The skill sets, tactics and channels used by marketing professionals today can seem infinite. The knowledge required to establish and execute a successful strategy can be overwhelming. As such, most companies can benefit by outsourcing some aspects of their marketing objectives to agencies with specialized expertise. Due to its highly technical nature, digital marketing is one area to consider turning over to the experts. While digital marketing agencies are popular, choosing the right one for your goals is no simple task.

What Is a Digital Marketing Agency and What Does It Do?

A digital marketing agency specializes in providing marketing services to businesses through online channels. Its primary goal is to help clients promote their products or services using digital mediums and strategies. These services typically include website design and management, search engine optimization (SEO), social media marketing, content marketing, digital advertising, video marketing, email marketing and analytics. Agencies might cover a spectrum of these channels or specialize in one particular service.

By leveraging digital marketing tactics, these agencies help businesses increase their online visibility, generate leads, drive website traffic, improve brand awareness and achieve their marketing objectives in the digital realm. Most importantly, a digital marketing agency supports businesses that don’t have a large and highly specialized marketing team. “Setting up an in-house team can be resource-intensive and time-consuming,” writes Taylor Rice of RevLocal. “Instead of spending time training an in-house team, hiring a digital marketing agency can save you the hassle. A good agency will take the weight off your shoulders, allowing you to focus on growing your business.”

The Do’s and Don’ts of Choosing the Right Digital Marketing Partner

A digital presence is one of the key ways today’s businesses engage with their target audiences. This makes a digital agency a valuable partner for organizations looking to establish their brand presence and reputation as a leader in their field. Here are the do’s and don’ts of choosing a digital marketing agency that will deliver results:

 

DO pay attention to communication styles.

A successful digital marketing agency operates as an extension of your team, meaning they work closely with you to understand your goals, target audiences and the overall competitive landscape. Effective communication is crucial for a productive partnership. Look for an agency that communicates clearly, listens to your needs, and provides regular progress updates on your campaigns. Keep in mind the communication preferences of your team, including channels, tone, frequency and style. If your teams’ communication is clearly aligned from the start, your marketing messaging is likely to be well-matched, too. While compatible communication with the agency is essential to developing a collaborative partnership, it’s also important to consider how the agency tailors your marketing messages to communicate with target audiences. It’s vital for all digital efforts to be consistent with your brand style.

 

DON’T overlook niche experience and expertise.

When selecting a digital marketing agency, it is important to assess their experience and expertise in your industry or niche. An agency that understands the unique challenges and trends within your marketplace will be better equipped to understand your audience and develop effective strategies that deliver results. If they understand what you do and have insights into your target audiences, you’re starting off ahead of the curve. Ask for case studies, client testimonials and industry-specific examples to gauge their level of expertise.

 

DO consider their range of services.

Digital marketing encompasses multiple channels and tactics. While some agencies specialize in specific areas, others offer a broader range of services. Make sure to clearly evaluate and identify your marketing objectives and choose an agency that aligns with your needs. If you require assistance with search engine optimization (SEO), social media marketing, content creation or email campaigns, ensure that the agency has a proven track record in those areas. On the other hand, if you have the specific goal to improve your social media presence, a social media expert might be all your organization needs.

A comprehensive suite of services can provide a holistic approach to your digital marketing efforts. However, a more specialized agency can offer laser focus for individual digital marketing goals. Consider using specialized services for singular, specific goals, such as local search marketing for boosting a regional presence, or explainer videos for providing an introduction to your brand.

 

DON’T limit your research to their portfolio.

Reviewing the agency’s portfolio is an essential step in assessing industry expertise, service capabilities, style and tone. That said, it’s important not to limit yourself to what appears on an agency’s website. Request samples of their previous work related to the goals you have or your specific industry, such as websites they have optimized, social media campaigns they have managed or content they have created. This will give you a sense of their creativity, quality of work and ability to deliver results. Additionally, ask for references and speak with current or past clients to gain insights into their satisfaction and the agency’s professionalism. Getting in touch with an agency’s network is a great way to get candid insight into how they do business, not just what’s in their portfolio.

 

DO seek out trust and transparency.

Any business partnership requires mutual trust from both parties. This means consistent communication and a commitment to transparency. A trustworthy digital marketing agency offers transparency about pricing, scheduling and project capabilities from the start, and then maintains open communication moving forward. This includes providing consistent access to your marketing data. It’s important to work with a digital marketing agency that offers the full picture of your marketing activities by sharing both positive and negative results of a campaign. “When you understand how your marketing is performing, you can make adjustments so that your brand better resonates with your audience,” says Taylor Rice at RevLocal. “If you don’t have insights into how your marketing dollars are being spent and the business they are generating for you, you won’t make the right adjustments and you’ll waste time and energy.”

Collaboration Creates New Opportunities

Companies that opt to collaborate with other specialized professionals produce better results. Choosing the right digital marketing agency requires careful consideration. By embracing a multidisciplinary approach and partnering with experts in various specialties, businesses can access a wider range of knowledge, creativity and insights. A digital marketing agency can help an organization focus on its own business activities while also prompting collaboration with other experts, opening up new possibilities. An effective partnership drives exceptional results and enhances your online visibility. It also strengthens your brand reputation and propels your business toward success in the digital realm.