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Choosing the Right Digital Advertising Agency

February 12, 2017
Est. Reading: 4 minute

Your business has been growing. You’ve put in long hours, so much that you doubt your spouse could pick you out of a police line-up. You’ve handled the local marketing efforts as best you could, considering no one really has a background in the subject. You see a bright future for your company. But growing a company also means it’s difficult to do everything yourself. Your staff is already working as hard as they can and the marketing ideas that were once dancing happily in your head aren’t effective anymore.

Your staff agrees with you…if the company is going to expand its market share, it’s time to hire a digital advertising agency.

Congratulations. It’s a momentous occasion in your company’s history. But before you pop that champagne cork, be forewarned. There are a lot of companies competing for your business, and the majority of them may not be a good fit for your company. In today’s economy, you need your advertising dollars to work extra hard for you. You’ll need patience and perseverance when choosing the right digital agency.

To help make your job a little easier, here are four important factors to keep in mind (drum roll please).

#1 - Experience

It’s vital to choose an digital agency that has already done what you’re looking to achieve. Do you need your website redesigned? Do you want to make a splash with social media? Are you looking to launch a creative campaign to introduce another product? Whatever your needs, the prospective agency should show samples of their work that demonstrate a similar approach to what you want to do. Everyone will tell you they can do what you want. But if they can’t or won’t show you their previous work, you’re just rolling the dice with your company’s future.

Also, searching for experience doesn’t always mean looking for a marketing director with the most gray hairs and dozens of photos of the great grandchildren either. While it’s possible that they’ve kept up all of the new social and interactive marketing techniques, it’s likely they may not be as “hip” to these important aspects of digital advertising and marketing as they should. The right combination may be someone who has plenty of real world experience, yet is young and (let’s face it) kewl enough to be on the cutting edge of digital marketing trends as well as new technologies.

#2 - Reliability

Nothing ruins the weekend like missing a Friday deadline because your agency partner bumped you down the priority list for a bigger client. Make sure the prospective agency has a solid reputation of being on time with their deliverables. Talk with some of their clients and ask about their dependability. Obviously, an isolated incident is bound to happen once in a blue moon, but for the most part, these clients should be giving glowing reports on the agency’s ability to meet deadlines.

Reliability also means the agency answers their phones or gets back to you promptly. If your calls always go to voicemail or your emails for unanswered for days, you’re either too low on the agency’s totem pole or they’re just plain flaky. You would be wise to steer clear of any agency with a pattern of poor communication.

#3 – Size of the Agency

When it comes to agencies, the bigger, more prominent ones may not always be right for your specific needs. Bigger agencies also mean more levels of red tape and bureaucracy. Approvals may take longer to be signed off on, which could stand to delay your launch / release dates.

Small to medium-sized agencies on the other hand often have the ability to be more flexible than their heavyweight counterpart. This affords them the opportunity to be more “nimble” in their decision making and less rigid in their operating procedures, hence being more inclined to accommodate a client’s special needs.

Big or small, make sure your prospective digital agency is excited about your business and the creative challenge that lie ahead. The size of your company, or your budget, shouldn’t matter in the quality of customer service you receive.

#4 - Chemistry

Are the people at the prospective agency easy to talk to and do they seem approachable? If everything goes according to plan, you may be working with this agency for years, so it makes sense to pick one that you feel good about.

Make sure you know the people you talk with initially are the same people you’ll actually be working with. Many agencies have a pitch team that wins your business, only for you to realize you’ll be working with a grumpy, tired rep (geesh, is that really whiskey I smell on his breath?). There may be a reason why they didn’t want you to know who would be handling your account up front… and none of those reasons will wind up benefiting your business.

Captivation Agency understands there is a lot of competition for your business. We take pride in our work and strive to maintain the highest levels of customer satisfaction. Please contact us today to talk to a friendly Captivation representative and see how we can reduce your operating expenses, increase your productivity and make your company more competitive.

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