Step 1. Define the goal and the budget
Write down what you want to change and by how much, and what you can spend each month. An agency cannot pitch well against a vague goal, and you cannot judge it either.
Step 2. Shortlist by fit
Choose three to five agencies that work in the service you need. Read the criteria in the best marketing agencies guide, and the guide for the exact service, such as SEO companies or a PPC agency.
Step 3. Send the same brief
Send each agency the same short brief and the same questions. Ask who will work on the account, how they would start and what they need from you. Differences in the answers show differences in method.
Step 4. Compare proposals
Compare what is included, how results are measured and how you get access to your data. Read the contract length, the notice period and the ownership clause. Paste each proposal into Pitch Check for flags and questions.
Step 5. Check references and ratings
Talk to clients of a similar size and ask what went wrong and how it was handled. Read ratings from marketers who worked with or at the agency. Look at how the agency replies to criticism.
Step 6. Agree terms that protect you
Make sure the accounts are in your name, the reports are defined and you can leave with notice. Start with a short term and a review at the end of the first quarter. A fair agency will accept this.
Warning signs along the way
- Guaranteed results.
- Refusal to give access to your accounts.
- A pitch team that disappears after signing.
- Pressure to sign quickly. For typical fee models, read digital marketing agency cost.