How to Choose the Right Digital Marketing Agency
Picking the right digital marketing agency can be a daunting task, especially when you consider the sheer number of agencies out there. Making the right choice is crucial, though, if you want your business to grow and thrive in today’s digital landscape. So let’s explore what to look for in a marketing agency, as well as what warning signs to watch out for.
Here’s what you’ll want to consider when choosing your marketing agency:
Transparency. A reputable marketing agency will be “both open and honest about their processes and results” (Neil Patel). Their fees will be listed upfront so you can know what you’ll be paying each step of the way. This includes being clear about how much of your money will go towards marketing fees/business growth versus directly into their pockets.
Custom Strategy. The best marketing agencies will take the time to understand what you want and why you want it. What are your goals? Who is your target audience? What makes your business unique? They will develop a customized strategy for your business’s unique needs and challenges that simultaneously makes you stand out from your competition.
Results-Oriented. Your marketing agency needs to be held accountable for the results they bring your business. If your income grows, their fees can grow, but if your income shrinks, their fees will shrink. While there may be factors outside of their control that are affecting your sales and growth (i.e. needing to hire more sales people, needing better infrastructure/operations, etc.), they should be able to point out these potential pitfalls so that you can focus on fixing them while they focus on doing their job - bringing you more business.
Communication. A customer-centric marketing agency will respond to your questions and concerns. They will help you think differently about your challenges and aid in finding potential solutions. They may push back on your assumptions and perceptions, but this is good. If you trust them, let them run. If you don’t, then refuse to hire them in the first place.
Now that you know what to look for in an excellent marketing agency, let’s explore some warning sings that a particular agency may not be the right fit for your business:
Lack of Transparency. If an agency is reluctant to share information about their processes or is vague about their pricing model, this is a big red flag. Specifically, tell them you’re only comfortable giving them management access of your business’s Google Ads and Google Analytics accounts while you retain the only Admin. If they push back on this, run, don’t walk.
Industry-Specific Firms. Industry specific marketing firms can be efficient BUT you must ask yourself… how are they setting their customers apart from each other? See, to build a brand, you need to get noticed and be set apart in some way. If, as an example, a firm specializes in marketing for insurance companies, how are they setting each one apart from the next? Do all of their ads start to look and feel the same? It is not uncommon with industry-specific firms that the more clients they land in your industry, the more their marketing strategy for you will morph into their exact same plan for your competition.
Unreasonable Promises. No marketing agency can guarantee that your business will see a certain level of success. Be wary of agencies that promise instant results or make unrealistic claims about their ability to boost your revenue. While almost anyone can increase the volume of your sales immediately with special promotions or coupons, it often takes around 9 months for there to be a visible level of true brand growth.
Compensation That’s Not Tied to Results. If an agency’s compensation isn’t tied to your business’s growth, that’s a warning sign. You want a partner who is invested in your success and motivated to deliver results. When you work with an agency that only gets a raise when they increase the size of your business, this will give you peace of mind when you’re determining a marketing budget with them. You’ll have the confidence that their priorities will be your priorities.
“Look for a marketing agency that is results-oriented. They should be able to demonstrate their ability to deliver measurable results and help you achieve your business goals.” - Forbes
So as you can see, choosing the right digital marketing agency is a critical decision that can have a significant impact on your business’s success. By keeping an eye out for these warning signs and looking for agencies that prioritize transparency, customization, communication, and results, I am confident you will find the right partner that will help your business both grow and thrive!