Marketing is an important aspect of business development. Unless you run a monopolistic business, you are likely to need the services of a marketing agency sooner or later. Due to the demand for marketing services, there are hundreds if not thousands of marketing agencies ready and willing to create awareness for your brand. However, as with many things in life, marketing agencies are not created equal. While some are good at what they do, others promise what they cannot deliver. To help you identify a top-tier marketing agency, here are 10 characteristics to look out for:
10 Characteristics of a Top-Tier Marketing Agency
1. Good Communication
You cannot convince people to buy a product or a service without strong communication skills. Whether it is through traditional or digital marketing, good communication enables you to present your business to potential customers in an appealing and convincing manner. A top-tier marketing agency communicates its ideas coherently to you and to your target audience. If you find yourself struggling to understand the message coming from the agency, that might be a red flag you should not ignore.
2. Great Staff
A top-tier marketing company should have a team of enthusiastic and passionate personnel. Team members should be proficient in several areas and should work together like a well-oiled machine in complementary roles. Each member should be confident in the skills and abilities of the other members. For example, if you are talking to the company’s designer, he or she must be confident in the company’s copywriter’ s ability to deliver a compelling piece of writing to match a good art. The staff of a good agency should be proficient in sales, creative designs, copywriting, data analysis and more.
3. Problem-Solving Skills
Almost every marketing campaign faces some challenges during the planning process or during implementation. While some of these challenges are expected, others arise out of the blue. The mark of a top-tier marketing company is not its ability to avoid such challenges, but rather its ingenuity in overcoming challenges as they arise without compromising on quality or missing agreed deadlines. An average marketing company tries as much as possible to avoid difficulties, and when this fails, their campaigns are most likely to stall and eventually fail.
Creativity is a major characteristic of top-tier marketing firms. Marketers who are good at their jobs often color outside the lines and are always bursting with fresh ideas. They are willing and ready to push the boundaries to deliver a marketing campaign that makes your brand stand out among your competitors. When not setting the trends, a good marketing firm is always alert to emerging trends and adjusts accordingly to match the demands of the market.
You do not want to spend your money on an agency that is always playing catch up. If their ideas do not impress you, it is unlikely they will impress your target audience.
5. Good Executors
In addition to being creative, a top-tier marketing agency should also be a great executor. Having creative ideas on paper and in presentations will not do much for your brand if the agency cannot implement them. A top-notch marketing firm has tried-and-true systems to help them execute the ideas they present to their clients during a pitch. They also ensure that the execution of these ideas happen within the agreed timeframe.
A poorly executed marketing campaign can ruin the good reputation of your brand. For example, a marketing firm can use influencers whose personalities, values and ideologies contradict those represented by your brand. This is likely to draw negative attention and reflects badly on your brand.
Men lie; women lie; but numbers never do. Any marketing agency worth its name must use big data to run its marketing campaign. Data allows you to target specific audiences that are likely to spend their money on your product or service. Mastery of data enables a marketing firm to understand your target audience, which helps them tailor relevant marketing campaigns.
Data analysis also allows a marketing company to measure the effectiveness and success of their strategies by establishing sales conversion generated from their campaigns. Data also helps you to strengthen your brand by showing you all the areas that need improvements.
7. Strong Online Presence
You cannot rely on a marketing agency that does not market itself. The website and social media pages of top-notch marketing firms are always up to date. They also rank higher on search engines and have a huge social media impact. A significantly high number of followers across various social media platforms is a good indication of a reliable marketing company. Another thing that separates a top-tier marketing agency from its peers is the ability to influence trending topics on social media platforms.
8. Focus on Story-Telling and Content Creation
Everyone loves a good story. A good story becomes a great story when told in an appealing, exciting and captivating manner. Effective and successful marketing campaigns rely heavily on good content creation. A top-tier marketing firm invests in experienced content creators who come up with catchy premium content that helps your brand to attract, convert, and retain customers. Story-telling humanizes your brand giving it a unique personality that your customers can identify with.
Relevant content presented appealingly gives you a competitive edge over your competitors. The content should change at each stage of marketing and on each social media platform to remain relevant.
9. Continuous Learners
The marketing industry is always evolving and advancing. What works today might not work tomorrow. Top-tier marketing firms spend a significant amount of resources in professional development for their staff. Marketing professional spend money and time reading, researching, networking ad learning new skills. There is always something new to learn. Marketing firms that are continuous learners stay ahead of their competition by offering their clients access to the latest and most effective innovations to drive their businesses forward.
Business is all about money. Some marketing agencies have been in the spotlight for various reasons, including outsourcing important tasks to cheap contractors, offering kickbacks to media companies and engaging in fraudulent advertising. After dealing with such agencies, a brand rarely gets value for their money and sometimes ends up with a negative public image. A top-tier marketing firm promotes transparency in the following ways:
- They show interest in your goals and expectations
- They give you a clear and brief contract that clearly outlines the terms and agreements
- They are open about their strategies and tactics
- They work towards your long-term goals instead of offering you quick fixes
Work With the Best
Effective marketing campaigns will boost traffic and improve your sales. While you may be a great entrepreneur, marketing might not be your strong suit, or you just might not have time to run a business and handle marketing at the same time. We’ve compiled a list of some characteristics to look out for before settling on a marketing agency that will drive your business forward. When you want to work with a company that has all these characteristics and more, contact DM Collective in Calgary, Alberta for top-tier marketing services.