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  • Writer's pictureMichel Mahieu


I would love to say that LUNIR is the right marketing agency for every company, but that is of course not true. When it comes to cars, some people will only choose VWs and others will prefer BMWs. Both are brilliant brands, but they have different strengths and traits that appeal to different people. The same applies to choosing a digital marketing agency.

There are many to choose from, and the more you compare the more confusing and time consuming the selection process can get. I have observed many client and agency collaborations during my career in this industry, and have truly witnessed the good, the bad and the ugly. In this article I will discuss some aspects to consider when choosing the right digital marketing agency for your business.

Can you trust them?

Firstly, always choose an agency that is open with you and one that you feel you can trust. Of all the points, I would say this is the most essential. From the very first interaction, ask yourself if they are consistent in their approach, if they respect your time, if they give you the whole picture, and if you feel relaxed around them. Do they seem to truly have your company’s best interests at heart, or are they just looking to make money off your business? Exceptional work often comes from a situation where there is strong mutual trust. The more you can trust your agency, the better the partnership will be, resulting in an effective and fluid collaboration. Of course, they need to trust you as well, and thus it is important to reciprocate with transparency. I have heard many people say this, but when an agency and a company conclude a contract it can be compared to a marriage, which, when it works well, is both powerful and beautiful.

Do you feel like you would be able to partner with them?

Tying into the previous point, you should ascertain whether there is potential for a long-term partnership. When getting an agency onboard, ideally the intention should go further than once-off projects. You should have the feeling that you can have them at your side to help you achieve success and overcome any challenges that may arise from time to time. When faced with a hurdle you should be able to give them a call and have a fruitful, open discussion about ideas to overcome the problem.

Further, because your agency should be offering you guidance on how to achieve business success, it is important that they understand your business and be willing to go the extra mile to familiarise themselves with the intricacies of it. You should be asking yourself, “are they asking the right questions to understand my company?” and “are they really interested in solving my company’s business challenges?”. Think about your business’ key KPIs and get an idea if the agency is putting those KPIs at the forefront of their proposals and strategy. I touch on areas of this topic in another article about prioritising strategy:

Does the marketing of their own company appeal to you?

Yes, you could look at the work they have done with other companies by going through their case studies, but you can learn a lot by analysing how they market themselves. Is their website user journey friendly? Are their blog posts professional? How do they package their resources? Case studies are always packaged to emphasise successes, but the agency’s own marketing speaks volumes about the quality of their work.

It is also important to consider whether their own marketing style suits your brand. A bank might favour a large agency that promotes themselves in a very formal manner, but a restaurant chain may prefer a smaller agency that is quirky, risky, and fun. On many occasions I have seen very successful, established agencies being unable to meet a specific clients’ expectations - not because they weren’t good, but rather because the brand they were working on didn’t match their style of work. Some agencies can be quite flexible with the type of work they do, but their core brand image will say a lot about their general style.

Who would be working on your account from the agency side?

When an agency is pitching to you, the initial presentations are often done by an impressive exec team who has many years of experience. However, when the contract is signed they generally step away and a more junior employee takes over managing your account. It is important to know from the get-go who would be managing your account and who would actually be completing the work. Ask the right questions to find this out before signing, because you could end up with a situation that is very different from what was presented to you.

Are they able to give you references?

Ask the agency if they would be willing to give you one or two references that you can contact, specifically current clients of theirs. A reference quote on a website can be useful, but it is always better to have a conversation with someone who has been working with that agency to get more accurate and relevant insight. (Besides the feedback you can get, it could also be a great way for you to build up your network with people from other businesses, so there is a side-benefit too.) This may not always be possible to get for various reasons, but it is definitely worth asking.

Choosing a digital marketing agency can be daunting, and because of the impact they can have for your business it is not a decision that should be taken lightly. From my experience in the digital marketing world, I believe considering these aspects will help you choose the right agency for your business.


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