Marketing is an essential part of any B2B company or non-for-profit organisation. The need to promote a product or service to potential customers, donors or supporters is always present, especially in a competitive, market driven economy.
However, many companies do not have an in-house marketing team due to lack of resources or expertise.
That’s where marketing agencies come in.
Choosing the right marketing agency for your B2B or NFP is essential so that they can align with your marketing objectives, fit your budget and align with your brand’s culture and values.
Here are 7 tips on how to choose the right marketing agency partner for you:
1. Define your Objectives and Budget
The first step in choosing the right marketing agency is to define your marketing objectives and determine your budget.
What are your goals when it comes to product and service promotion? Do you need help with social media, content marketing or lead generation? Identifying the aspects of your marketing strategy that need attention will help you zero-in on the agency that’s right for you.
Additionally, developing a clear budgetary framework for your marketing needs will help you gauge if an agency’s pricing structure aligns with what you are willing to pay.
2. Look for Relevant Industry Experience
Choosing the right marketing agency partner depends heavily on their relevant industry experience.
The right agency for you will ideally possess a deep understanding of your target audience and will have worked for similar organisations as yours.
Moreover, remember that bigger isn’t always better. An agency with a wealth of experience is a positive trait, but keep in mind that the bigger the agency, the less likely it is for them to give you as much individualised attention or flexibility.
3. Evaluate their Services and Capabilities
To properly evaluate an agency’s capabilities, consider the following:
- Strategy Development: A good marketing agency should be able to help you develop a sound marketing strategy and have previous experience doing so for different types of businesses and organisations.
- Branding: An agency should be able to help you develop and maintain a strong brand image that resonates with your target audience. This includes brand identity, strong messaging, and positioning that sets you apart from your competitors.
- In-House Capabilities: A marketing agency should have a team of experts with diverse skill-sets. Whether it be strategists, copywriters, project managers or designers; an agency should be able to cover the marketing needs of B2Bs and NFPs across the board.
- Network of Experts: In case an agency’s in-house capabilities are insufficient, they should be able to draw upon a network of specialised services such as SEO, PPC or PR.
4. Consider their Approach and Philosophy
Perhaps one of the most important points: choosing an agency that aligns with your values and mission. Choosing a marketing agency that shares your values will foster a more productive and collaborative work relationship.
Further, when an agency shares your philosophy, they are more likely to be invested in your success and deliver high-quality work that meets your needs.
MIH’s commitment to ethical practices, honesty and integrity, for example, demonstrate our customer-driven values and approach toward every project we take on.
5. Evaluate their Communication and Transparency
Communication is key. We’ve all heard this before. And yet, as much as this phrase is overused, it couldn’t be more true.
In choosing the right agency for you, make sure to look for transparent and honest communication, as well as regular contact. A good agency should be able to respond to your questions or requests without delay and avoid any misunderstandings.
6. Consider their Culture and Team
An agency’s culture and team are critical factors that determine whether or not they will be able to work with your B2B or NFP successfully.
Apart from their values and mission, which we discussed earlier, there are many other variables to consider, including their commitment to diversity and inclusion, collaboration and teamwork, flexibility and culture of continuous learning, and their accountability and transparency.
An agency that prioritises a positive, values-driven work culture will more than likely be a good collaborator and execute their work with commitment and responsibility.
7. Maximising tour ROMI (return on marketing investment)
When working with an agency, it is crucial to consider your ROMI so you can make informed, data-driven decisions as you move forward with your marketing strategy.
- Set Measurable Goals: As you communicate with an agency, you must set specific and measurable goals that you can always revisit and review. SMART goals, for example, enable you to consider their relevancy and attainability.
- Repurposing Content: Repurposing content that an agency provides you is a clever way to get more value out of your existing content, as well as reach new audiences. Work with your agency to create a wide range of content such as blog posts, social media content and infographics to apply to various media channels.
- Measure Your ROI: Make sure to measure the return on investment on each marketing campaign to determine which campaigns are more effective, and where to redirect your budget. Communicate this information to the marketing agency you’re working with for optimal ROMI.
Final Thoughts
Choosing the right marketing agency partner for your B2B or NFP can be daunting to say the least. But it is one of the most important steps you’ll take in securing your success as a company or organisation.
Make sure to carefully define your objectives and develop a clear budget that aligns with an agency’s pricing structure.
Furthermore, pay attention to their relevant industry experience and evaluate their capabilities. Focus on whether or not their philosophy and values align with your B2B or NFP, and zero-in on their communication skills and team culture.
Finally, work with your agency to maximise your ROMI and make informed decisions.
By following these tips, you can equip yourself with all the tools you need to pick the right marketing agency partner for you!
Find these tips helpful?