Choosing Your Interactive & Internet Partner or Agency

// July 11th, 2008 // Technology

There seems to be a guru or internet marketing expert everywhere these days.  Some are legit and others have gotten that self proclaimed title just because they have been using Myspace since the first week or two it began.  The differences between legit and non-legit online marketers are those that are talking about it and those that are implementing and creating quality traffic and leads.

When I launched an indie record label back in 2004 I knew the only way to survive in the music business was to think outside of the box.  The goal was to compete and market completely online.  This paid off for both myself and the artists.  The royalties and profits were much higher than what they would have been if we had to print/duplicate/store physical product.  Creating online opportunities was the only thing I had.

Recently I’ve taken that experience and translated it successfully for a real estate developer in SC.  I haven’t left the music business but I needed a different challenge mentally!  Since jumping into this world we have already went through 3 different interactive agencies.  I figured I could help spread the love on how to pick your partner or partners and how to make these partnerships last.  Here are some tips to consider when looking for your next interactive partner.

• Look for a partner not a vendor.  If you find a vendor, then it will be just that.  A partner is someone who will come on and dream with you, never say no to your ideas and will help guide your initiatives.
• Do research, real digging type of research. Not just on the company but the team members or individual you are hoping to partner with.  Some companies have great portfolios but portfolios don’t always give the whole story.  The creative genius that launched your favorite masterpiece may have moved on already!
• Spend time with the person or team before you commit. Dinner, golf, drinks, xbox-  basically get to know the person or team, personalities are very important when matching creative minds… this is in all creative scenarios- artists, musicians, thinkers, dreamers and others.
• If you need more than one person or use multiple agencies, involve all parties.  We have a group that is really pushing the limits with our creative, but I ‘m using a different programmer/software genius to implement.  All parties must communicate and all need to get past that whole competitive push and talk.  One of our former vendors hinted all the time about getting the “rest” of our business.  It got aggravating and most vendors can become long term partners by just sticking to the plans and going beyond the call of duty.  Pushy vendors come off as salesmen who’ll say anything to get your business.
• Outline duties and expectations up front. If the partner says they can do this and that- have them show you how they plan on accomplishing it.  Make them give examples and most importantly outline milestones and goals to review progress.
• Make sure they understand the “current” internet and internet marketing. I say current internet because it continues to evolve.  Just because someone can build a website does not mean they know jack about SEO or marketing, two keys in driving quality traffic to your sites.  SEO marketing is huge when it comes to your budget.  I recently cut our Google and Yahoo ad spending by 75% because of proper SEO implementation.  Even with that cut we have continued to increase visitors and traffic with a huge cut in costs.  Natural SEO is the goal, not spending $1000s monthly on paid advertising.
• Stay up to date with technology. Some figure they aren’t technology minded enough to guide or tell a developer how to work.  However, anyone can keep up with current trends and technologies just by reading a few blogs and source sites.  Make sure your potential partner does the same.  I’ve ran into developers who had no clue what WordPress was or how it worked, yet they claimed to be blogging experts.  I don’t expect everyone to know the inner workings of WordPress, but at least know what it is and why people are using it.
• Use Project Management Software. I use Basecamp for keeping up with projects.  Basecamp is an online project management and collaboration hub.  It’s easy to create projects and assign multiple partners or agencies specific tasks and milestones.  Request an ongoing site like this from your partner so that both parties can stay up to date on progress and needs.

Those are some talking and thought points when searching for an interactive or internet marketing partner/agency.  When you find a few potential partners, here are some questions to keep in mind when discussing the possibilities of work.

1. How do you or your agency keep up with technology and current trends?
2. How do you plan multiple projects and how are they prioritized?
3. What analytic tools do you use and why?  How are those reports translated and delivered to me?
4. How do you stay ahead of the competition and how can you help my company stay ahead?
5. In the last year how many times have your over shot your budget?  Came in under budget?  How was it handled and why did it happen?
6. Can you give me a list of your current projects/clients and permission to contact regarding your work?
7. How am I supported after a project is done?
8. Do you blog or twitter?  How do you communicate your expertise to the rest of the internet?
9. Do you test on the most popular operating systems and web browsers?
10. Can you develop and support non standard versions of my site or brand? This can be other outlets like mobile apps, GPS based marketing, social marketing placement, mobile versions of a website and anything else you can dream up.

Seems like a lot to think about but there are many companies that are just now getting in touch with their interactive and internet marketing souls and all seem to have the same questions.

I hope this helps!  If your company is looking for an interactive partner or agency and are still uneasy about the process feel free to drop me a line or ask some questions below.

—–UPDATE—–  I just received this via email:  If You Want To Hire A Crappy SEO Firm – Awesome read!