples.
It goes without saying that you should always seek evidence. There are some terrific, skilled agencies out there who suffer from the “cobbler’s child has no shoes” dilemma, which means that they are either ineffective at promoting themselves because they are too busy servicing their clients, or they rely largely on word-of-mouth and referrals to get their clients. It is expected that even these agencies will be able to provide some sort of credible evidence.
- What precisely do they give in terms of “SEO” without explicitly describing what you are receiving and how they go about it strategically? For example, are they peddling snake oil and merely addressing technical SEO issues? Do they attempt to lock you into their proprietary hosting platform or any other similar system, rather than allowing you to retain ownership of the system? Do their customer ratings and feedback reflect their character as human beings?
TIP: Use your intuition. Make honesty and human character an important deciding factor.Possibly the most important deciding factor.
Any successful digital marketing agency should be concerned with pushing the needle for your company, which involves placing a strong emphasis on key performance indicators (KPIs) and analytics.
TIP: The agency should mention metrics and data on its website, proposal, and conversations with you.
It is costly and inefficient to use digital marketing without first developing an effective digital marketing plan. However, even if you develop and implement your strategy in-house, there is nothing worse than working with an agency that doesn’t understand or offer value to your plan. Marketers already have a lot on their plates, and advertising companies should employ strategists who are knowledgeable and helpful in implementing a marketing plan and fulfilling corporate objectives, among other things.
TIP: The agency should list marketing strategy as a core competency.
When it comes to marketing, agencies who wish to take on every single duty and marketing effort on their own rather than collaborating with your internal team are just looking out for themselves.
TIP: Seek partnership, always.
Always endeavor to understand the added value that one agency may be able to provide over another – after all, it is the added value that matters the most. In the case of social media management (which is simply posting content and keeping track of social channels) being priced at the same rate as social media marketing (which is actually doing strategic work with your social media to bring in new business and pair with your SEO efforts), you shouldn’t consider these two price points to be apples-to-apples.
TIP: Don’t buy simply on price – always consider value.Ask agencies to clearly explain the value behind their pricing.
Making the decision to work with a content marketing agency is not an easy one. It can be even more difficult for business owners to choose the best content marketing company for their company because they must place their time, money, and brand in the hands of another company and team, knowing that they will manage your content, SEO, and other online marketing campaigns better than your team.When it comes time to make a decision, you want to make sure that you are choosing a good content marketing company that can meet your business needs and bring you the results you are looking for.
This period provided us with an opportunity to learn more about what goes into creating highly great content.
- In a content marketing firm, what should you look for
- How should you pick a content marketing agency
- What to anticipate from a public relations agency
- What characteristics distinguish a genuinely effective content marketing approach
- Tips for making the most of your advertising agency
Before we go into the specifics of each of these areas, let’s take a look at a few factors to bear in mind while selecting a Content Marketing Agency:
How Much Does Content Marketing Cost?
Costs associated with content marketing, which may appear to be on the expensive side at first, might result in a consistent growth in customers and revenues over time. For content marketing services, the following are some (very generic) price ranges to consider:
- According on the length and type of the contract, monthly retainers range from $750 to $5,000 or more
- Contract services range from $500 to $7,500. Pricing on a project-by-project basis ranges from $1,000 to $10,000 or more for major ongoing projects. Hourly consulting fees range from $100 to $300 per hour.
Based on a study of 500 SEO professionals, consultants, and agencies conducted by Moz in January 2013, these findings are presented. The price ranges are quite volatile. Because your individual company requirements can significantly alter these figures, it is critical that you discuss with the agency in detail before making any decisions.
How Quickly Can I Expect Results From My Content Marketing Company?
When it comes to content marketing, a plan that is focused on long-term success is typically the one that will be most successful. Of course, this is not true for all businesses, but as a general rule of thumb, you should wait 3-6 months before expecting to see significant improvements. It takes time to build organic search traffic from search engines. Do you believe that the sales rise you will get as a result of this cooperation will justify the costs of collaborating with them? This is the most effective method of determining whether the pricing is worthwhile to you and whether it is something you should pursue.
