Evaluating Your Marketing Company


Having a good working relationship with your marketing agency is vital to your campaign’s success. With a solid relationship focused on the same goals, collaboration is easier and more productive. But, before you can begin your relationship, you have to first choose a marketing company to partner with. 

So how do you find ideal marketing companies?

In this post, we’ll highlight the top three factors to consider during your evaluation. But, before we begin, it’s important to establish when an agency evaluation is needed.

When to Evaluate Your Agency

Before you hire any marketing company, you should do a deep dive into how they work. Since you will be working closely with them, a good relationship is essential. It’s important that you enjoy their style of work, how their staff interacts with clients, and the kind of results that their marketing efforts consistently produce.

Additionally, if you already have an agency, you should periodically evaluate your relationship with them at regular intervals. While no work relationship is perfect, it’s important to ensure that your goals are still aligned, and that you’re still getting the type of results you want.

What to Analyze

Now, if you’re ready to start your evaluation, we’ll talk about what you need to look out for. When it comes to searching for marketing companies, these three factors are a must:

Campaign Performance

Since your marketing agency will be running your campaigns, it’s important to look at what key performance indicators (KPI) they use to measure your campaign’s success. These KPIs include, but aren’t limited to:

  • Website Visitors/Organic & Branded Traffic
  • Qualified Leads
  • Conversion Rates
  • Number of Backlinks
  • Keyword Rankings & Growth

Additionally, your marketing company should always communicate to you about what these metrics mean and how they affect the success of your campaign—which brings us to our next point.

Communication Techniques & Style

Good communication is crucial for a successful partnership. Before you hire a new marketing team, you should discover how and when they like to communicate with you.

Because there are so many communication channels, you need to agree on the best way to reach each other— by phone, virtual meeting, email, text, or in-person. You’ll also want to look at their general marketing approach. Ask these questions:

  1. Can I make recommendations or give feedback about my marketing campaign?
  2. Will I always have a point-of-contact that I can reach out to for questions and concerns?
  3. Do you have any communication timelines? For example, if there is a problem…how long will it take to get fixed?

Your marketing company should always be available to you and keep you involved in any process, whether it’s web design or creating a digital marketing campaign, from start to finish. Lastly, you want to make sure that they’ll always prioritize your overall goals and vision.

Vision & Strategy

A good marketing strategy includes short-term goals and long-term goals. And, when your marketing company is helping you create this strategy, they should always ask about the vision that you have for your company. 

Your agency should also take a proactive, not reactive approach to strategies, and not reactive. The marketplace is always changing, so there’s no reason to immediately jump on board or react to every change. Your company should have a clear understanding and image of what the marketplace will look like in the future, and how to adapt to that now. 

Although you will generally understand your specific niche better than your agency, they should also consistently be bringing new ideas to you, and not the other way around.

Work With Momentum Today

It’s important that you work with a marketing company that understands your needs. Additionally, working with an agency that already has expertise in your specific industry is even better. Marketers with expertise in your industry will help make your marketing journey so much easier.

If you work in the manufacturing industry, let Momentum handle your digital marketing needs. We’ve been a trusted industrial marketing agency in Michigan since 2010, and have helped countless clients grow in the marketplace. We offer web development, SEO (search engine optimization), search advertising, and video production/photography services.

Fill out our online form today to schedule your consultation. We look forward to speaking with you!

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Momentum's Bio

Momentum has become an industry leading source for web design and digital marketing for businesses. We utilize our knowledge to build traffic, leads, and brand awareness for our clients, but we also put some of that information out right here in our blog for anyone looking to learn.