Digital marketing has become essential for any business. The problem is, there are plenty of agencies offering digital marketing services. So you need to evaluate thoroughly before hiring one. It is not a great idea to judge an agency by its pitch. A strong pitch is the easiest thing to buy, and every agency has one ready.
A better way is to check what can be verified. Here are five steps that help.
What to Compare When Evaluating a Digital Marketing Company
Let’s take a small example here. You go to the market to purchase apples and compare two apples by the way they look. Most definitely, apples that look red and shiny seem impressive and lucrative to buy. But appearance alone does not tell you how good they are inside. The same applies when choosing a digital marketing company.
The agency with the most polished website can catch your attention. But there are some key things worth comparing:
- Experience
- Approach
- Communication
- Results/portfolio
- Understanding of your business
Then ask every company the same questions and note their answers in a simple table right after each call. Without this, the most confident speaker usually wins, even when another team suits you better.
Verify a Digital Marketing Company’s Past Results and Reviews
You’ll mostly see polished and positive case studies on a marketing agency’s website. There are good writers and designers behind them. Ask for the numbers behind them. What was the starting point? How long did the growth take? The budget?
A long track record gives you more to verify. The Ignite Digital company, for example, has operated since 2008 and shows client ratings on platforms like Google, Clutch and G2. Any agency you shortlist should give you this much to check.
Then do a thing. Read the three-star reviews, because they are usually the most honest. Notice how the agency replies to them. You may ask for the website of a past client or their Instagram page. Every working relationship has friction, and the answer shows how the team handled it.
Ask for a Sample Report and a Failed Campaign Example
Request a sample monthly report with client details removed. This is a big part of your evaluation. A good report explains what happened, why it happened and what to do next. A weak one only lists clicks and impressions.
Next, ask about a campaign that did not work. Every agency has one. A team that explains the cause and the fix clearly is easier to trust than one that claims a perfect record.
Check Whether the Company Suits Your Business Size
Your marketing agency should suit your business size. A large agency may hand a small business account to a junior and give it little attention. A tiny team may struggle with a big, fast plan.
Ask what size of client they usually serve. You should talk about your budget as well. You want to be a client that matters to them.
Start With a Short Pilot Before Signing a Long Contract
Propose a 60 to 90-day pilot with clear targets. Settle these points in writing before it begins:
- One or two goals with numbers
- A fixed budget for the pilot
- Ad accounts and analytics set up in your name
- Review dates every two weeks
- A simple way to exit if targets are missed
This is an effective strategy to see work, not just promises. If results are good, extend the contract with confidence. If not, you lose very little.
Hire a Digital Marketing Company With Confidence
Hiring a digital marketing company is a big commitment. Some research at the outset will save many months of second-guessing. Observe the behavior of the agencies in question during the evaluation process. Those who communicate well and know what they cannot do are those who succeed.
