outspokeco-blog

[outspokeco-blog]

How To Choose A Marketing Agency

This post was originally published on the Outspoke’n Blog

How do you choose a marketing agency? This specific question has probably kept many business owners up late at night. As a business owner, usually, a time comes when you realize you need help marketing in order to grow your business. Unless you have a background in marketing, your expertise probably lies elsewhere. This a where a marketing agency comes in. Finding the right marketing agency will allow you to focus on what you do best. Unfortunately, finding the right marketing agency can seem downright impossible at times.

At Outspoke, we have spoken to dozens of business owners that have struck out when trying to find the right agency. It’s unfortunate and there really isn’t a manual on how to find, vet, and hire the right marketing agency. Until now. Armed with years of experience, we put together a guide to help you find and hire the right marketing agency.

12 Things To Consider When Hiring A Marketing Agency

1. Industry Experience Matters

Arguably the hardest part about finding the right marketing agency is the number of agencies to choose from. Did you know there are currently 100,000+ marketing agencies in the United States alone? That is a tough place to start.

So, what do we recommend? Start by looking for agencies with experience in your industry. To achieve real results, your marketing plan will have to be tailored to your specific industry and buyer personas. Each industry is unique and learning the nuances can take quite a while. While marketing agencies may serve clients in many different industries, industry experience matters. So does experience working with companies of a similar size as yours. Marketing multi-billion dollar companies are much different than marketing businesses with a smaller budget. Even if both of those companies operate within the same industry. Starting here will help to quickly narrow down your list of potential agencies.

2. Understand Your Needs

Clearly defining your needs is a key component when choosing a marketing agency. It is all too common however for businesses to schedule meetings with prospective agencies before clearly documenting their needs. Consider the following:

What goals do you hope to achieve in the next six months?

What is your budget?

How will you measure success?

Reputable agencies will ask you all of these questions in your initial discovery call, but it is important to keep these in mind when selecting potential agencies in the first place.

P.S. If an agency doesn’t ask about your specific goals and needs, that is a major red flag.

3. Set Expectations

Once you have defined and documented your needs, you need to set expectations with potential agencies. Make it very clear what results you expect, how communication will be handled, who will manage projects, deadlines, etc.

In our experience, most failed agency relationships are a result of skipping this step. When both sides don’t have clearly defined expectations and processes in place, it is nearly impossible to succeed. Be clear about what you expect.

4. Look for Partners

At Outspoke we have a partnership mindset, meaning we operate as if we are part of the businesses we work with. This means we are focused on real results, not vanity metrics or non-sustainable strategies. As a HubSpot Agency Partner, we have many clients that work with us for years at a time. These relationships are only able to last the test of time because of this partnership mindset

Pay close attention to the way agencies sell themselves and the relationships that come with it. If an agency seems too focused on closing the deal as quickly as possible, this is usually a bad sign. If an agency is willing to take time to get to really know you, your business and your goals, both short-term and long-term, they probably have a partnership mindset. The chances of someone caring about your business as much as you do are low. However, the right marketing agency will feel like this is exactly the case. Partners don’t sacrifice long-term success for short-term results. The wrong agency will.

5. The Beer Test

I once had a boss tell me, “I look for people with the technical capabilities and that pass the beer test.” Put simply, the beer test requires you to answer a simple question: would you want to grab a beer with the person after a long day work?

While we aren’t saying drinking beer with the agency you hire is required (it doesn’t hurt from time to time though!), this simple test generally helps weed out people that aren’t a good personality fit. The human element matters. We have several clients committed to 80+ hour per month retainers. This results in a lot of back and forth and time together. You don’t have to be best friends with the people at the agency you decide to work with, but a good personality match can make the relationship much more enjoyable.

6. Ask for References

Reputable agencies will have plenty of past clients and should be happy to share their contact information so you can ask about their experience. Imagine being able to talk to a person who is in the same industry as you and had an amazing experience with an agency you are considering. This would give you a lot more confidence than any flashy website or sales presentation.

If an agency refuses to let you talk to its past clients, run. At Outspoke we enjoy having our happy clients help us close the deal. Often times their confidence in us is all it takes!

