Questions to Ask a Prospective Digital Marketing Agency

With 2024 mere weeks away, this is a critical time for rethinking your digital channel management.  Perhaps you are one of the many considering taking on an agency.  If so, the process can be daunting.  Below we outline the questions you should ask to ensure you find a partner that aligns with your organization.

1.Who Has Ownership of All Ad Accounts?

One of your first questions should center on who owns the ad accounts.  Many agencies will claim ownership and allege they cannot grant you access.  This is untrue.  It is imperative you own your own ad accounts.  Your ad accounts are an invaluable source of business insights and that data should be yours.  If an agency cannot guarantee you own your own ad account, look elsewhere.

2. What is Your Fee Structure?

Management fees should be structured in a way that you are properly paying for the value provided.  A major red flag is when media agencies tie fees to media spend, i.e. a percentage of your media investment.  This incents the agency to spend more, even if not in your best interest.  Even worse is when agencies tie their media fees into the media cost which leaves you not knowing what your true media cost was to determine an accurate ROI.  Retainers or hourly fees are the best way to ensure you are getting valuable work that is tied to your end goals.

3. What Do You As An Agency Value?

This is an important question to ask.  Their answer can better let you know how they will gel with your company values and gives you insight into what motivates them and their ethical code.  An agency relationship should be just that - a relationship, not just a transactional service.  Ensure you are working with people you can trust, that you can have a long term professional relationship with, and who can be an excellent addition to your professional network.

4. What Types of Clients Do You Work Best With?

As stated above, this is a relationship.  This needs to be a good fit on both sides.  If they describe an organization quite different from yours, this most likely will not be a good long term fit.  While an agency with experience in your industry can be helpful, even more helpful is one that can work within the complexity of your business, adjust to your internal challenges, and partner well with all points of contact.

5. What Is The Longevity of Your Client Relationships?

Many agencies can boast a successful line up of logos, but ensure they have had long, lasting relationships with their clients.  The RFP process is timely and the onboarding process can be as well.  You want to find a fit that does not leave you in the same boat of searching for an agency within a matter of months or a year.

6. What Do Your Agreements Look Like?

Both sides need an agreement that is fair and considerate of their efforts and investment.  However, an agency should offer an out clause that allows you to make the right decision for your organization.  At Clermont Digital, we offer a mutual 30 day out clause.  In doing this, we put stock in the value we provide.  Your potential agency should do the same.

7. Can You Share Your Track Record?

Understand the work they have done and ask for case studies, references, or results.  This will give you an even better idea of the kind of challenges they have tackled, programs they have worked on, and individuals they have collaborated with.  If data feels too good to be true, ask for clarification.  Again, the work does not have to be identical to your needs and industry but it should show they can handle the challenges your department faces and they are adaptable, creative, dependable, and flexible.

In summary, find an agency that is transparent, motivated, and shares your value and work ethic.  At the end of the day, this partnership is a relationship that should elevate all parties.  Best of luck on your agency search!