How to choose the right marketing agency to represent your company.

One of the most common questions listeners ask of our radio show is how to hire a marketing agency they can trust.  If you are looking for an internet marketing agency, what should you consider?  We’ve compiled our most common listener questions with our responses.

Are references a good way to tell if a marketing agency is any good?

They are basically worthless.  No one is going to give you a bad reference.  There is no central place you can go for professional certifications or performance records.  And don’t be fooled by what appear to be impressive client lists…many go through multiple vendors over time like groupies after rock stars.  We recommend asking for actual client statements with the names blanked out.  Ask for 5-7 accounts to look at and to get them within 3 days – this avoids the possibility of fictitious results.  Finally get results from people like you, maybe not in your industry but definitely of your size and scale.

How can I evaluate the performance of a marketing agency?

Look at the statements you receive.  Compare them at different points and time and look at what has changed.  If you see the type changes you are looking for, especially over established periods of time, you have a good indicator into the marketing agency.

Should you hire a marketing advisor recommended by friends?

Do your own research.  Family and friends rarely know how to determine the quality of marketing companies and their ability to help you.  Remember, Bernie Madoff added clients to his Ponzi scheme recommended by their family and friends.

What if the marketing agency just opened or is a one person shop?

With downsizing and worker disenchantment with corporations, this is a common option.  Make sure the agency or person is involved in industry trade organizations as membership is a reflection of professional commitment.  Find out what happens if they can’t complete the work for any reason.  As with any agency, proceed with care as your biggest risks are bad or unethical advice.

How do you know if you can trust the marketing agency?

A great way to reduce your risk is to determine the agency’s involvement in the marketing industry.  The stronger the agency’s involvement with trade organizations, industry events and speaking, the more likely it is to be committed to trustworthy interactions.  Check their record with trade associations and local and state agencies.

How can I find a marketing agency that good in a bad economy?

This is one of my favorite questions as many marketing companies out there today have never produced results for clients in depressed industries or trying economic times.  Look at how the agency interacts with you.  Do they express an interest in your return-on-investment, including their fees, in the calculations?  Are they interested in providing programs for growth and strong cash flow?  Finally, do they work with you to sell more to existing customers, as existing customers are the place to turn to first for revenue in trying times.

Anything else to be considered?

Find out exactly who will be doing the work on your account.  At many agencies it won’t be the person selling you, and it may be some low priced kid right out of college.  Find out about how they gained their expertise, the associations they belong to and any of their professional certifications.  All of these things reflect a commitment to the profession and are a good indicator of professional ethics and qualifications.