Labor shortages, changing skillsets and limited resources are all challenges that marketers face. As a result, teams are often faced with the question of hiring in-house resources or relying on external agency partners to accomplish goals. If you’re in the position of selecting the right digital agency to partner with, it's essential to consider a multitude of factors to ensure a seamless and successful partnership.

The below are some key considerations that should be top of mind when reviewing and selecting a digital agency partner.

Beyond just understanding digital tactics, the agency should possess a deep understanding of your target audience segments. Look for relevant case studies and testimonials showcasing their ability to connect with and engage specific demographics. Moreover, assess whether the team members can engage in thoughtful conversations about audience pain points and behaviors, demonstrating their existing knowledge and expertise in targeting your audience effectively.

 2. KPIs and Reporting

Transparent reporting and clear Key Performance Indicators (KPIs) are vital for assessing the success of your digital campaigns. Understand how the agency delivers reports – is it in real-time or on a scheduled basis? Can they accommodate custom reports or special requests outside the usual reporting cycle? Clear communication on reporting processes ensures alignment on expectations and enables you to track progress effectively.

3. Marcom Tech Stack

Compatibility with your existing marketing technology stack is crucial for seamless integration and collaboration. Evaluate the agency's familiarity with various tools and systems and assess how well they align with your tech infrastructure. Do they have the experience to work effectively with your current setup, or would it necessitate significant changes? A broad background in Marcom tech stack ensures they can offer innovative approaches and adapt to future technological advancements.

4. Optimization of Campaigns and Programs

Continuous optimization is key to driving stronger results in digital marketing. Inquire about the agency's approach to providing insights and recommendations for campaign improvements. Do they conduct regular performance reviews and offer actionable insights? Additionally, assess how they stay abreast of new offerings and features from different channels and their process for sharing these learnings with client teams. A track record of testing and optimization demonstrates their commitment to maximizing campaign effectiveness.

5. Time Zones and Turn-Around-Time

Effective communication and timely responses are essential for a productive partnership, especially when working across different time zones. Determine the time zone of the agency's day-to-day team and assess how it aligns with your availability for meetings and urgent requests. Ensure there's a sufficient window for overlap to facilitate smooth communication and collaboration, minimizing delays in response time for both normal requests and urgent needs.

Selecting the right digital agency to serve as a strategic partner for your team requires a comprehensive assessment of various factors beyond just technical expertise. By considering aspects such as audience understanding, reporting transparency, tech stack compatibility, optimization strategies, and communication logistics, you can make an informed decision that sets the stage for a successful partnership.

We’re always ready for a good conversation, and we’d love to connect! AMA | Rochester is a place for local marketers and communications professionals to collaborate, learn, and grow together. Reach out to us today. 

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