Strategy & Planning

Don’t just close your eyes and hope for the best

You’re committed to conquering your online challenges. But is the agency equally committed? Ensure that you invest your money and time wisely by considering these concerns:

1. Is the agency interested in understanding our business and goals?
Often the answer’s immediately apparent: if an agency is talking more than 70% of the time, they’re likely more focused on selling you on features and benefits than on learning how to help you. Good recommendations address your challenges and desires. You should be asked “What issues do you currently face online?” and “What do you hope to achieve this year?”

2. How do we select the agency most willing and able to help?
First and foremost, seek comfortable, open dialogue and a natural fit – if you feel that you’re being rushed into anything, then you probably are. Retain the right to opt out if things don’t feel right or work out. Your needs and preferences dictate the best solution – some prefer to start small and evaluate results before undertaking a larger project. Ensure that you will have a suitable level of involvement. Know exactly what deliverable to expect, in what form, when and how often.

3. How do I know that an agency is continuing to work in my company’s best interests?
A solid online strategy demands monitoring and revision in order to produce desired results. Thus, the right partnering agency will host regular and transparent meetings where you may review online strategy, examine verifiable results, consider recommendations and make well-informed decisions. An agency’s efforts should always remain aligned with your business goals.