When hiring a marketing agency for your painting company, it’s easy to get overwhelmed by the options. There are lots of digital marketing agencies familiar with commercial and residential painting who have solid reputations and great reviews. 

So how do you narrow down your options? And how do you know you’re headed in the right direction during your consultation with a marketing agency who’s focused on painting or trades?

SearchPrimer suggests answering 3 questions when looking for a marketing agency to find the best fit for your painting or contractor business. 

Is Their Focus Local, Regional, or National?

Some marketing companies have a very local lens. They serve local painters and contractors, and focus on getting more painting business one neighborhood at a time. Others have a more regional or national lens 

If you have anyone on your painting company management team with a more traditional, corporate background, they will likely be more comfortable with someone who is local. Others on your team might be ready to take a risk on a new company in favor of a wider reach. 

Here are some things to consider when you have all the key decision-makers at the table.

  • If your products and services have a local focus, local agencies know the neighborhoods on a micro-level. They can get very “niche” in how your campaigns are designed and executed based on the neighborhoods and communities that surround your business. 
  • A regional or national marketing agency will be able to help you cast a wider net in campaigns. Since they have worked with a greater number of clients, there’s more likelihood of finding experience in your industry.
  • A regional or national agency might be located somewhere with a lower cost of living than your city. Outsourcing online marketing work to one of those areas can help you save on your marketing costs.

While local agencies do have knowledge of local markets, national agencies will have a detailed process for gaining in-depth local SEO and marketing insights already in place that your painting company can readily utilize. There’s also a strong likelihood that they’ve already served clients in your area, and that they’ll be familiar with how to market painting services to grow your business.

Is This a Traditional Ad Agency or a Digital Marketing Agency?

You need to know the priorities of the team who’ll be marketing your painting business. Once you’ve decided whether you want to hire a local, regional, or nationally-recognized marketing agency, it’s time to look at their approach. 

Do you need a traditional ad agency or a digital marketing agency in your corner to get your painting company ahead of competitors?

  • Traditional ad agencies’ bread and butter is offline advertising. If you’re wanting to do radio ads, billboards, and TV spots, finding an advertising agency you trust will get you to those goals.
  • A digital marketing agency is focused on reaching your target audience online. Their strategies are more metrics driven, measurable, and tailored to your business.

It’s difficult to know for certain if your campaigns are getting results if you’re only relying online on traditional advertising agencies to spread the word about your painting services. 

A digital marketing agency can help you identify both specific, shorter-term improvements to make to every campaign and data-driven long-term goals that will keep you from wasting time and money on marketing that won’t work.

Are They Known as a Branding and Website Shop or a Performance Marketing Shop?

When you know the reach you want from your marketing agency, and you know your painting company marketing is ready to go digital, it’s time to talk shop. 

Each online marketing agency has their own areas of expertise, and their own tools and techniques for getting the job done.  Marketing services for painters tend to fall within two larger categories: websites and branding or performance marketing. 

  • Branding and website shops are a good choice if you’re starting a new painting business, or gearing up for company-wide rebranding. They can help you define who you are, create a logo, find a brand identity, and discover your unique value proposition. 
  • Performance marketing agencies are more data-oriented. Their work goes beyond a vision board or a brainstorming session. They can help you meet specific goals related to brand exposure, website traffic, and project lead generation.

If you’re just getting started, a branding and website shop can help you get oriented and get your painting business off to a strong start. Once you know who you are, and you’re ready to start getting sales and schedule painting projects as efficiently as possible, a performance marketing agency will be poised to help you grow your painting business and get results.