7. Bigger Isn’t Always Better

Marketing agencies come in all sizes. Some “agencies” are actually just a one-person show. Other agencies have hundreds of employees and locations all over the country or world. Size alone shouldn’t be a determining factor, but you should consider it when hiring a marketing agency. Generally, smaller agencies are more efficient. It is much easier to manage a team of 5 as opposed to a team of 500. However, larger agencies often have more diverse skillsets in-house.

By now you have clearly defined and documented your needs and expectations. Does size matter? We can’t answer this question for you, but keep in mind the pros and cons of larger and smaller agencies. It’s not uncommon that we are contacted by larger agencies that need help with their workload. Struggling with efficiency, they often have more luck allowing smaller, more efficient agencies handle part of their workload. Speaking of outsourcing work, don’t forget to ask potential agencies what work they handle in-house vs outsourcing.

8. Outsourcing vs In-House

This may come as a surprise to you. A lot of marketing agencies sell work that they don’t actually complete. In fact, there are very few agencies that exist that complete 100% of work in-house. Make sure you discuss this with potential agencies. However, it’s important to remember that outsourcing work isn’t necessarily a bad thing. Hiring a marketing agency is outsourcing. Understanding what is being outsourced and why is critical.

At Outspoke we have several partners that we outsource work to and vice-versa. We have vetted these partners and trust their expertise. They fill in the gaps in our technical skillsets and allow us to offer additional services that our clients need. An important distinction to note — we have established partners that have been vetted and we are fully transparent up-front with potential clients about these partners.

9. Transparency Matters

Speaking of transparency, it really matters. One of the hardest aspects of outsourcing work is a lack of visibility into what is done on a daily basis. When you have a team in-house, checking on progress is as simple as walking down the hall. When you hire a marketing agency, you will have to let go of some control.

At Outspoke we try to reduce this feeling as much as possible. Our project management tool, Monday.com, allows us to invite a guest to their project board(s). This allows them to track in real-time exactly what we are working on, how many hours we estimate it will take, how many hours it actually takes and any roadblocks we may experience. It is important to discuss transparency with prospective agencies to ensure you will be provided enough visibility into the process to feel comfortable. What is required to feel comfortable will vary for every business owner, so be honest with both yourself and the prospective agency about your needs in regards to transparency. Feeling like you’re in the dark isn’t fun for anybody.

10. Balance Quality with Quantity

Depending on your budget, you probably can’t afford the most expensive agency. You may even be actively looking for inexpensive options. Finding a balance between quality and quantity is imperative. You are often better off spending a little bit more for a higher quality service. Many times the cheaper option ends up becoming more expensive. This happens for several reasons such as:

You have to hire another agency to fix bad work

The lower quality work reduces your growth rate

The turn around time is so long you miss an important deadline

It is a balancing act and one that is hard to master. More expensive isn’t always better, but neither is the lowest bidder.

11. Location, Location, Location

In the modern world, location is becoming less important with each passing year. Companies are now hiring globally as much as locally. As you begin your search for potential agencies, consider location. There are some services that require on-site work, such as a video shoot. Hiring a local agency for services like these is often much more affordable. You will not have to cover traveling expenses, hotels, or any other associated costs.

The majority of digital marketing services offered, however, can be completed from anywhere in the world. This provides a huge opportunity for businesses like yours. Imagine living in New York City where the cost of living is very high. Marketing agencies regularly charge $300/hour in these markets. If you only focus your search within New York City you will probably have a hard time finding affordable prices. By opening your search to emerging markets, like Denver for example, you can get the best of both worlds. A location with plenty of local talent and hourly rates that are much more affordable. Take advantage of the global economy that we all currently work in. There are so many opportunities if you open your search up geographically.

12. No Agency Can Do Everything

We saved the best for last. The number one red flag that we look for when considering partners is a company that says they can do everything. Look for agencies that have focus. Consequently, don’t be discouraged if you hear “no” from time to time. When agencies turn down particular work due to lack of expertise this can be a great sign. It means they aren’t focused solely on revenue. No agency has expertise in everything. What you need to do is find an agency whose expertise aligns with your needs. That is the holy grail and we hope this guide helps you find just that.

