How to Choose a Digital Marketing Company That Delivers Results

An old client recently contacted me to discuss creating a new website for their kitchen installation business. Years ago, we worked together when I was an it’seeze Websites franchisee. However, they later moved on after being persuaded by a company that promised to handle their digital marketing. This company did not just offer to build a website; they made grand promises of generating so many enquiries that the client would have to "turn their website off" due to overwhelming demand. All for a hefty monthly fee.

Fast forward four years, and the client has received only two leads, neither relevant to their business. Disillusioned, they have decided it is time to move on. Unfortunately, this scenario is far from unique. Over the past nine years, I have encountered numerous cases of digital marketing companies over-promising and under-delivering.

In this article, we’ll explore what to watch out for and the key questions to ask when choosing a digital marketing company. By doing so, you can ensure you partner with a team that truly delivers on their promises.

Understanding Your Business Needs

Digital Marketing may be a tool you are considering for your business’s success, but the language can be confusing and unclear. So before selecting a digital marketing agency, it's crucial to identify your business's specific goals and challenges. This involves understanding what you want to achieve through digital marketing and where your current strategies might be falling short. Here are some key areas to consider:

• Search Engine Optimisation (SEO): Are you looking to improve your website's ranking on search engines to increase visibility and drive organic traffic?

• Social Media Marketing: Do you want to generate leads or boost brand awareness through targeted social media campaigns?

• User Experience (UX) and Website Design: Is enhancing your website's user experience a priority, ensuring it is intuitive and engaging for visitors?

• Pay-Per-Click (PPC) Advertising: Are you interested in running targeted PPC campaigns to drive immediate traffic and conversions?

• Content Marketing: Do you need help creating compelling content to engage your audience and establish your brand as an authority in your industry?

Once your objectives are clear, you can focus on agencies with specialised expertise in those areas. This ensures that you partner with a team that understands your specific needs and can tailor their strategies to help you achieve your goals. By aligning your business challenges with the right digital marketing expertise, you can maximise the effectiveness of your marketing efforts and drive meaningful results for your business.

Evaluating Expertise and Results

A reputable digital marketing agency will discuss how their experience can enhance your specific business area and provide case studies or testimonials that demonstrate their ability to deliver results. Look for tangible examples such as:

• Increases in website traffic or keyword rankings.

• Reductions in cost-per-click (CPC) for PPC campaigns.

• Conversion rate improvements through landing page optimisation.

• Proven success in driving audience growth, increasing visibility, and boosting impressions across social media platforms.

  
  

Certifications, awards, and brand recognition are also key indicators of a trustworthy agency. Certifications like Google Partners demonstrate the agency’s expertise in managing high-performing campaigns and adhering to strict quality standards.

Red Flags to Watch Out For

When evaluating a digital marketing agency, be wary of the following red flags:

Lack of Transparency: Agencies that are unwilling to share case studies, client testimonials, or clear metrics for success should raise concerns.

Vague or Unrealistic Promises: Be cautious of agencies that promise guaranteed search engine rankings, a certain number of enquiries per month, or overnight success. These are all unrealistic and misleading promises.

Poor Communication: Regular check-ins and clear project timelines are crucial for a successful partnership.

Key Questions to Ask A Digital Marketing Company

Before hiring a digital marketing agency, ask these key questions:

Experience: How many years has the agency been in operation, and what experience do they have in areas that matter to your business?

Partnerships with Platforms: Do they have any certification or partnership with top platforms that will give you an edge?

Transparency and Reporting: What are their reporting options like, and would you get access to all key metrics?

Ownership of Accounts: Should the partnership end will you have ownership of your advertising accounts to maintain continuity?

Contract Terms: Are they flexible with contract terms to allow you to reassess as the partnership evolves?

Client Retention and Employee Stability: Does the agency have long-term clients, and how long have its employees been on board?

Take Action

When selecting a digital marketing company to partner with your business, prioritise agencies that demonstrate a clear understanding of your business goals and have a proven track record of delivering results. Ensure they offer transparent reporting and flexible contract terms. By doing so, you can build a strong partnership that drives real growth for your business.

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Found This Useful?

I hope you’ve found this blog post on choosing a digital marketing company helpful. If you would like to discuss how to create a successful digital marketing strategy for your construction business, please email me. You can also connect with me on LinkedIn.

If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.

In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills to help construction companies create a strong online presence and drive business growth through both digital and traditional marketing strategies.