7 TIPS TO CHOOSING THE RIGHT DIGITAL AGENCY FOR YOUR BUSINESS IN 2020
Today there are thousands of agencies with offices all over the world. Navigating between all the specialties and options can be overwhelming. Rest assured, your search days are over! While there are many agencies out there that have undoubted experience, there is only a few that are suitable for your business. Many agencies today are full-service agencies, giving you the advantage to integrate all aspects of your campaign, saving you money and time. Depending on your business, there are essential factors you need to consider before jumping into a decision you might regret. So how can you be sure you are committing to the right partner?
1) Your Goal
Every business is different. Not every agency, full-service or not, is a perfect match for you. The advantage about today’s technology is that you can tailor strategies according to your needs. You must identify your objectives and find the agency with the relevant experience. Good digital marketing agencies know exactly how to meet your KPIs and how to yield measurable results that will push you closer to your goal every day.
2) Your Competitors’ Agencies
There is always a business out there who shares the same goal as you. You need to be familiar with the type of agencies your competitors are partnering with. The last thing you want is to work with an agency that has connections with one of your direct competitors. That is why it is necessary to filter the agencies in a way that helps you avoid any conflict of interest.
3) The Agency’s Experience
Ask yourself what the agency is known for. You’ll be saving yourself a lot of money and time if the agency is familiar with your industry and audience. Today, businesses are no longer tied to physical boundaries giving you the freedom to hire an agency in any location, thus focusing your research on the agency’s competence rather than its geography. Many agencies are equipped with a qualified team that can localize your content and strategies so make sure you collaborate with the right one!
4) The Scale of Your Accounts
If you are looking for simple services over a short period, then chances are you only need a freelance marketer rather than a full-scale marketing agency. However, once you determine why you’re hiring an agency in the first place, you need to decide what services you need. Big agencies offer a wider array of services, whereas smaller ones are usually specialized in certain services with greater experience in niche markets. The best advice is to match the size of your company to the size of the agency!
5) Your Industry
Your industry’s needs and concerns are vital factors in the equation. If your business is a media company, then collaborating with an agency that makes breakthrough ads but is weak in creative content may not be your first choice. While there is greater reliance on creative content now more than ever, partnering with the “trendiest” agency can be a trap. Your type of business will by default eliminate a lot of agencies off your list, just make sure you understand the challenges and the direction of your industry before making a decision.
6) Time Sensitivity
Certain businesses, such as media outlets, are crucially dependent on time; a single minute can jeopardize the whole brand. If your business is time sensitive you need to make sure the agency you are dealing with has the potential and the resources to represent your brand online. You don’t want to be remembered as the last one to address the latest news!
Your choice depends a great deal on your marketing budget. In 2019, firms were spending an average of 6.5%-8.5% of their revenue on marketing, 45% of it going directly to digital marketing (source: WebStrategies). The higher the spending level of your firm is on digital marketing, the more likely you will partner with bigger, more experienced agencies.
Nowadays, the slightest detail can differentiate between agencies. You can actually find just the right fit for you once you have considered all the aspects mentioned above. After narrowing down your choices, take a closer look at the agencies you’re interested in. Don’t be afraid to look deep, find out more about their mission and philosophy. Look for reviews, request samples and even ask to pay them a visit! You will be investing money and time into this collaboration thus you have every right to feel comfortable with the agency’s style and employees. After all, you are not just hiring an agency, you are hiring a culture!