For small businesses, investing in digital marketing is more important than ever.
Why is that? Simply put, B2B customers in almost every industry spend a lot of time on their computers, working, browsing the internet casually, and doing research to solve problems. Digital marketing provides a means to appeal to customers where they already are by providing both useful content and advertising.
However, most small business leaders don't have enough time to just do digital marketing to increase prospects and revenue. In fact, according to an extensive survey, only 22% of small business leaders had sufficient resources and time for digital marketing.
However, customers are using the internet to research and discover new solutions. 67% of B2B surveys are conducted online. Also, if your prospects haven't found you online, there's a good chance they've found a competitor. Research has revealed that customers are buying from brands they remember, so if your competitor appears online but your company isn't, customers are more likely to be buying from that brand rather than you.
“The brands I remember are the ones I bought.”
- B2B institutes
That's why so many small businesses are turning to agencies to help them succeed online. Digital marketing agencies for small businesses can free you from your work and help your business compete with competitors. But how do you choose an agency that's committed to your success and meets your business needs?
There are plenty of potential agency partners, so finding the right partner for your business is critical. So, we've rounded up 7 key questions to ask when meeting with potential small business marketing agencies.
There's a big difference between B2B marketing and B2C marketing. B2B purchasing processes tend to be complicated because there are many decision makers, while B2C purchasing processes tend to be much simpler because there are few decision makers. So if your company sells B2B, collaborating with agencies that specialize in B2B marketing and partner with companies similar to yours is critical to your company's growth.
On the other hand, if your agency's focus is too broad or if most of your clients are B2C companies, it might be better to look for another company.
This question is an opportunity to show recent trends, expertise, and understanding of how your digital marketing services are delivering results. Notice if they're touching (or not) these elements. As they explain their approach:
Once you understand how their general approach works, you can turn the conversation around how they adapt to your needs.
Every digital marketing agency uses a different model and terminology. The challenge is that many agencies get too caught up in their “way” and treat it like a square peg and treat your business like a round hole, even if it's not the best fit for your business.
If you feel they have a “our way or the highway?” mentality, you might want to review your options. Once you've learned about your business, focus on digital marketing agencies that will best suit your needs.
It's important that digital marketing agencies that focus on small businesses have achieved some results. If they can't speak authoritatively about their past implementation experience, how can you be sure they'll succeed for you?
That's why it's so important to know each agency's processes and how to measure results. What are some proven strategies that have helped previous clients grow?
One of the biggest frustration we've heard is something we've also seen in our work as in-house marketers. I'm overwhelmed by the fact that there are so many contacts, and I don't have a single person I can rely on when issues arise.
Many agencies may assign you an “account manager,” but that account manager is more of a project manager than a strategist. So when you need help, you have no choice but to go after one of several people on the responsible team.
Instead, look for an agency with a single person in charge. Ideally, this person will also learn the ins and outs of your business, provide customized support throughout the process, and enable the rest of the team to provide the solutions you need.
A successful partnership with a marketing communications agency starts with working together to develop a deep understanding of target customers. Only then can agencies build their own approach to marketing to those customers. Agencies that have adopted a rubber stamp approach or that do not take the time to deeply understand customers in advance are agencies that cannot obtain implementation results.
A great marketing partner isn't just about selling marketing services. They provide expert level advice and recommendations even during the initial kickoff call.
This helpful advice shows they've had the chance to do some basic research about your business and how it works. If they don't offer any initial ideas or advice, their process is likely focused on a deal rather than a long-term partnership.
When shortlisting various small business marketing agencies and freelancers, consider that the better answer for small businesses might be a fractional marketing department.
The fractional marketing department has a dedicated marketing director who acts as a dedicated point of contact. The entire marketing strategy is drawn up by personnel and executed independently by a team of specialists, which saves time and effort.
Some marketing departments have a wide range of expertise and skills that can start small and expand as the business grows. This small team will be dedicated to partnering with your business rather than pitching it.
When shortlisting a small business digital marketing agency, these 7 questions are essential. Before deciding on an ultimate partner, the following should be explained about all of the agency options on the list.
Once you have these answers in hand, you can narrow down the list and make your final choice. But if you're struggling to find something that works for you, you can always take a step back and find another solution like a fractional marketing department.
Want to learn more about what the fractional marketing department can do for your business? Contact our team today and find out how your business can grow. If you're not ready to contact us yet, feel free to download our small business marketing strategy e-book below.