How to choose the best digital marketing agency for your small business
Defining core agency services and expertise
Introduction
Growing a small business in today’s digital world demands a strong online presence. The competitive environment means reaching customers effectively is key to success. We know that mastering every aspect of digital marketing can be a huge challenge for busy business owners.
This is where a skilled digital marketing agency becomes an invaluable partner. They offer the expertise and resources to help your business thrive online. By working with the right agency, you can open up significant small business growth.
In this guide, we will walk you through everything you need to know to choose the best digital marketing agency. We will cover their core services and how they measure success. We will also explore what makes leading agencies stand out. You will learn about the typical team members and how agencies tailor strategies to different business goals. Finally, we will discuss key factors to consider when making your choice.
A top-tier digital marketing agency is a powerhouse of diverse skills, offering a comprehensive suite of services designed to lift your brand’s online presence. Understanding these core offerings and the expertise within an agency’s team is crucial when evaluating potential partners.
The core services of a digital marketing agency
Digital marketing agencies offer a spectrum of services, each playing a vital role in a holistic online strategy. When considering an agency, look for a partner that can provide a custom mix of these essential components:
- Search engine optimization (SEO): This is the art and science of enhancing your website’s visibility on search engines, such as Google. Agencies conduct keyword research, optimize website content and structure, build high-quality backlinks, and handle technical SEO to ensure your business ranks highly for relevant searches. Agencies like Search Engine People Inc., with 24 years of experience in business, possess deep knowledge in this area, understanding the nuances of search algorithms.
- Pay-per-click (PPC) advertising: PPC involves running paid advertisements on search engines (like Google Ads) and social media platforms (like Facebook Ads, Instagram Ads). Agencies manage bids, create compelling ad copy, target specific audiences, and continuously optimize campaigns for maximum return on ad spend. Clever Digital Marketing, for instance, has generated $9.4 million spent on digital ads since 2020, demonstrating significant expertise in this area.
- Social media management: Beyond simply posting updates, agencies develop comprehensive social media strategies that drive engagement and growth. This includes content creation, community engagement, running paid social campaigns, and utilizing platforms such as Facebook, Instagram, and TikTok to build brand awareness, drive traffic, and foster customer loyalty. Social Media 55, with 10 years in business, specializes in this dynamic field.
- Content marketing: This involves creating valuable, relevant, and consistent content (blog posts, articles, videos, infographics, e-books) to attract and retain a clearly defined audience. Agencies develop content strategies, produce high-quality assets, and distribute them across various channels to establish your brand as an industry authority.
- Email campaigns: Agencies design and execute email marketing strategies, from building subscriber lists and crafting engaging newsletters to setting up automated email sequences for lead nurturing and customer retention. They focus on segmentation, personalization, and A/B testing to maximize open rates and conversions.
- Web development and design: While some agencies specialize purely in marketing, many offer web design and development services. This ensures your website is not only visually appealing but also user-friendly, mobile-responsive, and optimized for conversions, serving as the central hub for all your digital marketing efforts.
The expertise within a digital marketing agency team
A successful digital marketing agency isn’t just about services; it’s about the people who deliver them. A well-rounded agency team comprises diverse specialists, each bringing unique skills to the table. Bloom, for example, boasts over 80 professionals, indicating a broad range of in-house expertise.
Here’s a look at the typical experience and expertise found within a digital marketing agency team:
- SEO specialists: These experts are masters of search engine algorithms, conducting in-depth keyword research, optimizing website content, managing technical SEO audits, and building authoritative backlinks to improve organic search rankings.
- PPC managers/media buyers: Focused on paid advertising, these professionals manage ad campaigns across various platforms, optimizing bids, ad copy, landing pages, and targeting to achieve specific performance goals, such as lead generation or sales.
- Content strategists & writers: They develop content plans aligned with marketing objectives, research topics, and create compelling, high-quality written content that resonates with target audiences and supports SEO efforts.
- Social media managers: Responsible for developing and executing social media strategies, managing profiles, creating engaging posts, running campaigns, and interacting with followers to build brand community and drive engagement.
- Data analysts are crucial for measuring success, as they collect, interpret, and report on marketing data. They identify trends, provide actionable insights, and help optimize campaigns for better performance.
