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You’ve decided to hire a digital agency to handle your marketing. Please leave it to the professionals so that you can concentrate on your expertise.
You’re still not out of the woods yet. It’s time to start searching for a digital agency that aligns with your goals and needs. With so many top-tier agencies available, it can be a daunting task. I am simplifying the process by highlighting the six most important things to consider when choosing a digital agency. Let’s get started!
Location of Agency
I don’t think location matters much when choosing a digital marketing agency. It’s a good idea to think about this. Face-to-face meetings are not as efficient as e-meetings. Face-to-face meetings are essential, but they don’t need to be held every week or even once a month. If you do, you could be in for a bigger problem. I’ve seen many brands restrict themselves to their city, and they end up creating significant issues. Some companies, such as San Diego, Seattle, or Austin, are lucky enough to be in “hotspots” of digital talent. It doesn’t matter if you shop locally. Meeting face-to-face with your agency and in the same time zone is advantageous.
Agency size
Yes, size does matter. A digital agency is a good choice, at least for hiring. Both small and large agencies have their pros and cons. Consider these factors when deciding on the size of an agency.
Large Agencies
You may have prominent clients who look good on paper, but that doesn’t mean they are the best for you.
Industry-leading tools
You may be able to leverage connections with large brands.
Teams of large teams can work together on your account.
Overhead can make it necessary to adopt a more cookie-cutter approach.
What is your position on their priority list? What is your priority? You don’t need to be their biggest client, but you shouldn’t be the smallest.
Are all juniors working on your account?
Small Agencies
Can often pivot faster and be more creative (like turning an aircraft carrier vs. a battleship)
Are they able to guide you in the direction you desire?
Are they large enough to collaborate?
Are they stable in their business? Will they still be in business a year from now?
Are they the best?
I think somewhere in the middle would be ideal. Your agency must have enough staff to create a team of experts around you and enough opinion for each marketing sector to develop new ideas and challenge the status quo.
Communication with the People who Work on Your Account
It may seem obvious, but it’s important. Simple: connect with the people who are most important to you. Talk to people you will regularly contact when first talking to an agency. We’ve all had a great experience with a salesperson, but they disappear once the contract has been signed. This should not be your experience. Call the account manager or team member working on your account to establish a relationship with someone other than the salesperson.
Reporting Process and Communication
It is so important. This is so important. You should ask an agency to explain its reporting procedure when contacting them. I recommend ensuring everything is tangible, so you can know exactly what the agency will deliver and when. It can be difficult to do this digitally, but it’s important so that you know how your money is being spent and when your strategy needs to change.
Regarding communication and reporting processes, you should focus on how the agency plans to communicate with your company and how they intend to present their analytics.
Regarding communication, your agency should strive to meet your requirements. Some clients prefer to communicate via phone once a month, while others are happy with text messages. Be sure to agree on a convenient communication process for both parties. In terms of analytics, I would recommend that you look for an agency with the following characteristics:
Consistency
It is fine for most agencies to report monthly. Many agencies can get away with different reporting protocols every month. It’s hard to see trends when agencies use different monthly reporting protocols. This is a little secret: agencies only show the “good stuff” to you. You don’t need a “fair-weather” agency. The “bad stuff,” most of the time, is the thing that is important to look at. You should choose a report structure that suits you and ensure you get the same monthly base report with any necessary additions.
Frequency
For a better understanding of the situation, I would recommend receiving weekly reports that include quick updates on the status and in-depth monthly reports. You will know how things are going weekly and get deep insights monthly.
Pre-Built Marketing Plan vs. Custom Strategies
The digital world is constantly changing. The digital world is constantly changing. Digital agencies are always on their toes. Your digital agency should tailor a marketing strategy to suit the constantly changing environment in which they work. It’s not in your best interests to hire an agency if they respond with a generic proposal that includes options A, B, and C. Digital marketing is highly competitive, and options A, B, or C will not work. Choose an agency to create a custom strategy for your company, industry, budget, and goals. Be prepared to share with your agency your short-term and long-term goals. This information will be needed to create the best strategy for you. Digital marketing is ultimately a calculated gamble, so you must hire an agency that understands this.
Agency Specialization
There are way too many agencies out there trying to do everything. It’s crazy. Design firms offer marketing strategies, and PR firms offer design services. Do not get caught up in all the madness. It is important to hire an agency that is specialized in your campaign and goals if you want to do digital marketing correctly. If you need creativity, hire a solid design firm. Hire an SEO firm if you require SEO. Hire a digital agency that offers full service if you require everything. It seems obvious, right? It happens too often. The results of agencies trying to do everything and moving away from their core competencies are not good for anyone. When hiring an agency, ensure that their services are at the core of their expertise.
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