In the past, we’ve talked about the many reasons why small businesses can reap plenty of rewards from digital marketing, letting them compete in a more even ground with larger brands, or focus on their local market. Either way, the benefits speak for themselves, but it’s no secret that creating and implementing digital marketing campaigns is a lot of work, so you should also think about having an agency handling that for you.
That’s because “digital marketing” in itself is an umbrella term under which many, many different skills and processes fall under, like SEO optimization, PPC, email and social media campaigns, blog writing, web content, and that’s just the beginning. There are plenty of things that your team has to take care of, so we’ll tell you how to evaluate a digital agency. Pay attention!
Leave you enough time to run your business
There’s no beating around the bush with this; you’re hiring an agency to get some work off your hands, so if they’re not leaving you enough time to actually run your business, then they’re not the right agency for you. You should invest enough time and effort for them to build a campaign that’s suited to your preferences and the nature of your business, but if things don’t work out unless you get too involved, then it’s better to look elsewhere.
They’re consistent in their quality and results
Let’s make one thing clear: Creating content is easy, but creating quality content takes some actual skill. Your marketing agency should be able to speak to your audience in an engaging way, and their content should hit all their previously set goals for the campaign. Yes, digital marketing is equal parts creativity and patience; some campaigns are only successful after months of creative effort and refining, and an agency that seems just to be throwing ideas out there hoping to see what sticks is probably not the best option.
They’re constantly available
A good marketing agency knows that a client might sometimes need a little guidance when it comes to making a decision, but they’re always there to hear them out. That’s because, as with any other business, communication is the key to success, and a lack of it can turn things pretty sour in no time. Remember that listening to you doesn’t mean that they have to follow what you say 100% (if you want to work like that, why hire an agency then?) but should always be there to answer your questions and provide feedback when requested.
They know their way around social media
This might seem like a no-brainer, but your potential digital marketing agency should have good social media game. Being active online for them works sort of like a presentation card, so be sure to look them up on every profile they have, from Facebook to LinkedIn, and try to see if what they do is in any way compatible with your own vision. This won’t tell you everything you need to know about them, but it can shed some light on what kind of work they do and if you want the same for your own business.
They can easily condense and explain their work to you
At the end of the day, you’re hiring an agency for the same reason people reach out to businesses every day: They know how to do something you don’t. While you should know the basics of digital marketing, they’re the experts, and if you’re going to work with them, then they should be able to easily explain all the finer details of their plans and results every time. If they can’t provide that, it’s time to look for other options, so it’s good that you’re learning how to find a digital agency, right?
They adapt to your industry
Any good agency will be comprised of digital marketing experts, but that doesn’t mean that their area of expertise crosses over to your particular industry. Remember that different businesses have different audiences, and each of them will only respond to their own interests. Your team should be able to recognize and handle this properly. Otherwise, they’ll just be shoveling content into the void. Just because they’re very successful with a particular branch of the industry doesn’t mean they’ll do the same for yours.