With so much attention focused on digital presence today, the pressure on companies to choose the right digital marketing agency to lead their projects and campaigns has never been higher.
Choosing an adequate agency for digital marketing is a process in itself. You are looking for a reliable and competent digital partner who will focus on finding solutions to present your business to the market in the best possible way.
Along with product placement, your partner needs to know how to develop a specific strategy for the business you’re in to ensure the best return on your investment.
Across the spectrum of agencies, it isn’t always easy to choose the one that will do the job properly. Before you begin the process of getting in touch with digital agencies, there are a few things you should know.
Define your needs and set a budget
Understanding your business needs and budget is the first step in choosing the right digital marketing agency.
Describe your business needs as well as possible to facilitate communication and get more effective results with a potential agency. Do you need website design, PPC, SEO optimization, social media advertising, analytics, mobile optimization, email marketing, or something else?
Or, maybe you’re not sure what your needs are in terms of services. Creating a list of specific needs and KPIs will provide a great point of reference for the digital agency you partner with to formulate a strategy to achieve your unique goals.
Then consider the costs. What goals are you trying to achieve, and what can you afford? Request a quote or check the listed prices. Also, keep in mind that agencies that offer low prices also bring low-quality results.
Demand full transparency
Complete transparency is an important part of the agreement when you are choosing the right digital agency for your business.
Browse the websites of potential agencies to get an insight into the location, biography, client list, and other important information, thus preventing bad experiences. Through an effective website RFP, you can reach agencies that are interested in your project.
Successful digital marketing agencies are proud of their work and usually display their partnerships publicly. However, some types of services are not as easily presented, such as content and SEO optimization.
Therefore, agencies specializing in those areas may not be able to present their work in the portfolio. They should have detailed reporting to show you, though, that outlines their strategy and its impact.
Check for references
You will regret not checking an agency’s references only when your relationship isn’t going well. You must ask for references before signing the contract for a good relationship.
The right time to check references is when you have two agencies to choose between. Asking for references in earlier parts of the selection process is not advised if you are not seriously considering choosing them.
The position of a digital marketing agency in Google search isn’t that important
Many digital marketing agencies will probably tell you that their ranking in Google searches proves quality. That doesn’t have to be the case. Many successful digital marketing agencies do not put much effort into optimizing their website.
Some of them get most of their clients through other channels: through referrals, for example. In other cases, some agencies use unethical tactics to reach the top of Google searches. However, Google’s algorithm will quickly notice irregularities, and those agencies will lose their position.
An online advertising company is not something to skimp on
If you want to have a successful partnership with a digital marketing agency, you must prepare to invest accordingly. Running a Google and social media campaign is a complex matter. Successful campaigns require marketers to stay on top of their performance and fine-tune as needed, and the price reflects as much.
That is why you should invest in post-optimization and detailed analysis. This bonus tip ensures that your website will stay at the top of Google searches and that you will be recognized on social networks.
You are looking for an agency that specializes in your industry
The approach to the strategy of any successful digital marketing agency depends on the product being advertised. That is why it is not always wise to work with a generalist agency that is active in all fields. This means they are not specialized in any field, which may indicate that they don’t have in-depth knowledge of your niche and its nuances.
If you want the best results, you should work with a company with experience in your niche. If you are selling clothes, find an eCommerce agency that has already operated similar web stores. If you are in the business of distributing medicines, you need someone who has worked in the pharmaceutical sphere.
Ask the agency to present its work process to you
If a digital marketing agency first shows you what your site will look like… run. Graphic design is an important element of web advertising, but it is not more important than the strategy itself. If someone wants to attract your attention with colors and pictures, they are not doing their job well.
A serious digital marketing agency will first try to get to know you and create a strategy. Their strategy informs your website’s wireframes; fleshing those out with appealing design comes later and is secondary to function.
Meet the people from the agency who will work on your project
A digital marketing agency should understand your needs. For everything to go smoothly, you need to meet the experts who will work for you. That way, they will better understand your perspective, unique value propositions, and requirements.
They will understand you and your brand better, but you will be sure that you are getting what you want. Based on their approach and behavior, you’ll be able to determine whether you have made the right choice.
Do your part of the job
When hiring an agency, companies often think it’s enough to say, “We want you to improve our business,” and leave the agency to it. Some agencies may accept a set-it-and-forget-it approach, but this way of working is certainly not sustainable and will not end well.
The thing is, no one knows the company, its customers, and what they want better than you. Organize as many meetings as necessary with the chosen team and come prepared. Explain to them what the situation is now and what specific goals you want to achieve.
If necessary, introduce them directly to your business; take them to observe your work and to meet your employees. That way, they will understand your values and what you want your customers to know.
All of this will help the agency better design the strategy for a more targeted, successful campaign.
Do not make quick decisions about choosing a digital marketing agency
In the end, we come to a simple conclusion. You should be thorough when choosing a digital marketing agency. Take all parameters into account and think carefully. Consult with others who have more experience than you.
Do not rush your decision; base it on your specific needs and find the agency best qualified to help you meet them.