- Graphic designers & video editors: These creative professionals are responsible for producing visually appealing assets, including ad creatives, social media graphics, website visuals, and video content, ensuring brand consistency and visual appeal.
- Web developers & UI/UX designers: They build and maintain websites, ensuring they are technically sound, fast-loading, mobile-friendly, and provide an intuitive user experience that encourages conversions.
- Account managers/client success managers: These professionals serve as the primary point of contact for clients, managing relationships, communicating progress, addressing concerns, and ensuring that client goals are met. They bridge the gap between the client’s vision and the agency’s execution.
- Strategists, often senior members, oversee the entire marketing plan, ensuring all channels work cohesively towards the client’s overarching business objectives. They stay informed about industry trends and adjust their strategies accordingly.
How to evaluate a digital marketing agency
Choosing the right digital marketing agency is a critical decision for your small business. A thorough vetting process and due diligence are essential to ensure you partner with an agency that aligns with your goals and can deliver tangible results.
Assess their experience and specialization
One of the first steps in evaluating an agency is to look at its track record and areas of expertise.
- Years in business: Longevity often signals stability and experience. Agencies like Search Engine People Inc. (24 years), Above the Fold Digital Marketing (20 years), and Green Lotus (15 years) have demonstrated long-term presence and adaptation in the evolving digital landscape. While newer agencies can be innovative, a longer history often means they’ve steered various market shifts.
- Industry focus: Does the agency specialize in your industry or have experience working with businesses of your size (e.g., B2B vs. B2C, small business vs. enterprise)? An agency with relevant industry experience will understand your target audience, competitive landscape, and specific challenges more quickly.
- Client retention rate: A high client retention rate is a strong indicator of client satisfaction and effective results. BrandLume, for instance, boasts an impressive 96% client retention rate, while Clever Digital Marketing reported 100% retention in the last year. This suggests that their clients are happy with the ongoing value they receive.
- Reviewing case studies and portfolios: Ask for specific case studies that demonstrate how they’ve helped businesses similar to yours achieve measurable results. Look for evidence of problem-solving, strategic thinking, and clear outcomes.
- Checking their own marketing performance: Does the agency “practice what it preaches”? Evaluate their own online presence. How well do they rank for relevant keywords? Is their website user-friendly and optimized? Do they have an active and engaging social media presence? An agency that excels at marketing itself is more likely to excel at marketing your business.
Understand how they measure success and ROI
A truly effective digital marketing agency doesn’t just execute campaigns; it demonstrates its impact. How an agency measures success and proves ROI is paramount.
- Key performance indicators (KPIs): Agencies should work with you to define clear, measurable KPIs that align with your business objectives. These could include website traffic, lead generation, conversion rates, customer acquisition cost (CAC), return on ad spend (ROAS), or customer lifetime value (CLTV).
- Conversion tracking and sales data: They should have robust systems in place to track conversions (e.g., form submissions, phone calls, purchases) and integrate with your sales data to show the direct impact of their efforts on your bottom line. Clever Digital Marketing, for example, has generated $58 million in sales and 60,500 leads, showcasing its ability to drive tangible results.
- Analytics dashboards and reporting: Expect regular, transparent reporting that goes beyond vanity metrics. A good partner will provide access to analytics dashboards and clear reports that explain performance, offer valuable insights, and outline next steps. They should be able to articulate how their strategies are contributing to your overall business growth. An agency that prioritizes data analytics and uses it to drive decisions can truly be a data-driven digital marketing agency, offering you clear insights into your marketing investment.
- Demonstrating ROI: An agency should be able to show you a clear return on your investment. This means translating marketing activities into financial gains, explaining how their services are not just an expense, but a revenue driver.
Evaluate communication and collaboration style
Effective communication is the bedrock of any successful partnership. The way an agency communicates and collaborates will significantly impact your experience.
- Client communication: How often will you communicate? What channels will be used (email, phone, video calls)? Is there a dedicated account manager who understands your business? Bloom emphasizes strong client relationships through open communication, offering weekly or bi-weekly meetings and daily email communications if needed.
