If you’ve opened this article, it means you’re ready to take the next step for your business and trust an advertising agency with your promotion.
Surely through your research, you’ve developed questions about what exactly an advertising agency does and how you can choose the right one for your needs.
In this article, we’ve gathered everything you need to do and watch out for to ensure you’re making the best choice for your business.
First things first…
What exactly does an advertising agency do?
An advertising or marketing agency aims to promote a business through its services in order to achieve its specific goals, whether that’s brand awareness, sales, etc. The main processes carried out by an agency include designing the marketing strategy for each business, executing the plan through targeted actions, performance monitoring, and redesigning where necessary.
What does each stage include in detail?
- Marketing plan creation
At this first stage, communication with the client is established. After a series of meetings, the agency gathers the client’s needs and information about the current state of the business.
Based on the initial data, the team handling the project will analyze and research the company and its competition.
Once a full picture of the business and its market is formed, a marketing plan will be developed. This includes the core message, the target audience, and all actions and communication channels that will be used to meet the goals.
- Marketing plan execution
Once the plan is approved, execution begins immediately, meaning content is created for the selected platforms. Execution is one of the most critical phases as it brings the client’s vision to life through captivating visuals and texts crafted to capture the audience’s attention.
Content creation is followed by distribution through appropriate channels such as Google, social media, the business’s website, etc.
- Plan evaluation
In the digital marketing landscape, we’re fortunate to be able to measure all success indicators quickly and accurately.
That’s exactly what happens at this stage. Every goal is measurable, helping determine whether results are being achieved. During evaluation, we can identify what works and what doesn’t. This process should not intimidate you.
In a dynamic and ever-changing environment like digital marketing, some strategies we think will work may not deliver, and vice versa. What matters is that the agency you choose can quickly and effectively respond to underperforming strategies.
- Marketing plan redesign
This process naturally follows strategy evaluation. Actions that failed, the tone and style of content, or anything else that didn’t work will be revised after a new round of communication between the client and the marketing team.
Who exactly works on executing the project?
A team of professionals is required to develop a marketing plan. Initially, the Account Manager oversees the project and acts as a liaison between the client and the internal team to ensure smooth workflows. A team of digital marketers, graphic designers, copywriters, and developers will handle the execution. Each member will play their role based on the business’s needs.
What should you examine to make the best choice?
As you can understand, the team promoting your business through the agency you choose will play a major role in your trajectory. Essentially, the agency you select becomes an extension of your business. So, it’s crucial to carefully evaluate your options to make the best possible decision.
Below are the actions you should take when contacting an advertising agency.
- Study the agency’s brand identity
As mentioned, the marketing team becomes an extension of your company. Therefore, their ideology and culture should align with your own.
Since you’ll be working closely with the marketing team daily, it’s important to feel a connection and mutual understanding with the people involved. You can understand the agency’s philosophy and values through their online presence and by meeting the team and visiting their space.
- Meet the people you’ll be working with
Though it sounds similar to the first point, this one focuses on the specific people you’ll be in daily contact with. These are the individuals responsible for your business’s promotion.
Evaluate whether they: a) understand your needs and what they’ll be doing, b) can express your business’s values, and c) genuinely want to see your business thrive through their work.
These three factors are critical to a smooth collaboration. Remember, one of the main reasons to hire an agency is their people and expertise—to save you time and money in the long run. Without effective communication, success is unlikely.
Pro tip: Ensure the team has diverse specializations. An agency with experts in Google Ads, social media, developers, copywriters, etc., can offer a more comprehensive direction and help with any issue that arises.
- Review the agency’s portfolio
Clients are a crucial form of social proof that should be reviewed. Past projects and feedback offer key insight into how well the agency collaborates and their aesthetic and expertise.
Pro tip: For each client, check what type of collaboration occurred. Sometimes, a company may only have created a small creative piece but uses the client’s logo as if there was a significant partnership.
- Check reviews and comments about the agency
Along with reviewing client history, you should also check reviews on platforms like Google and social media. What do clients or even potential clients who only attended meetings say about the agency? This feedback is important during your search. - Get informed on pricing models
Agencies use various pricing structures: monthly fees, performance-based, hourly billing, prepaid models, etc.
Whatever model they follow, you should know from the start to ensure it works for you.
Pro tip: Make sure of two key things:
a) All services and their costs are clearly outlined in the pricing—no surprise fees mid-collaboration.
b) The pricing matches your needs. Be objective about the cost of the services you require. If a deal sounds too good to be true, it probably is. Producing cohesive and engaging business content requires trained professionals and resources like equipment and editing software.
Similarly, if an agency tries to upsell you on unnecessary services, they might be prioritizing their profit over your needs. Your goal is to find an agency with the expertise and the right people who aim to deliver the best results, reflected in how they price their services.
These are some essential points to check when looking for an agency to elevate your business. Ultimately, you need people who inspire trust, are honest, and have the expertise to take your business to new heights.
Good news!
Your search may end here. At Pylarinos Advertising, we’re ready to meet your needs and take your business to the next level!
Take the next step now.
