You've probably been through a similar situation, especially if you've gone through the process of hiring an Inbound Marketing agency. Just search on Google or ask for recommendations to come up with a good list of agencies specialized in the subject, since there are more than 1,000 agencies in Brazil that provide this service. The challenge is finding the best option in this world of digital agencies where everything is very similar, very similar. Everyone says they're a leader or the biggest, have A or B certification, have the best professionals, etc., etc. But what really makes the difference?
It was with this scenario in mind (not an easy one) that we email list providers in france a list of four essential items for analyzing an Inbound Marketing agency for your business.
Obsession with results
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Most agencies have a results-focused positioning, but does the delivery match the speech?
A good way to find out if the agency is committed to results is to ask them to show you projections for your company and success stories from other companies, preferably in your segment. It is unlikely that an agency will share data from other clients, but a small sample of results is always possible. Still talking about numbers, it is worth asking other questions:
How many leads has the agency generated for its clients?
What is the cost of acquiring each lead?
What is the conversion rate for customers?
How often should goals be reviewed?
Make sure this obsession with metrics is across the agency.
If only partners talk about numbers, that is not enough; the entire team must be focused on performance and results.
Processes, methodology and systems
Another Achilles heel of digital agencies is their management model and work methodology. Each agency has its own, and again, it is difficult to know which one will meet your needs and fit your business profile. For example: if you are a startup company that uses the agile methodology, scrum , you will hardly be successful with an agency that uses a traditional method.
Inbound marketing requires a lot of work, especially in the case of inbound marketing. The project requires daily execution and monitoring, and many tasks need to be implemented quickly and with quality. When analyzing an agency, look for one that uses modern methods and agile methodologies for project control and management; avoid companies that control activities in spreadsheets or that simply do not control them at all. Also evaluate the project control software - a good management tool will allow the process to be carried out in a shared, efficient, fast and repetitive manner.
Tip: During the conversations, ask how the work is prioritized. How is the conflict resolved about what to work on and when? If possible, ask for a practical demonstration of the methodology and management tool before even signing the contract.
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Advisory or operational role?
This is undoubtedly one of the most important factors when making a choice. Many agencies are happy and satisfied, doing exactly what you ask for, without any interference or questioning whether it is right or wrong. If this is happening, it is time to rethink everything, because the results you expect will certainly be difficult to achieve. Why? Simple: if you knew what to do and how to do it, you wouldn't need an Inbound agency, but rather a supplier.
Good execution is not enough. It is highly recommended that you choose an agency that has a consultative profile and strategic business knowledge. The agency team should tell you what needs to be done to achieve the results, not the other way around. Of course, you can and should be involved in the decisions, but not in telling you what needs to be done. If you do not trust the agency to do what is necessary to get the results you agreed to, you have hired the wrong agency.
Optimization capacity and agility
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It’s very simple to say that it’s necessary to optimize the campaign, but how?
Ask your potential agency to present the methods they use to drive results: how do they identify campaigns that can be improved? How do they create tests to improve performance? How do they analyze data and make decisions?
Ask for examples of campaign optimization and the actual results associated with these efforts. Why were these actions selected? What happens when the tests fail? With these questions, you will find out if the agency is prepared to deliver the most important activities of the Inbound Marketing strategy. If this work is not done correctly, you will have results that are lower than expected.
In addition to these 4 criteria, it is also worth checking out the 7 factors for hiring an Inbound Marketing agency. Check it out!