Searching for the right digital marketing agency to partner with can be a daunting task. There are so many options, and generally, no rule of thumb to guide businesses in making the right selection. Traditional advertising agencies are becoming digital agencies or else face extinction, while digital agencies dabble in traditional advertising to keep clients happy. If the agencies are confused, you can be sure the businesses that work with them are too.
So, here are four primary considerations to help guide you when selecting the right digital marketing partner.
Do you like their work?
What type of services do you need? If your company wants a website redesign, you should review agencies’ portfolios to determine that they, first, offer website design, and second, are good at it. If you don’t like the websites in an agency’s portfolio, chances are you won’t like the one they design for you either. If you’re in need of search or social marketing, request that the agency provides you with evidence of past performance successes in the form of case studies, testimonials, and metrics.
Do they specialize?
Does the agency have any specializations? This can be good and bad. An agency that specializes in one or two things may be excellent at those specific things, but not good at anything else. This is great if you’re looking for an agency to only do that one thing, but many companies look for a digital marketing partner who can provide them with a portfolio of services to address their various needs and objectives. This avoids the hassle of having to manage multiple providers.
How much experience do they have?
There are a few questions one should ask when gauging an agency’s experience.
- How long has the agency been in business?
- How many clients have they worked with?
- How many projects and campaigns have they successfully completed?
- What industries have they served?
If an agency has been around a while, worked in your industry, successfully completed objectives similar to yours, and has a good reputation, they should be a good fit.
What is their price point?
Price is relative. Prices range from agency to agency and fluctuate depending on the service. Hourly rates are a terrible gauge because the total cost is the same when an agency that charges $100/hr takes twice as much time to accomplish the same objective as an agency that charges $200/hr.
What really matters is your budget. You wouldn’t shop for a car or house without a budget, and you shouldn’t shop for a digital marketing agency without one either. Know in advance what your budget is and ask the agencies you’re considering if they can achieve your objectives within it. Go with the one that says “yes.” If they all say “no” then your budget is most likely too small!
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