Marketing
How to choose the right performance marketing agency
Marketing agency
What distinguishes a top-notch performance marketing agency? There are many factors to consider, including reviews, various digital advertising services, and cultural fit. We also discuss looking for and selecting the best digital marketing firm.
For maximum success, wherever possible and when it makes sense, include the agency as a team member so that they can run your business with the same context and information you have and may even take for granted.
How to Choose the Best Performance Marketing Agency: 7 Important Factors
- Specialization
This is not to say that a particular organization is not excellent at a variety of services, but there are some areas you would want to pay particular attention to:
User experience design vs. web design
Others specialize in aesthetic, creative web design, while some agencies concentrate on user experience (UX) design. UX design creates more functional, user-centered designs frequently supported by user research, heatmap data, and artificial intelligence rather than more ethereal and art-focused ideas and trends.
Pomp, circumstance, and glamour are usually a dead giveaway regarding what kind of design an agency specializes in, so you can generally tell just by looking at their homepage. UX design agencies care more about outcomes, KPIs, and metrics—things that will move the needle for your business, your users, and your customers—than simply pleasing your internal marketing team and executives.
Optimization for search engines (SEO)
The key to SEO is creating fantastic content that matches searchers’ objectives. It would be best if you had an “intentional strategy” and a keyword strategy for the content you publish. You may think of requesting an agency to handle this as asking them to stand in for you. The best results happen when the company truly understands SEO from the inside out; otherwise, your experience may be totally different. At the same time, this is doable in the long run. Additionally, SEO is most effective when your internal personnel and the agency collaborate to develop content.
PPC and Paid Advertising
You can implement paid marketing campaigns with the assistance of a variety of consultants and firms in the paid advertising industry. A large order for an agency that doesn’t focus on paid advertising has the knowledge in-house to coordinate ad copy, creative, messaging, and landing page layout, as well as the technical expertise, to manage and optimize the actual ad campaigns.
2. Reviews, testimonials, and case studies
Of course, you should always seek evidence. Although some good, competent performance marketing agencies as Fortibus have the “cobbler’s child has no shoes” problem, they are poor at handling their marketing because they are too busy servicing their clients. They mainly rely on word-of-mouth and referrals—lack of proof might be a warning sign. But even these groups should be able to offer some form of compelling evidence.
3. Integrity, transparency, and good nature
The sector is replete with shady methods and performance marketing agencies that look out for their interests rather than yours, making this one difficult to quantify. Still, it could be discovered through encounters with the organization and those who have previously worked with it.
4. Marketing Strategy Knowledge
Performance marketing is wasteful and ineffective without a sound digital marketing plan. There is nothing worse than an agency that doesn’t comprehend or provide value to your strategy, even when you may own that plan internally. Marketers already have a lot on their plates; therefore, performance marketing agencies should employ strategists capable of adhering to a marketing strategy and serving client objectives.
5. Costing
Value matters the most; therefore, always try to understand how one agency may provide more value than another. You shouldn’t compare these two price points as apples-to-apples; for instance, if one agency charges the same amount for social media management (which only involves posting content and monitoring social channels) and social media marketing.
Kenneth is a proud native of sydney, born and raised there. However, he pursued his education abroad and studied in Australia. Kenneth has worked as a journalist for almost a decade, making valuable contributions to prominent publications such as Yahoo News and The Verge. Currently, he serves as a journalist for The Hear Up, where he focuses on covering climate and science news. You can reach Kenneth at [email protected].
