There are a ton of marketing companies in Canada, and you may be wondering what to look for and how to hire the right company to help you increase your sales and exposure.

While many small businesses prefer to save costs by handling their marketing in-house, hiring a marketing company can help your business truly stand out, reach a wider audience, and boost sales. But how do you ensure you’re choosing the right one, especially in a market as diverse as Canada? Here’s a step-by-step guide.

Understanding Your Needs

The first step to hiring a marketing company is understanding your own business needs. Are you looking to increase brand awareness, boost online sales, or improve social media presence? Your marketing goals will influence the type of marketing company you should hire.

Marketing companies offer a wide range of services designed to help businesses improve their visibility, reach their target audience, and increase their sales. Here are some common services that many marketing companies offer:

1. Market Research: Understanding your market is key to any successful marketing campaign. Marketing companies can conduct market research to identify your target audience, understand their needs and behaviors, and analyze your competition.
2. Brand Development: This service includes defining your business’s brand identity, mission, values, and unique selling proposition. It might also involve creating visual brand elements, like a logo and color palette.
3. Content Creation: Content creation can encompass many different types of media, including blog posts, whitepapers, social media posts, videos, infographics, and more.
4. SEO (Search Engine Optimization): SEO involves optimizing your website and content to improve its visibility in search engine results, driving more organic traffic to your site.
5. PPC (Pay-Per-Click) Advertising: PPC involves creating and managing paid advertising campaigns on platforms like Google Ads or Bing Ads. You pay a fee each time someone clicks on one of your ads.
6. Social Media Marketing: This involves creating and managing a brand’s presence on social media platforms like Facebook, Instagram, Twitter, LinkedIn, etc., to engage with the audience and broaden brand reach.
7. Email Marketing: Email marketing involves creating and sending emails to a list of subscribers. This could include newsletters, promotional emails, and automated email sequences.
8. Public Relations: PR services could involve managing press releases, media relations, event coordination, crisis management, and influencer relations.
9. Web Design and Development: Many marketing companies can design and develop websites, including e-commerce platforms. This can include UX/UI design, mobile optimization, and creating a user-friendly interface for customers.
10. Analytics and Reporting: It’s important to understand the effectiveness of your marketing campaigns. Many marketing companies offer analytics and reporting services to measure and track the performance of your campaigns and provide insights for improvement.

Research

Now that you know your needs, start researching potential marketing companies. Look at their areas of expertise, the industries they serve, and the type of clients they typically work with. Review their portfolios to see if their style aligns with your vision.

Check Reviews and References

In today’s digital world, you can find a wealth of information online. Look for reviews about the company on platforms like Google, Yelp, or industry-specific sites. If possible, ask the company for references and reach out to past clients to get an idea of their experiences.

Evaluate Their Communication

Clear and consistent communication is key to a successful partnership. Note how promptly they respond to your initial inquiry and how well they answer your questions. This can give you a sense of how they will communicate throughout the project.

Ask The Right Questions

Inquire about the qualifications and experience of the team members who will be working on your account. It’s crucial that they have the necessary skills and knowledge to execute your marketing strategy effectively. Questions you should ask include:

1. What experience do you have in our industry? Understanding your market and its unique challenges is vital to crafting effective marketing strategies.
2. Can you provide case studies or examples of previous work? Seeing their past work can provide insight into their creativity, versatility, and the results they’ve achieved for clients.
3. What services do you specialize in? While some marketing companies are full-service, others may specialize in specific areas like SEO, social media, content marketing, etc.
4. How will you measure success? It’s important to understand what metrics they’ll use to track the success of your marketing campaigns. This could be website traffic, lead generation, conversion rates, social engagement, etc.
5. Who will be working on our account? Understanding who will be involved in your campaigns, their roles, and their qualifications can give you peace of mind.
6. How often will we communicate and what will those updates include? Regular communication is key for transparency and alignment on campaign progress.
7. How flexible are your contracts? Understand the terms of their contracts and what flexibility there is to scale up, down, or even pause services.
8. What are your fees and pricing structure? Ask if they charge a flat fee, hourly rate, or if it’s based on performance. Make sure you fully understand what services you are receiving for your investment.
9. How do you stay up-to-date with industry changes? Marketing trends evolve rapidly, especially digital marketing. A good marketing agency should be on top of these changes.
10. How do you handle client feedback and revisions? It’s important to know how they incorporate client feedback into their work and what their revision process looks like.

Discuss Their Approach to Marketing

Every marketing company has a unique approach. Some may prioritize creative branding efforts, while others focus more on data analysis and ROI. Make sure their approach aligns with your business needs and goals.

Review Their Pricing Structure

Marketing companies can vary greatly in how they charge for their services. Some may offer project-based pricing, while others use a retainer model or hourly rates. Understand what’s included in the price and ask about any additional costs that might arise.

The cost of hiring a marketing company in Canada can vary significantly based on several factors, such as the type of services you require, the size and scope of your project or campaign, the level of expertise of the marketing professionals, and the agency’s reputation. Here are some general ranges:

1. Consultation Fee: Marketing consultants might charge anywhere from CAD 50 to CAD 500 per hour, depending on their level of expertise and reputation.
2. Project-Based Pricing: For specific projects, such as creating a marketing strategy or developing a website, prices can range from CAD 1,000 to CAD 25,000 or more. Again, the cost will depend on the complexity and size of the project.
3. Monthly Retainer: If you’re looking for ongoing marketing services, such as SEO, content creation, social media management, or PPC advertising, many agencies work on a monthly retainer basis. This can range from CAD 1,000 to CAD 10,000 per month or more.
4. Performance-Based Pricing: In some cases, a marketing company may charge based on the results they achieve. For example, they might take a percentage of the increased sales or leads they generate. This type of pricing model is less common and can vary greatly.
5. Package Pricing: Some marketing companies offer package pricing, where you can choose a bundle of services for a set price. These can range from CAD 2,500 to CAD 10,000 per month or more, depending on the services included.

Consider Cultural Fit

Finally, consider whether the company’s culture aligns with yours. This might seem less important, but a good cultural fit can lead to a more harmonious and productive working relationship.

Hiring a marketing company is an investment in your business. By taking the time to do thorough research and carefully considering your options, you can find a marketing company that will help your business reach its full potential in the Canadian market and beyond.

Strong Economy = Strong Competition

Lastly, it’s important to keep in mind that the economy in Canada in 2024 is still as strong as it has ever been. This means that the competition level in all industries is likely to keep getting stronger and stronger. If you want to make sure your business isn’t left behind and is able to compete and gain momentum, don’t overlook your marketing efforts and consider hiring a strong marketing company.

At Little Dragon Media, we have helped hundreds of local businesses improve their online presence and sales through cutting-edge marketing strategies. Get in touch today to see how we can help your business reach new heights.

Amine Rahal

Tech Entrepreneur, Author, and CEO of Little Dragon Media. Passionate about entrepreneurship, philanthropy, digital marketing, blockchain, finance, investing, health fitness & nonprofits.