How to Choose a Digital Marketing Agency

Having trouble with your marketing plan? Learn how to pick the right digital marketing agency to boost your brand's success. Many businesses struggle to reach their audience, wasting time and money without getting good results. This happens often when they try digital marketing on their own. In fact, a research report showed that  45% of companies don’t have a clear digital marketing strategy.

We live in a time of digital change, where almost everything is online, pushing every brand and company to have an online presence. However, with fast-changing technology and many new competitors, just "being present" on the internet is not enough.

Choosing the best digital marketing strategy for your brand can be tough. That's why you might need a professional team, like a digital marketing agency, to help you create a good online presence and connect with your customers, increasing your brand's visibility.

What is Digital Marketing Agency?

A Digital Marketing Agency is a company that helps businesses advertise online. They offer services like improving search engine rankings, managing social media, creating content, sending marketing emails, running online ads, and building websites to help businesses connect with their customers.

A key part of digital marketing is getting clear results from the strategies and campaigns used (see our campaign checklist for details). This helps improve your brand's online presence effectively. It can be hard to choose the right digital agency. There are many skilled agencies, but finding one that fits your needs can be challenging.

How to Choose a Digital Marketing Agency

There are many things to consider when picking an agency. It's important for a digital marketing agency to research and understand the mindset and products of the companies they work with.

1. Defining Your Goals is Essential

Before you hire a digital marketing agency, you need to decide what your brand needs. Knowing what you want to achieve helps you communicate clearly and get the results you expect.

Identifying your needs will help you find the right agency. Start by deciding your budget and, most importantly, understanding why you want to hire them.

Maybe you want to launch a new product or service, or perhaps your goal is to build an online community. In both cases, knowing why you need an agency and having a clear plan will make your search process easier and more effective.

2. Do the Necessary Research

There are many digital agencies out there, but not all of them may offer the service you need, making it harder to find the right one. You will come across many agencies, so make sure the one you choose aligns with your goals.

By doing proper research, you will save time and money in the long run, as you will know which agencies are reliable and successful.

3. Review Their Recent Projects & Results

Request a portfolio showing their recent work and projects to see what the agency can do. Agencies that can easily share their work and results are likely good choices. The key is to pick an agency that can give you a suitable strategy, a clear plan, and the results you want.

Agencies can ask past clients to be references because of their successful projects. Think about this before agreeing to work with a digital agency.

4. Ensure the Agency is Up-to-Date

The digital world is always changing, and as marketers, we need to be flexible. Trends can quickly become outdated. It’s very important that the agency you work with, especially for long-term plans, stays current, follows new developments and popular topics, and includes them in its marketing strategy.

This might mean changing the original plan or adjusting your path. If the agency you hire is really good and experienced, it’s worth trusting their expertise.

5. Avoid Agencies That Claim to Do Everything

Agencies that promise they can handle everything usually provide average service. Instead, choose agencies that focus on a few specific areas. These specialized agencies can significantly help your brand grow, saving you money and enhancing authenticity.

When it comes to digital marketing, it's better to work with agencies that specialize in your needs rather than those claiming to solve every problem.

6 Things to Think About When Choosing a Digital Marketing Agency

When choosing a digital marketing agency, it’s important to look beyond the basics and ask the right questions. Consider these key factors:

1. Experience

Make sure the agency has the experience to achieve your goals. For example, if you need an omnichannel marketing strategy covering SEO, public relations, social media, billboards, and paid ads, avoid agencies that are only experienced in one or two areas.

Additionally, read reviews and testimonials from past clients to understand their expertise and effectiveness. An agency with broad experience can better integrate different strategies for a more comprehensive and effective marketing approach.

2. Expertise

In addition to experience, consider the agency’s expertise. They should know how, when, and what to do in the specific marketing strategy they’ve proposed. Ask about the team members who will work on your account. What are their skills? Why should you trust them with your business?

Understand the team's qualifications and background. Look for certifications, relevant experience, and success stories in similar industries. Ask how they stay updated with the latest marketing trends and technologies. Trusting the agency means having confidence in their ability to adapt and innovate to meet your needs. Knowing their strengths helps you see how they can grow your brand.

3. Communication

Good communication is important for a successful partnership. Look for responsiveness via phone, email, and text. Do they answer your questions clearly? Are their messages welcoming and exciting? Do they send recap emails after meetings? Do they follow through on action items?

Effective communication ensures both parties are aligned, leading to smoother collaboration and better results. It shows the agency's commitment and professionalism. Regular updates and proactive communication address issues promptly, keeping your marketing efforts on track. An agency that values clear communication significantly contributes to your business's success.

4. Budget

Ensure your budget aligns with the agency’s pricing. Some agencies have minimum monthly retainers, while others are more flexible. Know your digital marketing goals and confirm that the services you need fit within your budget.

Additionally, compare the pricing structures of different agencies to find one that offers the best value for your investment. Remember, the cheapest option isn’t always the best; focus on the potential return on investment (ROI) and the quality of services provided.

5. Reputation

Check the agency’s reputation. What do customers say about them on Google or social media? What do employees write on websites like Glassdoor? Consider the recency and detail of reviews. See how the agency responds to negative feedback. 

Trust your gut feelings about the agency’s reputation. Additionally, ask for case studies or client references to get a deeper understanding of their work and reliability.

6. Business Model

Decide what type of agency suits your needs. Some agencies offer a boutique approach, customizing strategies for each client and often taking on fewer clients. Others use a proven formula for success, offering consistency but less customization. Determine the style and results you’re looking for and choose accordingly.

By considering these factors, you can find a digital marketing agency that aligns with your goals and helps your business grow.

Final Thoughts

Picking the right digital marketing agency is a big decision that can affect how much your business grows. By defining your goals, evaluating expertise and experience, checking your online marketing presence, reading reviews, understanding pricing, and ensuring good communication, you can find an agency that will help you achieve your digital marketing objectives. Take your time, do your research, and trust your instincts to make the best choice for your business.

FAQs

What is Your Experience with Businesses in My Industry?

Asking about the agency's experience with businesses in your industry helps you gauge their success with similar clients, which can greatly influence the effectiveness of digital marketing efforts. Their response will provide insight into their industry-specific knowledge and expertise, essential for crafting targeted strategies.

How can you tell if your campaigns are doing well?

Understanding how the agency measures success and their key performance indicators (KPIs) is important. This transparency ensures that both parties have a clear definition of what “winning” looks like. It also demonstrates the agency's commitment to accountability and continuous improvement.

Who Will Be Managing My Account and How Often Can We Communicate?

Identifying your main point of contact at the agency and establishing a communication schedule sets clear expectations. Knowing who will manage your account and how often they will update you ensures you stay informed about your campaigns.

Can You Share Case Studies or Examples of Successful Campaigns?

Requesting case studies or examples of successful campaigns allows you to see the agency's past achievements. These real-life examples provide a glimpse into their skills, strategic thinking, and creativity, helping you assess their ability to deliver results for your business.