Did you find this post helpful? Head over to our blog to read some more. You can also drop us a line if you’d like to chat! If you’re into moving fast, hire us.

[outspokeco-blog]

How To Install Google Analytics in 4 Easy Steps

This post was originally published on the Outspoke’n Blog

"If a tree falls in a forest and no one is around to hear it, does it make a sound?" This philosophical thought experiment has left many people smarter than I puzzled.

A website without Google Analytics installed poses a similar question. Does website traffic exist if you can’t track it? More importantly, if you can’t track your website traffic, how can your website serve its purpose

I still remember the first website I created. I took it live and then sat there wondering “now what?”. I knew about my site and thought it looked amazing (it didn’t but practice makes perfect, right?), but would the rest of the world find my site? Would they love it enough to come back again and again? How would I ever know the answer to any of these questions?

The answer was, and still is, Google Analytics. A free tool that can answer more questions about my website traffic than I could ever comprehend. And when I say free, I don’t mean a dumbed down version. Google offers a ridiculously high-quality piece of software -- and is giving it away for free. All you have to do is install a little code on your website. You would be crazy to not take advantage of it.

Back then I was new to websites and I didn’t know how to install Google Analytics. Lucky for you, below I have outlined the process. It has become very easy for me - with plenty of practice - but it was quite difficult at the time. Hopefully, I can save you some headaches and get your Google Analytics up and running in the next five minutes. Let’s go!

How To Install Google Analytics

Step 1: Visit The Google Analytics Website

I’ll save you a Google search. Just click here. You will then be asked to log in using a Google Account. If you don’t already have a business email, just use your personal one. You can easily share access to as many email addresses as you desire at a later date.

Step 2: Complete The New Account For

Once you have logged in, you will see the following form.

For the sake of this post, we will assume this Google Analytics setup is for a website. The Account Name will only be visible internally, so name your account whatever you would like. If you plan to manage multiple websites, you will want to name your accounts in such a way that it is easy to tell them apart.

The rest of the form is fairly self-explanatory so let’s move ahead to the exciting part, installing your Google Analytics tracking code!

Step 3: Install Your Google Analytics Tracking Code

Right after you finish creating your account, you will be routed to the page shown below. This is the most important to set up because installing your tracking code is what bridges the gap between Google and your website. No code, no tracking.

Don’t get overwhelmed by the code you see. Unless you are a developer, you probably have no idea what you are looking at. That’s ok. You have two options at this point:

Copy the Tracking ID so you can install it yourself

Send the tracking code to your developer so they can install it for you

While the latter might seem easier, I will show you how easy it actually is to install the code yourself. Installation will depend on how your site is built, so let’s take a look at a couple common website types.

Wordpress Sites

For Wordpress, the easiest way to install Google Analytics is via the Google Analytics plugin. Again, it is completely free and will take all of the technical requirements out of the equation

Once you have installed the plugin, it will ask you to enter your Tracking ID. You will see this number at the top of the page. Simply copy and paste it into the Track ID field and you are good to go!

While using a plugin is easy, there may be an even easier way, depending on your Wordpress theme. Many themes now have a section for Header Scripts. If your theme has this feature, you can simply copy and paste the entire chunk of code listed on the page. This will insert the code correctly on every page of your site without you having to do any development work. Thanks, Wordpress!

eCommerce Sites

Each eCommerce site is different, but most support Google Analytics integrations. This means the process will be very similar to the plugin method we just discussed. A simple Google search will provide you will specific instructions for your eCommerce site.

All Other Sites

Sites like Wix and Squarespace have grown in popularity due to their ease of use. When it comes to installing Google Analytics, they live up to their reputation. Look through your settings for a section to enter a Google Analytics Tracking ID or header script. Again, simply copy and paste the correct information.

