Aligning your sales and marketing strategy has never been more appropriate, particularly in such testing times. As we see more and more businesses within building products and constriction investing in marketing, we’ve put together a series of articles to help you make the best choice for your business, if you're considering outsourcing.
According to a post by beanstalk, businesses typically spend anywhere between 5-20% of their annual revenue on sales and marketing. That’s a significant investment for any business, particularly if you’re just ‘testing the waters’ of digital marketing.
In this post, I’ve identified 5 steps to agency success, to ensure you choose the right one for your business.
Step 1: Marketing Specialism
Agencies will typically specialise in different areas of marketing, so it’s crucial that you’re clear on what you want to achieve and when you want to achieve it.
Here, you should ask yourself what your main priority is as a business. Could it be:
- Your website?
- Lead generation?
- Specific technologies, such as automation?
Or do you need an agency that can manage the entire marketing function?
If you already have a marketing manager, then it might not be worth handing over all of your marketing activities to an agency. Rather, you should consider the areas that you specifically need work on.
Similarly, if you have no marketing team behind you, then choosing an agency that can do it all is a real benefit. The last thing you want is X agency running your website, X agency managing your social media and X agency developing your copy, for example.
Step 2: Industry Experience
Choosing an agency that knows the complex world of construction can be a huge positive, particularly when you’re trusting a team to reach out to your target audience, whether it’s contractors, designers or architects.
However, industry experts may not always be digital marketing experts.
Ideally, you’d want to work with an agency that has knowledge of the construction industry AND are experts in digital marketing, too.
Step 3: The Right Fit, Culturally
Marketing is about wackiness and creativity, right?
Of course, creativity is important, but you should choose an agency that understands your specific goals and expectations.
A design-led agency will most certainly impress you with their awe-inspiring graphics.
But, a results-driven agency will impress you with outcomes: leads generated, website visitors, conversion and organic longevity.
Step 4: Reputation
Before hiring an agency, always make sure you ask to see results from previous campaigns. Better still, ask if you can reach out to some of their clients who’ll tell you – in their own words – what it’s like to work with them.
Reputation goes a long way and is definitely something that shouldn’t be overlooked when selecting a digital marketing agency.
Step 5: Check the Ts & Cs
Agencies will have different ways they bill you for the work they do. In general terms, agencies will fall into three categories:
- A monthly retainer – A fixed fee each month.
- Per hour- Work is agreed and an hourly rate is determined.
- Per Project – A proposal is submitted for a specific project with a fixed fee to complete the work.
Be clear from the start as to how, when and how much you'll be paying for an agency's services.
Choosing the correct digital marketing agency for your building products business will require some serious consideration.
Play your cards close to your chest. Do your research. Decide upon your business goals.
Get in touch if you think we’re right for you.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.