In today’s fast-paced business environment, companies need to leverage the power of digital marketing to stay competitive. According to recent research by Gartner, Inc., 50% of CMOs outsource their digital marketing efforts, which represents a significant investment in outside resources. With marketing budgets forecast to increase by 6% in 2013, finding the right marketing agency that delivers value is crucial to business success.

To ensure that you get the most value from your marketing partners, you need to ask the right questions before making a decision. As a CMO with broad marketing responsibility, you oversee many moving parts, including marketing technology, advertising, branding, digital strategies, and promotions. Finding an agency that can work together to support your strategic objectives is essential, and a misstep can be costly.

As someone who has worked with over 100 businesses and has personal experience in the industry, I have noticed a common problem among business owners and operations managers – they often don’t know what questions to ask when vetting potential agencies for their marketing needs. This can lead to wasted time, resources, and money on a marketing agency that may not be the best fit for their business.

Hiring an agency to handle your marketing efforts can be a significant investment for any business. With the average marketing spend at just over 10% of revenues and marketing budgets forecasted to increase 6% in 2013 (according to a U.S. Digital Marketing Spending Survey by Gartner, Inc.), it’s important to make sure that the agency you choose is the right fit for your business needs.

Questions to Ask Your Marketing Agency

To get the most value out of your marketing partner, it’s essential to ask the right questions before making a decision. Here are some questions you should consider asking:

  1. How much experience do you and your team have? Can you give examples of the different roles your team has held?
  2. Are you working with anyone else in my industry? Are there any conflicts of interest?
  3. Who will be working on my account? Can I meet them beforehand?
  4. How often will I be able to speak with my account executive and the agency’s principals?
  5. Can you share some recent success stories, and what was your firm’s contribution to those successes?
  6. Can you show me examples of projects you have worked on that had measurable results?
  7. Do you use freelancers, and what is their experience level?
  8. How do you keep your clients informed about progress and results?
  9. Can you tell me about a project that didn’t work out and how you handled it?
  10. When was the last time you lost a client, and why did that happen?
  11. Can you provide references from former clients in addition to your current clients?
  12. Do you receive any financial incentives for recommending certain products or services?
  13. How do you ensure that your staff is up to date with the latest industry approaches and techniques?
  14. What does your billing structure look like, and are there any upfront payments required?
  15. How do you bill for expenses, and is there a markup or are expenses invoiced at cost?
  16. How much input can I have on creative work, and is there a limit on revisions?
  17. What do you consider a rush project, and are there any additional fees?
  18. What are your core values, and how do they impact your clients?
  19. What steps will you take to get to know my business?
  20. Do you expect to reassess or change my strategy?
  21. Who will have creative control, and how will decisions be made?
  22. What happens if I am not happy with someone on the team?
  23. What do you think makes for a successful client relationship?
  24. What metrics do you track and report on in your monthly reports?
  25. How do you ensure that the data in your reports is accurate and up-to-date?
  26. Do you include analysis and insights in your monthly reports, or just raw data?
  27. How do you present your monthly reports? Do you use graphs, charts, or other visual aids to make the data easier to understand?
  28. How often do you review and update your reporting metrics and methodology?
  29. How do you tailor your monthly reports to meet the specific needs of each client?
  30. Can you provide an example of a monthly report you’ve created for a similar client or industry?
  31. How do you use monthly reports to inform and guide your ongoing strategy and tactics?
  32. How do you incorporate feedback from clients into your monthly reporting process?
  33. How do you measure the success of your reporting and make adjustments over time to continually improve?

These are just a few examples of questions you should consider asking when vetting potential agencies for your marketing needs. By doing your due diligence and asking the right questions, you can ensure that you choose the right agency for your business and get the most value out of your marketing partnership.

If you’re looking for a digital marketing agency to work with, Marketing Planet Agency is a great option. They have experience working with small businesses and provide a range of services, including SEO, PPC, and social media marketing. With a focus on results-driven solutions and a commitment to client communication, Marketing Planet Agency could be the perfect partner for your small business.