Doesn't it anger you much when you finally find out that you have hired a digital marketing agency that has a CEO who completely doesn't understand even the very basics of the products he or she is selling?
Picture this typical situation which we have formed out of our experience dealing with people in the industry. Consider a CEO of a mobile and digital marketing agency that has set up shop in Singapore for a couple of years and is established for a bit over a decade in their home country.
The CEO has no idea about social media marketing and is attempting to hire a Social Media Director. What was more shocking was the fact that this CEO's small company offers social media management services for several Fortune 500 companies in Singapore.
One might question what the CEO's sole motivations are in the marketing industry - purely money making with no passion for the trade itself. We find this especially worrying if a company or individual were to hire a small to mid-sized agency with such a CEO.
Below are three ways how your company can avoid hiring a dubious digital marketing agency.
1) Make sure the CEO knows what he or she is selling - Be it social media, SEO, mobile advertisements etc, make sure he or she can name a project or two that their company are proud of and provide a run-down of what they have done in general. Google the CEO and find out if they are active on at least one social network.
2) Can he or she speak the local lingo? Why is it important? This shows that he or she cares about the country in which your product or service would be sold in and may possess valuable local knowledge you may or may not have about the local market.
3) Is he or she out to make a quick one? If price is all this small or mid-sized agency cares about and centers the conversation around it, beware of the motivation of this digital marketing company which is more than likely to serve its own monetary needs and not your marketing needs.
If you are hiring a small or mid-sized digital marketing agency, you would want to be able to hold the CEO accountable if anything goes wrong during the period of contractual work with the agency.