The business world is littered with tales of sketchy marketing agencies making big promises and delivering little. This shady reputation has put many business owners on guard, and rightfully so. As a business owner, you should approach agencies with a dose of healthy skepticism and know what signs to look out for to ensure you’re getting a good deal.
The Seedy Reputation of Marketing Agencies
Marketing agencies often carry a reputation for over-promising and under-delivering. At their worst, they can promise the world, charge you a small fortune, and then deliver mediocre results. Therefore, as a business owner, it is crucial to understand how to steer conversations, evaluate promises, and distinguish the real deal from the smoke and mirrors.
1. Understand Your KPIs and ROI
Knowledge is power. Before signing with any agency, familiarize yourself with Key Performance Indicators (KPIs) and how to measure Return on Investment (ROI). These are the metrics that matter.
Understand industry averages for metrics such as conversion rates, bounce rates, and average session duration. If an agency promises figures significantly above industry norms, that’s a red flag.
2. Shop Around for Prices
Don’t settle for the first quote you receive. Get multiple proposals to understand the pricing landscape. If an agency’s price is significantly higher or lower than the others, ask why. The cheapest option isn’t always the best, and neither is the most expensive.
3. Demand Quality Leads
It’s easy to get swayed by large numbers. A higher number of leads can seem impressive, but what matters more is the quality of these leads. A hundred lukewarm leads that don’t convert are far less valuable than ten leads ready to make a purchase. Ensure your agency knows the difference and focuses on driving quality leads, not just quantity.
4. Be Wary of Immediate Results
Digital marketing is a marathon, not a sprint. It takes time for strategies to yield results. Be skeptical of agencies that promise immediate success – they may be focusing on short-term wins at the expense of long-term growth. A good agency will set realistic timelines and manage your expectations accordingly.
5. Consider Smaller Agencies
Larger agencies may have impressive client rosters and slick presentations, but they often come with high overhead costs, which are passed on to clients. Smaller agencies often have lower overheads, more flexibility, and may be able to offer more competitive rates. They also might provide more personalized attention and be more invested in your success.
By arming yourself with knowledge, asking the right questions, and maintaining a healthy dose of skepticism, you can avoid being ripped off by unscrupulous marketing agencies. Good luck!