- How much more revenue can you generate for me in a year
- Approximately how long does it take to see effects on average
- When it comes to website traffic, what is the most significant form of traffic? When it comes to content, what form of material is most appropriate for my company
- On what schedule should my company’s content creation occur? What criteria do you use to select your content topics? What kind of search engine optimization methods do you have in place
In the section below, we’ll go over some more questions to ask a content marketing agency throughout the recruiting process.
After you’ve determined your monthly internet marketing budget, it’s time to look for the best fit among the available agencies.
7 Things To Look For In A Good Content Marketing Agency
So, what characteristics should you seek for in an advertising agency? When selecting the most effective content marketing solution for your company, you should keep each of the following aspects in mind:
1. Make Sure They Have A High Quality Website
Any SEO or Content Marketing agency should have a visually appealing website that contains high-quality content. If you visit their website and it isn’t updated, or if they aren’t putting out high-quality information, those are instant red flags to look out for. Why would they perform an amazing job for you if they are not doing it for themselves? I mean, it’s what their company is built on. It’s similar to the adage “Don’t trust the slim chef.”
2. Look at Their Past Work
The second thing you should check for on their website is examples of their previous work. Inquire about things like:
- Does the firm have a large number of positive comments about how easy it was to deal with them? Do they specialize in your industry? Have they previously worked with a company in your industry?
If you are unable to locate this information on their website, you should get in touch with them to learn more about their previous work. It shouldn’t be a deal breaker if they don’t have prior expertise in your specific business; after all, many content marketing organizations can operate at a high level in any area; but, knowing that they have worked in your industry previously can provide a sense of confidence in some situations.
3. Organic, Original, Quality Content
If you are unable to locate this information on their website, you should get in touch with them to learn more about their previous work. It shouldn’t be a deal breaker if they don’t have prior expertise in your specific business; after all, many content marketing organizations can operate at a high level in any area; but, knowing that they have worked in your industry previously can provide a sense of confidence in certain situations.
- Topics that have been well explored
- Content that blows the competition away
- Strong knowledge of your industry and the operations of your firm
- A thorough grasp of your target audience
- Production of a variety of different forms of content
This is also where search engine optimization comes into play.
4. A Solid Understanding of Search Engine Optimization (SEO)
Additionally, search engine optimization (SEO) is utilized.
5. Transparency and Confidence
You wish to collaborate with a professional. The content marketing firm you are contemplating should have the pride and confidence to show you what they have accomplished via their work, and you should be wary of doing business with them. Apart from that, when you do speak with a representative, you want them to be someone who is focused on outcomes and what they will be able to do for your organization. Because you are paying for results, not for a service. Content marketing specialists should be able to walk you through the entire process of how they study and plan out their content, how they generate it, and how they monitor its outcomes in order to understand how well it performs for their clients and for their company.
6. Continually Upgrading Content
Keep in mind that we already discussed the length of time it takes for content marketing efforts to produce results? As a result, allow me to share a small secret with you: It is the single most effective technique to significantly enhance your search traffic and lead production in a matter of weeks. Repurposing and improving your blog material This is exactly what we at PoofNewSales do for each and every one of our customers. Even if you do not have any existing blog material, you still have a website and pages that may benefit from paying attention to detail and updating.
We devote the initial few days of our collaboration with a new client on upgrading all of their top-performing pages in order to elevate them to the next level of performance with immediate and measurable outcomes.
7. Timely and Organized Reporting
Most individuals may not consider themselves to be geeks, but let’s face it, we all are. Anyone who is truly passionate about content marketing is also a data nerd. Make certain that the firm you select to partner with provides you with weekly or monthly (at the very least) updates on the performance of your website. Ensure that they are held accountable and that they often update you on everything they are doing to assist your site and how it is doing. There is no magic here, so it will take time, but being able to look back after 6 months and see the precise road your firm traveled to get to where it is today may be an important tool in continuing to improve your business and achieving your objectives.
Website visitors, conversion rate, and dwell time are some of the most important metrics that most organizations will want to analyze.
More information on crucial content marketing KPIs to look for may be found in this guide.
