Having been in the market for many years (14 in September??), we know that unfortunately the turnover of clients among digital marketing agencies is very high. There are several factors that create this scenario and we would like to invite you to analyze the issue at its source and prevent the same thing from happening to you.
Focusing on the root of potential problems, even before starting a partnership with a new agency, during the search process, some points deserve attention. So we have listed some that we consider essential to help you “do your homework” and avoid future problems.
Let's go to them!
Find an agency that meets your company's needs
It’s the old story of “each case is different”. If you already have in whatsapp numbers mind what you need, the search process becomes easier. However, avoid preconceived ideas that are too closed. It’s much better to present your problem and leave some space for the agency, which is the one with real expertise in the subject, to propose solutions and strategies. Arriving with the “campaign” ready will certainly generate frustration on both sides.
Make sure to prepare a checklist of points that are really essential for the “marriage” to happen. For example: the budget, the target audience for your product/service, the channels that need or would like to be activated, etc. With this in hand, the agency itself will be able to tell you whether or not it is capable of solving your problems.
It is also worth noting that you should not be fooled by the “siren song” of those huge, ultra-mega blaster agencies that boast about having accounts for Coca-Cola, Chevrolet and Nestlé. If your company is medium or small, it is quite likely to be left behind in a structure like that.
We are small here and we dedicate ourselves body and soul to all our clients. Not to mention that, by operating within the niches we dominate, we have brought down many Goliaths out there!
Evaluate the services the agency offers
Just as you will arrive with a checklist of your demands, agencies already have a list of deliverables that they are normally capable of making. Of course, there are exceptional projects and everything can be negotiated, but in general, comparing the two lists already gives a good idea of the success that the partnership will have. For example, if a hotsite is essential to your strategy, check how many of them this agency has already made (have there been hundreds here!?).
Also be careful not to exaggerate. If the agency promises the world, be on alert and always research its true history.
Meet the clients the agency has worked with
As we started to talk about in the other point, analyzing the agency's history is vital to know its true capabilities. There is nothing to stop it from having changed and evolved, but if it has any skeletons (?) in the closet, no one better than an ex to reveal them, confirm the veracity of the results obtained and also give more details about the way it works on a day-to-day basis, something that normally cannot be found out through the list of services.
Ask for the results metrics (?)
Talking is easy, delivering is another matter. Even if you can only be sure after your own project is completed, you can already gauge the quality of the work and the type of focus the agency gives by analyzing the metrics evaluated for other clients. Ask to receive some examples and analyze whether the information contained therein meets your expectations. Each metric is more relevant to each client and objective. So this is when you should pay close attention to this (?). The idea may be brilliant, but if it doesn't deliver the agreed numbers, it ends with "kiss kiss, bye bye".
We pay special attention and have great affection (believe it or not!) for this stage of the work. It is no wonder that we have the name we have.
Learn more about the CEO
It may seem trivial and you may even claim that you will not work directly with the agency's CEO, nor that he/she will be present in the day-to-day running of your project, but it is undeniable that he/she is the “face” of the company. His/her work and life philosophy usually trickles down through the management and permeates the entire team. The ideal is to get to know everyone involved, but since they are not always accessible, starting with the CEO is already more than enough.
It is increasingly common for company leaders to share their beliefs and views on the market in which they operate on their social networks, as a way of demonstrating their knowledge and authority on the subject. This also opens up a door for interaction, which you should take advantage of.