Running a business is a (more than) full-time job, and trying to add digital marketing into the mix can feel like you’re juggling flaming torches while riding a unicycle. But you also know that a digital marketing partner is something your business needs in order to grow.
But how do you hire a digital marketing agency that will meet your growth needs, and what do you need to ask them in order to ensure you’re a good mutual fit?
5-step guide on how to hire a digital marketing agency
Let us help. No matter your marketing needs, this 5-step guide on how to hire a digital marketing agency will take the guesswork out of the process.
1. Prepare in Advance, Digital Marketing Jedi!
Before embarking on the search for the right digital marketing agency, it's essential to have a clear understanding of what you want to get out of your marketing activities. The foundational step of setting marketing goals is often overlooked, leading to mismatched expectations, disappointing results and, too often, huge budget creep.
Consider the specific services you need, such as SEO, social media management, email marketing campaigns, or digital ad management. Knowing your priorities will ensure that you choose an agency capable of delivering results for you.
2. Can't Rush a Good Thing: Evaluate the Agency Before Hiring
A common mistake many businesses make is rushing through the process of
evaluating digital marketing agencies. Slow down, research your options thoroughly, and listen to your gut.
Not all agencies offer the same type or level of service. Before setting up any meetings, it’s important to learn about the different types of agencies. For example, do you want to work with a full-service agency or a boutique firm? Are you looking for a traditional marketing agency or a growth marketing agency? Do you want a lot of communication or a low-touch partnership?
Next, review the portfolios and case stories of the agencies that interest you to see examples of their work. Check for industry certifications, awards, and client reviews that prove their credibility and skill. Take the important step of not only assessing the experience and skill of the agency’s leadership but also those of the specific team members who will be handling your account directly.
Look for agencies who have experience with your industry and businesses of your size and type. They will be more familiar with the challenges and opportunities specific to your market.
3. Don’t Just Take the Digital Marketing Agency’s Word for It
While it’s invaluable to read through a digital marketing firm’s portfolio and case stories when assessing whether they could be a good fit for your company, this won’t tell you everything you need to know.
Request a list of clients (ideally three or more) from the agencies you're considering hiring, and take the time to have a conversation with each one. Ask them about their experiences working with the agency. Were there any frustrations or drawbacks to working with them? What results have been achieved to date (and how long did it take to achieve them), what do they wish they had known before working with the agency, and do they recommend their services? If they no longer work with this agency, ask them why.
Next, get online and read the agency’s client reviews on Google. This uncurated feedback will give you a deeper sense of how the agency works with clients and whether they get the job done. This is where you’ll most likely encounter any red flags.
If you have any hesitations or additional questions about the agency after going through this process, schedule a follow-up conversation. Be honest about what you’ve encountered in your research process and what has given you pause. Are you satisfied with the answers they give you? Did they ask insightful questions to understand your concerns? Did you feel they were clear, transparent, and professional with you?
4. Ask Why This Agency Should Be the One to Serve Your Brand
One of the risks of working with a digital marketing agency is the potential for cookie-cutter solutions that limit marketing impact. Many agencies manage multiple clients simultaneously and might not customize their strategies to fit the unique needs of each business.
That’s why it’s so critical to ask each potential agency how customized their strategies will be for you as a client, how closely campaigns are monitored, and how often campaigns are optimized.
Ask what they understand about your brand, including what you do and why. A lack of understanding of your brand's voice can lead to marketing content that feels generic, hollow, or misaligned. In our experience, the agency that you feel “gets you” best from the very start is often the right choice – if they check all the other boxes, of course.
5. With Clarity & Confidence, Share Expectations, Goals & Budget
Clearly communicate your expectations and your SMART goals from your first meeting on – this ensures that both you and the agency will be working toward common objectives if you decide to move ahead with a partnership. A good agency will be eager to listen to and provide input on your ideas based on their expertise.
Also, ask about the agency’s project management methodology (Waterfall, Agile, Hybrid?) to determine if it lines up with your approach.
If you’ve gotten this far with a particular agency, it’s time to negotiate the terms of your agreement and set a realistic budget. Ensure you understand the agency's pricing model and what services are and are not included in their packages. Be transparent about your budget constraints and ensure the agency can deliver what you need within those limits.
A note on cost: it’s essential to strike a balance between cost and value. While it may be tempting to choose the cheapest agency, remember that quality often comes at a price. Investing in a reputable agency may mean higher up-front costs, but these partnerships can yield much more significant returns in the long run.
You’ve Learned How to Hire a Digital Marketing Agency
Congratulations, now you know how to hire a digital marketing agency that will transform your brand’s online presence from a struggle into a success story. Remember, the goal is not just to hire any agency but to find a marketing partner who understands your vision and can help you grow. Follow these five tips, and you’ll be on the right track to having a very fruitful relationship with your new digital marketing agency.
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