Here are our 6 top tips for choosing the right Ad agency
It's important to choose the right Ad agency to help you get noticed, especially in today's market. Here are our 6 top tips for choosing the right ad agency in 2023.
Letting people know about your product is not enough, You realise that you are ready to choose an agency to help differentiate from the competition.
However, where do you begin on this journey and how do you get the right agency from the get go?
- An Ad agency's success is dependent on the skills and success of its staff.
People buy from people, and a great Agency should have a knowledgeable and friendly team that have excellence in:
- Communication
- Creativity
- Ability to Execute
- Problem-Solving Skills
- Strong Online Presence
- Mastery of Data
- Branding
“Remember, going for a top agency doesn’t guarantee you get top people with a track record on your project”
- Specialism
- Agencies specialise in different areas of marketing, so think about what it is you need to achieve. For example: is your website you main priority, or are you looking to generate leads for your sales team. Do you need an agency that can manage your entire marketing function or an agency that specialises in specific technologies, such as marketing automation? Are you trying to attract other businesses or is your focus customers - this will have an impact the strategies between the two will vary.
- Sector experience
- You will always be the expert in your industry, and the Ad agency you choose will always be the experts in marketing. A key skill set of an agency is their ability to adapt to different businesses and industries, so it’s not vital that the agency you choose has experience in your sector. However there is an advantage of choosing an agency that has a good understanding of your industry, your customers, who the likely buyers are, the best channels to reach them and what marketing messages they’re likely to respond to.
“They maybe not be the biggest, but creativity as well as speed are the important variables for success.”
- Cultural fit
- Don’t feel that you need to choose a wacky creative agency because – that’s what marketing is all about! Creativity is important, but make sure the agency you choose are able to demonstrate that they understand your business and your specific goals and expectations. A design led agency will impress with their creativity, but a results focused agency will impress on outcomes, such as leads generated, website visitors and conversion.
- Another consideration is also the size of the agency. If you’re a small to medium Business and you choose to work with one of the big agencies, you could find yourself at the bottom of the priority list!
- Track record
- Ask to see results from previous campaigns, or better still, ask if they can put you in touch with some of their clients who can tell you in their own words what the agency is like to work with.
“Don’t commit to a retainer until you’ve used them for at least one small project”
- Commercial terms
Agencies will have different ways in which they charge for the work they do. Generally an agency will work under one of the following options:
- a. Monthly retainer – you pay a fixed fee each month and the agency will undertake the work required to reach the monthly amount
- b. Per hour – the agency will carry out work as agreed and charge an hourly rate
- c. Per project – the agency will submit a proposal for a specific project with a fixed fee to complete the work
- c. And of course, charges will vary from one agency to the next. Generally you’ll pay more for a London-based agency. Also some agencies will be more flexible than others on the length of contract.
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