How to Choose a Marketing Agency to Partner with Your Small Business

Aug 8

Marketing is a crucial component to growing any business.

It is an important investment that generates sales, increases ROI and builds brand awareness. For small businesses, however, marketing is usually saddled with several challenges that are difficult to tackle. Many small business owners do not have the marketing background to develop effective strategies or analyze target audience behavior. Even if they have the experience, small business owners wear multiple hats and simply do not have enough time, more often than not, to focus on their own marketing campaigns.

For this reason, many small businesses partner with marketing agencies to invest in successful marketing solutions. A successful small business marketing agency can alleviate the challenges of in-house marketing while guaranteeing results that meet a client's individual goals. Agencies can offer a fresh perspective while leveraging the latest digital tools (like Search Engine Optimization or SEO), increasing ROI and freeing up a small business owner's time in a cost-effective way.

Thoughtful research can help you find an agency that meets your business's specific needs. Not all agencies are alike, and most serve certain niches, industries or locations. Here are some guiding questions you should ask when deciding on a marketing agency that's a good fit for your small business:

Can They Address Your Specific Goals?

The first thing your business should do before choosing an agency is identify specific goals you want to achieve. Perhaps your marketing objectives are centered on increasing overall brand awareness, or maybe you want a stellar marketing plan to launch a new product. Your goals may be email marketing, improving website traffic, increasing social media engagement or more. If your business wants overall guidance in a variety of these areas, full-service agencies offer the best fit.

Whatever your business needs, determining these objectives can point you in the direction of an agency that aligns with you. If your business wants overall guidance in a variety of these areas, for example, full-service agencies would offer the best fit. The right marketing company should be able to develop clearly researched plans to fit into your business niche while understanding the overall market to create measurable plans to meet your goals.

Do They Prioritize Tailored Results?

Similarly, a good agency should use your specific goals to achieve tailored results. Strong marketing efforts recognize that marketing is not “one-size-fits-all,” especially for small businesses. Success is not necessarily determined by high-level metrics like clicks and views. Be cautious of agencies that guarantee "quick results" or specific metrics. Instead, find an agency that is realistic about your business goals and remember that success, however you choose to measure it, may take time.

Are They Compatible With Your Business?

Once you establish your individual marketing needs, you should research agencies that have experience working in your particular industry, with your type of business or with similar target audiences. Familiarity with your particular clientele can drive valuable insights and industry expertise tailored to your specific market. As a small business, for example, you can benefit greatly from working with agencies who understand the unique needs of small business owners.

Do They Share Portfolios or Case Studies?

A reputable marketing firm should have portfolios, case studies or references ready for a potential client's review. Take the time to review an agency's previous marketing campaigns and look for any evidence of their past work or client testimonials. Strong case studies should include metrics for success and the results to showcase the agency's commitment to delivering the desired outcomes for your own business. Take a look at some great examples of successful case studies here.

Do They Have the Right Expertise?

Consider an agency's range of expertise and the experience of their team members. Marketing strategies vary widely, from digital marketing services and social media management to influencer collaborations, brand creative strategies and much more. Determine which services your business needs and ensure the agency has experience in those areas.

More broadly, consider the agency's position in the larger marketing space and the experience of individual team members. How long has an agency been in the business? What challenges, industry trends or shifts in their clientele has the agency faced? What marketing backgrounds are represented by its team members? Take some of these questions into account when meeting with a potential agency partner to assess their fit.

Is There Potential for a Long-Term Partnership?

One final item to consider when selecting an agency is the potential for long-term compatibility. Remember, marketing is an ongoing process that requires patience and clear communication to accomplish the best results. Your business will benefit from a consistent partner who understands your brand identity and can adapt to evolving industry conditions.

Key components of a consistent partnership are good communication and collaboration. In your initial interactions with an agency, evaluate how responsive and accessible they seem to be. Transparent and clear understanding will establish trust and ensure your needs are being met.

Remember, choosing a marketing agency is one of the most important ways to invest in your small business. Take your time, do thorough research and ask important questions about your business's individual needs to decide which agency will best meet them. A perfect match between your business and an agency will deliver excellent results that grows your business overtime while giving the agency time to focus on your business’s strengths.

Serendipity & Co is a marketing agency that specializes in marketing small businesses. From increasing awareness to conversion and retention, our team are experts at creating omni-channel marketing campaigns that directly engage with your target audience.

Brittany Cox