Any type of agency is capable of preparing a good presentation, highlighting values, strengths, and even proposing innovative ideas that seem viable in theory, but in practice are very complicated or impossible to implement. However, each company needs to establish its own search criteria to choose the one that suits it and, of course, to choose the best one. We are going to present a series of recommendations to take into account when hiring a digital marketing agency .
Once the functions for which a digital marketing agency is to be hired are clear, the hard task of screening candidates until the chosen one is found begins. Therefore, the first selection criterion must be experience and knowledge of the task that is to be delegated to it. If you want, for example, to hire a marketing agency to handle SEO and SEM, it must answer several questions: do they have experience in the field of positioning? Do they already have their own resources that know how to handle the needs of the account? If the answer to questions like these is Yes, then they will move on to the next criterion.
Before moving on to the next point, we also recommend that you read these recommendations from Google on the points to take into account when hiring an SEO agency .
This criterion should be one of adaptation and flexibility. A digital marketing agency may ukraine phone number be very good for a sector or certain types of projects, however, it may not be as effective when transferring its methodology to other sectors or completely different projects. This may be for various reasons, either because they do not understand the market, because they do not have the appropriate tools or simply because they do not know how to innovate when adapting their techniques to a new client. Introducing these issues into the screening of digital marketing agencies will cause many to disappear from the list of candidates. To give a practical example, there are agencies specialized in projects focused on obtaining leads and others that are more specialized in e-commerce. They may be projects from the same sector, but very different from each other; optimizing the conversion of a project focused on obtaining leads is not the same as optimizing the conversion of an online store.
In relation to this, a marketing agency working on third-party campaigns must have a 360º vision , capable of offering a global point of view on all actions, connecting them and creating synergy between them. In this way, it will be able to contribute new ideas that allow for greater performance and, therefore, greater profit. So it is very important to take this virtue into account when hiring an agency.
Not many companies ask their agencies for results before starting to work with them. But the truth is that they should, because no matter how many success stories they try to sell, what is needed from them is a return on investment and increased profits. And this would be the definitive requirement for hiring a digital marketing agency.
Here is another practical example that the digital marketing agency Miss Conversion has told us about. They share with us the case of one of their clients, the Valencian company Sadival. A company with more than 40 years of experience in the Christmas basket sector decided to put out to tender the vacant agency they had available. In order to choose the most suitable agency for their business, they decided to base themselves solely and exclusively on the results obtained and not on the promises presented. Why such a direct decision?
According to Sadival owner Antonio Gea:
All the agencies I have worked with have the same approach: everything looks great before the campaign begins. But when the campaign is over, the results don't come or take too long to come. After several negative experiences with different agencies, I decided to work with the best results agency. In order to find it, I held a competition and I chose two finalist agencies, both with a very similar approach. Each of the two agencies had the same product, but in different stores. I assigned each agency the same budget so that they could distribute it in the way they considered, but with the condition of achieving the highest possible turnover. The agency that achieved the highest turnover won the competition and kept the projects of the entire group. And all this in just a little over a month, which is how long the Christmas basket campaign lasts.