How to choose the ‘right’ digital agency

Choosing a suitable agency can be a highly daunting task. There are a multitude of qualified agencies all promising to be the best in their respective fields; how do you find these agencies? do you choose a full service agency or a more specialized one? I’ve put together a few tips from my experience of trying to find a good agency.

  1. Full – Service or Specialized?
    Firstly, it all depends on what’s the reason for getting an agency. Is it to handle all digital services or for a specific activity such as social media, search marketing etc. If it is for all digital services, then a full serviced agency would be more beneficial. This is not only because they have a wide variety of skills which could benefit the company, the more investment larger agencies receive, the better discounts and services they will provide. If you are looking for a specialized service then usually smaller boutique agencies are preferable. This is because they are more focused on a specific activity and can provide dedicated services, for a smaller budget.
  2. Local or International?
    If the target market is located within the UAE, then a local agency would be essential, but what if the market is global or in another country? Is it better to have one agency handle all markets or find a local agency within that market. Again this is dependent on the overall business strategy of the company. Most agencies find it more cost effective to go with one global multinational agency who have localized agencies in other countries, it makes it easier to deal with and they provide an integrated strategy, but if it is only one or two other markets then perhaps it is better to invest with a local agency there.
  3. Locating Agencies
    The next step would be putting together a list of agencies based on your requirements. Ideally the best place is to look for them is on Google (and being digital agencies I would expect them to have a strong presence online). Full serviced agencies can be found by looking for ‘digital agencies’ or ‘digital marketing agencies’. It is important to keep in mind that most traditional brand / creative / media buying agencies have also entered this space and offer complete digital services, so you can find agencies using those search terms as well. In the search results (SERPs), you can find out more about about each agency through their meta title, or their PPC results. In each of the ads, agencies specify if they specialize in a particular activity such as ‘SEO’ or they are complete ‘digital marketing’ agencies. I also prefer using third party sites such as: https://digitalagencynetwork.com/agencies/ or using organizations such as eConsultancy and their preferred lists which provide recommendations.
    It is important to consider the location of these agencies.
  4. Selecting & Shortlisting Agencies
    Once an agency list has been created, it is important to narrow them down. This is one of the more daunting tasks that need to be done. It is important to look for the following: Clients, Experience, Awards, Case Studies.
    Most agencies will have a client list on their site, but it is important to understand what work has been done for their clients. If they work on social, then check out the social pages and see how they are being managed, if they are handling search, review their SEO or check out their PPC ads to see how they are set up. Most agencies also have multiple case studies to support their claims. But it is not enough to say what work is being done but what are the results that have been achieved. Finally, it is also useful to look at what awards (if any) have been won by the agency and for any specific work.
  5. Deciding on the agency
    Once a shortlist has been put together the next stage would be to either send a Request for Proposal (RFP) or ask them to send across a proposal based on your needs. An RFP is a structured document with a list of requirements, however it is also possible to contact them and ask for a proposal. It is up to your discretion to provide a budget for the activity or not. In most cases businesses are not sure what the budget should be, so they ask the agency to advise which is quite normal, however it is important to consider how the agency costs. Is it a percentage of media spend or a flat fee, this would affect how much is taken by the agency and what’s left for the actual spend, so the final decision would be based on overall budget.

Is there anything else to consider, that I may have missed out?

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