This article will tell you what you MUST know before hiring a marketing agency. But first, I want to share the easiest — and hardest — “this ain’t happening” moments of my pre-marital dating experience. =) This TMI is for illustrative purposes only and, I promise it applies.
First, the easiest. I went out on a date with a guy who intrigued me…. He was from a different country, he was smart and driven and fit. After our date, we went back to my apartment, where he tried to get really friendly, really fast. With my hand pushing on his chest, I said something along the lines of, “This isn’t going to happen.” In his drunken state, he slurred in that oh-so-cool accent, “Oh, I know, We have to have a condom.”
My exact words, “Uh, naw dude… This ain’t happening, like, at all.”
You can imagine my southern drawl in action. This was a super easy “NO” for me… a yes was actually never even considered for a moment. First, this guy intrigued me, but only intellectually. But, most importantly, LIKE MANY MARKETING FIRMS, he conveniently forgot that there was a LONG ROAD between a first date and the bedroom. At least for me.
Now, for the hardest…. which happened to be with my Mister. THIS man, on the contrary, intrigued me in EVERY way. He was and is so incredibly confident, it’s sexy. Still, things were headed in “that” direction and I interrupted him with a hand on his chest and said, “We’re not going to do this.” A VERY tough “no.” But, I — unlike many marketing firms — knew that there was a great distance between “hookup” and wife.
And I wanted — well before our first kiss — to be his wife. I wanted this relationship to go the distance. Let’s get back to business for a minute… and what you should know before hiring a marketing firm.
I’ve been at this –helping others grow their business — for more than a decade now… and I’ve learned A LOT. I remember the days of seeing an (affordable) advertising opportunity in my area and calling all — not half or 90%, but ALL– of their advertisers to inquire about their “MONEY BACK” results. (I didn’t yet know the term ROI.) I was shocked at the lackluster and downright frustrated results they reported. One full-page advertiser noted that they had received ONE phone call as a result of the ad — mine.
I readily admit believing — back then — that commercials and ads and networking and branding carried more weight than they actually do. I used to think that they were solutions, in and of themselves. It took me a while at the College of Hard Knocks to grasp the full truth… ANY marketing option is JUST an option. And — no matter which option you choose: commercial, print ad, new website, whatever — it is just one portion of a full process that will give you what you want: More & Better clients. That’s actually the first thing you should know:
Every marketing option they offer needs to be built into — through sales copy, direct response asks, phone scripts, and follow up — an actual funnel for sales. In other words, they should know it is a long walk between first kiss and the altar.
This marketing choreography will likely need to be done by you. If a marketing agency says they’re “experts” at marketing strategy, logo design, print work, sales copy, photography, videography AND market placement, they’re either liars or they’re delusional…. probably the latter. I was recently introduced to someone who fancies herself the owner of a marketing agency “specializing” in sales copy, photography, graphic design, and marketing strategy. She also holds down a full-time job. Listen, just like you don’t want to hire the roofer with a sagging roof, you do NOT want to hire someone to help you with their marketing if THEIR OWN marketing keeps them chained to full-time employment. Which brings me to my next thing you should know:
Know who you’re listening to / believing at that marketing agency. They may be employees, having NEVER had to market and sell to keep their lights on and make payroll.
I much prefer agencies that are owner / operated. If another business owner is helping guide your marketing decisions, they get it. They know that you need “more sales,” and not “more presence.” They know that you need a commercial or ad that wins CUSTOMERS, not creative awards. When an employee — with a guaranteed salary and no experience running a business — is guiding your marketing spend, it gets really scary. Avoid it.
Let me be honest and say that I look actively for marketing agencies I can refer work to. They’re difficult, but not impossible, to find. You want to work with one that is owner-operated — even if they have staff “helping” — your conversations (during which strategy is decided upon) should be owner to owner. You want to work with someone who is willing to mull over various options to turn your marketing spend into SALES. (You cannot pay your bills with “exposure,” “likes,” or “shares.”)
And you want to go somewhere where they KNOW and OWN their “lane.” They should know what they excel at…. and what they refer out. ALWAYS ASK who they turn away. ALWAYS. If they do not have an answer… you’re in the wrong hands.
