5 Red Flags That Show You're Working With The Wrong Digital Marketing Agency
Not all digital marketing agencies are created equal. When hunting for an agency to work with, you'll come across similar language and promises, but not every agency will be able to deliver. If you are currently working with an agency or are looking for one to partner with, keep an eye out for these five red flags.
Vague Responses
Nothing is more frustrating than asking a well-thought-out question and getting a vague response in return. As a client, you have the right to ask questions and get answers. If the digital marketing agency you're working with refuses to give concrete answers, there's something amuck. Keep in mind that some questions will warrant vague answers because not everything is guaranteed in the digital marketing world. For example, if you ask how many leads you can expect in the next week, the agency really has no choice but to offer you a range. We can estimate based on past performance, but we cannot say "you will be getting 6 leads" because we can't predict consumer behavior. You are however, warranted some form of guesstimate and justification for that number. Obviously, it's a huge red flag if the agency avoids the question all together. In other instances, there is absolutely a concrete answer that you deserve to know. If you ask your agency how much you spend on Facebook Ads last month, they should not hesitate to tell you the exact amount. It's your money, and you have a right to know how it's being used. Don't accept ranges in this case, or even "roughly x-amount" answers. Transparency is keep to a positive agency-client relationship, and if you're getting vague responses or a full runaround, it's time to break ties.
A Limited Portfolio of Work
If you're on the hunt for a digital marketing agency, you should always find a portfolio of their past work. Most reputable agencies will have one on their website for anyone to view. Others will send you examples upon request. These portfolios should be comprehensive examples of all the work the agency does. Look for successes across various industries (especially the one your business falls under), screenshots from ad platforms, examples of content, and anything else that will give you a better understanding of the entire service catalogue. If you only see one or two quality examples, that might be a sign that the agency isn't great at its job. Top digital marketing agencies will be more than happy to send over additional examples and successes if you ask because they'll have an arsenal in their back pocket that they can't wait to show off! If you know what type of services you're looking for, ask specifically for examples on those platforms. An agency should be willing to send you links to blog posts, websites, content, presentations, brand guides, etc. If not, we suggest trying to find out why and simultaneously looking elsewhere.
Cookie-Cutter Content
While looking at examples as well as anything "custom-made" for you at the start of your relationship, keep an eye out for cookie-cutter content. Does it truly seem like the agency makes everything custom or is there clear use of a copy-paste template happening? Can you find the exact same style of post for multiple clients? Does content "made for you" match your branding? You want to keep an eye out for designs you've seen before because that's a big indication that templates are used without changing them nearly at all. All content should feature images by or related to your company as well as engaging copy that clearly belongs with creative. For presentations and emails, check for any left over fill-in-the-blank areas, mentions of industries or brands totally unrelated to you, and generic images. You're paying good money for graphic design and custom content, so you should be getting exactly that. If you aren't, it's time to move onto a digital marketing agency who can actually deliver on their promises.
Promises That Seem Too Good To Be True
Speaking of promises, if they seem too good to be true, they more than likely are. We've known this adage since we were little kids. You shouldn't believe every promise you see or hear because there's usually a catch. Let's say you've tried numerous agencies at this point. They all promise you better results, but you haven't gotten them yet. When the next agency promises you a RoAS that's several times more impressive than what you've seen in the past, why should you believe them? How can they make a promise like that knowing that other agencies have tried and failed. Do they have access to technology that no one else does? Do they know Facebook personally and can hook you up? If not, this is just another empty promise. The only time you can trust claims like these are when they are backed by guarantees. For example, BusySeed offers free services after six months until we show you the results we promised. As a written agreement, we must follow through with this guarantee, so you can feel more confident signing on with us. Freelancers and agencies will make extreme claims and promise results, but 9 times out of 10 you'll leave the relationship filled with disappointment. Have industry averages in your back pocket as well as results from other agencies or businesses. If the promises seem excessive compared to these, it's safe to assume they aren't accurate to the results you'll truly get.
You Can't Get In Touch With Them
The last red flag to look for is lack of communication. A digital marketing agency is composed of a team who work together to handle accounts for multiple clients. Knowing this, you can expect a busy line no and again if you call out of the blue, and you may have to wait a bit for responses to emails. That being said, there is a limit for what is an appropriate wait versus when you're being disregarded. Take a look at your contract to understand the communication guidelines. Generally speaking, you can expect a response in at least one business day. Your account manager should reply promptly, even if it's to say that they received the email and are working on compiling the items you've requested. Some form of acknowledgment lets you, the client, know that you're not being left out to dry. Things happen and emails can get lost in the shuffle, but it should not be a weekly occurrence. If it is, it's time to go to an agency that values you more as a customer.
There are many other red flags you should watch for, but these are five of the most serious. As a business owner, you should determine your red flags prior to working with an agency so that you know what you're looking to avoid. Sick of dealing with agencies who can't deliver? Call BusySeed! Our team of experts has helped to grow over 300 brands online. We have successes and examples for any industry, and we take pride in our custom content work. We take the time to listen to you to learn and understand your brand so that we can accurately market you to your target audience. We hold ourselves to a strict communication standard so you'll always get a timely response. Transparency is important to us, and you'll have access to any part of your account. Call (888) 353-1484 to get started today! We look forward to speaking with you.
About the Author
Omar Jenblat is a powerhouse in the digital marketing landscape, renowned as the Founder and CEO of BusySeed, an award-winning agency that has scaled over $1B revenue for 550+ businesses through high-performance growth strategies. With a technical foundation in computer engineering, Jenblat bridges the gap between complex data analytics and creative marketing, specializing in aggressive revenue scaling, SEO, and multi-channel lead generation. As a member of the Forbes Agency Council, The Org, and a visionary entrepreneur behind ventures like LeadChaser.ai, The Honest Agency, and Zeed Agency, he has established a global footprint by leveraging a "human-led, AI-assisted" philosophy to drive measurable ROI for major brands and startups alike. His expertise is characterized by a focus on digital automation and performance-driven results, consistently positioning his firms at the forefront of the evolving technological landscape.
