The Complete Guide to Choosing the Right Digital Marketing Agency
According to the latest market research, there are 9,063 digital marketing agencies in Australia as of 2022, an increase of 2.9% from 2021. (IBIS World, 2022)
However, with so many choices, how do you find the best digital marketing agency for you and your business? And this doesn’t even factor in the range of digital marketing services they offer.
Choosing a digital marketing agency can feel like a daunting task. But it doesn’t have to be. By following this simple guide, you’ll be able to find the perfect digital marketing agency for your business or product in no time.
Here are some key factors to consider when choosing a digital marketing agency:
1) Know the Difference Between Full-Service Digital Agencies and Niche Agencies.
The main difference between a full-service digital agency and a niche agency is the scope of its services.
Full-service digital marketing companies offer a comprehensive suite of services that cover all aspects of digital marketing, from digital strategy and research to implementation and measurement.
Niche agencies, on the other hand, focus on one or two specific areas of digital marketing, such as social media or email marketing.
The type of agency you choose should be based on your needs and budget. A full-service agency is the way to go if you are looking for a comprehensive digital marketing strategy. On the other hand, if you only need help with one specific area of your digital marketing, a niche digital marketing agency may be a better option.
2) Define Your Objectives and Goals First
Perhaps your internal marketing team is already overstretched, and you need an agency to come in and provide some relief. Maybe you’re looking for an agency that can provide more specialised skills, or maybe you’re starting from scratch with your digital marketing and need an agency to handle everything.
Before you can choose the right digital marketing agency, you need to understand your needs. What are your marketing goals? Do you want rapid business growth? Who is your target audience? What type of content do you want to create? Once you know the answers to these questions, you can start researching agencies specialising in the services.
3) Understand Different Digital Marketing Services
There’s a lot to consider when it comes to digital marketing, and it can be difficult to know where to start. A good place to begin is by understanding the different types of modern digital marketing techniques and services available and how they can help you reach your objectives.
How to choose a digital marketing agency based on different services:
Search Engine Optimisation
Search engine optimisation is about improving your website’s ranking in search engine results pages. Optimising your website for relevant keywords can attract more organic traffic and improve your visibility online.
SEO is good for businesses looking to increase their online visibility and attract more website visitors and can result in transformative digital marketing performance if executed correctly. Depending on your industry, SEO can be competitive and take a significant amount of time, so it might not be the best solution if you are looking for immediate results.
Social Media Marketing
Social media marketing involves using social media platforms to promote your brand or product. This can include creating and sharing content, running ads, and engaging with your audience.
A digital agency that specialises in video content can help you create engaging videos that promote your brand or product. Video is a great way to capture attention and improve your online visibility and is the most popular type of content on social media.
Digital marketing agencies offer a wide range of services, and choosing an agency that can provide the services you need is important. If you’re unsure what you need, a full-service digital marketing agency can help you assess your needs and develop a tailored solution.
Affiliate marketing is a type of performance-based marketing where you pay affiliates for each customer they bring in. This can be a great way to drive sales and grow your business. Similar to affiliate marketing is influencer marketing. Influencer marketing involves working with social media influencers to promote your brand or product. This can be a great way to reach a wider audience and build trust with potential customers.
4) Review Your Current Marketing Strategy
Before you start looking for a digital marketing agency, it’s important to review your current marketing strategy. This will help you determine where you need help and what type of services you need.
If you have previously worked with digital marketing agencies, take a look at what worked and what didn’t. This will help you narrow your search and find a digital marketing company that fits your business well.
5) Consider your Budget
When choosing a digital marketing agency, it’s important to consider your budget. Depending on the size of your business and your marketing goals, you may need to invest a significant amount of money into digital marketing.
Agency fees can vary significantly, so it’s important to get quotes from a few different agencies before deciding. This will also allow the agency to accurately quote and resource your project and prevent unnecessary overspending.
The cost of digital marketing may increase or decrease based on the agency you choose. Still, knowing your financials allows you to effectively budget/resource for the digital marketing services you need.
Depending upon the reputation and scale of an agency can charge 5,000 or 15,000 for the same service. It’s important to note that big agencies can come with disadvantages like less personalised attention and service, so smaller boutique agencies may be a better fit for your business.
6) Check their Portfolio and Case Studies
When looking at digital marketing agencies, be sure to check their portfolio and case studies. This will give you a good idea of the type of work they’ve done in the past and how successful it was.
Depending upon the type of digital service you are looking for, you will want to see previous examples of successful work that has been completed.
A good digital marketing agency will have comprehensive case studies that detail a project, its context, the strategic approach taken and the results.
Look for social proof in the form of testimonials from happy clients. These can be found on an agency’s website or third-party review sites.
Work examples: In addition to case studies and testimonials, you should ask for examples of an agency’s previous work. This could be in the form of blog posts, social media campaigns or even website design.
For a first step, an agency’s website is a good place to start. Look for the following: case studies, testimonials and work examples.
7) Ask for Client References
When we go for a job or apply for a rental, references are a part of the process. With large sums of money on the table, client references should also be offered when working business to business, although this is a less common practice.
Another great way to find a reputable digital marketing agency is to get referrals from businesses like yours. Ask other businesses in your industry who they use for their digital marketing, and get their opinion on the quality of the service.
9) Get In Touch With a Number of Digital Marketing Agencies
Once you’ve shortlisted a few agencies, it’s time to get in touch and see how they work. A good agency will be happy to provide you with a proposal outlining their services and how they can help you achieve your marketing goals.
When evaluating proposals, ask questions about the agency’s process, their experience and how they will measure success. This will help you ensure that you’re choosing an agency that is the right fit for your business.
10) Meet in Person. If You Can.
Like anything, it’s important to trust your instincts and get a read on a company before going all in. There’s no better way to gauge the integrity and legitimacy of a company than by meeting in person.
In the business world, a pre-service meeting is, or should be general practice. This will give you the opportunity to get a feel for the agency and their approach to digital marketing strategies, and most importantly, whether you are just another number to add to the client list or a valued customer who will be provided with personalised attention and service.
If you are unable to meet in person due to location or time difference, get on a call. This will give you a good opportunity to see how communicative and professional the agency is. It’s also an opportunity for you to ask any questions that you may have about their services.
At the end of the day, how to choose a digital marketing agency comes down to trust. Be sure to take your time in your search and review all options before deciding.
Time to Find the Best Digital Marketing Agency
The best digital marketing agencies will have a strong track record of delivering successful campaigns, a clear understanding of your business goals and the ability to tailor their services to meet your needs.
When evaluating digital agencies, check their portfolio, case studies and client testimonials. And if you can, arrange to meet in person or get on a call so that you can get a feel for the agency and how they operate.
Choosing the right digital marketing agency is a big decision. With so many agencies to choose from, it can be difficult to pick the right one for your business. However, by following the tips above, you can be sure that you are choosing an agency best suited to your needs.