An internet marketing firm can help you manage all your internet marketing for a fee. Great firms will make you much more than you pay them, while poor firms just won’t deliver results. How can you make sure you are working with a marketing firm that can get you where you want to go? Here are a few things to think about.
Know What Results You Want
Before you start, know exactly what results you want. It is not enough to walk into a marketing office and say “I want someone to do my marketing.” Instead, walk in with a specific strategy you want executed. Strategies might include AdWords, Search Engine Optimization (SEO) or Social Media. There are many firms that specialize just in one of those three strategies.
Do your research on the specific method before you meet with the firm. Know what’s reasonable and what is not. In that way, if they try to over-promise you (“We’ll guarantee a number one ranking”), you will know.
Always ask about their exact methodology for getting you the results. For example, if you’re hiring an SEO firm, ask them how they get their rankings. What’s their on-page strategy? What’s their backlink strategy?
Never take a firm’s word blindly – always ask before you commit.
Finally, ask about their past results. Ask for examples, as well as references. Call the references and make sure the results are legitimate.
The Process of Choosing a Firm
Talk to at least three different firms before making your decision. Any one firm might make a great sales pitch, but until you have a chance to compare and contrast, you won’t know what the market has to offer. Talk to firms both local and national. Local firms have the benefit of easy face-to-face meetings and are often lower priced. National firms often have more experience. Avoid working with one-person firms unless you know and trust them. Most internet marketing firms need a wide range of skills (copywriting, tracking, design, SEO, etc.) and do a better job by having many specialists rather than one generalist.
The Money
How much does retaining a marketing firm cost? Generally you can expect some kind of commission split, along with a cash payment. Few firms will accept just commission, and few clients will accept just cash. A 10 percent to 30 percent payment on revenues or profits is standard. There’s usually a minimum of $2,000 to $3,000 a month, sometimes more depending on the firm. Avoid arrangements that work based on a percentage of advertising dollars spent. That encourages the firm to spend more money, rather than generate more revenue.
You now know some of the most important things you need to know about hiring an internet marketing firm. Do your research beforehand, know how to compare companies, what to look for in a firm and what you can expect to pay.
