Choosing the right marketing firm as a small business owner can make or break your growth strategy. Since every dollar and campaign counts, it’s essential to ensure the firm you hire is aligned with your goals and has the right experience. Here are eight key questions to help guide your decision.

1. What experience do you have with businesses like mine?

You’ll want to know if the marketing firm has worked with businesses in your industry or those of a similar size. Firms with prior experience in your niche will understand your unique challenges and opportunities. This will save time and effort since they already have a grasp on your market’s dynamics, target audience, and pain points.

2. Can you share examples of successful campaigns you’ve run for small businesses?

Seeing real-world examples of their work will give you an idea of their capabilities. Look for case studies that reflect situations similar to yours, such as generating leads or increasing online sales for small businesses. It’s one thing to talk a big game, but actual results speak volumes.

3. How do you measure success?

This is a crucial question because their definition of success should align with yours. Are they focused on increasing website traffic, generating leads, improving brand awareness, or boosting sales? They should be able to track data and show you how their efforts contribute to your bottom line.

4. What services do you offer, and how do they fit my needs?

Marketing firms often offer a variety of services, including SEO, pay-per-click (PPC) advertising, social media management, content creation, and email marketing. Ensure they provide the services that align with your business goals. Some firms may be specialized, while others offer a full range of services. Pick the one that can tailor its services to your needs.

5. How do you handle budget constraints?

As a small business, you likely have a limited marketing budget. Ask how they manage budgets and prioritize efforts. A good firm should be able to provide solutions that make the most of your budget, like focusing on high-ROI activities. Avoid firms that suggest “cookie-cutter” approaches, as small businesses often need customized strategies.

6. What is your process for developing a marketing strategy?

Every marketing firm should follow a structured process to create a plan tailored to your business. Ask about how they conduct market research, analyze competitors, and identify your target audience. You want to understand how they’ll develop a strategy that drives results for your business.

7. Who will be managing my account, and what is their experience?

The experience of the person handling your account is just as important as the firm’s overall reputation. You want to ensure the person you’ll be working with day-to-day has the knowledge and experience to manage your campaigns effectively. Ask if they’ll be your main point of contact and how involved they’ll be in the overall strategy.

8. Can you provide references or testimonials from other small business clients?

Hearing directly from other clients, especially those with small businesses, can give you valuable insight into what it’s like to work with the firm. Don’t hesitate to ask for references or testimonials. Look for reviews that highlight responsiveness, creativity, and results.

By asking these questions, you’ll have a clearer picture of whether a marketing firm is a good fit for your small business. You want a partner that understands your needs, delivers results, and communicates effectively, all within your budget constraints.

Charles Bruce is the Director of Client Relations with COMO Companies which owns COMO Marketing, COMO Magazine, and COMO Business Times. He received his Bachelor’s Degree in Business Administration and his MBA from the University of Dubuque. When Charles isn’t being the life of the party, he can be found climbing a large mountain. In December 2023 he climbed the Imja Tse mountain in Nepal.

573.499.1830 | charles@comocompanies.com