Let's face it: there is no shortage of advice on what to look for in a digital marketing agency. You'll want to find an agency with a proven track record of success. They should understand your company's goals and values. They should offer innovative solutions to the digital marketing issues you have. They should be able to offer the marketing strategies that you need.
Once you've hired a digital marketing agency, it's supposed to be easy, right? You give them money and they promise results. But what happens when you've been working with them for months and they aren't delivering on those promises? How do you prevent from becoming another business scammed by a digital marketing agency?
If you're hiring a digital marketing agency, you have to do more than just hire an agency that looks like it will deliver results. You have to make sure that they're transparent with you from day one about what they are doing for your brand and how your brand is benefitting from it. Here are a few tips to help you hold your digital marketing agency accountable:
1. Make sure you own the access to analytics
Too often, agencies will collect data on your digital marketing efforts without providing you access to the data. Instead, they promise to send you reports with all the information they think you'll need. Insist that you are the owner of your Google Analytics account so you don't risk losing access in the future.
2. Decide how you will measure their success
Decide on what metrics you will use to measure their success and how often you expect the agency to report on their progress. After you've decided how you will measure the success of campaigns, ask the agency to build dashboards in Google Analytics that will report on those specific measurements. You need to have access to real-time data for your campaigns.
3. Make clear communication a necessity
We see it happen all the time and is one the biggest reasons why we get new clients: a company signs with a digital marketing agency that seems excited to be working with them. A few months in, they stop communicating with the clients. Your account manager should be sending you frequent updates and shouldn't shy away from any questions you may have about an existing campaign.
A good account manager will provide you with the information you need in the way that you need it. If you want the information available in a way that's easy to read and digest, they should be able to communicate with you in that way. If you prefer to have longer, more detailed reports, don't be afraid to ask that they provide you with them. There is no room for ambiguity in a client-agency relationship.
4. Show up to meetings and come prepared
You should be having regular meetings with the agency you're working with. Once you have set up a conference call or a meeting with your digital marketing agency, it's important that you attend. These meetings are crucial for making sure that you are aware of what they are doing and how it's affecting your brand.
Ask your agency to send you any materials or reports before the meeting so you can have a chance to review them. Then, use the time during the meeting to brings up any questions or concerns you have. You should leave the meeting with a clear understanding of what the next steps are in your digital marketing campaign. You should know how much of your budget has been spent on ads and where the ads are being placed.
5. Give performance-based marketing a try
Make sure you're getting exactly what you're paying for with performance-based marketing, which allows you to pay a small retainer up front and then pay the agency when they bring in the desired results. Performance-based digital marketing contracts hold the agency accountable because their success is directly related to yours. These kinds of contracts allow you to see your return-on-investment in real-time and avoid wasting time and money.
Here’s how we’re unlike any other agency. When you work with Synchronicity, your success drives our revenue. You aren't paying for the potential to meet your marketing goals— you're paying for the results you expect. Together, we'll use your business and marketing goals to create a plan that will meet them. Synchronicity implements your customized strategy to implement real results.
At Synchronicity, we work with clients to achieve their digital marketing goals and exceed their expectations. If you're interested in learning more about how we can help you, contact us today.