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MiMfg Magazine
January 2020
Choosing the Right Digital Marketing Agency
for Your Manufacturing Company
By Mackenzie Deater • Evenbound
Choosing the right digital marketing agency is a
great way to set your manufacturing company apart
from the competition. But, with so many digital
marketers out there, all advertising different
strategies and different services, it can be tough to
decide who is offering the best benefits for your
company.
Before you even start looking for an agency,
establish your own goals. Are you hoping to get
some help reaching sales and marketing objectives,
or are you just looking to refresh your website? The
scope of your objectives will dictate both your
budget and the types of digital marketing agencies
you interview.
Step 1: Search for Agencies
that Serve Your Goals
You know what your goals are. Now, do your
research. Search for agencies that serve your goals,
whether that’s lead generation or website design.
Take a close look at the agencies that come up first.
What are they doing to set themselves apart? Any
digital marketing agency’s placement on search
engines and digital presence is a direct reflection of
the work you can expect to receive. Choose an
agency that shows you how they’re delivering on
those goals and objectives you’ve set for your
company.
Step 2: Interview 2-3 Top Agencies
Interview two or three of your top-choice
agencies. They should feel like a natural fit for your
team, and they should discuss how their services line
up with your goals and objectives.
If you’re looking for a digital marketing agency
that can truly help you grow, your interview should
be focused on how they can generate revenue for
you. Look for agencies that clearly outline 1) where
you’re at, 2) where they’d like you to be, and 3) how
they’ll help you get there. The agencies with a
personalized plan for you are the ones that will
deliver legitimate growth, rather than charge you for
an expensive website that doesn’t bring in revenue.
Step 3: Let Them Pitch You
Instead of sending out an RFP, let your top
choice agencies pitch you. How are they going to
solve your problems? What strategies will they use
to deliver growth for your company? The agencies
that put thought into ways they can set your
company apart now are the ones that will implement
legitimate strategies after they’ve signed.
Then, before you sign, be sure to ask for a few
references from your top-choice agency. Talking to
two or three of their existing clients helps prove that
you’re really going to get what they’ve pitched, and
those conversations will give you a better idea of
what to expect from your working relationship with
that agency.
In closing, we’d like to point out one last tip to
help you find the best agency for your company
efficiently. We’ve found that nothing derails the
process of signing with a digital marketing agency
faster than your own team tripping over each other.
Choose one point of contact on your team to do the
work of finding a digital marketing agency. Let that
person own this project, and trust them to own it. This
will help you sign with the right agency at the right
time, so you can reach your growth goals faster.
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Mackenzie Deater is the content strategist
for Evenbound. She may be reached at
616-215-0626 or [email protected].