4 Tips for Selecting the Best Content Marketing Agency
In your quest for the most appropriate content marketing business for your purposes, there are a few helpful guidelines you can follow to ensure that you make the best decision possible.
1. Start With Your Inner Circle
Is there anyone in this field who you know or who you can put your trust in? Are there any of your business-owning friends who have mentioned how much their firm has improved as a result of their work with the blank and blank company? When it comes to relinquishing control or allowing others to into your business, the relationship you have with that person or firm must be extremely strong before you do so. As a result, reaching out to people you already know or who have been suggested to you is a good strategy.
2. Ask For A Sample Post
Whatever content marketing solution you pick, you want to be certain that it is the best fit for your needs. What better way to do this than to ask them to create a sample article that is precisely customized to your company? According to our experience, practically every agency that is approached with this request will be more than happy to oblige. If they aren’t, this should raise some red signals regarding whether or not you should collaborate with them. We provide free content marketing consultations to all of our clients in order to ensure that they are fully aware of what to anticipate from us and our services.
3. Help Them Understand Your Audience
When it comes time to choose a content marketing firm, you can expect them to have a thorough understanding of their field and be well-versed in it. Understand your target consumers as well as your industry and competitors to a certain level.
No one, on the other hand, knows your customers better than you do. By communicating this to your content marketing agency, you are allowing them to advance to a level of understanding that would have taken them many weeks to narrow down and fine tune on their own accord.
4. Take the Time to Understand Content Marketing
So many individuals believe that content marketing is the be-all and end-all solution for their client acquisition problems. To be clear, it is important at all phases of the marketing funnel, but it is most important in the beginning. However, in order for them to perform to their full potential, you must set reasonable expectations for them and understand how their services fit into your existing marketing plan. This implies that you must comprehend the distinctions between inbound and outbound marketing, as well as the appropriate balance to be maintained between the two.
Interested in learning more about content marketing before outsourcing?
Choosing the Right SEO Agency for Your Company
So now you know what to look for when attempting to discover the content marketing firm that is the perfect fit for your company’s specific needs. You may find that the professionals at Poofnewsales.com might be of assistance if you are actively looking for the ideal firm. To book a free consultation, please click on the icon below.
How to Choose the Right B2B Content Marketing Agency
There’s no doubting that content marketing has become an increasingly important driver of a B2B marketing strategy, no matter what metrics you use or what articles you read to support this claim. The epidemic has only served to shed a larger focus on the importance of content marketing, which, when done correctly, is incontrovertible. Many B2B product, service, and software firms are on the lookout for a content marketing agency as a result of this ever-increasing focus, as well as a variety of other considerations.
First and first, it is necessary to understand why more and more organizations are turning to specialized agencies and how this affects your process before you can decide.
Full Service Sounds Good, But Rarely Delivers
The notion that a “full-service” marketing agency can provide a wide range of marketing services, each of which is at or near the 99th percentile, is no longer valid. In recent years, as marketing has gotten increasingly specialized, corporate executives have recognized that it is impossible to complete the most complex job in every subject through a single organization. In reality, the term “full service” is a cliche that has become out of date over the years. Consider the implications of this.
What do you do if you want a high-performance German vehicle?
The business reasoning is straightforward.
As a result, some service areas will naturally receive more attention and resources, allowing them to ascend to the top, while others will go in the other way.
After that, we’ll go into your tactical strategy for choosing the best firm.
Questions to Ask Yourself Before You Ask Your Content Marketing Partner
The notion that a “full-service” marketing agency can provide a wide range of marketing services, each of which is at or near the 99th percentile, is no longer viable. Due to the increasing specialization of marketing, corporate executives have discovered that it is impossible to have the most advanced work done across all disciplines through a single organization. In reality, the term “full service” is a cliche that has become obsolete. Put it this way: TGI Friday’s or The Palm are the greatest places to go for the tastiest steak.
There isn’t much to the business rationale.
As a result, some service areas will naturally receive more attention and resources, allowing them to rise to the top, while others will naturally decline and fall to the bottom.
