{"id":14811,"date":"2025-11-26T17:45:14","date_gmt":"2025-11-26T17:45:14","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/"},"modified":"2025-11-26T17:45:14","modified_gmt":"2025-11-26T17:45:14","slug":"how-to-choose-a-digital-marketing-agency-that-actually-delivers","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/","title":{"rendered":"How to Choose a Digital Marketing Agency That Actually Delivers"},"content":{"rendered":"<p>You found a digital marketing agency that feels like the one.<\/p>\n<p>The pitch was perfect. They \u201cget\u201d your goals. Their case studies are impressive.<\/p>\n<p>But a few weeks later, reality starts to set in: slow responses, recycled strategies, and reports that don\u2019t show any tangible results.<\/p>\n<p>This scenario is painfully common, but it\u2019s not inevitable.<\/p>\n<p>Choosing an agency that performs as well as they sell is possible \u2014 if you know what to look for.<\/p>\n<p>In this guide, I\u2019ll cover:<\/p>\n<ul>\n<li>Red flags that signal an agency might overpromise and underdeliver<\/li>\n<li>Green flags that separate the great partners from the mediocre ones<\/li>\n<li>Must-ask questions to help you spot these flags before you sign the contract<\/li>\n<\/ul>\n<p>You\u2019ll also get real-world advice from experienced marketing leaders who\u2019ve seen both dream partnerships and nightmare contracts.<\/p>\n<p>By the end, you\u2019ll know exactly how to choose a digital marketing agency in 2026. One that drives results instead of draining your budget.<\/p>\n<p>First up: Vital questions to ask before jumping into a partnership.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Before_You_Hire_a_Digital_Marketing_Agency_Ask_These_Questions\" >Before You Hire a Digital Marketing Agency, Ask These Questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Do_You_Have_Product-Market_Fit_and_a_Clear_Target_Audience\" >Do You Have Product-Market Fit and a Clear Target Audience?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Do_You_Have_a_Clear_Goal_for_Your_Marketing_Strategy\" >Do You Have a Clear Goal for Your Marketing Strategy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Do_You_Have_the_Bandwidth_to_Manage_an_Agency\" >Do You Have the Bandwidth to Manage an Agency?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Do_You_Know_What_Marketing_Services_You_Need\" >Do You Know What Marketing Services You Need?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Is_Your_Internal_Team_Aligned_on_What_You_Need\" >Is Your Internal Team Aligned on What You Need?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#6_Red_Flags_That_a_Marketing_Agency_Will_Waste_Your_Time_and_Budget\" >6 Red Flags That a Marketing Agency Will Waste Your Time (and Budget)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#1_Theyre_Not_Willing_to_Invest_Time_in_You\" >1. They\u2019re Not Willing to Invest Time in You<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#2_Their_Offerings_Havent_Evolved_or_Have_Evolved_Too_Much\" >2. Their Offerings Haven\u2019t Evolved (or Have Evolved Too Much)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#3_They_Wont_Allow_for_a_30-Day-Out_Clause\" >3. They Won\u2019t Allow for a 30-Day-Out Clause<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#4_Communication_Isnt_Clear_or_Easy\" >4. Communication Isn\u2019t Clear or Easy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#5_They_Promise_More_Than_They_Can_Reasonably_Deliver\" >5. They Promise More Than They Can Reasonably Deliver<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#6_Their_Process_Is_a_Big_Black_Box\" >6. Their Process Is a Big Black Box<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#6_Green_Flags_Youve_Found_a_High-Performing_Marketing_Agency\" >6 Green Flags You\u2019ve Found a High-Performing Marketing Agency<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#1_They_Start_with_Questions_Not_Tactics\" >1. They Start with Questions, Not Tactics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#2_You_Get_Good_Feedback_From_Third_Parties\" >2. You Get Good Feedback From Third Parties<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#3_The_Full_Team_Will_Be_Involved_in_Communication\" >3. The Full Team Will Be Involved in Communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#4_Theyre_Transparent_About_Scope_Pricing_Timing_and_How_Work_Gets_Done\" >4. They\u2019re Transparent About Scope, Pricing, Timing, and How Work Gets Done<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#5_Their_Own_Marketing_Is_Top_Notch\" >5. Their Own Marketing Is Top Notch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#6_Your_Personalities_Match\" >6. Your Personalities Match<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Bonus_They_Have_Proven_Expertise_in_Your_Vertical\" >Bonus: They Have Proven Expertise in Your Vertical<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/11\/26\/how-to-choose-a-digital-marketing-agency-that-actually-delivers\/#Ready_to_Choose_a_Digital_Marketing_Agency_Trust_the_Patterns_and_Your_Gut\" >Ready to Choose a Digital Marketing Agency? Trust the Patterns (and Your Gut)<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Before_You_Hire_a_Digital_Marketing_Agency_Ask_These_Questions\"><\/span>Before You Hire a Digital Marketing Agency, Ask These Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Finding the right agency starts with understanding what you need and why.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Do_You_Have_Product-Market_Fit_and_a_Clear_Target_Audience\"><\/span>Do You Have Product-Market Fit and a Clear Target Audience?