Step 4: Test Your Tracking Code

The final step is testing to make sure your tracking code is working properly. The easiest way to do this is to open a new tab and visit your website. While you have your website open, open an additional tab and navigate to the “Real Time” section of Google Analytics. Here you will see any active people on your site, which means Google Analytics should be registering the fact that you are currently visiting your site.

If you see 0 active website visitors, then you need to backtrack and ensure you followed each step correctly. However, if you see 1 active website visitor then you successfully installed Google Analytics!

Now What?

Now that your Google Analytics is installed and tracking properly, there are several next steps we would recommend:

Set up automated reporting: Google Analytics can automatically generate and email you reports, so you are always up to date. To set this up, simply navigate to the analytics view you want regular updates on and hit “share”, which will be right above the data. Enter your email and the frequency of updates.

Set website traffic goals: Without clear goals, it is hard to increase your website traffic. Google Analytics has a built-in “goals” feature to keep you accountable. At Outspoke we use Goals to easily monitor progress and identify when we are getting off track.

Create a plan: Installing your Google Analytics code is a huge first step. Doing so allows you to measure success, but will not necessarily lead to success without a plan. When setting goals, tie those to actions. Whether you want to write a certain amount of blogs per month or budget for paid advertisements, having a plan will allow you to reach your goals.

Congratulations! By this point, you have successfully installed Google Analytics and are ready to share your website with the world. Consistent growth is hard to achieve, but proper tracking makes it measurable and trackable.

Did you find this post helpful? Head over to our blog to read some more. You can also drop us a line if you’d like to chat! If you’re into moving fast, hire us.

[outspokeco-blog]

Artrepreneurs & the Future of Artistic Expression

This post was originally published on the Outspoke’n Blog

Paul Allen, the co-founder of Microsoft, was an avid musician and art collector. One of the most successful entrepreneurs of all-time was also one of the loudest advocates for the arts. But do art and entrepreneurship have anything in common? Any crossover?

There are plenty of people who think so. The term “Artrepreneur” has come to prominence in the last few years, but what does the word actually mean? Here are some of the characteristics:

Passionate about creating their art

Business savvy and tenacious

A desire to provide entertainment or emotional experiences for others

Interest in finding a way to turn their art into a sustainable venture

Beyond these basic attributes, these artists will vary in the art they produce, the mediums they use, and how they turn a profit. Traditionally, many think that the artist and the entrepreneur don’t really relate. One is interested in creating and the other is interested in making money. It is essential to find the commonalities between both of these labels, however, if you desire to make money from creating art.

Commonalities

Contrary to popular belief, artists and entrepreneurs have many personality traits in common with one another. Author Peter Spellman has compiled a list of ways in which musical abilities can translate to business success. The list included aspects like self-discipline, persistence, focus, ability to handle rejection, and a strong work ethic.

If it was taken out of the current context, the list of traits above could apply to both artists and entrepreneurs. The overlap is evident. It seems that combining artistic pursuits with entrepreneurial habits is a no-brainer. This is a simple concept but can be difficult to put into practice.

Despite the obvious similarities, artists aren’t always successful entrepreneurs. They are quite frequently the opposite. Moving forward into the future it is important to teach individuals to express themselves artistically, as well as teach them about some entrepreneurial practices. The two go hand-in-hand.

“All our dreams can come true if we have the courage to pursue them.”

Walt Disney

Emerging

Artistic pursuits are often stigmatized in traditional platforms. Students who are pursuing or earn an art degree are not always viewed positively. According to a recent report by BFAMFAPhd, a degree in the arts rarely leads to an actual career in the arts. Other professions are afforded opportunities that artists just don’t have. This article from Benjamin Wolff refers to lawyers, doctors, and accountants as some examples of professions that have established practices. An individual can earn a degree in one of those fields and join a practice that already exists. Artists can’t do this.

Art is powerful, however. There are inherent advantages associated with artistic pursuits. They inspire people and encourage them to connect with their emotions. Artists, if they can harness this power, have a clear asset that other professionals don’t have. Artrepreneurs should focus on the emotional quality of what they are selling. Appealing to a consumer’s emotions is key. Once a potential lead has an emotional connection with what you are selling, it is much easier to convince them to buy it.

raretempo

We believe artrepreneurship is essential to the future of art. This is why we have created raretempo, a resource for the modern artrepreneur. Our goal is to educate artists on how they can make money with their art. In the coming months, we have some cool things in the works including a marketplace for artists to sell their works and pop up experiences that will delight the senses. Stay tuned for more.