After that, we’ll go into your tactical advice for choosing the best company.
What to Ask Your Content Marketing Agency Suitors
Having completed your soul-searching, it’s time to begin vetting content marketing services. For every vetting criteria you should examine, there are scenarios and typical hazards to avoid, which should be avoided at all costs. Consider if the content marketing firms seem quite comfortable in their own skin when they talk about themselves. This includes how they talk about themselves in terms of their company, their focus, their people, and their approach. When it comes to personal relationships, how do you know when you’ve met someone who is completely confident in their own skin – both in terms of who they are and, more significantly, who they are not?
Confidence should ooze from their pores if they’ve completed the task successfully.
Inquire with each agency about their own limitations and blind spots.
Keep an eye out for:
- The sales machine is comprised of the following components: The number of full-service and speciality agencies whose dedication to new business surpasses their ability to offer services or maintain clients is substantial. Their sales representatives are well-versed in the ins and outs of what to say and when. These professionals are well-versed in all of the conceivable objections, how to reference particular customer outcomes, and how to take a prospect from initial enquiry to closure in a methodical manner. Make use of your instincts in this situation. Inquire about speaking with other non-sales team members. The CEO in the role of salesperson: In most small- to medium-sized businesses, the CEO will be the most effective salesperson. by a long shot. The CEO, on the other hand, is not always involved in the day-to-day operations. Remember to speak with someone who is involved in the implementation of content marketing strategies once more.
Consider accomplishments, but look deeper into how they were achieved – what it needed in terms of dedication, organization, and financial resources to achieve those results. Sure, I could tell you about a customer for whom we generate hundreds of thousands of page views each month and for whom practically every blog post eventually ranks in the top ten for targeted search phrases. The client’s earned media comes organically as a result of producing topical items on a monthly basis. However, our client is a corporation that already had a strong brand recognition before we began working with them.
In addition, they spend more than $500K on content marketing.
However, each organization enters into a relationship with its unique set of advantages and disadvantages. You must determine what it will take for you to achieve your goals with the assistance of a possible content marketing firm. Keep an eye out for:
- The one-client wonders: More agencies than you realize rely on a single customer to generate more than half of their total income. It’s a scary scenario for agencies, but no one will be willing to leave with that kind of income in their pockets. It’s not that their one example is worthless
- The work may be fantastic, and the circumstance may be precisely like yours
- It’s just that theirs is unique. However, you need at the very least be able to comprehend a few samples (you don’t need ten) of their work and outcomes in order to determine where your organization may fit in
3rd, look through example content (lots of them). Assuming that the work is excellent, inquire as to how they are able to produce such high-quality material. This is the stage at which you should be concentrating only on content generation. If the samples aren’t up to par, it’s evident that you’ll walk away. However, if they are excellent, the following step is to inquire as to how they completed the task. When it comes to creating high-quality content, is there a secret sauce? How does this organization handle its procedure in order to achieve the best level of quality possible?
How do you know you’re working with the appropriate writer?
When it comes to samples, make sure you request them in a variety of formats from a variety of clients.
Keep an eye out for:
- The “content factory”: Everything they produce will have a high level of volume to it. There are hundreds of customers. There are thousands of different bits of material. Within content marketing, there are dozens of service lines. They have a total of ten offices across the world. You can almost guarantee that they have their price “packages” published on their website.
When it comes to the “content factory,” you’ll find that they put a lot of emphasis on quantity. Customers in the dozens and hundreds Content that number in the thousands. Within content marketing, there are dozens of service lines to consider. They have ten offices in different countries. You can almost guarantee that they have their price “packages” published on their website;
- The role of science in some businesses: Some businesses were born out of disciplines that have traditionally relied on science for their survival. PPC and SEO agencies will sling statistics on you at every meeting, sometimes to the point that your results-oriented self feels, “I have no choice but to hire these folks.”. Take a look at the numbers.” Keep in mind, however, that such companies may be attempting a land grab in content marketing without having the art or the artists to execute in that field.
