Has this thought ever crossed your mind: “What is my online marketing team really doing for me?” “Am I getting my money’s worth?
If you want to hire an agency or person to help with your marketing, these are the questions you should ask first.
Whether experienced or trying to hire an internet marketing company for the first time, you should expect a positive return on any investment in your business. You have the right to be greedy for a company that treats your company as its own. Will that company make the same decision with its money on the line?
Here is what you should get in internet marketing no matter what you spend:
Regular Reporting (Daily, Weekly, Monthly) – Depending on your cost and relevance, at a minimum, make sure you get a consistent monthly report with all your core performance metrics (KPI’s).
Set the target metrics – Has this thought ever crossed your mind: “What is my online marketing team really doing for me?” “Am I getting my money’s worth?” – You should have a return on your budget, cost per lead or advertising cost, and a fair volume estimate. Do you know how much you pay for a click? A lead? You should!
Communication – The most important thing your organization should do is talk to you. Ask questions and learn from your team. If you do not, you will not get your full value from their efforts.
Ownership – Do you own AdWords / Facebook / Domains etc from your marketing costs? Even if you don’t know, it’s time to ask. You can intimidate your marketing team, it may suspect that you are trying to replace it. This is probably a good thing, it will keep the company focused on your results.
Here are 8 questions for your marketing team to ask if you are hiring or hiring an online company to work in the following areas:
# 1 – How do I view what you’re doing?
If this is Google AdWords, then you should own the account where your marketing budget is being spent. If you don’t, ask for ownership. It is possible that there will be an excuse as to why you cannot do this.
An excuse is a great sign that you are not getting the full value of your marketing dollars. Owned software (purchased or borrowed) often pays a high fee for your advertising. If you find that your marketing agency can’t give you access to see how you’re managing your spend, it’s time to look for new support.
In either case, ask them to take you through the software. Ask questions. Your goal should be to navigate and review campaign performance and ask questions about areas where there seems to be spending.
# 2 – What percentage of my advertising fees are paid to you? What percentage is actually used to generate new leads / clicks / sales for my business?
Beware of “one size fits all companies”. It is not uncommon to spend 50% or more of your marketing costs on management fees and other unnecessary, wasteful compensation efforts. If there is no clear answer here, find a company that will give you one.
# 3 – What tools do you use?
Any and all online marketing teams use tools. The tools provided can be incredibly valuable. The tools you hear from your marketing team will vary based on what they are doing. A sample of the top tools in the industry is listed below. If your internet marketing company doesn’t mention any of these, ask them what they use instead of one of these examples. It should be able to tell you why it chose one tool over another.
Rank tracking tools (many of these available)
- Rank tracker
- Sprouts are social
Bid management (not required)
When discovering if an online marketing team is really at the top of the field, ask them to explain why they chose the tools they use. You may not understand much of what is being said, but you will be able to explain it to the company.
# 4 – Which blog do you read?
Similar to tool usage, blog subscriptions and proper feedsManagement is a clear sign of a melodic and geeky marketing team. Ask them to send you the top 3 favorite blogs. Ask them why the company likes them.
What you really want to see here is a list of blogs that you may not understand. Top posts from these blogs should be read in some detail for your understanding. Instead, blogs should contain information for marketers. If you get a list such as:
Ask for more examples. These are the default spaces in the online marketing space. You want someone who knows more and reads more than necessary, popular sources. Get those who go above and beyond.
# 5 – What would you recommend for my business if I wanted to be entrepreneurial in another marketing space?
Intelligent marketers focus on your current performance and on your future performance. If you’re just doing AdWords, it’s completely no brainer to start some remarketing on Facebook. Introducing a comprehensive SEO strategy can also be smart. Every business is different and every ad agency will have a field of expertise, but they should always have an idea to take your marketing to the next level.
# 6 – What Should We Stop Doing?
Not everything will work out as expected. There must be failure. Ask your marketing team where you are spending the most and suggest ways to fix it. Find out what you need to stop, so that you can start spending money on something that has shots in better performance.
# 7 – How much time do you spend on my campaign?
Marketing companies spend a lot of time managing client accounts. Ask your team to provide some details of what it is doing to closely monitor and optimize your costs.
What you are trying to get here is an approximate hourly rate for work. If you have access to your campaign, see a change history to test the work. If you suspect that you’re only doing a few hours of actual work on your account each month, compare that to the fee you’re paying.
If you pay a fee of up to 1,000 or more, you can estimate the time at an hourly rate. Internal parties are obviously a special case, but external parties should never charge more than $ 200 per hour.
# 8 – How do you work?
This is especially true for jobs like SEO and social media. Ask questions about what is actually being done for you. Many SEO companies work fairly well up front but don’t invest enough time in your company – 3-6 months or more after opening an account. Find answers here by continuing to ask questions about who, what and why. If you pay for links or promotions, ask the company to send them to you.
Note: If this is SEO – open the examples you get. If the link is the domain that is running or you don’t feel good about the page, it’s time to get serious about how your team is doing. Link quality is the most important part of the job. It’s the hardest thing to get right. Poor links from irrelevant sites can seriously damage your long-term performance on Google and cost your potential customers and money.
Marketing firms come in all shapes and sizes. Unfortunately, many businesses underestimate the importance of trust in hiring the right people. Mistakes in your advertising can hurt your business or significantly result in degradation.
The reality is, most businesses make a lot of mistakes when it comes to hiring. This is not surprising. The language is often confusing and unfamiliar to most business owners. It is also difficult to find a company that is not just blowing smoke and making empty promises. Asking the right questions can lead you and your marketing team to the right path.
That’s all the ROI comes back. A lot of work has been recommended for you here. Is it all worth it to you? Having a solid team to manage your online marketing can improve your results by 50% or more.
We’ve seen that businesses that spend thousands of dollars per month on PPC get 80 cents back at a cost of $ 1. They just switched to a new marketing team and got results in the $ 3- $ 5 range. Can you tell woot ?!
It may take you an hour or two to qualify your marketing team (again) for the best investment you have made in your business this year. Are you ready to get everything you want, expect and demand from internet marketing?
Chase Anderson’s director of operations Clicks and Clients – A Denver based internet marketing company. Through SEO, PPC and social he helps businesses to successfully drive profitability in their marketing efforts. You can read more from him or connect with him LinkedIn And Twitter.