With literally thousands of digital marketing agencies out there, finding the perfect one for your company can be a challenging task. Whether it comes down to experience level or operational transparency, there are several key elements that will lead you to the right agency that best fits your goals. Here is a rundown of seven considerations to think about when assessing an agency to manage your digital marketing responsibilities.
1. Depth of Experience and Specialization
A well-established agency has a plethora of experience and insight to bring to the game. Search for agencies with years of proven experience, especially in specific areas you may be targeting, such as PPC, SEO, and social media advertising. Agencies that have been in the business for a long period have learned how to adapt to the changes in the industry. This helps them hold a unique perspective with the seasoned judgment necessary to succeed in an ever-changing digital landscape.
2. Partnerships with Major Platforms
Agencies that have partnerships with major platforms like Google, Amazon, and Meta sometimes have access to tools, training, and insight that is most likely to be extremely valuable. These kinds of partnerships allow the agencies to stay ahead of the industry advancement curve, allowing you, as a client, to handle platform changes and utilize new tools. That means you benefit from strategies utilizing the latest and most effective techniques.
3. Employee Tenure and Team Stability
The best agencies tend to retain their talent long-term, providing continuity with which clients can work effectively with informed teams. High levels of employee tenure indicate that an agency truly values its employees and has a positive corporate culture, which generally leads to an excellent client relationship with dependable project execution. Also, you could ask about their average tenure and stability in the team when the prospect agencies meet.
4. Transparency and Ownership
Transparency is vital for any effective partnership. A good agency should provide transparent and accessible reporting through which you can avail critical insight into performance metrics, such as ROAS, CTR, and cost-per-click. Also, ask if your advertising accounts, like Google Ads, would have ownership. Some agencies retain ownership, which would limit access should you ever change providers. Ownership means you are in control and have access to your account data. It is something rather crucial for the continuity of your marketing campaign.
5. Flexibility Within Contracts
Long-term contracts don’t always serve a client’s needs. Some agencies offer flexible, month-to-month agreements that enable the same outcome for clients when assessing the value of services without long-term commitments. This can be helpful for advertisers, as it reduces financial risk in this regard and allows relationships to be built organically instead of being performance-based. With flexible terms, you have an easy way out when you feel the partnership no longer serves your business needs. You are better off being in control in such cases.
6. Proven, Value-Driven Onboarding
You want to see agencies that start their work by performing a deep audit or strategy session. This will not only help the agency understand your goals, but it will also give you insight into their approach. A good onboarding strategy would cover an in-depth analysis of the current state of your business, its challenges, and opportunities. Time taken upfront to assess your needs means the agency is committed to genuinely understanding special business requirements before committing to a strategy for you.
7. A Long-term Relationship Focus
Successful digital marketing partnerships are about trusting and leveraging each other. A good agency would be very concerned about satisfying its clients and relationship building rather than just depending on binding contractual obligations that keep clients hooked to them. Often, such an approach creates a more supporting and proactive partnership where both parties have some level of interest in your success.
Questions To Ask Before You Sign Up with Any Agency
In summary, be sure to research great candidates for digital marketing agencies, and ask the following questions:
- Experience: How many years has the agency been in operation?
- Competencies: What experience do they have in areas that matter to your business?
- Partnerships with Platforms: Do they have any certification or partnership with top platforms that will give you an edge?
- Transparency and Reporting: What are their reporting options like, and would you get access to all key metrics?
- Ownership of Accounts: Should the partnership end, will you have ownership of your advertising accounts to maintain continuity?
- Contract Terms: Are they flexible with contract terms to allow you to reassess as the partnership evolves?
- Client Retention and Employee Stability: Does the agency have long-term clients, and how long have its employees been on board?
Focus on these elements, and you’ll have more confidence in selecting an agency that will not only meet your business goals but also provide a solid foundation for growth and flexibility in any direction within the ever-changing digital landscape.
