6 questions to ask a prospective inbound marketing agency partner

An inbound marketing agency helps you create and promote content that converts prospects into customers.

However, it is important to choose an inbound marketing agency that can meet your business's specific needs.

When interviewing possible candidates, ask these essential questions to help you understand what each prospective partner can do for you.

Ready to shake hands on a contract with an inbound marketing agency?
First, ask about the metrics they gather.

1. How do you track content marketing analytics?

Several analytics programs exist for content marketing, but it's important that your inbound marketing agency use metrics that align with your business model. Specifically, you want to know they track metrics that matter to your company.

Pawan Deshpande, CEO of Curata, lists several essential content marketing metrics. They include consumption, retention, engagement, and sales metrics that help you understand how consumers interact with your website and use your products or services.

2. Can you show me examples from previous campaigns?

It's essential that you like the content your inbound marketing agency produces or procures. The only way to gauge this for yourself is to ask to see samples. You're looking for content that aligns with your values and company culture.

Consider the voice, tone, and engagement factor for each sample. You can take it a step further and ask for case studies or specific results. How did their marketing efforts fare in each example? What tangible benefits did those customers enjoy as a result of implementing their marketing strategies?

3. Who performs the work?

An inbound marketing agency might hire in-house social media experts, designers, writers, and other employees. Some, however, outsource the work to freelancers or subcontractors. Neither approach is necessarily better or worse than the other; however, you'll want to know who you'll be working with.

For instance, if the agency outsources work to telecommuting creatives, how do they vet their freelancers? You want top professionals working on your content; otherwise, you risk forfeiting leads to the competition.

You want to know who will produce and promote your content, don't you?

4. How do I get in touch with you?

Communication is essential when you're working with an inbound marketer. When you have a question or need to change an order, you want to be able to get a live person on the phone. Find out what options you have for getting in touch with your assigned customer service representative or project manager. Ask how long you can expect to wait for feedback or answers.

5. What deliverables do you promise?

Before you sign on the dotted line, you need to know exactly what you'll receive from the agency. If you're hiring them to produce blog content, for example, how many pieces will you get each week or month? If you're hiring them to write social media posts, the same question applies.

6. How long does the contract last?

Most inbound marketing agencies require clients to sign long-term contracts. The contract might last for three months, six months, or one year, depending on the agency and depending on your current marketing assets. Developing the necessary deliverables and integrating them with a successful inbound marketing strategy and marketing automation tools isn't an overnight process, so it's a good idea to understand the plan and determine how long it could take to realize results before you make a decision.

Hiring an inbound marketing agency can drastically increase the quality and effectiveness of your online marketing campaign. To learn more about bringing such an agency on board, download our eBook: The Ultimate Guide to Hiring an Inbound Marketing Agency.