Are you ready to commit?
If you’re in the market for a digital marketing agency, it‘s most likely because:
You’ve outgrown your current one; or
You're seeking to outsource your digital marketing efforts
Choosing the right agency is crucial as it can lead to a long-term partnership or a short-lived engagement. Having worked at agencies, I've noticed certain crucial aspects often overlooked or left undiscussed. Before committing to a partnership, ensure you ask the following questions often neglected in initial discussions:
Account ownership: Who retains ownership of the accounts?
This is a pivotal question. You should insist on retaining ownership. Just as in any relationship, there's a possibility of it ending, and you'll want control over your assets and data. For designs, ensure you obtain all raw files for future edits. If the agency owns everything and the relationship ends, restarting becomes a costly and time-consuming affair.
Reporting and analysis: Can I see examples of your reporting, and can we discuss the progress and results?
Ensure that your monthly or end-report contains information of the agency’s efforts. What you don’t want to see is a cookie-cutter report that every client receives. The report should only reflect on the agency's efforts and how it translates into tangible impacts on your bottom line. They should also allocate time for a detailed review of reports, fostering communication and transparency.
Cost and contractual obligations: What are the costs, and what’s the process for terminating the contract?
Establish your budgetary constraints upfront to avoid surprises later. Some agencies may require lengthy contracts and monthly retainers, so transparency regarding pricing structures is vital. Understand the repercussions of terminating the contract prematurely, including penalties and notice periods, to mitigate risks associated with unforeseen circumstances.
Communication and account management: Who will I be working with, and what’s the communication protocol?
Clarity regarding your main point of contact is essential. Determine whether you'll have direct access to an account manager or if communication will be routed through a general inbox. Understand the workload of your account manager and whether your tasks will be outsourced to freelancers. Ensuring adequate attention to your account is crucial for maximizing the value of your investment.
By addressing these often-overlooked questions, you can make an informed decision when selecting a digital marketing agency, fostering a fruitful and mutually beneficial partnership.
