Struggling to pick your digital marketing agency? Feel like it’s a big decision? Feel like this could make or break your business…? Hah. Good. That’s because it is a big decision, and choosing the right agency to work with will certainly play a big part in the success of your business.
Usually a lot harder than it sounds. There’s a ton of different things that you need to take into consideration which more often than not makes the situation more complicated than it needs to be.
So with that in mind, I’m going to list out the things I think should help you make your decision. I’m not going to talk about pricing or services here, this is more of a review on the qualitative aspects that should inform your decision.
1. What does their website, social media and digital presence tell you?
The first place to start is to check this agency out online.
Check out the social media, check out the website, check out the founders, check out the team.
Is it good quality?
Look to see if there is a cultural fit.
Does it look like these guys and gals are the people you want running your marketing activity?
If I was checking someone's digital footprint and their social media was banging on about conspiracy theories & covid-19 is a hoax then I’m cutting all ties there and then.
It’s important to remember that someone's personal life is personal for a reason, don’t go too deep into this, just a brief check.
2. What’s their niche?
Does the agency have a niche?
It’s no secret that agencies who have niched down into a specific service and industry have a very strong offering and are very good at what they do.
If their speciality is what you are looking for, and they have previous success in your industry, then that’s a great start.
3. Do they have a proven track record?
Go on to the agencies website (if they don’t have one of these in 2020 then it’s probably worth moving on to the next agency).
Look for their case studies, usually titled “work” or “case studies”.
Dig through their case studies and try to understand a few things:
- Are the types of clients this agency works with similar to my business?
This does not necessarily mean the same industry, but try to see where that company was before they worked with the agency and where they are now. Does that growth look like the type of thing you are after? Are the services the ones you think you need? - Go and actually look at the companies that have been mentioned, check them out online. If you want to take that extra step, ask the agency to make an introduction so you can chat about quality of work. If the agency is doing a good job, those clients should have no issue giving 5 mins to help.
4. What kind of clients have they worked with before?
Take a look at the client list. Think about what you want for your business.
Are the clients similar to your business?
If so, think about how you plan to have a competitive edge on your market.
Is it by using the same team that created your competitions’ marketing or is it by using a different one?
There are positives and negatives on both sides of the argument.
Try not to think, oh these guys have worked with Nike and I sell trainers so they will turn my business into the next Nike.
Also ask yourself if that client list matches the caliber of where you want your business to be.
Try not to think, oh these guys have worked with Nike and I sell trainers so they will turn my business into the next Nike.
Try to think about the quality of work that has been the output of that collaboration with the client, and if that matches the quality you deem worthy of your business.
5. Do your Linkedin research
We live in 2020 - where most anyone who is anyone is on LinkedIn.
Now I’m not saying that you have to be super active on LinkedIn, as it may not be part of your marketing strategy, but at the very least have a profile with the relevant info on it.
It simply speaks to your awareness of the current digital marketing landscape and willingness to be transparent.
Honestly, if someone is hard to find online and has a blank profile picture - usually a good sign that you want to steer clear for various reasons.
