Did you know that as of January 2024, there were over 430,000 marketing and advertising agencies worldwide, reflecting a 2.6% year-on-year growth? With so many options, finding the right digital marketing agency for your business can feel overwhelming.
Drawing from over 20 years of combined experience working with agencies of all shapes and sizes, we want to help you navigate this crowded market by sharing key red flags to watch out for. These insights will save you time, frustration, and potential headaches when selecting your external marketing support.
Our top red flags when choosing a digital marketing agency
Having worked across various industries, we’ve encountered everything from questionable tactics to outright inefficiency. This blog will highlight the most critical red flags to help you avoid common pitfalls when partnering with a digital marketing agency.
Lack of Transparency
Transparency is non-negotiable when working with a digital marketing agency. If an agency isn’t forthcoming about their tactics, strategies, or results, consider it a major red flag. A reputable agency operates as a partner -they’ll keep you informed at every step and collaborate closely to achieve shared goals.
We’ve seen firsthand how open communication fosters trust and ensures alignment. Sharing insights about your business – whether it’s a weekly overview or an annual strategy – helps an agency understand your brand and deliver better results. Ensure you’re confident in their processes and comfortable consulting with them.
Unrealistic Guarantees
Now, this is a bit of a controversial one, as each agency will have its own opinion on performance marketing and accountability. Some agencies place a strong emphasis on setting KPIs and holding themselves accountable to deliver measurable results. Others may position themselves as providing expert guidance and support, leaving the responsibility of outcomes more on the client’s side.
When meeting with an agency or freelance marketer, it’s important to discuss their stance on guarantees and performance expectations to ensure alignment with your goals. Digital marketing isn’t a one-size-fits-all approach, and results can vary depending on factors like industry, competition, and market conditions. Be wary of agencies making bold, unrealistic guarantees simply to win your business. Remember, if it sounds to good to be true, often this is the case – so pay no attention to agencies who can guarantee you a top spot on Google in a matter of minutes.
Ask prospective agencies about their perspective on guarantees and performance. A skilled marketer will acknowledge that results take time and effort while demonstrating their expertise with actionable strategies rather than lofty claims.
Poor Communication
Effective communication is the cornerstone of any successful partnership. If an agency is slow to respond, misses deadlines, or fails to provide regular updates, these are signs of poor communication.
A good agency will have established clear service-level agreements (SLAs) to outline expected response times and communication practices. While some delays are inevitable, consistent lapses indicate larger issues. A reliable agency will keep you informed, involve you in the process, and prioritise your feedback.
Lack of Experience
In an age where anyone can claim to be a “social media expert,” experience matters. If an agency can’t provide a proven track record or share relevant case studies, proceed with caution.
Ask to see previous project outputs, testimonials, and measurable results. Don’t hesitate to question any prominent brand logos displayed on their website; a trustworthy agency will happily share non-confidential details about their work.
Use of Black Hat Techniques
What are Black Hat Techniques in Digital Marketing?
Black Hat Techniques in digital marketing refer to unethical, manipulative, or deceptive practices used to achieve short-term gains, often in ways that violate search engine guidelines, social media policies, or advertising platforms’ terms of service. These practices aim to exploit loopholes or trick algorithms but can result in penalties, damage to reputation, or even bans from platforms.
Examples include keyword stuffing, buying backlinks, and cloaking. These techniques can have severe consequences for your website’s SEO and overall digital presence. If an agency or digital marketing ‘expert’ engages in such practices, it’s a major red flag and could harm your brand’s reputation.
Ensure your agency follows ethical, sustainable practices. A reputable agency prioritises long-term growth over shortcuts that could jeopardise your online presence.
Overly Aggressive Sales Tactics
An agency that pressures you into signing contracts or upselling unnecessary services is a red flag. Reputable agencies take the time to understand your business goals and guide you through the decision-making process rather than rushing it.
While automated reminders and sales follow-ups are standard, these should always feel respectful and human. Pushy tactics may indicate financial instability or a lack of focus on client needs.
Making the Right Choice For Your Small Business
Choosing the right digital marketing agency is a pivotal decision that can greatly influence your brand’s success. By recognising these red flags and doing your due diligence, you can find a partner that aligns with your goals and values.
At The Business Tea, we prioritise transparency, effective communication, and delivering measurable results whilst removing the unnecessary BS. With over 20 years of experience working with start-ups and household names alike, we’re passionate about helping businesses thrive online. Whether you need consultancy, hands-on implementation, or simply some friendly advice, we’re here to help.
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Frequently Asked Questions
What should I look for in a digital marketing agency?
Look for transparency, a proven track record, relevant experience, and strong communication practices. Ensure their values and approach align with your business goals and overall, you can imagine working with the individuals.
How do I know if an agency is experienced?
To understand if an agency is experienced, be sure to ask for case studies, testimonials, or measurable results from previous campaigns. A reputable agency will be able to provide clear examples of their success, and share relevant information with you to bring their experience to life.
What are Black Hat Techniques, and why should I avoid agencies that use them?
Black Hat Techniques are unethical practices like keyword stuffing or buying backlinks. They can lead to penalties, damaged reputations, or bans from platforms. Avoiding agencies who follow bad practices, can save you many headaches later down the line.
Is it normal for agencies to guarantee results?
It is common for agencies to establish KPIs and goals to help maintain focus and alignment with your brand. KPIs can also help demonstrate confidence and conviction from an agency perspective. Some agencies prefer more relaxed KPIs, so it’s important to understand what an agency’s stance is on accountability and performance. With that being said, while setting KPIs is important, be cautious of agencies making unrealistic guarantees. Results depend on various factors, including industry and competition. Finding an agency or third partner marketing support who can acknowledge this, and work with it in mind, in our opinion, demonstrates a lot more experience and are a lot more likely to be more adaptable and versatile.
How much should I expect to pay for digital marketing services?
Costs vary depending on the services and expertise provided. Always ask for a detailed breakdown and ensure the pricing aligns with your budget and goals.
How can I ensure a good partnership with my agency?
Establish clear expectations, maintain open communication, and share insights about your business. A strong partnership requires collaboration from both sides.
Should I choose a freelance marketer instead of an agency?
Freelance marketers can be a great choice for specific tasks or smaller budgets. However, agencies often provide a broader range of expertise and resources. At The Business Tea, we pride ourselves on being somewhere in the middle. We’re a small team with a wealth of experience, and can afford to offer agency level solutions, at freelancer price points.
How do I avoid getting locked into a bad contract?
Review contracts carefully, and ensure terms around deliverables, timelines, and termination are clear. Avoid signing under pressure and take your time to review the details. It may be good to have a colleague, friend or family member give the contract a scan too, to ensure you don’t miss anything.
What industries do digital marketing agencies typically specialise in?
Many agencies specialise in specific sectors like e-commerce, B2B, or local businesses. For us, we specialise mostly in working with small businesses, start up and entrepreneurs – but we’re not opposed to working with more medium to larger scale businesses too. Working with a niche agency comes with pros and cons, so be sure to select a marketing partner with relevant or transferable skills.