Finding yourself at a marketing crossroads? You’re not alone.

Many growing brands are learning that an in-house marketing team can only meet some of the ever-evolving demands of the modern marketing world. Hiring a digital marketing agency to take on at least a portion of the work is a solution that makes financial and logistical sense — but how do you know which one to choose?  

Perhaps you’ve already been on the receiving end of a few splashy song-and-dance numbers from agencies. You know what they’re promising, but how can you suss out who will actually deliver?

To help guide you through the decision making process, here are our top 10 questions to ask digital marketing agencies before you sign on the dotted line:

1. What is your client retention rate? Sure, they can hook ‘em — but how many of their clients like their results enough to stick around? If their client retention rate is low, that alone is enough to head for the nearest exit, as it typically means one of two things: Either their clients are routinely unsatisfied with their work, or they’re the type of agency that focuses on single projects or campaigns rather than the life and growth of your brand. 
   
   
2. Can you walk me through work you did for a similar client and talk about the results produced for them?  Pro tip: If the answer to this question only addresses impressions, run fast and far. Anyone  can buy impressions. It is significantly more difficult to boost engagement, as it requires action on the part of your audience. If the agency’s engagement game is strong, that shows they know how to inspire a target audience — knowledge that simply can’t be bought. 
   
   
3. What is your agency's strongest skill? In what areas are you less experienced ? Even when agencies do it all, there’s usually an area or two in which they feel most confident and experienced. Make sure their comfort zone is also your area of need.
   
   
4. Who will be working on my projects? It’s an all-too-common trap: An agency takes on your work, then ships the project overseas. Be sure you know the names and faces of the folks on your account, especially in the creative department. In-house teams can help ensure high-quality creative, faster turnaround times and smoother communication. 
   
   
5. Who will be my primary contact? Who can I get in touch with to address questions, concerns or requests day-to-day? Don’t find yourself one sick day away from a snafu: Ask who on their team will cover for your primary contact and what their practices are for keeping everyone in the loop. 
   
   
6. What technology will I have access to? Do I have a choice in technology partners? A great agency will provide access to multiple technology tools that you would otherwise be unable to afford. Not-so-great agencies? They’ll attempt to force you into a platform — and a contract — that may not be right for your needs, usually because of an exclusive partnership on their end.
   
   
7. What are your average rates? Your budget is the boss, and a lack of transparency when it comes to rates and fees is a big ol’ red flag. And speaking of budgets, time is money, so don’t waste either — ask up front what their average price range is and proceed accordingly.
   
   
8. Who is your ideal client?  It goes without saying that, in a perfect world, you would be their ideal client. But if you get the sense that the agency is simply telling you what you want to hear, press them for details: Which industries are your favorite to work with and why? Is there a certain size of company you target? Remember: If your brand is a minnow and the agency in question prefers whales, chances are you won’t receive the time and attention you deserve in that partnership. Look for agencies that thrive when working with similar companies to yours, and ask why they feel best suited to that type of work.
   
   
9. What is your company culture like? To paraphrase Elle Woods of Legally Blonde fame: Happy people just don’t leave their workplace! (And they do better work, too.) You want creatively-fulfilled team members on your account, and you want to rest easy in the knowledge that your marketing agency functions like a well-oiled machine. Check out their social media pages to get a sense of what their culture is like and how the agency markets themselves. Trust us: It can be eye-opening.
   
   
10. What consulting services do you offer?  When an outside agency takes the time to understand your business from the ground-up and evaluate where you can improve, the process and results can be utterly transformative. If the agency in question only takes orders and delivers ads, you won’t be getting your money’s worth out of the partnership. The best agency is one that cares about your entire business — not just a single project — and can help defend and grow your brand in ways you hadn’t previously imagined.