So, you’ve decided to hire a digital marketing agency to boost your company’s revenue or expand in other meaningful ways. But each agency has its own specialties, strengths and philosophies, so how do you choose the right strategic partner that can best unlock your potential?
Look for…
An Agency That Understands the Numbers
Bounce rate, lead generation and cost per acquisition are all useful data points, but they don’t mean much if you don’t understand how they apply to your company. Your digital marketing agency should be able to explain those numbers and show you how they support the growth of your business.
An Agency That Goes the Extra Mile
You may have a good idea of what you want from your digital marketing, but the people who make up your agency should be the experts in the room, ready to share or develop insights and strategies you may have never considered.
Touchstone Digital's Director of Digital Technology Joe Hochgreve says, “an agency should be a true resource for their clients, not just a ‘yes man’. If your goal isn’t viable or valuable, they should tell you why and present other options.” The right agency will proactively provide input and add value to your partnership, not simply respond to your requests.
An Agency That Maximizes Opportunities
Use all the tools in your toolbox. There are many different approaches you can take with your digital marketing. Touchstone’s Director of Digital Strategy Nathan Steinmetz: “Digital Marketing is a lot of puzzle pieces that need to be put together in a way that’ll drive performance and help you meet your specific goals.”
These channels can support your business growth:
- SEO: An effective Search Engine Optimization program will drive targeted traffic to your website by helping it rank higher in search results. That improves your online visibility.
- PPC: Pay-per-click campaigns can generate quick leads and connect you with customers who are likely to buy your products and services.
- Social Media: You and your digital agency can strengthen relationships with your customers by interacting with them directly on social media channels. The agency should also help you maintain a consistent brand voice on each platform.
- Email Marketing: Sending valuable newsletters and unique offers to people who have opted into your email list can also strengthen relationships and encourage repeat business.
- Content Marketing: Creating audience-focused content can build trust with your current and potential buyers. Blog posts, case studies and educational guides can also provide long-term value that lasts beyond the sales process.
- Analytics: Marketing is driven by numbers, and your digital agency should understand them completely. Tracking performance metrics such as conversion rates, ROI and keyword rankings gives you insights into the effectiveness of your strategies.
How to Evaluate a Digital Marketing Agency
Ask the Right Questions
Now that you know what a digital marketing agency should do for you, it’s time to choose your agency. Start by asking targeted questions to ensure their strengths align with what you need. A few questions to consider:
- Have you ever worked in our industry before?
- How have you helped other clients with similar needs?
- Which channels would you recommend for my business and why? What specific KPIs helped you make that decision?
- Which metrics will you use to define success?
- How often will I receive reports and updates?
- How will we determine if a campaign needs to be adjusted?
Look for clear, direct answers. If an agency is too vague about their strategy, consider other options.
Assess Their Digital Presence
One way to evaluate a digital marketing agency is to see how they market themselves. Check their website, social media channels, blog articles and other efforts. Their own content can serve as evidence of their consistency and quality of work. Do you like what you see? If you do, that agency might be a good fit.
Evaluate the Project Scope
Talk with your agency’s team about what’s crucial for your business to set expectations and ensure alignment from the start. Set clear and realistic goals to avoid wasted time and effort. You can then discuss opportunities for scaling as they arise.
A Full-Service Digital Marketing Agency in Toledo, Ohio
Touchstone Digital can optimize your strategies for everything from website development, SEO and PPC to social media, email and content marketing. As an agency of MadAveGroup, we have access to a team of strategists, designers, copywriters and other industry experts who are ready to help you grow.
Your success is our goal, so we’ll design your custom program to deliver meaningful results that matter to you.
Ready to talk? Contact us to schedule a consultation.