The artrepreneur is on the rise. Moving forward, we want to help those people as much as we can. This is one way to continue to build community and that is something we’re all about here at Outspoke.

Did you find this post helpful? Head over to our blog to read some more. You can also drop us a line if you’d like to chat! If you’re into moving fast, hire us.

[outspokeco-blog]

What Is A Marketing Agency?

This post was originally published on the Outspoke’n Blog

Choosing a Marketing Agency: Finding a Partner for Your Unique Brand

Selecting the proper marketing agency that can fit your unique voice can be difficult. We get it. There comes a time in the life of a business where help is needed. This is due to a few reasons - sales or sales qualified leads, or BOTH, are low and your expectations are just not being met.

Perhaps your marketing department doesn’t have the necessary resources to get the job done. Often businesses and organizations have one, maybe two dedicated marketers who get overloaded with work. The lack of manpower can also be the sole determining factor needed to complete tasks.

So What Does a Marketing Agency Do?

The purpose of a marketing agency is to optimize the potential of your company. A marketing agency creates and implements a marketing strategy, conducts extensive market research to increase the sales and profits of a company, seeks to build relationships with your target audience, and increases overall exposure by extending reach to potential customers who are likely to be interested in the product or service being offered.

Marketing agencies use strategy and design to simplify and solve communication issues. Their primary focus is to help your business from the inside out to inspire your audience. A good firm helps their client see their business in a new light, and helps their client be proud of their organization, spark new ideas within them, and communicate a unified message about who and what they are.

Remember: Customers don’t only care about what you do, but also what you believe in.

Things To Consider When Selecting a Marketing Agency:

When it comes to finding the right agency to partner with, there are many analogies that could be applied…. From dating to finding a needle in a haystack. It’s important to put thought into your decision to ensure that you make the right choice.

There are several types of marketing agencies and they each provide different services. Take time for some internal reflection. Do your research, establish a budget and figure out the services that your company needs.

Want some more guidance? Read our guide for How To Choose A Marketing Agency.

The Different Types of Marketing Agencies:

There are many different types of marketing agencies out there, and there are cases where companies choose to hire more than one. While this is occasionally necessary, it is far more beneficial to hire one agency that specializes in several types of marketing. Below are a few examples of different types of agencies:

Digital Marketing companies provide services that help you make use of the full potential of the Internet and social media in your marketing program. They can help you develop or improve your website or launch an e-commerce service. Such agencies can advise you on ways to use social media to communicate and interact with customers and prospects.

Telemarketing companies provide telephone-based marketing services by acting as a call center for your business. You can use their services to follow up on responses to advertising or direct marketing campaigns. They call prospects and obtain more details of their requirements or attempt to take orders for your products.

Marketing Communications Consultancies plan and develop communications material, such as brochures, product guides, newsletters and customer magazines. They provide writing, design and production services, and they also can advise on the types of communications materials you need to support activities such as a new product launch.

When you’ve found the Agency that you want to explore a partnership with, here are some questions to ask during the selection process:

Who will be managing my account and who will we be working with?

Compared to your other clients and their retainers and production needs how do we compare?

Are there specific planning or strategy exercises that we will be participating in to help bring your agency up to speed?

How is client collaboration and communication handled?

What key performance indicators do you as an agency focus on when it comes to client work?

What are your reporting practices? How often will we get reports? What will the received reports contain?

If you could map out the first 120 days of working with your agency what would that look like?

Every company has the potential to succeed - but without a proper marketing plan, they often fall short. The proper implementation of a well-designed marketing strategy will greatly enhance the success of any business. Finding the right Marketing Agency for your business can help to improve performance by creating a Brand that matters.

Did you find this post helpful? Head over to our blog to read some more. You can also drop us a line if you’d like to chat! If you’re into moving fast, hire us.