As Forbes proclaimed in 2015, “Customer engagement is everything in business.” Here at Toros Media, we strongly believe in optimizing your digital presence and building an online community to ultimately increase sales revenue; however, we’ve noticed that some clients aren’t ready to take that leap. Whether it be due to a lack of budget or not really understanding an agency’s purpose, some business owners tend to be shocked or sadly offended by the costs associated. Truth is, digital marketing takes time, and we provide the guidance and expertise you’ll need along the way.
Before hiring us (or any other agency for that matter) to handle your digital/social media marketing, you need to ask yourself, as a diligent business owner, these important questions:
- Do I have the funds to cover a Digital Campaign? Digital and social media marketing often take some time to develop (usually, it’s about 2-3 months before the ROI covers our fees). You can’t just hire a digital agency for a few weeks and expect to see sales go through the roof immediately, so if you don’t have the funds to stay the course and see the campaign through, you should hold off until you do.
- Is my website up to speed? Think of your website as the vehicle you’ll use to travel across America. You wouldn’t drive a 1990 Chevy that hasn’t been serviced in 3 years across the country, would you? The same is true for your digital house. Take an objective look at your website, and ask yourself if you’d be impressed enough with the site to make a purchase (and trust it with your credit card information). Before spending money, time and effort on digital or social media marketing, make sure your website is ready to convert the visitors into buyers. For restaurants, this means making your menu, events and social channels easy to discover, as well as high-quality images of your food.
- What’s Your unique value proposition? Having to tell a client that their product stinks is like telling a parent their baby is ugly — it’s painful and embarrassing for everyone involved. Of course, we will never say this outright, but if your product offering needs a lot of work, we will respectfully decline your project. You’re only as good as the products and services you offer, and everything boils down to ROI — if the product is no good, no amount of social media interaction or digital marketing will help. Sounds harsh, but it’s something we feel pretty strongly about at Toros Media, and in the end, it spares us (and the business owners) a lot of awkward conversations.
- Do I have the time to commit? Even though you’re hiring an agency to communicate with the media on your behalf, you will need to be involved in the process. We’re not asking you to hold our hands, but whether it be weekly/monthly/quarterly, meetings should be expected to review your performance as a whole and make decisions. In the end, communication is key to seeing any form of success.
- Do You have access to your Google Analytics account? This one’s always tricky. We will need to know enough details about who visits your site and how so they can craft a complete picture of your website visitors, potential customers and actual customers. About how many website visits do you get per month? About how many lead capture forms get filled out per month? How do people find your website? And last but not least, can you easily give us admin access to that account?
- Does your company have any brand guidelines or particular design styles? We will also need to know your company’s branding: brand’s color codes, mottos, fonts, etc. Also, be sure to have plenty of pictures of your products or services and a vector image of your logo available.
- What are your marketing goals and key performance indicators? What do you want to accomplish or improve upon with a new digital marketing strategy? Also, what key performance indicators (KPIs) – which are values that will be measured to determine the effectiveness of an objective (a marketing or advertising strategy) – does your company use? Examples are Facebook followers, contact forms filled out, visits to the website, etc.
- What is the ROI on past marketing and advertising strategies or campaigns? It’s important that this type of information is always measured and saved. Having this documentation will help you decide what types of campaigns are not worth repeating. Examples are print advertisement, online promotion, attending a tradeshow, etc.
- What are your average sales per month? You should know this and you should also know if there were any recent peaks, dips or plateaus in sales.
- What is your understanding of SEO, social media marketing, PPC ads and inbound marketing? Believe us, we do not intend to confuse you with digital jargon that makes no sense to you. If you have a fair understanding, that’s great! If not, we’ll communicate in terms that are easy to digest.
These are all the talking points we bring up in our discussions, and we’re always honest with our clients about each of them. If we think your website could use an update, we’ll tell you and even offer personal recommendations that suit your budget. Same goes for sales revenue–if your margins won’t cover our costs, we’ll let you know upfront. We can’t guarantee you that other digital agencies will be this transparent, so it’s best to do your research before making the investment.
If you’ve read this through and feel as if you’re ready to make a decision, let’s chat! We look forward to taking your business to the next level.