Things to Look For When Hiring a Marketing Firm

Introduction

"Doing business together is like a group project—except the deadline is real and so is the money."

Hiring the right marketing firm can make or break your growth strategy. Whether you’re a small business, real estate brokerage, or nonprofit, choosing the right partner ensures your marketing dollars deliver results. Here are three critical factors to consider when hiring a marketing agency.

1. Return on Investment (ROI)

Keyword Focus: marketing ROI, measure ROI, marketing firm cost

ROI isn’t just a buzzword—it’s the metric that determines success. Before hiring a marketing firm, define your ROI goals. Do you want more leads, higher conversions, or brand visibility?

Example:

If a Meta ad gets 100,000 views but zero leads, is that success? Not if your goal is lead generation. Know your metrics before you invest.

Questions to Ask:

What ROI benchmarks do you expect?

How will the firm measure success?

What’s the cost vs. expected return?

How long is the learning curve?

2. Customer & Product Knowledge

Keyword Focus: customer personas, industry expertise, marketing strategy

Marketing without audience insight is wasted effort. Ask:

Does the firm understand your customer personas?

Do they have experience in your industry?

Will you need to supervise content due to complexity?

Example:

A nonprofit in Southwest Florida hires a firm from California. The firm targets Millennials, but the local demographic skews older. The ads flop. Local insight matters.

3. Service Compatibility

Keyword Focus: marketing services, SEO, social media management

Does the firm offer what you need—or upsell unnecessary services? Focus on essentials:

SEO

Blogging

Social media ads

Analytics

Email marketing

Avoid paying for fluff. Ask: Do we really need this?

Bottom Line

Hiring a marketing firm is an investment. Make sure they align with your goals, audience, and budget.

If you’re a small business, real estate brokerage, or religious organization in Southwest Florida, consider Sorbus Marketing. We specialize in digital marketing strategies that maximize ROI without overspending.