How to Tell if a Digital Marketing Agency is Legitimate
With digital marketing’s effectiveness and popularity, numerous agencies specializing in it pop up almost daily, all vying for your business. But how do you tell if a digital marketing agency is legitimate? It might seem like an odd question, but there are questionable agencies out there just looking to make a quick buck. Yes, every agency aims to make money as they don’t operate as non-profits. However, some shadier ones only care about getting a chunk of your hard-earned profits and not providing any results. By the time you realize that you’re being had, it is often too late, and a significant chunk of your marketing budget is vaporized.
Before we dive into the details, we should define “legitimate” for this story. Unfortunately, some digital marketing agencies are downright scams, as they aren’t actually agencies. Those are usually easier to spot as they have websites with questionable English, a just as questionable social media presence and almost no staff.
We are talking about digital marketing agencies that exist but have little interest in providing value. Instead, their business model is to “turn and burn” through as many clients as possible while doing a minimal amount of generic work. Let’s take a look at how to spot one of these nefarious actors and ensure you find the right digital marketing agency. In this article, we will discuss the following:
- How murky KPIs are a bad sign.
- Why you should always have access to your metrics.
- How affordability doesn’t always equal performance
- Other ways to spot a digital marketing agency that is not interested in being a long-term partner.
Before We Get Started
A lot has changed in digital marketing in a relatively short amount of time. If you are unfamiliar with those changes, it is time to catch up. One of the best ways to do that is to read our blog post about what you should know about digital marketing. It will walk you through the current digital marketing landscape and is a great way to familiarize yourself with a constantly changing environment.
Being Very Affordable
The services of a boutique digital marketing agency with an in-house team of experts consistently delivering results are not cheap. Some digital marketing agencies might try to lure customers away from those American-based agencies with rock-bottom pricing. The temptation to employ an agency that says it can perform the same services for much cheaper is always strong. However, the old adage that you get what you pay for is true.
Yes, those budget agencies can perform most of the same services as a more expensive one. However, that is like saying a Yugo and a Porsche are both cars. Technically, it is true, but the difference between the performance of the two is vast. The same applies to the two different tiers of digital marketing agencies. A budget digital marketing agency is usually cheaper because it “farms out” its work to an overseas staff. It is highly unlikely that overseas workforce doesn’t understand your market. Further costs are cut by employing generic strategies and creative that don’t boost sales. Yes, you might save money, but if your ROI and sales tank, is it really worth it?
Lots of Big Promises
The idiom “if it sounds too good to be true, it definitely is” also applies to some digital marketing agencies. Promising huge ROI numbers and dramatic increases in sales in short time frames should be seen as suspect. While it depends on the channel since there are wide variations in engagement, most digital marketers strive for an average ROI of 5:1 or 500%. It is also important to remember that achieving that ROI takes time, as campaigns need to build momentum and be adjusted to maximize effectiveness. Digital marketing is not something you just “turn on” and instantly see results.
The right digital marketing agency will be realistic about what can be achieved with your budget and in what timeframe. Some might even tell you that your goals aren’t realistic with your intended spend. Creating a long-term relationship with a digital marketing agency is a lot like a personal one, with trust and honesty as key components. If you feel like an agency isn’t being either, it is probably time to look for another one.
Vague Metrics that Are Not Explained
Another way to tell if a digital marketing agency is legitimate is how it measures performance. Shadier digital marketing agencies want to keep you in the dark about their results or lack of them. They will often measure performance with convoluted KPIs you might not be familiar with. If you ask for clarification on these ambiguous KPIs, their explanations are often just as murky. Like a used car salesman trying to offload the aforementioned Yugo on you, everything is kept intentionally vague.
Any digital marketing agency worth its salt is going to have well-defined KPIs. And if you are new to digital marketing and don’t understand some of the metrics, they are always happy to explain them to you. Remember, a legitimate digital marketing agency that wants your long-term business will want to show you its performance in clear and easy-to-understand terms. One that doesn’t will try to keep you in the dark for as long as possible before you go elsewhere.
