What to Look for When It’s Time to Get Help

By Stan Didzbalis
Partner, AgencyLink Inc.

When Alan Lysne decided he needed to hire a public relations agency, his primary criteria was that the agency be engaged in his market sector, mobile technology. Good call!

As CEO of Cascada Mobile, Lysne is among a growing number of small business leaders who want external marketing agencies or freelancers to understand the dynamics of their specific industry, so they can hit the ground running to execute marketing programs.

“I don’t have the time to educate an agency about the dynamics and nuances of mobile technology,” he says. “I expect them to have relationships with industry influencers and to be proactive on our behalf.”

Lysne found the right agency a few months ago, a PR firm specializing in mobile technology. In this case, the boutique agency was identified by AgencyLink Inc., which consults to corporations about marketing agency relationships, including search and selection.

So what should a small business look for in an agency or freelance contractor? When does a business reach a size threshold where it’s effective to hire an agency for advertising, PR or digital marketing? Or should they only have marketing skills in-house?

There are no cookie-cutter answers to any of these questions. So much depends on the company’s market sector, the customers it is trying to attract, the size of the market opportunity, and, of course, the marketing budget.
Here are four important steps to follow.

1. Strategy and Measurement. Success begins with a solid marketing strategy. Make some pragmatic decisions that will help you determine how you will implement your programs.

“Companies need to set marketing goals and establish a benchmark for success,” says Mark Evans, director of community for PlanetEye, a Web 2.0 destination for travellers. “Is the goal to build the brand, drive sales, attract potential partners, media coverage or investors? If these questions are answered during the planning process, it makes it easier to determine whether the job can be handled in-house or done by hiring an agency.”

PlanetEye hired a PR agency on contract to handle the official launch of its beta site, but it now handles all marketing and PR internally.

“For small businesses, hiring a marketing agency is a major move, so I would advise they take small steps to gain experience and a better sense of what they need”, says Evans, who has worked in marketing roles with several small technology companies, including a blog network and Web search firm.

The book-end to building a strategy is measurement. Once you begin to execute a strategy, you should constantly measure the success of your marketing programs. Adjust your programs based on results.

2. Knowledge. Cascada Mobile’s Lysne did not want to spend the time or money on an agency’s learning curve. Whether you select an agency or hire someone internally, look to find a resource that understands your business niche. For instance, if you provide solutions to business clients, don’t hire an agency that promotes chocolate bars and lifestyle products to consumers.

A good way to research potential agencies is to find out who does the marketing for competitors that you admire. Another option is to see which agencies are staffing trade shows in your market segment, whether it’s financial services, the construction industry or retail.

3. Culture Fit. Too often client-agency relationships break down because there is a cultural disconnect between the agency and the client. When you hire an agency, or a marketer on contract, ensure there is a chemistry click. Do they work at the same tempo that you do? Are they passionate about your business?

4. Flexibility. As a small business, it is important to remain flexible to adjust to business growth, product delays or changes in customer preference.

“Hiring a contractor means you can bring someone into the fold at a reasonable cost. If that arrangement works, you can extend the relationship, hire someone in-house, or go the agency route,” says Evans of PlanetEye.

A testament to flexibility is Delrina, a Toronto-based communications software firm that was purchased by Symantec for more than $500 million. When it was an upstart, Delrina hired a U.S. freelancer on contract, who was successful in introducing the Delrina story to the key U.S. market. As it grew, Delrina began to expand its internal staff and use boutique agencies. At one point, Delrina even hired a large international PR agency. As its needs changed, Delrina nimbly adjusted its marketing approach and agency resources.

Thousands of companies grow from small businesses to large enterprises. Few do it without the assistance of strong marketing counsel, internal and external.