Choosing a Marketing Agency: The “Value for Money” Imperative

You’re evaluating marketing agencies. And the first thing you consider is the price. 

While it’s a good starting point, the least expensive option is rarely the best. 

In this article, I’ll demonstrate what value for money means. 

Also, I’ll explain the questions and the red flags to consider when choosing a marketing agency.

An ideal marketing partner is more interested in your business goals than in your money.

GroXcelent puts small businesses at front and center of its SEO strategies so that they can achieve their revenue goals.

Key Takeaways:

1. Collaborate with a team with the right skills and experience to help your business grow.
2. Evaluate the agency’s reputation by reviewing and assessing testimonials from previous clients.
3. Ensure that the outsourced company’s communication style and work culture align with your business values and goals.
4. The true value of your investment goes beyond the cost of services. It includes revenue, transparency, and expertise.

What “Value” Looks Like For Your SME

TL;DR: True value is more than just a low price; it’s a blend of expertise, transparency, and a focus on revenue. 

Reducing marketing costs is one of the reasons small businesses choose an outsourced partner. 63% of SMEs in South Africa report a drop in employee salaries due to outsourcing.

However, 25% of SMBs in Canada and the US cite high agency fees as the main challenge of outsourcing marketing.

Some agencies may offer their services at costs within or outside of your budget. 

You should look beyond the price tag and focus on the return on your investment when choosing a marketing agency.

Ultimately, you must focus on the big picture: the value for money. 

And these are the features you should also consider when selecting the right marketing partner: 

Expertise

A good agency has a proven track record and in-depth knowledge of your industry.

This means they have worked with companies in your niche.

As a result, they understand it inside out. They have developed systems tailor-made for that sector. This increases their success rate.

Transparency

The marketing agency is open about their processes, reports, and how they spend your money. Openness is the key that unlocks your success. 

For example, you should know the actual project costs upfront, and if there are any extra fees when the scope of work increases.

This helps you see if your budget is enough to hire the agency. It saves everyone’s time and avoids surprises along the way.

Partnership

They act as an advisor, not just a service provider. The agency cares about your business goals. 

And they take the time to understand your mission, values, customers, challenges, and products/services from the outset.

You don’t want to work with a marketing partner who’s just interested in sending you invoices. They don’t go beyond their deliverables. This is an example of a vendor relationship.

Results-Oriented

The marketing agency is laser-focused on your bottom line: revenue and growth. These are the metrics that matter to your small business. 

And the outsourced company must explain how it plans to achieve these KPIs.

I like this summary by Graham Ahner on key factors you should consider when choosing a marketing agency:

What your brand needs is:

• Deep experience
• People who figure things out
• Intrinsic motivation to succeed
• Curiosity to learn about your business
• Willingness to do a little extra to help you

To get the most out of a client-agency relationship, look beyond the price tag. Consider things like expertise, transparency, partnership, and relevant KPIs.

What Questions Must You Ask Before You Hire an Agency?

TL;DR: Ask the right questions to gauge a potential partner’s commitment to your business’s success. 

A digital marketing agency will invite you to a discovery call to learn more about each other’s companies and whether there’s a good fit. It’s normally a 15- or 30-minute call.

Use the interview to determine if the marketing partner is the right one for your small business. 

Here are some questions to get to the heart of what they can offer.

Key Performance Indicators: “How do you define and measure success?” (Look for revenue-based answers.) This enables you to understand whether they focus on vanity or actionable metrics.

Social Proof: “Can you provide case studies from similar businesses in my industry?” A genuine agency must have several success stories in your niche. It gives you confidence that they can perform the job.

Radical Transparency: Tell me more about your pricing, clients, and staff. An ideal marketing partner has a clear pricing structure for its services on its website. There are no surprises. Also, the agency is ready to own up if it makes mistakes.

Clear Reporting: What does your reporting look like, and how often will we connect?” You want to understand how you’ll track progress. Also, you should be aware of the contact person and the preferred communication methods (email, virtual, or in-person calls).

Marketing Challenges: “How will you stay up-to-date with my business and its challenges?” A great marketing agency has its finger on the pulse of the industry. As a result, data must inform its SEO strategy.

Campaign Adjustment: “What is your process for adapting when a campaign isn’t working?” A perfect partner must have robust systems that allow it to respond to market changes in your niche proactively. 

