As a business grows, there comes a time when a good digital marketing agency becomes a necessity. Hiring an agency tends to be more cost-effective than doing it all in-house, and it allows businesses to leverage advanced skillsets and a wealth of experience as needed. But such a growth opportunity can be squandered by choosing the wrong agency, which will result in a lot of wasted time and money.
So how do you know if an agency is a poor fit and what mistakes should you avoid when hiring one?
Mistake 1 – Failing to define (realistic) goals and objectives
You need to know exactly what it is that you want to achieve by hiring a digital marketing agency. Your goals and objectives should be clearly defined and aligned with your business strategy to find the right agency to help you get there. And beware of any agency that makes unrealistic promises.
Mistake 2 – Not doing due diligence
It’s important to thoroughly research an agency before signing anything, rather than taking them on their word. Look into their reputation in the industry and research case studies, reviews and testimonials from former clients. You need to know if they’re trustworthy, first of all. You don’t want to choose an agency that uses underhanded and risky tactics. But you also need to know where any potential weaknesses might lie. You also don’t want a digital agency that lacks the relevant experience and capabilities.
Mistake 3 – Being too focused on price
It tends to hold true that you get what you pay for, and just because a digital agency is cheap doesn’t mean that it has any actual value to offer. Real skills and experience come at a cost, so if those rates sound too good to be true then beware, because there could be a catch. Rather than trying to save a buck, focus on getting the best possible return on your investment.
Mistake 4 – Choosing a bad communicator
Ideally, a digital marketing agency should see the relationship with your business as a partnership. That means they keep you in the loop on everything and put every effort into keeping the lines of communication open. You don’t want an agency that isn’t available when you need support or a response to an urgent query.
Communication extends to transparency, and you certainly don’t want a digital agency that operates in the dark, making important decisions without consulting you or misrepresenting metrics (whether intentionally or not). Your agency partner should be transparent about all their processes and open to input from your side too.
Mistake 5 – Failing to factor cultural fit
Cultural fit is more important than many realise, until it’s too late. If an agency is to function effectively as an extension of your business, it needs to align in terms of values and work style. Be sure to choose a digital agency that is as committed to achieving results as you are, one that also values collaboration. And in the ever-changing world of digital marketing, you don’t want to be held back by an agency that resists anything new, is too slow to adapt or reluctant to innovate.
Finding the right digital marketing agency can be daunting, but keeping these points in mind will put you on the right track. Remember that bigger isn’t always better and to always look deeper than the sales pitch before making your choice. Feel free to ask us about our experience, capabilities and culture, and what puts our digital marketing services leagues ahead.