5 tips to choose the right agency for your digital campaigns

Rina De Cock

Digital Marketing Consultant

Lots of companies have learned about online advertising, but not all companies have the necessary profiles in-house to set-up the campaigns. You need someone to come up with the online strategy, create a concept for the campaign, write copy, create images/video’s, set-up the campaign in Facebook, Instagram, LinkedIn, Google Ads… and then optimize and report! In this case, you can choose to work with an agency. In Belgium alone we have hundreds of agencies. But how do you find the right one?

What do they specialize in?

No agency can do it all.

Some agencies will only offer campaign set-up, but will need you to deliver assets. This is cheaper, but useless if you don’t have an in-house graphic designer. Other agencies might be focusing on branding, instead of campaigning or they prefer a specific type of marketing, like content marketing.

While most agencies will initially claim they can do it all, you can see a lot by doing some research:

  • What projects do they show online
  • What is their vision and mission statement
  • What do they write about in their blog

From this you will be able to see what they truly specialize in, and whether that matches with what you need. Of course, whilst doing research you can always check reviews. You can easily find these on Facebook for example, or by googling the company.

Use your network

If you are a LinkedIn member, share a post in which you briefly explain your case and ask people which agencies they recommend and why. You will get a lot of input and you can use those agencies as a shortlist to do some further research.

Location

Yes, even for a digital campaign, you will want to meet in real life occasionally. This makes briefings and follow-up so much easier. If your agency is far away and there is an issue with your campaign, you will need to fix it through phone calls and emails, which can delay the process and cause a lot of misunderstandings. On top of that most agencies ask for a fee to come to your office. Choosing an agency nearby that you can visit will save you money.

Amount of campaigns

Some larger companies won’t have 1 campaign at a time but 5, 10 or more. In this case, it’s wise to check how many people they have working in their agency and ask them how fully booked they are. If you know it is a smaller agency with up to 15 people, and you alone would need more than these 15, you shouldn’t even start. Of course, they can always hire more people, but training them will take time while often with campaigns, that’s what you don’t have.

Language

To set-up a campaign with an external partner, it is important to be on the same page. Writing an English briefing is often not a problem, but you should make sure all people internal and at the agency know the communication language perfectly. Otherwise you will eventually get in trouble because of misunderstandings.

So, these were my 5 easy tips on how to pick an agency. Good luck with your search!

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