Questions You Should Ask When Choosing a Marketing Firm
Every year, I connect with tax and accounting firms who are eager to explore the content marketing services we offer at Guy and Associates. Unfortunately, many of these financial professionals have had disappointing experiences with marketing firms. Some find that the agency they initially trusted over-promised and under-delivered. Others feel overwhelmed by the myriad of marketing services out there and aren’t sure what they actually need.
If you're in the process of vetting multiple marketing agencies or freelancers to boost your strategy, it’s crucial to ask the right questions.
What services do you offer?
At Guy and Associates, I aim to help tax and accounting firms clarify their marketing goals and ensure they leave our conversation with a clear understanding of how we can support their vision. It’s not always easy to pinpoint what a firm or freelancer truly offers, especially when marketing isn't your expertise.
You're juggling so many countless responsibilities, and you need straightforward answers on the services available to you.
Here’s a quick breakdown of the different areas of marketing:
Content Marketing - our specialty! This focuses on content creation and distribution, including writing, copywriting, social media, and email marketing.
Digital Marketing: While also content-driven, this involves more extensive digital strategies like web design, SEO, automation, and advertising.
Niche-Specific Experts: These freelancers specialize in areas like social media, blog writing, or design.
Advertising: For running ad campaigns, it’s best to bring in experts who understand the complexities of this field.
Paid Lead Generation: Services like LinkedIn outreach fall into this category.
The clearer you can get on the services each provider offers, the better equipped you'll be to make an informed decision. While many tax professionals and accountants initially come to us for blog writing and website copy, they often add on services like social media management, consulting, lead generation, and email marketing as their needs grow.
Do you have a referral network for services outside your expertise?
Just as you would trust a heart surgeon for heart surgery, it's important to work with specialized experts when outsourcing your business needs. At Guy and Associates, we focus on what we do best—marketing strategy, copywriting, social media, newsletters, and email campaigns.
When it comes to services outside our expertise, like paid advertising, we know when to refer you to a trusted colleague who specializes in that area.
Not every agency will have a robust referral network, so be sure to ask if they can connect you with the right experts if your needs extend beyond their scope.
Is the content unique to my firm?
When you invest in original content, you want to ensure it's genuinely tailored to your brand. At Guy and Associates, the content we create for our clients is 100% unique to them.
Are your strategies data-driven?
In today's world, a marketing strategy without analytics is like navigating without a map. We’re committed to building strategies rooted in data and adjusting our approach based on performance metrics. Whether it's a content calendar or an ad campaign, we track success and refine strategies to ensure the best outcomes for your business.
Addressing past challenges
Many advisors come to us with past marketing experiences—some good, some not so great. Whether you've struggled with tone, consistency, or effectiveness in the past, we're here to listen and tailor our approach to your needs. Marketing is both an art and a science, and it's important to find a team that aligns with your brand’s goals and voice.
If you have any questions or need guidance on finding the right marketing team, don’t hesitate to reach out! Even if we're not the right fit for your current needs, I'm always happy to connect you with the right expert to help your business grow.
Feel free to email me at info@amberguy.net