Atlanta Marketing Firms

A large agency has vast resources and experience but may work primarily with large companies and be less likely to give your small business the attention it needs. They’re also likely to charge more because they have greater overhead. On the other hand, a small marketing firm or boutique agency may have difficulties keeping up with your needs, even if their rates are more attractive. Finding that Goldilocks just-right fit is key to getting service, value, and results.

Generalists vs Specialists

If you need something specific—say, a new website—your best bet is likely with a specialist. If you have a wide range of needs—perhaps a new website and more leads—you might choose to work with a larger firm with broad capabilities, or to partner with multiple specialist agencies (a web agency and an SEO specialist, perhaps). Keep in mind that managing multiple agency relationships takes more time, and requires some collaboration between your agency partners. Sharing mission-critical documents (like a Brand Brief, Site Map, or web analytics) and organizing conference calls can help get people on the same page.

Culture and Personality

From your first impressions of a marketing firm’s website to your subsequent calls and meetings with agency personnel, you should listen to your gut. Is this a company that would work well with your team? Do you share the same values?

Meet the Team

What’s the personality of the team you’d be working with? Are they formal, or casual? Seasoned professionals, or energetic upstarts? Picking the right team is about more than just finding the right skill set; you’re looking for a reliable partner. Does the thought of being on a long road trip with this team make you excited? Or nervous? When you narrow your selection down to 2-3 agencies, ask to meet the whole team and consider the fit.

Work Samples

Ask to see samples of the firm’s work, but don’t settle for pretty pictures. A great portfolio can be misleading; you want to hear the story behind the work. Did the agency develop the strategy? Direct the creative process? What results did they achieve?

Results & Outcomes

Always look beneath the surface for the real results: What problem was the firm addressing? How did they come to this solution? What were the results? Are they still working with this client? Does their client support the story? Do you trust the case study?

References

Once you’ve narrowed your selection down to a handful of agencies, ask to speak with 2-3 current clients. Most agencies have a roster of satisfied clients, so if they don’t offer references, take it as a warning. Even if you do hear glowing reviews, keep in mind that agencies aren’t likely to connect you with clients that didn’t work out (and trust me: no agency has a perfect track record). Ask tough questions, but look for integrity and quality, not perfection.