The 7 best questions to ask your video agency

If you’re looking to hire someone to create your next video project, I’ve outlined seven important questions to ask them below.

These questions are vital to hiring the right agency and keeping them around for a long time. The last thing you want to create is a “video agency revolving door”, hiring a new video agency for every new project until you get that “right fit”. That method is expensive, time consuming, annoying, and could even make you look incompetent at identifying and hiring great talent. No one wants that!

So, here are the seven questions to ask your video agency:

1. What’s your process?
   This is a common question that most people ask when interviewing an agency. But here are a few tips on what to listen for:
   Do they have a method to draw out your business goals?
   Do they have a process that is flexible when it needs to be? There is never a “one-size-fits-all” process. Sure, the bones of the process can remain steadfast, but each client requires some custom attention to meet their demands.
   Do they have someone who “owns” the process? Without a captain, the ship is at the mercy of the sea… and the sea can get angry.

2. How do you measure success?
   Listen closely for their answer (or the lack thereof). If they have an answer, great. If they don’t have an answer, it may be an indicator that they don’t think about each video’s success and that they simply “like to make stuff”. You don’t need the latter, you need a focused agency, dedicated to achieving your business results.

3. What’s your favorite project and why?
   This will help you identify the level of passion they have for their craft. The best video agencies have a great balance between “right and left brain” strengths. The process should be “buttoned up” but the artists executing the video must have a passion for the craft, pouring their best work into each video.

4. What’s your net promoter score?
   If they say “what’s a net promoter score?” then explain it to them. They may say “ohhhh, yeah, we do that” and give you their results. If they have no method to understand the satisfaction of their clients it’s a problem. Why is it a problem? Because the best agencies make their best improvements based on suggestions from great clients. If they haven’t been asking their clients “how are we doing” chances are they’ve missed some key opportunities to grow. It also indicates that they won’t ask you.

5. What client have you worked with the longest? (And can I have their number?)
   A time-tested way to ensure the agency you’re about to hire is “for real” is to interview one of their best clients. Or perhaps interview a client that most resembles your approach to marketing and video. It takes a few more minutes of research to accomplish this approach but it’s worth it. If the video agency doesn’t have a client that they’re comfortable introducing to you, it may be a sign that they haven’t done a great job at delighting their clients.

6. How do you approach client services?
   Producing great video is complicated. If your video agency doesn’t have someone dedicated to keeping clean lines of communication and setting the proper expectations, things will get messy very quickly and you’ll be left with a heavy workload. The last thing that you want is an extra 10 hours of work a week during video production. Don’t underestimate the power of white-glove service when it comes to producing a video. The old proverb “don’t step over dollars to pick up dimes” is applicable here. Paying for good client services when producing complicated creative projects is worth every dollar. At VeracityColab we have a position called Video Success Manager. This person is responsible for keeping projects on time and on budget and communicating well to our clients.

7. What’s the vision of your agency?
This question will mine out their approach to business. Are they “winging it”? Or are they really planning for the future, ensuring that they’ll be strong enough to grow with your brand? This question will also expose their passion (or lack thereof) for what they do. Some people run their business to “make money” and some people run their business to “make a difference”. The best run their business to make both.

Are you searching for a video agency? Please give me a ring and “test me” by asking me my own questions above!