Finding the right marketing partner can be a daunting task but also one of the most important ones you would make for your business. Before choosing your marketing partner you must be very clear of the marketing goals that you have for your business – what is exactly that you wish to do with your marketing efforts: Win new customers? Retain existing ones? Block out competitors? And so on.
Once you are clear about your goals, then you can proceed on to the next step, that is, choosing a marketing partner for your business. For this, here is a list of things you must keep in mind while choosing your marketing partner:
1. Core competency to your marketing efforts:
You must ensure that the marketing partner you choose should be complementary to your current marketing efforts. In most cases, the marketing partner will have skills, experience and expertise in those areas where your current marketing efforts are deeply lacking or need a great amount of improvement.
However obvious this seems but you must evaluate the kind of reputation the company holds in the industry because as a partner, it is their reputation, which will affect your reputation too. Look for partners with a reputation that you desire for your business, as that will strengthen it in the long term.
Evaluate the number of customers that your marketing partner has and if the kind of customers they cater to, matches the ones that you target. Over here, you must also look out for the kind of reach they have over your target audience.
Is your marketing partner good with communication? Are you able to talk to a live person as much as needed to resolve all your queries and receive the guidance that you need to succeed? Are you able to communicate as much as you need with your marketing partner? Make sure that ego issues do not crop up and that the size of your marketing partner does not get in the way of the dreams that you have set out for your business.
5. Evaluate their marketing vehicles and technology
What kind of marketing vehicles do they use? Are they good at online marketing? What kind of technology do they use for marketing? Do they try to understand the message you wish to communicate to your target audience? In addition, could they communicate it effectively at a scale that you desire? Having answers or at least an idea about these questions could go a long way in picking out the right marketing partner for your business.
6. Adaptability and reporting
A marketing partner is essentially going to solve some of your marketing problems. Hence, make sure you pick one, which is adaptable to your business goals, functioning and culture. Furthermore, they must be able to give you periodic reports on the ROI generated through their marketing efforts.
Find out if it is legal to collaborate with a particular marketing partner according to the laws of your industry. If you go for a reputatable marketing partner with a history of partners similar to your own organization, then this can be ignored but even then, it is always good to be sure of the legal issues before starting out.