Hiring an agency is like dating. Your decision to hire is guided by a swirling mix of logic and emotion. Every agency you talk to will be eager to proverbially “wife you up,” but you can’t jump into this relationship game with just anyone. You need to make sure you know the correct things you should ask agencies.
Your goal is to weed out the agencies who under-deliver, and identify the one who will bust their tail to do great work and uphold an amazing relationship with you. If you’re hunting for a great digital agency there are some incredibly important things you should ask agencies:
Things To Ask Agencies #1
What Is Your Approach To Social Media?
A lot of ad agencies have bolt-on social media and advertising “services”, but is this right for your company? More importantly, do you know the things you should ask agencies to determine what is right for your business. This question is crafted to weed out the fakers. Any agency with the right knowledge will have a carefully crafted process for their social media clients. They will have a plan. Typically it starts with a n audit of your existing content, an analysis of your brand voice and a content plan that is guided by your goals. They also should have a plan for a PR crisis, and a guide on how to react to negative activity from fans. If you ask this question and the potential agency fails to provide substance: onto the next one.
Things To Ask Agencies #2
How Do You Handle Creative Work?
You need to work with creative-minded people if you want a fun, smart or brilliant campaign idea. Make sure your agency has a happy creative team on staff. Working vicariously through freelancers can be great on a project basis, but any agency who values creative work will staff people with those skills. Make sure they aren’t the type of agency who gets bogged down in process and over-planning (read: bullshit). Operating that way is a complete killer of good ideas, which is what you wanted in the first place.
Things To Ask Agencies #3
How Do You Plan To Measure Our Campaign?
Let’s be real. A lot of agencies are great with execution but bad with measurement. As a client, you need to keep your agency on notice. Ask for reporting and data on everything you do and insist that it’s tied back to your biggest goals. There is a lot of bogus data collecting and reporting out there. Be sure your agency does the level of analysis required to connect digital and social data back to your bottom line.
It’s important to know what you want out of a relationship with your digital agency, and the things you should ask agencies. Keep in mind — both in business and dating — there are no knights in shining armor. But if you’re smart with your selection, you’ll find a valuable partner who makes your life better.
Now you know the things you should ask agencies, what’s next?
Ladies and gentlemen, the shameless plug:
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