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How to Choose the Right Digital Marketing Company » Small Business Bonfire

Choosing the right digital marketing company can have numerous effects on your business. If you’re trying to generate more traffic, improve your conversion rate, and retain more customers, digital marketing agencies can help you achieve results.

However, you might have trouble deciding on SEO marketing agencies, since not all are created equal. Luckily, directories such as Google and Yelp give you access to others’ experiences, so you get a glimpse into agencies’ reputations. However, looking at these testimonials isn’t a failsafe that protects you from choosing the wrong company.

You also have to make sure your digital marketing company’s philosophy and team culture mirrors your company’s. You might be attracted to the promises a digital marketing firm makes, but if you butt heads constantly, performance will suffer, and you might wind up spending more than the agency’s worth.

This article discusses the ways you can analyze digital marketing companies and what makes digital marketing companies suitable. Continue reading to learn more about digital marketing companies.


There are trade-offs between specialized services and full-service, one-size-fits-all agencies. If you need a specific assistance, you should look for digital marketing companies specializing in a digital marketing branch, such as social media, paid ads, and SEO.

If you have a more extensive operation and need more advanced services, full-service operations improve your bandwidth. If you require specific services you will want to examine whether agencies are more web design or user experience-based.

Agencies can also be more technical, focusing on things such as page speed. If your site already has suitable technical components, you might struggle with content creation. In this case, you should look for an agency that has an entire content team.

Testimonials, Reviews, and Case Studies

While purchasing any service or product, you should look to people’s past experiences for some guidance. A lack of testimonials can be a red flag, even for agencies that seem professional. If the agency is just starting, you might not need to concern yourself with previous reviews. Other companies might focus so intently on servicing their clients, their marketing suffers. However, over time, even these agencies should be able to garner some social proof of success.

Honesty, Transparency, and Good-Natured Character

It can be challenging to measure a company’s good nature, but there are always places to look. You can typically tell if a company looks out for its interests at the cost of yours. You will notice this in the way they discuss their pricing and operations.

If the company is reluctant to put you in touch with previous clients, the alarms should sound. You should also ask the prospective agency what they mean when they say they offer “SEO.” Do they clearly define their services, or are they deliberately vague with the services they offer?

Shady agencies might also try to peddle their proprietary platforms to you. Lastly, if the companies do have testimonials, you should see their reputation shine through without having to look too hard.

Focus on Metrics

The best digital marketing agencies understand how to put the correct KPIs in place. They also use the right metrics to determine a comprehensive strategy for your company.

Marketing Strategy 

Marketing without a strategy is useless. If you have an in-house marketing strategy, you will want to ensure the agency’s approach aligns with yours. You go to digital marketing agencies to add value to your process, not to have them dictate everything.


Your digital marketing agency should want to partner with you on your strategy, not control everything. You have your brand identity, and you don’t want others taking advantage of it or changing it into something you hadn’t envisioned. The best digital marketing agencies understand how to preserve your brand while adding value to it.


Pricing shouldn’t be the only thing you look at when considering a digital marketing agency. However, you have to budget correctly. So, when searching for the right digital marketing agency, make sure the company can work with your budget and provide a package that best fits your needs. Having the gold package is always nice, but you’re running a business and you can’t afford to lose money to superfluous expenses.

Factors That Might Not Matter As Much As You Think

Industry Experience

Some industries require some specific needs. Industries like healthcare have to adhere to specific guidelines that make industry experience a plus for companies. However, most companies don’t require specific industry experience and the best agencies can adapt to your industry’s needs.

The best technical agencies have experience in your industry or other related industries. They have a deep understanding of ADA compliance. Though industry experience isn’t everything, designing a website requires industry experience since enterprises need to incorporate different design elements.

Technical Details

Agencies don’t typically need to have experience on your specific platform. Professional agencies will usually understand how to adapt the technical details to your needs.

Choosing Your Agency

The ideal marketing agency is data-driven, strategic, and aware of your business goals and KPIs. You should try to coordinate a time for the agency to meet your team and see if there is a fit. This will give you peace of mind knowing your team is compatible with the agency while providing the agency an inside look at your brand.

Conclusion- How to Choose the Right Digital Marketing Company

Choosing your digital marketing agency comes down to whether the agency fits your company culture. Deciding whether a marketing agency fits your culture comes down to whether they can consider your goals and build off them with metrics, software, and design.

You should feel like the prospective agency understands your brand as well as you do and like they can adapt your marketing strategy to improve what you can’t handle. You shouldn’t feel controlled or forced into taking any measures to improve your marketing strategy. These companies should be your partners, not your boss.

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