Digital marketing can seem complex to the inexperienced, especially given the ever-evolving ways consumers seek information today. However, having a solid, up-to-date digital marketing strategy is crucial to grow your business and survive in the online marketing space.
But where do you begin? And how do you hire a digital marketing agency you can trust and ensure they have a proven track record of delivering successful campaigns.
How often have we heard from some misguided business owner – “I can get my admin girl to do my online marketing”…
If you are considering using one of your team members to create an online digital marketing strategy without any experience in Audits, SEO, content marketing, email marketing, PPC, or social media – you’re probably not serious about growing your business. Knowing what questions to ask to determine whether an agency is the right fit for your brand is challenging.
To assist with this, I’ve compiled a simple guide on how to ask the right questions when hiring a digital marketing agency, drawn from my 15 years of experience as a Digital Marketing Consultant.
Hiring a digital marketing agency is an investment in your business. When looking for a digital agency partner, asking the right questions can help you understand how the online marketing strategy will work and give you insights into how your potential agency will operate.
Hiring someone who is not experienced in this space can do much harm; we’ve seen it many times. Undoing the damage is another story, it is costly and time-consuming, and it can lead to a significant drop in organic traffic. This can severely impact your online visibility.
“It’s not what you sell that matters as much as how you sell it!” – Brian Halligan
Countless companies provide similar digital marketing services, but the selling of the service is how you can strive as a business.
An experienced and knowledgeable digital marketing agency is your trusted Partner/Advisor. Together, you will discuss and agree on your goals as your digital campaign progresses.
Midge and Mike and the team are excellent to work with. They right size their services and approach to the specific needs of our business and changes in those needs over time. The feedback and results we are getting in filling our recruitment needs are testimony to the professionalism of the website, social media content and strategies. If you want results where others failed, these are your team.
Francis Pauwels, CEO, Tirofruit
Hiring a digital agency is similar to employing the services of any professional business, from building a house to installing a new bathroom or even finding a new Doctor. How often have you heard stories about someone disappointed after a Contractor has finished their new bathroom and finds he hasn’t followed your instructions, and you end up with a bathroom you don’t like?
But before we get into the questions, let me give you an example of how something can go very wrong when taking on a new partner, in this case, a Doctor.
Which is pretty important, right?
When we moved from a large city to a small town, we were excited about living at the beach but a little more anxious about finding a Doctor we could communicate with and trust with our details.
We thought it was perfect after securing registration with a reputable and friendly medical practice! But… the transition proved more challenging than we expected.
My husband had been managing a chronic condition for several years with specific medications prescribed by a medical specialist. His new doctor, however, had a different approach and recommended changing his medication against protests from my husband, who was aware of the downside of any change and discussed this with his new Doctor.
After a short period under the Doctor’s new guidance, he experienced severe side effects and ended up in hospital. The cumulative impact of these challenges took a toll on his health and well-being, and it took several months before he recovered.
I am sharing this story to illustrate the potential consequences of partnering with someone who ultimately proves to be a poor fit or a bad operator and how important it is to do everything you can to get it right the first time.
So it’s equally important to find a digital marketing agency that’s the right fit for your business, who will listen to your needs and work with you to achieve your business growth and success. The right agency can help you reach new heights and achieve your business goals, while the wrong agency can lead to wasted time, money and resources.
To make an informed choice, ask these critical questions before hiring a digital agency partner.
1. What is your experience in the digital marketing space?
The right agency to partner with you should spend time understanding your industry. Ask about their experience and whether they can provide case studies or references, if these are on their website, that’s a good sign. An agency with experience in many different industries will be more adept at crafting strategies that resonate with your target audience.
2. How do you measure success?
One of the advantages of a successful digital strategy is measuring success through various key performance indicators (KPIs) that align with the business’s specific goals.
For example, you can measure website traffic, conversion rates, customer acquisition cost, return on investment (ROI), engagement rates on social media, click-through rates (CTR), and overall revenue growth. A good agency will have a robust analytics framework and will provide monthly reports to keep you informed about your campaign’s performance and adjust where necessary.
3. Do you have case studies and/or testimonials on their website?
A reputable agency should have a portfolio of successful projects and satisfied clients. Their case studies will showcase their experience, expertise, and ability to deliver results in different industries. If you need more convincing, ask for references you can contact to get first-hand feedback about their experience with the agency.
4. What is your approach to strategy development?
Understanding their approach to developing a digital marketing strategy for your business is crucial. Ask if they customise their strategies to your business needs and goals to ensure they are not using cookie-cutter techniques. The best agencies will conduct thorough research, including competitor analysis and audience insights, and then create a customised plan for you.
