5 questions to ask when evaluating a digital marketing agency
As the years go by, digital marketing will become increasingly important. In fact, by all accounts, a campaign or strategy that doesn’t embrace digital in 2022 could be doomed to failure. However, running a successful marketing campaign today is much more complex than it was more than a decade ago, when digital was new, unprecedented, and something to be admired or studied.
Now that it is completely commoditized, it is much harder to stand out from the crowd and achieve the success you expect.
THIS IS HOW DIGITAL MARKETING AGENCIES BECOME OUR BEST ALLIES OR OUR WORST ENEMIES IF WE FAIL TO CHOOSE THE RIGHT ONE.
In this article, you will learn how to evaluate a digital marketing agency with only five (5) questions. Read to the end.
TOP 5: Questions to measure digital marketing agency performance
Marketing today is undoubtedly complex. There are so many digital marketing agencies on the market that it becomes especially difficult to choose one. Among so many aspects, there are a number of questions you can ask during the interview process that allow you to get a much clearer picture of the viability and efficiency of that agency. These are the most important:
What is your track record and/or key accounts?
Marketing your business is not a game, falling into the wrong hands can mean going backward or slowing the growth of your brand. Ask the agency which clients they have worked with in the past and which ones they are currently working with.
Then use that information to find out how successful those campaigns were and what mistakes they may have made.
This question will help you learn about the agency’s work style and how viable their campaigns have been. Another piece of information that could be beneficial is to know if any of the clients the agency has worked with are related to your industry.
What methodology do you use with your clients?
Every marketing agency is different, so they have different processes and methodologies with their clients when developing or executing a digital marketing campaign.
Ask them how they get the information they need to develop the strategy. Also, ask them what data they need and how they will use that information. Similarly, find out what the relationship between the agency and the client will be like once the execution of the campaign begins.
Also, find out what their priorities are in terms of the campaign and its objectives. Keep in mind that there are several types of digital marketing agencies and not all of them will necessarily relate to your brand’s goals. Therefore, you should choose the one that can provide you with a concrete action plan according to your requirements.
How will you show the progress of the campaign?
Marketing agencies usually review marketing actions in periods no longer than 3 months.
This takes into account that the Internet and especially digital networks/platforms are very variable. In any case, the agency has to show the result in all pre-agreed indicators. Plan to present a management report that includes information that is truly relevant to your brand objectives. Ask how these results will be presented and how reliable they are.
What tools will you use for the digital marketing campaign?
A very clever way to measure the performance or work process of the agency is to know what tools they use in the execution of a digital marketing campaign. These programs allow for the optimization of the processes and at the same time allow the agency to obtain accurate results on the actions taken and how they relate to the objectives of the campaign.
For example, social media management tools, SEO web or content optimization tools, and programs to measure traffic, conversions, and ROI, among others.
What is the cost of the campaign and what does it include?
The budget you manage will be your starting point, and you should choose an agency that has better money management, which allows you to get a better ROI. However, you should not confuse “better money management” with a cheaper agency.
You should pick an agency that allows you to get a better ROI, not one that is cheap but doesn’t make you a dime. In the middle of the interview, you must be clear about what services the agency can apply with your budget, and how the payment method will be. Also, what are the terms and conditions of the contract?
Now you know, these are the five most effective questions to shed more light on the digital marketing agency you are going to decide. We recommend you go first for those agencies with proven track records and success stories.
Last but not least, in addition to all these questions, you should feel comfortable with the agency and the professionals that make it up, a healthy communication/relationship between both parties is essential to achieve the proposed objectives.
We leave you our blogs related to digital marketing so that you can delve a little deeper:
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