You Don’t Have Access to your Metrics
Some less-than-reputable digital marketing agencies might take keeping you in the dark a step further by not giving you direct access to your metrics. This allows them to create fictional KPIs that aren’t necessarily grounded in reality. Or they can “cherry-pick” data to create a picture that a campaign is doing better than it actually is. It is a red flag if you don’t have access to your metrics, and a digital marketing agency always has to get back to you with answers.
At our agency, every client has direct access to an individualized Google Looker Studio. This allows them to check in on a campaign’s progress whenever they want. More importantly, it also allows data to be viewed directly from its source without any interpretation or embellishment. It might seem like a small thing, but it isn’t, and it often shows the difference between an agency that wants you as a long-term partner and one that doesn’t.
A Strategy that Never Changes
Developing an effective digital marketing strategy takes time, effort and industry expertise. Adjusting that strategy is also needed to create more effective ways of reaching customers. However, all that takes time and skill, ultimately costing money. To cut corners and maximize profits, some digital marketing agencies will use the same generic strategy with every customer. Yes, that “canned” strategy might produce some results, but it will never outperform one specifically tailored for your business to meet its goals.
Like a digital marketing agency that uses vague metrics, one that uses generic strategies employs a “turn and burn” approach to its clients. A digital marketing agency that wants to be a good partner for success will always determine how to maximize its performance. A customized strategy that adapts as needed is one key to delivering that.
Not Taking Time to Understand Your Goals
Brands’ needs and goals are almost always different. One brand might focus completely on an upcoming major product launch, while another is doing an intensive rebrand. Yet another could be trying to sell as many widgets as possible. All of these scenarios require a different digital marketing strategy and careful discussion with your brand ahead of time to execute properly.
Another way to tell if a digital marketing agency is legit is how much time it takes to understand your brand’s goals. An agency that uses the same generic strategy for every client isn’t as interested as one that individualizes its campaign tactics. Take it as a red flag if your goals are only briefly discussed and quickly find another agency if they aren’t mentioned at all.
Nobody Has Heard of Them
Reputation is everything for agencies and those with good ones are usually known far and wide. Their services are often in demand, allowing them to charge a premium. The search for lower-cost alternatives can often lead to some unknown digital marketing agencies. Vetting any agency before signing any agreement is a must, but that is a lot more difficult with one nobody has heard of. It can make it extremely difficult to tell if a digital marketing agency is legitimate.
Asking peers or other brands for recommendations is one of the best ways to avoid any potential pitfalls of dealing with the unknown. Yes, those recommendations might be for digital marketing agencies that are more than you want to spend. However, it is well worth the extra budget if a trusted friend or mentor is happy with their performance. Otherwise, you might watch your marketing budget be depleted with little to show for dealing with that lesser-known agency.
Canned Creative
Some also employ generic or “canned” creative as a cost-cutting measure. The right words, images and graphics are just as important in digital advertising as the targeting for connecting with your customers. However, having a skilled and in-house creative services team costs money. Developing the right creative also takes time. These facts cause some digital marketing agencies to skip these steps altogether and use the same creative for every client. Often, the only changes are logo and text swaps.
If you are trying to figure out if a digital marketing agency is legitimate, always ask where they source their creative. Read our blog post for a complete list of the other questions you should ask a digital marketing agency. Remember, creative customized for your brand and campaign is always more impactful, leading to a higher ROI and ultimately increased sales.
We Can Help
Kahn Media can help with any of your digital marketing needs. Our award-winning digital marketing team is entirely in-house and in-country and is skilled in crafting specialized campaigns that deliver results. We are also a full-service marketing agency that can create engaging content for your digital or other marketing needs. Beyond those services, we can manage your brand’s social media, handle public relations, integrate influencer campaigns, create bespoke events and polish your strategy. Contact us today to discuss how we can help build your brand together.