Navigating the digital marketing landscape can be overwhelming, especially if you’re a tech company with specific needs. That’s why All Tech Magazine sat down with the co-founders of RnD Marketing, Daniel Shashko and Ran Shalom, who are pros in SEO and affiliate marketing.
With years of industry experience under their belts, they’ve tailored their agency to meet the unique challenges tech companies face. Read on to get their insider perspective on what to look for when choosing a marketing agency that’s the right fit for your tech business.
How Do You Even Start Choosing a Marketing Agency?
Navigating the world of marketing agencies can feel like a maze, especially if you’re in the tech sector where the rules of the game are always evolving. From identifying your unique goals to vetting agencies on their experience and performance, there’s a lot to consider. Here, we delve into the key questions you should be asking and the crucial factors to consider, drawing from RnD Marketing’s founders years of experience in scaling web projects for SaaS and tech companies.
Let’s get started.
What’s the First Step to Consider?
Daniel: The first thing you need to nail down is your goals. And I don’t mean generic goals like “grow the business”; I mean specific, measurable objectives.
Are you looking to increase web traffic by 40% in six months? Or maybe you’re aiming for a higher conversion rate for your SaaS product?
In the tech industry, each sub-domain has its own set of KPIs, and believe me, it makes a difference in the strategy we use. So, get those goals in writing before you even Google ‘best marketing agencies.’
How Crucial Are References and Past Experience?
Ran: Look, tech isn’t like selling cookies; there are very specific skill sets and experiences that come into play. So when you’re gathering references, go beyond just asking if the agency was good to work with.
Ask about the results they delivered, the problems they solved. Did they meet deadlines?
Did they scale a web project successfully?
A solid portfolio should be standard, but the details in those references will tell you if they’re up for your kind of job or not.
Should You Create a Shortlist?
Daniel: Without a doubt, yes. After you’ve screened for agencies that align with your goals and have the experience you need, make a shortlist. But don’t just line up the names; start comparing them in a more analytical way.
Use a scorecard or a spreadsheet and rate them on criteria that matter most to you: expertise, range of services, pricing, you name it. Remember, this is an investment, and a little extra effort upfront can save you a lot of hassle later.
What’s the Importance of Communication and Transparency?
Ran: A red flag for any agency, especially in the tech sector, is poor communication or lack of transparency. You need to know what’s happening with your campaigns, why certain strategies are being used, and what the results are. So, choose an agency that commits to regular updates and clear reporting.
If they’re “cagey” about sharing performance metrics or explaining their decisions, it’s a sign to walk away. Communication is a two-way street; it ensures not just the agency’s accountability but also helps in nailing down a more effective, tailored strategy.
Adding this question to your checklist can serve as a final test for how easy or difficult your working relationship will be with a potential agency.
How Important Are Customer Reviews?
Daniel: Online reviews give you a snapshot but don’t trust those blindly as reviews are easy to fake and manipulate.
A better approach? Backchannel references.
Find someone in your network (LinkedIn, or anything else) who’s worked with the agency or knows someone who has.
This way, you get unfiltered, straight-up feedback. And trust me, you’ll find out stuff that no online review could ever tell you.
Let’s Talk Contracts
Daniel: At RnD Marketing, we’ve always believed in month-to-month contracts, and there’s a good reason for it. In the fast-paced tech industry, things change rapidly. A long-term contract can often become a straitjacket, preventing you from adapting your strategies on the fly.
The month-to-month approach is great because it’s a two-way street of accountability. From the client’s perspective, you’re not locked into a long-term commitment, which can be a real lifesaver if things don’t pan out as you expected.
It also puts the onus on us, the agency, to consistently deliver top-notch results. If we’re not delivering, we know you’re free to look elsewhere. It keeps us motivated, agile, and continuously striving for excellence.
So, when you’re reviewing that service agreement, consider the contract length. If the agency is really good and ready to work hard, they’ll have no problem agreeing to a month-to-month arrangement. It’s a setup that has your back and keeps everyone focused on achieving those goals.
What Types of Marketing Companies Should You Consider?
Ran: The options are vast, but for a tech company, you’ll want a specialized touch. Look for agencies that have a proven track record in tech and web-based projects.
Keep in mind, Daniel and I have spent years working in SEO and affiliate marketing before founding RnD Marketing. We’ve seen firsthand what works and what doesn’t in the tech sector.
Why Hire an Agency in the First Place?
Daniel: Time is of the essence in tech. A specialized agency can move faster and more efficiently than most in-house teams, giving you a competitive edge.
We’ve been in the trenches for years before launching RnD, so you’re not getting amateurs but seasoned pros who know how to scale web projects effectively.
What Services Should You Look for in a Marketing Company?
Ran: In the fast-paced world of tech, sticking to just one marketing channel can limit your growth. SEO is crucial for organic reach, but it’s often not enough on its own. PPC can drive quick results and help you test different markets. Social media, particularly for B2C companies, allows you to connect with your audience and build brand loyalty.
Affiliate marketing, on the other hand, is fantastic for cost-effective scaling, especially for certain products. Finally, a robust SEO strategy helps to ensure long-term stability and growth. It’s like a marketing symphony; each instrument plays its part, but they sound best when played together.
We recommend finding an agency that can harmonize these services to meet your specific tech needs.
How Should You Approach Pricing?
Daniel: When it comes to pricing, the tech industry is its own beast. With projects often requiring customized approaches, you don’t want a one-size-fits-all pricing structure.
Agencies usually offer multiple models like monthly retainers, project-based fees, or performance-based pricing.
The key is flexibility.
Make sure to pick a model that’s not just budget-friendly but also aligns with your expected outcomes and ROI goals.
Don’t take the cheapest offer you find, take the one that showed more interest and knowledge in your industry and business model.
What’s the Best Way to Finalize Your Choice?
Ran: Finalizing your choice is a mix of logic and gut feeling. You’ve already done the legwork—checked their expertise, reviewed their pricing, maybe even had a couple of meetings. What’s left is the emotional component.
Do you feel a connection? Are they as excited about your vision as you are? You’ll be working closely with this agency, so a cultural fit is vital.
It’s not just about what they bring to the table in terms of skills, but also how well your teams mesh and understand each other.
After all, the best results come from collaborations that are built on both skill and trust.
Final Words
Selecting a marketing agency is no small task, especially in the tech industry where the stakes are high and the landscape is always shifting. Daniel and Ran from RnD Marketing provided some in-depth points to consider, from setting clear goals to scrutinizing the agency’s own marketing efforts. Their insights underline the importance of due diligence and trusting your instincts during the selection process.
The right choice isn’t just about expertise, but also a strong cultural fit. We hope you find this conversation as insightful as we did, and that it helps you in your quest to find the right agency for your tech business.
Note: This interview is sponsored by RnD marketing