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Five Questions Manufacturers Should Ask When Hiring a Marketing Agency

April 8, 2024
by Meredith Kinsey

Five Questions for Manufacturers to Ask Agencies

Are you a manufacturing company seeking to revamp your marketing and sales strategy and expand your market share? Choosing the right manufacturing marketing agency is crucial for achieving your business goals. With many agencies at the ready, it’s essential to ask the right questions to ensure you find a partner that aligns with your vision and values. 

Here are five key questions manufacturers should ask when hiring a marketing agency.

1. Can you provide examples of successful campaigns you’ve implemented for manufacturing companies in the past?

Understanding the agency’s track record with similar clients is essential.  Manufacturing sectors have their own unique set of sales and marketing challenges. Is your revenue driven through distributors or direct to customers? Your agency should have a track record of working with manufacturing clients to maximize their revenue potential By reviewing case studies or examples of previous work, you can gauge their expertise in the manufacturing industry. Look for results-driven strategies that have generated tangible outcomes such as increased leads, higher sales, or improved brand visibility. This question helps assess the agency’s capabilities and ensures they have the experience necessary to drive success for your business.

2. How will you learn about my product or service?

Manufacturing can be a complex business. When hiring a marketing agency, you need to ensure your agency understands not only what it is that you produce, but they also can effectively differentiate and position your brand, business, and product in your marketplace. Your agency needs to be fluent in chemistry, engineering, supply chain, R&D, as well as brand strategy, visual identity, digital marketing and web development. You need to find a manufacturing marketing agency that thrives on immersing themselves in understanding your product and business. And, an agency that enjoys being on the manufacturing floor, interviewing scientists, plant operators, and customer service representatives. It is impossible to fully equip and enable an optimized sales team without your agency being fully immersed and extension of your marketing team.

3. What is your understanding of our target audience and industry?

A deep understanding of your target audience and industry nuances is crucial for developing a tailored marketing strategy for manufacturing companies. Ask the agency how they plan to research and familiarize themselves with your audience needs, pain points, and buying behaviors. Most manufacturing sectors have access to a wealth of B2B media outlets, armed with a bevy of channels and touchpoint opportunities for brands to effectively reach prospects and generate leads. A knowledgeable manufacturing marketing agency will be able to leverage these verticals, along with harnessing the power of mainstream digital channels to create high-performing campaigns.  The key to reaching your target is your agency’s ability to understand your brand and product, craft the right message, and deploy the perfect combination of channels to achieve your goals. 

4. How do you measure the success of marketing campaigns? What metrics do you prioritize?

Measuring the effectiveness of marketing efforts is essential for optimizing strategies and maximizing ROI. Inquire about the agency’s approach to tracking and analyzing campaign performance. Look for agencies that start the conversation with establishing goals and objectives, including KPIs and benchmarks, and then prioritize the relevant metrics to align with your business objectives, such as conversion rates, website traffic, lead generation, or customer engagement. By establishing clear success metrics and reporting processes upfront, you can ensure accountability and evaluate the impact of your marketing investments.

5. How do you approach creating ads for more complex products and services?

Seek an advertising agency that starts with a strategic and data-driven approach to advertising campaigns. They should conduct thorough market research, audience analysis, and competitor analysis to develop and optimize effective advertising creative that shows clear customer benefits, product differentiation, and a strong call to action. Evaluate the agency’s creative portfolio to assess their ability to develop compelling and innovative advertising concepts. Look for agencies that can create visually appealing designs, engaging content, and impactful messaging that resonates with your target audience and aligns with your brand identity.

Hiring a marketing agency is a significant decision that can profoundly impact your business’s success. By asking these five questions during the interview process, you can gain valuable insights into the agency’s expertise, communication style, strategic approach, and commitment to ongoing improvement. 

If you are in the market for a new manufacturing marketing agency partner, let’s chat

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