5. Who will be working on my behalf and what is their experience?
It’s essential to know the team handling your account. Ask about their qualifications, experience, roles, and longevity in the digital space. A good agency will have a team of skilled professionals, each specialising in digital marketing, such as web audits, SEO, content creation (organic and paid), social media, PPC, and other marketing methods.
This is an excellent way to see if they practice what they preach. Agencies should be transparent about their marketing efforts, giving you insight into their capabilities and commitment to best practices without breaching client confidentiality. You can gauge this by viewing their website and social media, which is an excellent place to start.
6. What are your contract terms and conditions?
Some agencies want to lock you into long-term contracts that are difficult to get out of and offer no flexibility. Ask about their contract terms and conditions. Watch out for agencies that require lengthy commitments. A good agency will offer flexible terms and adjust strategy based on performance and your satisfaction.
7. What are your communication and reporting processes?
Effective communication is crucial for the success of your marketing campaigns. Ask the agency how frequently they will communicate with you and what types of reports you can expect to receive. A reliable agency will provide regular updates and be responsive to your questions and concerns.
8. What are your payment terms?
Understanding your agency’s payment terms upfront is essential to avoid hidden costs. Ask for a detailed breakdown of their pricing structure and any additional fees that might arise. A good agency will be transparent about its costs and provide a clear outline of what you’re paying for.
9. Can you guarantee specific results?
In a word – no! Be very cautious of agencies that guarantee specific results, such as top rankings on search engines or a set number of leads in a set time (doing so could involve black hat techniques).
Digital marketing is complex, time-consuming, and influenced by many factors; therefore, it’s impossible to guarantee outcomes. A good agency will only use best practices, set realistic expectations and work with you to achieve continuous improvement.
10. How do you stay updated with industry trends?
The digital marketing landscape is constantly evolving—even more now with AI. Ask how the agency stays current with industry trends and if they follow best practices. A good agency will invest in continuous learning and adapt its strategies to stay ahead of algorithm changes, consumer behaviour, and technology.
11. Do you use any black hat techniques?
Some agencies may use unethical or black hat techniques to achieve quick results. These practices can lead to severe Google penalties and damage your online reputation. If this occurs, rectifying the situation is time-consuming and costly. Ask about their methods and ensure they adhere to best practices.
12. What is your client retention rate?
A low client retention rate can be a red flag! A first-rate agency will have a high retention rate and be open about any challenges it has faced and how it has addressed them. Every agency has faced challenges and setbacks. Hiring an agency that is transparent about its experiences and demonstrates how it uses failures to improve and refine its strategies is worth discussing.
13. How do you handle a campaign that doesn’t perform well?
Understanding how the agency manages underperforming campaigns is crucial. Ask about their approach to troubleshooting and optimising strategies. A good agency will have a proactive plan to identify issues and make necessary adjustments to improve performance.
14. Are there any potential conflicts of interest?
Ensure there are no conflicts of interest that might affect their commitment to your business. Ask if they are working with any of your direct competitors. A good agency will be transparent about its client base and ensure its dedication to your success is uncompromising.
So, like the new Doctor, hiring a new digital marketing agency is a significant decision that requires careful consideration. By asking the right questions, you can gain valuable insights into the agency’s experience, approach, reliability, communication style and success rate. Dedicate some time to finding an agency with a proven track record, transparent communication, ethical standards, and a commitment to staying current with industry trends.
The good aspects of a digital marketing agency include verifying their experience, understanding their success metrics, reviewing case studies, understanding their strategic approach, having good communication channels and knowing the team members.
The bad involves clarifying contract terms, communication methods, payment structures, avoiding guaranteed results, and their commitment to industry trends.
The ugly includes ensuring ethical practices, checking client retention rates, learning from failures, managing underperforming campaigns, and avoiding conflicts of interest.
By thoroughly vetting potential agencies, you can select a partner that aligns with your business goals and helps you achieve sustainable growth. Remember, the right digital marketing agency can make all the difference in your business’s success, so take the time to make an informed and confident choice.
Choosing a digital marketing agency is a significant decision that can shape your business’s future. At the end of the day, a digital marketing agency’s role is to help you grow your business. Creative artwork, excellent graphics, nice user interface, funny posts, etc., are all good and necessary, but they shouldn’t be the focus of hiring your new agency.
You don’t hire a marketing agency to help you spend your spare cash; you hire one to help your business to be more profitable and achieve your business goals.
Why choose us?
Need help with marketing? We’re here to help! At Whippet Digital, we take pride in our commitment to customisation. We understand that every business is unique, each with its challenges and goals. That’s why we take the time to listen, analyse, and develop strategies tailored to your specific needs.
Are you ready to grow your business presence online?
Contact us today to discuss how our tailored marketing solutions can empower your business and drive meaningful growth. Let’s embark on a journey towards success together!