- Reporting frequency and detail: Clarify how often you’ll receive performance reports (e.g., weekly, monthly, quarterly) and what level of detail they will include. Reports should be easy to understand and actionable, highlighting both successes and areas for improvement.
- Collaboration process: How does the agency involve you in strategy development and campaign approvals? Do they welcome your feedback? A collaborative agency views you as a partner, not just a client, and seeks your input to refine strategies.
- Transparency policy: Look for agencies that are transparent about their processes, pricing, and performance. BrandLume, for instance, highlights a “100% Transparency Policy,” which builds trust and ensures you’re always informed.
- Responsiveness: How quickly do they respond to your inquiries? A responsive agency demonstrates commitment and ensures that your campaigns are managed efficiently.
In-house team vs. agency: Making the right choice
When it comes to digital marketing, small businesses often face a fundamental decision: whether to build an in-house team or partner with an external agency. Both options have their merits and drawbacks, particularly in terms of cost, expertise, and scalability.
Cost and resource comparison
The financial implications are often a primary consideration.
- Hiring costs vs. agency fees: Building an in-house team involves significant upfront and ongoing costs. This includes salaries, benefits, recruitment fees, training, and the cost of office space and equipment. An agency, conversely, charges a fee for its services, which can be structured as retainers, project-based fees, or even performance-based pricing. BrandLume suggests that hiring them is “cheaper than hiring in-house,” a common selling point for agencies.
- Salary and benefits: An in-house digital marketing team typically requires multiple specialists (SEO, PPC, content, social media, and data analyst). Each comes with a salary, health insurance, retirement plans, and other benefits. These costs can quickly add up, especially for a small business.
- Software and tool subscriptions: Digital marketing relies heavily on specialized software for analytics, keyword research, ad management, email marketing, and more. These subscriptions can be expensive. Agencies often have enterprise-level access to these tools, distributing the cost across multiple clients.
- Training expenses: The digital marketing landscape evolves rapidly. An in-house team requires continuous training and professional development to stay current, which adds to the overall cost. Agencies are typically responsible for their team’s ongoing education.
- Agency wholesale pricing models: Some agencies, such as BrandLume, offer “up-front wholesale prices” and “no long-term contracts,” providing flexibility and cost predictability that may be more appealing than the fixed overhead of an in-house team.
Access to specialized skills and technology
Beyond cost, the depth and breadth of expertise available are crucial.
- Broader expertise: An agency provides access to a diverse team of specialists, each with deep knowledge in their respective fields (e.g., SEO, PPC, content, social media, web development). This collective expertise often surpasses what a small in-house team could realistically achieve. Agencies like Bloom, with over 80 professionals, can offer a wide array of specialized skills.
- Specialized tools and proprietary technology: Agencies invest heavily in premium marketing tools and platforms that might be too expensive for a single small business. They also often develop proprietary tools or methodologies, like Bloom’s ‘Polaris’ for media mix modeling, which can give clients a competitive edge.
- Staying current with trends: Digital marketing is constantly changing. Agencies are inherently motivated to remain at the forefront of new technologies, algorithm updates, and industry best practices across various clients and industries. This ensures your strategies are always cutting-edge.
- Scalability: An agency can easily scale services up or down based on your business needs, without the hassle of hiring or laying off staff. This flexibility is invaluable for businesses with fluctuating marketing demands.
- Focus on core business: By outsourcing digital marketing, business owners and their internal teams can focus on their core operations, product development, and customer service, rather than getting bogged down in marketing complexities.
Here’s a quick comparison:
Feature in-house marketing team digital marketing agency
Cost high fixed costs (salaries, benefits, tools, training) Variable costs (retainer, project-based, performance-based)
Expertise is limited to the skills of team members; it requires ongoing training. Broad access to diverse specialists and collective knowledge
Scalability: Difficult to scale up/down quickly. Highly scalable; services adjust to business needs.
Tools/technology: Must purchase/manage own software; limited access.s Access to premium tools and proprietary technology
Focus Divides focus between the core business and marketing. Allows businesses to focus on core operations.
Adaptability can be slower to adapt to market changes Constantly evolving with industry trends and best practices.
Control: High direct control over daily operations . Less direct control; relies on clear communication and trust.
