The busy executive’s guide to hiring a digital marketing agency: Writing an agency brief

Writing an agency brief


One of the areas we help marketing teams do is is define their project so that they can approach an agency in a way that makes sense for both parties.

At the risk of giving away our secret sauce, I want to teach you how to put a brief together yourself so that you can approach agencies with confidence.

Here are a few briefs that have come through Credo:

(NAME) is the (TITLE) at (COMPANY), an online marketplace that sells (product type). The site has more than 1,100 unique products on the site, and its inventory changing on a daily (if not hourly) basis. Currently they are looking for an agency to work with them on their SEO needs. They have been struggling to close the loop on implementation of basic SEO principals and build momentum with their current SEO agency and are looking for someone to help them figure out where their current opportunities lie. Their goal is to increase organic traffic and conversions on their site through a more focused SEO campaign that addresses on-site optimization, keyword targeting, link building, and other appropriate strategies. Other areas of opportunity to explore after SEO needs are addressed is content marketing.

(COMPANY) is a B2B focused software company that provides a tool for (vertical) to communicate with customers, bill customers, and manage their business. They’ve been in business for about a year and are about to raise another round of investment. Going into that they want to put together a comprehensive digital strategy to help them open up the top of their funnel and drive more leads through the funnel to becoming paying customers. They are also potentially interested in having this same marketing partner help them build a new public-facing website that will rank and convert better to drive even more customers.

If you look at these examples, you will see that they follow a specific template that we have refined over the last few years.

First you need to identify who you are, who your company is, and what you do. “John is the founder of GetCredo.com, a lead generation company focused on digital marketing.”

Second you need to identify the problem you are looking to solve (“They want to put together a digital marketing strategy to help them open up the top of their marketing funnel and drive more leads.”)

Third you need to identify where you will go from there (“They are potentially interested in content marketing services after they fix their SEO issues.”)

Finally you need to define your budget. We do not do that publicly for the projects that come through Credo, but we always ask you what your determined budget is.

We can help with that on the phone call, and you can also get a better idea of digital marketing pricing benchmarks through our digital marketing industry pricing survey.

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