There are many marketing firms out there. How do you differentiate the great from the average?

According to IbisWorld there's over 8,975 advertising agencies in Australia

In a market that's growing year on year and worth over $3 Billion dollars how do you find the right marketing partner for your business?

‍

1) Australian Owned & Australian Operated

Now we're not saying there's anything wrong with international talent.

However you'll be surprised how many agencies will take your work and outsource it overseas.

Having an agency that is in Australia, speaks your language and is available in your time zone is almost a prerequisite.

For any client - agency relationship, communication is key.

You can't afford to have any miscommunication or be lost in translation.

Minor nuances such as knowing Sydney is not the capital, tomato sauce over ketchup and recognise (Eng AU) over recogize (Eng US) is going to ensure your agency understands your local market.

An agency that does the work in-house will always be the number one preference.

‍

2) Strategy > Sales Pitch

Look for a marketing agency that offers a consultation or strategy session. This is a great way for both parties to see if it's going to be a good fit.

For business owners it's vital to ask questions and see what kind of approach it will take for your company to grow.

Use this consultation as an opportunity to gather as much information as possible.

If you're unsure, always get a 2nd or 3rd opinion and trust your gut instincts.

3) Can they back it up?

Make sure the agency has a client portfolio.

Have they worked with companies in your industry and what have been the results?

Major red flag if the agency you're speaking with has no case studies, testimonials or reviews.

Or they're unwilling to share or try to skip this.

‍4) Does it fit your budget?

Marketing is an investment and investments need to see a return.

Some businesses can dedicate a big budget, while others look for something smaller in scale. Most marketing agencies have scalable services, but those worth your time have transparent billing practices. 

It’s vital you get a quote in writing based on your business needs.

Understand what you’re paying for and what you’re getting in return.

Reflag: If an agency just gives you $XXXX for SEO without breaking down the scope of work and inclusion, odds are they aren't very transparent with the work, the results or with you.

‍5) What are the contract terms?

Every agency is different and consider the option that is the best for you.

Depending on the situation it might be a one off project, ongoing campaign or ad hoc consultation. For some businesses it is completely normal to engage with a provider over a period of 12 months.

For smaller businesses this might backfire especially if you work with an agency with redflags listed in this guide.
If it doesn’t work out, what are your options?

Are you locked in, what’s the break clause? 

Always read the fine print and ensure you get what you pay for and that there’s no surprises.

6) Communication

Who, what, when, where and why 

Super important for business owners to know.
WHO are they going to be working with?

WHAT kind of information or input is required from the client

WHEN do you get to catch up and review the campaign

WHERE will this take place, in person, online, over the phone etc

How often will you get to catch up & WHY? Fortnightly, Monthly, Quarterly? 

Redflag: If your agency doesn’t catch up with your regular basis they could be outsourcing the work or too busy to meet with you. 

7) Expertise

Would you trust your business with someone who has never run a business before?
We are shocked to find companies with huge marketing budgets managing their own digital strategies and paid ad spend themselves. Often wasting large proportions of the budget through inexperience. Or writing their own website copy using jargon or slang that only they understand and not SEO optimised. Getting a logo done on the cheap, and regretting it further down the line.

When you work with Side Step Digital, you get the expertises from marketers that have operated successful businesses, ranked hundreds of keywords and let results do the talking.

8) Reporting, Results & Relationships

The triple bottom line to wrap up this list.

Make sure your agency reports regularly and on relevant KPIs.

Track data that’s important to you. Impressions help but what you need to know could be conversion rates, conversions and revenue generated.
At the end of the day your results will dictate whether your marketing agency is performing and delivering ROI that justifies the investment.

Don’t be afraid to break a relationship if it’s not working for you.

Make sure you put in the effort to find the right agency.

‍