Most small businesses still rely on their traditional media (print, yellow pages, radio, television) to reach their target audience. For some, building a website is no more important than printing a brochure. As more consumers in their target audience make the switch from searching in traditional yellow pages / print to online media, they are now seeking online advertisements.
One great feature of online marketing is that it is full of data – if done correctly. Why would any SMB risk their campaign performance and investment? You need to establish how to measure your campaign – brand recognition? generate leads? re-target to non-converting users? generate sales? other? Once you have developed your plan, it’s time to start gathering data on potential agencies. Here are some questions to get you started…
- What makes the agency different from any of their competitors?
- How are their services priced? CPA/CPS/CPL? CPM or CPC? (read earlier posts for definitions)
- What is their reach? Do they target your audience?
- Do they have any other businesses (similar to yours) as clients? If so, what kind of results do they typically see? (if they are able to share that information).
- Do they offer optimization or testing? If so, how long does it typically take to gather enough data?
- How do they measure performance? How long does it typical take to see results? How often do they provide reporting?
- Describe the typical team that will be working on an account like yours. Will you have an opportunity to interview its members?
- Do they offer creative services?
Eugene O'Rourke