Manufacturers may be experts at what they produce, but often lack the resources and knowledge on how to best market those products. If you are a small-to-medium sized manufacturer with a lean front office staff, then you have probably contemplated hiring an outside marketing agency before.
Maybe you undertook creating a website years ago, but now you would love to know how companies are using social media or search engines to help drive leads and revenue to their manufacturing business. Or your business is just getting started, and you know the best way to reach potential customers is online. No matter the maturity stage of your business and marketing, a digital marketing agency, like Proximity Marketing, can lead your efforts and drive the right strategies to get results.
If you don’t look for the right attributes, the agency you pick can either be a rocket or a rock, helping to propel your marketing efforts to the stars or sinking with a thud.
Five things to consider when looking for a digital marketing agency:
Your Goals and Resources
Before embarking on the journey to find an ideal agency, do some soul searching of your own. Whether you are a one-man shop or have marketing personnel already, assess your strengths and weakness, so you know the areas of your business that need the most help. Knowing what you’re good at managing in-house now will better define an agency relationship.
You can’t measure success without setting goals. What goals do you have for your business? Consider what will make this program with an agency a victory. Going into the relationship with a concise idea will help you assess progress and see your agency’s ROI
Capabilities and Services
The capabilities of the digital marketing agency will be one of the driving forces in who you ultimately select. Each agency has a different vision, focus, and overall approach and like any other kind of business, they have their strengths and weaknesses.
Some companies, like Proximity Marketing, offer full-scale web design and marketing services. Other firms may specialize in specific online areas – like paid search and social campaigns, or website design and copywriting. The point is to find an agency that provide services aligned with your business goals and have the capabilities to grow with your needs.
Julius Caesar said “Experience is the teacher of all things” and that applies here. As a manufacturer, you want to find an experienced and well-versed agency. More importantly, you want to select a firm who has years of experience marketing for manufacturers. When an agency understands the BtoB sales channels and the complex customer audiences, it makes your working relationship easier and more successful. This is different than other kinds of businesses and manufacturing digital marketing has a differing level of complexity.
We have 20+ years of experience marketing for businesses Medina County and throughout Ohio. We are passionate about our community and improving the thriving companies here, so much so, we researched 200 manufacturers and published a Manufacturers in Medina County Executive Summary, so that manufacturers could assess their own marketing efforts.
We are the experts and can assess your business in what we call a digital marketing audit.
For more insight into our services or a digital audit, contact us.
When choosing your digital marketing agency, it’s important to understand their approach and what makes them different or unique. For instance, how does the agency kick-off a marketing program for a customer? What research or preplanning is done to better grasp your business, your customers, and your best opportunities to increase business?
At Proximity, before proposing a particular strategy, we perform a deep-dive analysis of your company’s online footprint, which we call a digital marketing audit. An audit is the first step in a potential partnership that benchmarks your current website and online presence and delivers our recommendations for ongoing improvements.
Another aspect of our approach is how we serve our client. We like to think of ourselves as an extension of your team and work in conjunction with you to obtain success. We approach our relationships with openness, transparency, and collaboration. We love to leverage our client’s expertise in content and realize they have the deepest knowledge of their products and customers.
Being able to discuss results with a potential marketing agency is essential. Before you enter into a partnership, ask about their past successes. Seeing data-supported marketing wins first hand will help ease any nervousness you may have about joining forces. Asking about their other work, clients, and measurable results are going to be points of emphasis in your meetings.
Transparency in reporting is going to be a huge aspect of your decision-making process. Be sure to find out how marketing progress will be reported back to you and how often you can expect those summaries. Having regular discussions about program status is important, so you understand the work being done and its impact on your business.
How to Select the Right Agency
Hopefully, this has provided you with a roadmap for selecting your digital marketing agency. Weighing services, experience, approach, and results will allow you to assess your different options. Other factors such as price, length of commitment will weigh on your decision but finding the right fit is most important.
If you would like to learn more about us or if you’d like to see why Proximity could be the right agency for your business, contact us and let’s chat.