At GroXcelent, we believe in transparency and clear communication. This ensures you understand every step of the marketing process in plain English. Our team educates you so that you can make informed, data-based decisions for your SME. By choosing GroXcelent, you partner with an agency that values honesty, clarity, and long-term success over flashy promises.

Use the discovery interview process to ask relevant questions to determine if the agency is a perfect fit for your business.

What Are The “Red Flags” To Watch Out For?

TL;DR: Be on the lookout for signs of a bad fit, such as a focus on vanity metrics or unrealistic promises. 

The wrong partner can cost you time and money. 

Here are some warning signs that an agency may not be the right fit for your SME.

1. They only talk about vanity metrics (impressions, clicks, etc.).

I agree with Joe Putman on LinkedIn about vanity metrics:

An emphasis on superficial metrics can overlook the ones that truly drive business growth. You want to know how much revenue and profit an agency is able to generate, not how many clicks and impressions they’re going to get. If an agency focuses on vanity metrics over driving actual business growth, tread carefully.

And that’s the reason GroXcelent prioritizes KPIs that matter for your small business. Conversions, revenue, and profit. 

2. They promise guaranteed results or unrealistic timelines. 

I understand that as a business founder, you want instant results. 

However, if I promise you immediate outcomes within an unrealistic timeline and don’t deliver, you’ll be disappointed.

SEO is a marathon, not a sprint. You need 6+ months to realize a good return on your investment. When choosing a marketing agency, look out for overhyped results, like Google rankings in a month. It’s an example of an unrealistic timeline.

You’re in good hands when you work with GroXcelent, as we take you through a 6+ month roadmap. This offers your brand a predictable and sustainable growth path. In the first month, we lay a solid SEO and GEO (Generative Engine Optimization) foundation to ensure your SME withstands any volatility in search.

Here’s how the SEO blueprint looks:

3. They use confusing jargon and can’t explain their strategy in simple terms.

Marketing has its own language. 

This doesn’t mean the agency cannot use easy-to-understand terms to describe its SEO approach for your SMB.

And I couldn’t have said it much better than this statement below:

Excessive jargon can mask a lack of substance or clear strategy. It’s easy to throw around buzzwords, but it’s much harder to describe things in plain English to prove you actually know what you’re talking about. Definitely be wary of an agency that sounds impressive but hides behind buzzwords and jargon. (LinkedIn)

4. They don’t seem genuinely interested in your business beyond the money.

You can determine whether an agency is passionate about your small business during the first call. 

The more they talk about their solutions without understanding your goals or challenges, the more it’s clear they’re in it for money.

5. They’re not up to date with digital marketing trends.

Online marketing, particularly SEO, is constantly evolving.

For example, Google releases algorithm updates, competitors adjust their tactics, and consumers modify their buying behavior. 

All these issues affect your marketing campaigns. Now, AI search engines like ChatGPT, Gemini, and Perplexity have disrupted the search landscape.

So what worked in the previous year may not work in the current settings. As a result, an agency that lags behind the latest marketing developments is the wrong choice for your business. By checking its website, you can tell whether its strategies are up-to-date and relevant.

One of our values at GroXcelent is that we’re always learning. This keeps us open to emerging trends in the industry. For example, our SEO services incorporate the impact of AI browsers like ChatGPT, Perplexity, and Google’s AI Overviews on search. 

With this approach, we can refine our strategies while maintaining tried-and-tested techniques, such as classic SEO. If you’re running an NGO, an e-commerce store, an educational institution, a fintech, or a tech business, our foolproof systems can set your brand up for success.

Look out for red flags such as unrealistic outcomes, a lack of interest, vanity metrics, and hard-to-understand and outdated approaches.

FAQs on Choosing a Marketing Agency

Choose a Goal-Oriented Marketing Partner

The cheapest option is rarely the best investment. 

Consider a true marketing partner focused on revenue. Also, by prioritizing “value for money,” you can build a more successful and long-lasting relationship. 

GroXcelent is an SME growth agency for ambitious startups and growing SMEs. Our marketing professionals care about three things: your brand’s reputation, customers, and revenue. 

Want to join forces with a marketing agency interested in your success? Book a call with seasoned marketers to grow your small business.