Online marketing has become increasingly diverse over recent years. With this diversity, the range of agencies on the market has expanded accordingly. For many companies, however, it is not always straightforward to recognise the differences and make a decision about which agency is the right one.
First: Define what you want.
In the beginning it is important to understand what you need. Do you need an agency that can take care of your online marketing from A-Z or do you need a specialised agency that excels in a specific area?
If, for example, you need an online agency to help you generate sales, you should rely on a full-service provider. This has the advantage that these agencies ideally have a 360° view of the entire range of products and can coordinate the individual instruments optimally and efficiently. If you work with a specialist agency, you run the risk of overlooking various potentials and not thinking through the entire process.
However, if you need someone who, for example, only manages part of your digital marketing externally or implements a specific project, it is often better to work with a specialist agency.
A combination of a specialist agency and a full-service agency is also conceivable. If, for example, you are building up an online shop, it is certainly an advantage to have an agency that develops an overall concept with you and works closely with an online shop developer.
Here is an overview of the most common agency types on the market.
- Full-service online agencies cover all important areas of digital marketing and are strongly involved in developing and implementing complete strategies.
- Search agencies are specialised in search engine marketing. This includes search engine advertising and search engine optimisation (SEO).
- Media agencies plan advertising campaigns, negotiate terms and conditions with media and marketers and then implement the campaigns in practice.
- Creative agencies have their digital core competence in the creation of advertising material and the development of websites.
- Social media agencies manage their clients’ social media channels (e.g. Facebook) and continuously analyse what is being discussed about their clients online.
- Performance agencies are specialised in implementing advertising campaigns that generate direct measurable sales (e.g. sales, registrations, etc.). These agencies continuously analyse and optimise the campaign, but also the website to generate a maximum number of sales.
- Web design agencies design and develop websites for their customers.
- Online shop developers are specialised in the development of online shops and usually have excellent knowledge of analysis and optimisation.
- Freelancers and independent consultants operate independently on the market, either specialising in a particular area or covering the entire range of digital marketing. Many of these freelancers are well networked with other freelancers and therefore offer flexible, cost-effective and efficient structures.
In addition to the types of agencies mentioned, there are of course other variations and mixed types. Many full-service agencies, for example, have integrated their own specialist units that focus on specific areas such as search or social media.
Choose a size that suits you.
Basically, it is important that the agency is also suitable for you in terms of size.
Large agencies generally charge higher fees than small agencies, but offer the advantage that they can manage larger projects and budget sums without difficulty and often have strong international structures.
Small agencies, on the other hand, are less expensive and typically offer greater flexibility and often superior customer service.
Compare and ask questions.
Don’t settle for the first agency you encounter. Compare carefully and ask questions:
- What is the agency’s approach? Can the agency think holistically or is it focused on a specific area?
- What ideas does the agency have for your company?
- What reference projects and case studies are there? (You are also welcome to ask existing customers about their satisfaction)
- What are the hourly rates? How transparent is the agency with customers regarding costs?
- What does the agency not have the confidence to do?
- Is the agency likeable? Is the chemistry right?
- Is the agency familiar with current topics?
- How satisfied are the employees?
Proximity
Depending on the company, the importance of physical proximity to an agency should not be underestimated. If you need weekly meetings or have a strong regional focus, you should choose an agency near you. However, if you need specialised expertise and weekly video calls with your agency are sufficient, proximity becomes less relevant. It is much more important that the agency provides exactly the service you need.
Neutrality
Neutrality is an important consideration depending on your sector. Therefore, ask yourself in advance whether it is problematic if a competitor is served by the same agency. If neutrality matters to you, you should also record this in writing in the agency contract from the outset.
Depending on the situation, however, valuable synergy effects may arise from having a competitor managed by the same agency, and you can benefit from existing learnings.
Conclusion
In the end, the most important thing is to think through which agency you need in advance. Draw up a set of criteria, combine it with questions and compare the market.