Retention risk: Losing key talent. The agency is responsible for talent retention.
Navigating the future: Why agency adaptability matters
The digital marketing landscape is constantly evolving. From evolving privacy regulations to technological advancements like AI, agencies must adapt swiftly to ensure their clients remain competitive. This adaptability is a hallmark of leading digital marketing agencies.
How digital marketing agencies adapt to changes
- Proactive trend monitoring: Top agencies continuously monitor emerging trends, algorithm updates, and technological shifts. They invest in research and development to understand the implications of changes, such as the deprecation of third-party cookies or the emergence of new privacy-first solutions.
- Strategic innovation: Agencies don’t just react; they innovate. They develop new strategies and tactics to steer challenges. For example, Bloom highlights its ‘BOREAL’ methodology and proprietary tools, such as ‘Polaris’, as ways it has adapted to the new era of digital marketing.
- Continuous learning and training: Agencies prioritize the ongoing education of their teams. This ensures specialists are proficient in the latest tools, platforms, and methodologies. Certifications from platforms like Google and Meta are common indicators of this commitment.
- Agile methodologies: Many agencies adopt agile project management methodologies, allowing them to quickly pivot strategies, test new approaches, and optimize campaigns in real-time based on performance data and market changes.
- Embracing AI and automation: Agencies are increasingly integrating Artificial Intelligence (AI) into their workflows for tasks like data analysis, content generation, ad optimization, and personalized marketing. This improves efficiency and effectiveness. AGLZ MEDIA, for instance, emphasizes AI integration in its services.
Benefits of partnering with a specialized digital marketing agency
While an in-house team might offer a sense of control, partnering with a specialized digital marketing agency brings distinct advantages, particularly in a dynamic environment.
- Niche expertise: Specialized agencies often focus on specific industries or marketing channels, allowing them to develop deep expertise and a nuanced understanding of unique challenges and opportunities. This niche knowledge can lead to highly effective, custom strategies.
- Deeper industry knowledge: Agencies work with multiple clients across various sectors, giving them a broader perspective on what works and what doesn’t. They can leverage insights gained from one industry to benefit another, fostering cross-pollination of ideas.
- Custom strategies: Rather than a one-size-fits-all approach, specialized agencies craft bespoke strategies designed to meet your specific business goals, target audience, and competitive landscape. They understand that different business sizes and goals require different approaches.
- Faster results: With their specialized knowledge, proven methodologies, and access to advanced tools, agencies can often implement and optimize campaigns more quickly and efficiently than an in-house team, resulting in faster, measurable results. Clever Digital Marketing, for example, shares case studies of rapid sales and lead generation.
- Proven methodologies: Leading agencies develop and refine their own proven methodologies over time. These frameworks, such as Bloom’s Brand Acceleration Methodology (BOREAL), offer a structured approach to problem-solving and campaign execution, thereby increasing the likelihood of success.
- Objective perspective: An external agency can provide an unbiased, objective perspective on your marketing efforts, free from internal biases or corporate politics. This can lead to more innovative and effective solutions.
Frequently asked questions about choosing an agency
Choosing a digital marketing agency can raise many questions. Here, we address some of the most common concerns small businesses have.
How much do digital marketing agencies typically cost?
The cost of digital marketing agency services can vary widely depending on the scope of work, the agency’s expertise, and the chosen pricing model.
- Pricing models: Retainers – This is a common model where you pay a fixed monthly fee for ongoing services. The cost depends on the number and complexity of services included.
- Project-based fees: For specific, one-off projects (e.g., website redesign, a single ad campaign), agencies may charge a flat fee.
- Performance-based pricing: Some agencies tie their fees to the results they achieve, such as a percentage of ad spend, a commission on sales generated, or a cost per lead. This model aligns the agency’s success directly with yours.
- Hourly rates: Less common for comprehensive services, but some agencies might charge hourly for consulting or specific tasks.
- Custom quotes: Most reputable agencies, like Bloom, provide custom quotes tailored to your specific needs after a first meeting. This ensures you’re paying for services that directly address your business goals.
