5 Questions to Ask Yourself Before Talking To A Digital Agency
If you’re considering running a digital campaign with an agency, but are not quite sure how digital ads work, don’t worry! You don’t have to know all the complex technical parts of online advertising before you consult with a digital firm — they’re the experts!
However, there are a few things you should consider before consulting with a digital agency. Keeping a few key questions in mind will make your conversation run more smoothly by helping you and your digital partners understand one another and communicate well from the beginning. Here are our top five questions to ask yourself before meeting with a digital agency:
1) What’s your goal?
Digital isn’t a one-size-fits-all solution. There are a ton of different ways to advertise online, and marketers need to know what you want to accomplish in order to figure out the best plan of action to move forward. Knowing and being clear about your goals for a campaign will help agencies know what type of ads to run, what platforms to use, and more.
2) Who would you like to communicate with?
You don’t need to know exactly how to target on digital — that’s the agency’s job. But it will help if you know the types of people, or the individuals, you want to reach with your message. For example, do you have an email list or a list of past customers you could target specifically? Or, do you have certain demographic and geographic factors you want to target by, like a customer profile or everyone in a certain city? If you don’t know the specifics, that’s fine; but if there’s any information that can help inform the audience you’d like to reach, make sure to share that when you go to consult with a digital firm.
3) What’s your budget?
While this may just seem like a matter of money, it actually tells your agency a lot about the possibilities for your campaign. Since some advertising channels and types of ads cost more than others, budget is a very valuable thing to consider when forming a strategy. For example, knowing your budget can help the agency decide what type of ads to run, whether or not to try multiple platforms or types of ads, and for how long to schedule the campaign.
4) What type of creative would you like to use? What do you want your brand, organization, or campaign to convey?
Unless you’re using search ads, ad creative — especially online — is very important. Images dictate whether or not a viewer stops to notice your ad, and play a big role in whether or not a viewer clicks through to your content. And if your ads are the first thing a potential customer or client sees, your imagery shapes their first impression of your brand, candidate, or organization.
So in order to create the best possible imagery, you want to make sure the creative represents you well, and it’ll speed up the process if designers know what look and feel you want to convey to viewers.
5) What extent do you want to be involved in your ad campaigns?
There are a lot of steps and skills involved with digital advertising, and every client or project is different. Some like to be very involved, providing their own writing and photography, and others are happy to have us handle their campaigns from beginning to end. Before you meet with an agency, think about your own capacity and needs with your projects and what you’d like your agency to handle. For example, do you need someone to do writing for you? Do you need help with graphic design and ad creative. Do you have a firm brand identity already or is that something that needs to be developed? Knowing these details can not only help your agency get a better sense of what your project entails, but can also help you find out if an agency is right for you based on the services they provide.
Knowing the answers to these questions can help speed up the process when you walk into an agency for a consultation, and it can help your digital partners know how they can best serve you. Our final piece of advice? Know what you want, but be open to suggestions as well. Give and take is crucial to a healthy working relationship — both of your opinions and expertise are valid and necessary to yield a product you both can be proud of.
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As CMG’s Crafter of Strategic Communication, Amy Libka combines strategy and creativity to help clients communicate as effectively as possible. She is passionate about clear, effective communication, and enjoys crafting messages that help individuals and groups achieve their goals. She specializes in creating content and managing digital advertising campaigns for a diverse group of clients.