5. Identify and record your distinctive messages. Identifying and documenting your differentiating messages may be the most significant component of any early content marketing endeavor. Themes and subjects for your content, which serve as the foundation of your editorial calendar, are driven by core messaging. Every agency places a different amount of importance on core messaging and utilizes it in a different way to shape content selections. Consider each company’s methodology, including how they arrive at a message framework and how they utilize it to create and make decisions on their editorial calendars, both short- and long-term.Beware of the following pitfalls:
- 5. Identify and record your distinct messages early in the process. Identifying and documenting your differentiating messages may be the most crucial component of your early content marketing efforts. Every agency places a different amount of importance on core message, and each utilizes it in a different way to shape content selections. And it undoubtedly drives your content themes and subjects, which form the foundation of your editorial calendar. Consider each company’s methodology, including how they arrive at a message framework and how they utilize it to create and make decisions about their editorial calendars, both short- and long-term.Be wary of the following things:
Bonus: Inquire of the firms that have risen to the top of your candidate list about the process they use to pick their clients. In order to build sustainable partnerships, a good company must constantly evaluate the characteristics that foster long-term trust. Short-term, confrontational connections undermine employee confidence while also harming the agency’s brand and bottom line. An advanced organization is therefore virtually always prepared to walk away from a transaction that appears to be less than optimal.
You should now be able to work it out on your own.
About Mike Sweeney:
As co-founder and CEO of Right Source, Mike Sweeney is responsible for developing, planning, and implementing our vision, purpose, culture, and strategic direction, as well as acting as an adviser to our clients. Mike graduated from the University of Notre Dame with a bachelor’s degree in business administration with a concentration in marketing.
He has more than 20 years of expertise in B2B marketing strategy, including digital, content, and marketing technology. Mike can be found on Twitter and LinkedIn, and his previous writings can be found here.
How to Choose the Right Digital Marketing Agency
The fact that you’re preparing to spend money on a digital marketing agency gives you peace of mind that your money is being put to good use. But, how do you go about finding a reputable agency? If you’re fed up with being duped by agencies who make great promises but fail to deliver, have a look at our list of agency red flags.
How to Find the Right Digital Marketing Agency for Your Local Business
So, how do you go about selecting the best advertising agency? Some of the agency red signals that should send you fleeing will be discussed, as well as options for choosing an agency that is genuinely interested in your success. Red Flag1: The agency wants you to sign a contract that will last a year or longer. Good agencies will not try to tie you down to long-term agreements. They’ll provide you the ability to choose how long you’ll be working with them. The company will instead put out their best effort to achieve excellent results in order to retain your business, rather of tying you to a contract that you cannot get out of if their marketing efforts are unsuccessful.
In addition, you do not have a dedicated account manager or you are collaborating with a contact center, which is a red flag.
Furthermore, you should not be required to speak with a different individual each time you call.
If it is just one person, it is fantastic.
Solution: When interviewing agencies, inquire as to whether you will be assigned a dedicated account manager or marketing strategist to work with.
Red Flag3: They only provide rigid, pre-set blueprints with no room for customization.
Your marketing firm should meet with you to discuss your objectives and develop a plan to assist you in achieving those objectives.
The solution is to select an agency that will truly collaborate with you rather than trying to lock you into a package that gives no flexibility or personalization.
If the agency refuses to provide you with access to analytics, you should look for another firm that will allow you to track the effectiveness of your marketing campaigns with them instead.
Solution: In addition, the ideal digital marketing firm will provide you with access to your data and will communicate with you about the analytics as they strive to enhance your marketing success.
We believe you have a right to know where your marketing dollars are being spent and how that spending is impacting your company.
If you receive a phone call from an agency promising to move your company to the top of search results within a week of signing up, find out how they plan to do it.
If, on the other hand, they guarantee that they will bring you to the top of Google without utilizing advertising, run away immediately.
Identify an agency that is realistic about the amount of time it will take to boost your local search rankings.
Keep these warning signs in mind, and look for a digital marketing agency that will collaborate with you rather than providing a one-size-fits-all solution.
This will save you both money and time, and you will experience greater development as a result of working with an honest, transparent agency that is committed to your success from the beginning.