How to Evaluate a Digital Marketing Agency?


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The process of finding and hiring a digital marketing agency can be difficult, especially if you’ve never done it before. Nowadays, there are more agencies than ever offering these services. Because of this, it’s more important than ever that you know how to evaluate a digital marketing agency before you give them your money. These are just five of the ways you can choose an agency that will provide you with quality results. But with these tips and advice, you’ll be able to evaluate digital marketing agencies like an expert, identifying which ones are worth your time and effort and which ones aren’t. Plus, you’ll know what questions to ask in order to ensure that your business will get the best possible service from its agency.

Define your goals

In order to evaluate whether or not an advertising agency is right for you, it’s important to consider your goals. First and foremost, you need to know what you want out of an agency. Do you want them to take care of the entire process? Are you looking for someone who can execute your creative ideas? Do you just need someone with experience? Once these things are established, then it’s easier for a company like ours (XYZ) to make recommendations on what services they offer that will help reach your goals. We also offer free consultations so if after reading this post, As we touched upon above there’s no one size fits all when it comes to agencies. It really depends on what type of digital campaign you’re trying to do. If you’re looking for someone capable of executing full end-to-end campaigns, including strategy and creative design, as well as web development and IT integration—we recommend [insert your local/top competitors]. However, if you already have some sort of idea in mind and only require our expertise in executing certain aspects such as strategy or creativity—check out [insert our regional competitors]. This list isn’t exhaustive by any means but those were two examples we came up with off top of our heads.

Do your research

The first step in evaluating an agency is seeing what the company has done before. There are many different ways to go about doing this. One way is by looking at their portfolio of previous projects and their testimonials from past clients. This will give you an idea of what the company has done in the past as well as how they have helped others, which will help you decide if they are right for you. Another way is by asking yourself these questions: 

  • What kind of clients do they typically work with? Do I fit into this category?
  • What type of services do they offer? Do I need all, some, or none of these services?
  • How big is the company and what is their turnover rate over time? Is it reasonable? For example, does it seem like the company would be able to handle my needs even though it is not that large of a firm? Does it seem like the founder/owner will stay on and make sure everything goes smoothly long-term? What other types of services does the agency provide that might be relevant for me but not offered by my competitors (e.g., PPC management)? What is the pricing range for each service that’s provided (e.g., do they charge per hour vs. per project)? These are just a few examples; make sure you’re getting specific answers to your own questions so you can make a good decision based on your personal needs!

Consider your budget

Do you have a set budget in mind? If so, make sure that the agency you’re interviewing is willing to work within those parameters. Some agencies will be more expensive than others but they might offer services that fit your needs better. For example, if you have an established brand and are looking for help with social media management or website design, you’ll want to look for an agency with expertise in those areas. Now that we’ve looked at what makes a good digital marketing agency, let’s go over some of the top things to consider when evaluating them: 

  • How do they interact with you? Are you able to ask any questions without feeling rushed or ignored? How does the team respond when talking about their past projects? 
  • What type of projects do they specialize in (e.g., SEO, PPC)? What’s their level of experience in these fields? 
  • What’s their availability like (i.e., hours of operation)? What other time constraints can’t they work around? 
  • Is there anything specific you don’t want them doing on your behalf?

Check their portfolio

For some agencies, you’ll need to see their portfolio before signing on the dotted line. To make sure you’re getting the best possible service, it’s important to make sure that their work is up-to-date and on par with industry standards. You can do this by looking at recent websites they’ve designed or campaigns they’ve run. They should be able to provide references from past clients as well. Make sure the company has experience in your particular field: As we all know, different industries require different types of expertise. Some companies may specialize in SEO while others are more focused on PPC management. Make sure the agency you choose offers services that fit your needs.

Schedule a consultation

If you’re looking for the best digital marketing company, you should take time to evaluate their services. We have four questions that will help you decide if they are the right fit for your business: 

  • What is the company’s track record?
  • How long has the company been in business?
  • Do they provide any references? 
  • Are they willing to work with your budget? 

You’ll want to ask about rates, deadlines and project completion dates before anything else so you can better understand what’s within your price range. – Can you tell me about some of the previous projects you’ve worked on? Again, this will give you an idea of what types of projects they specialize in and how much experience they have. The more information about past clients or examples of previous work, the better!


A good place to start is by looking at the cost. How much does it cost for them to do the work? Is there an hourly fee? A retainer fee? What services are included in that cost and what is not? Are you clear on what their scope of work includes and what they don’t include? 

Next, research their past work. Have they done this type of work before or is it something new for them? Do they have any testimonials from previous clients that you can speak with about their experience working with this agency? 

Lastly, look at references. Ask if you can speak with someone who has used the services of this company in the past or present. The last thing you want to do is get stuck in a contract without fully knowing how your business will be impacted. It pays off to take the time to find the best partner for your needs because when it comes to digital marketing, one size doesn’t always fit all.


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