- Factors influencing cost: The cost will depend on several key factors, including the number of services required (SEO, PPC, social media, and content), the competitiveness of your industry, your target audience, and the desired speed of results. While some agencies offer “wholesale prices” like BrandLume, it’s crucial to understand what’s included and how it aligns with your budget and expectations.
What is the typical onboarding process with an agency?
A structured onboarding process ensures a smooth transition and a strong foundation for your partnership.
- Findy meeting: This initial phase involves in-depth discussions where the agency learns about your business, goals, target audience, competitive landscape, and current marketing efforts. This is where they understand your unique challenges and opportunities.
- Strategy development: Based on the findy, the agency develops a customized digital marketing strategy outlining proposed services, KPIs, timelines, and expected outcomes. They’ll present this strategy for your review and approval.
- Account setup and access: Once the strategy is approved, the agency will set up necessary accounts (e.g., Google Analytics, Google Ads, social media platforms) and request access to your existing digital assets (website, social profiles).
- Kickoff meeting/webinar: A formal kickoff meeting brings together key stakeholders from both your team and the agency’s team. This session reviews the strategy, introduces team members, clarifies roles, sets communication protocols, and establishes a shared understanding of the project plan.
- Campaign launch and monitoring: With everything in place, campaigns are launched. The agency then continuously monitors performance, makes optimizations, and provides regular updates and reports.
How long does it take to see results from a digital marketing agency?
The timeline for seeing results can vary significantly depending on the digital marketing channel, the competitiveness of your industry, and the specific goals.
- PPC results: Paid advertising campaigns (PPC) can often generate leads and traffic relatively quickly, sometimes within days or weeks of launch, provided campaigns are well-optimized. Clever Digital Marketing’s ability to generate significant sales and leads demonstrates potential for rapid impact.
- SEO timeline: Search Engine Optimization (SEO) is a long-term strategy that requires ongoing effort. It typically takes several months (3-6 months minimum) to see significant improvements in organic rankings and traffic, and often longer to achieve top positions for highly competitive keywords. Agencies like Let’s Get Optimized, in business for 16 years, understand the patience required for SEO.
- Social media and content marketing: Building a strong social media presence and content authority also takes time, often several months to a year, to cultivate an engaged audience and establish thought leadership.
- Short-term vs. long-term goals: Agencies often balance short-term wins (e.g., immediate leads from PPC) with long-term growth strategies (e.g., building organic authority through SEO and content marketing).
- Setting realistic expectations: A reputable agency will help you set realistic expectations for when you can expect to see measurable results for various aspects of your digital marketing strategy. They should provide clear milestones and regular performance reviews to track progress against these expectations.
Conclusion
Choosing the best digital marketing agency is a pivotal decision that can significantly impact your small business’s growth trajectory. It’s about finding a partner that not only understands your vision but also possesses the expertise, adaptability, and transparency to turn that vision into measurable success.
We’ve explored the core services offered by agencies, from SEO and PPC to content and social media, highlighting the diverse team of specialists that bring these strategies to life. We’ve also dug into critical evaluation factors, emphasizing the importance of assessing an agency’s experience, its approach to measuring ROI, and its communication style. The benefits of partnering with a specialized agency over building an in-house team are clear: access to broader expertise, advanced tools, and the agility to steer a changing digital landscape.
As the digital world continues to evolve with changes such as cookie deprecation and the rise of AI, an agency’s ability to adapt and innovate becomes increasingly paramount. By making an informed decision, you can forge a partnership that drives long-term growth and positions your business for sustained success in the competitive online arena.
Final checklist for selection:
- Define your goals: Clearly articulate what you want to achieve.
- Assess core services: Ensure the agency offers the specific services you need.
- Review expertise: Look for a diverse team with relevant specializations.
- Check experience & specialization: Verify their track record, industry focus, and client retention rates.
- Understand ROI measurement: Confirm they track relevant KPIs and provide transparent reporting.
- Evaluate communication: Assess their responsiveness, reporting frequency, and collaboration style.
- Consider adaptability: Ensure they stay current with industry trends and are able to innovate.
- Compare costs: Understand their pricing models and how they align with your budget.
- Request case studies & references: Ask for proof of past success and speak to current clients.
- Trust your gut: Choose a partner with whom you feel confident and comfortable working.