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Even the best agency can\u2019t sell a product that doesn\u2019t solve a real problem for a <a title=\"Audience Research: Stop Guessing What Your Buyers Care About\" href=\"https:\/\/backlinko.com\/audience-research\" target=\"_blank\" rel=\"noopener\">defined audience<\/a>.<\/p>\n<p>If product-market fit isn\u2019t there, your results will stall.<\/p>\n<p>Ask yourself:<\/p>\n<ul>\n<li>What pain points do we solve?<\/li>\n<li>Who\u2019s willing to pay for this?<\/li>\n<li>Who else is competing for this audience?<\/li>\n<\/ul>\n<p>Use a market analysis tool like <a title=\"Check Website Traffic In One Click | Traffic Analytics\" href=\"https:\/\/www.semrush.com\/analytics\/traffic\/market-overview\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s Market Overview<\/a> to confirm there\u2019s real, sustainable demand.<\/p>\n<p>For example, a quick search for Purina pet food shows strong growth and evenly distributed traffic \u2014 a clear sign of opportunity.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Market Overview \u2013 Summary\" alt=\"Semrush \u2013 Market Overview \u2013 Summary\" data-aspect-ratio=\"0.43571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/semrush-market-overview-pet-food-summary.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>That\u2019s the kind of demand signal you want before investing in outside help.<\/p>\n<p><!-- Traffic &amp; Market Toolkit short code CTA --><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Do_You_Have_a_Clear_Goal_for_Your_Marketing_Strategy\"><\/span>Do You Have a Clear Goal for Your Marketing Strategy?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A marketing agency can help you refine your goals.<\/p>\n<p>But you\u2019ll get better results when you already know what success looks like.<\/p>\n<p>Vague goals like \u201cincrease website traffic\u201d sound good, but they\u2019re too broad to measure. Instead, set <a title=\"How to Align Business and SEO Goals for Long-Term Success\" href=\"https:\/\/www.semrush.com\/blog\/seo-goals\/\" target=\"_blank\" rel=\"noopener\">SMART goals<\/a> \u2014 specific, measurable, achievable, relevant, and time-bound.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Smart Goals\" alt=\"Smart Goals\" data-aspect-ratio=\"0.50857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/smart-goals.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s what a SMART goal looks like in action:<\/p>\n<p>\u201cGenerate 120 qualified demo requests per month within four months by improving landing page copy and optimizing Google Ads.\u201d<\/p>\n<p>Clear goals like this help you find the right agency. And give them a focus to rally around and drive results.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Do_You_Have_the_Bandwidth_to_Manage_an_Agency\"><\/span>Do You Have the Bandwidth to Manage an Agency?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Working with an agency isn\u2019t a set-it-and-forget-it kind of task.<\/p>\n<p>Regular, consistent communication with your agency is part of this process.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Marketing Agency Commonication Loop\" alt=\"Marketing Agency Commonication Loop\" data-aspect-ratio=\"0.76428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/marketing-agency-commonication-loop.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Sure, the level of autonomy will depend on the agency and the work.<\/p>\n<p>But generally, the best agencies keep the door to conversation open.<\/p>\n<p>Here\u2019s what you can expect:<\/p>\n<ul>\n<li>Provide materials and align on strategy and deliverables up front<\/li>\n<li>Join weekly or biweekly check-ins (typically about an hour)<\/li>\n<li>Review work and share feedback monthly<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Assign one internal \u201cagency owner.\u201d Their job will be to keep decisions moving, share context fast, and unblock workflows.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Do_You_Know_What_Marketing_Services_You_Need\"><\/span>Do You Know What Marketing Services You Need?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u201cFull-service marketing\u201d sounds great. Until you realize you\u2019re paying for tactics that get you nowhere.<\/p>\n<p>There are many types of digital marketing agencies:<\/p>\n<ul>\n<li><strong>SEO and content:<\/strong> Drive organic growth through optimized content<\/li>\n<li><strong><a title=\"SEO and PPC: 8 Smart Ways to Align for Maximum ROI\" href=\"https:\/\/backlinko.com\/seo-and-ppc\" target=\"_blank\" rel=\"noopener\">PPC<\/a>:<\/strong> Manage and optimize paid campaigns<\/li>\n<li><strong>Social media:<\/strong> Build brand awareness and affinity<\/li>\n<li><strong>Branding and design:<\/strong> Shape your visual identity and messaging<\/li>\n<li><strong>Video:<\/strong> Create video content that converts<\/li>\n<li><strong><a title=\"SEO Consultants Guide: When to Hire and What to Expect\" href=\"https:\/\/backlinko.com\/seo-consultants\" target=\"_blank\" rel=\"noopener\">Consultant<\/a>:<\/strong> Help define priorities before execution<\/li>\n<\/ul>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Types of Marketing Agencies\" data-aspect-ratio=\"1.0042857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/types-of-marketing-agencies.png\" loading=\"lazy\" alt=\"| Craig Hordlow\"><\/p><\/figure>\n<p>But before you pick one, identify what\u2019s already working (and what\u2019s not).<\/p>\n<p>The more specific you are about your needs, the easier it is to find a partner whose strengths align with your goals.<\/p>\n<p>Start by looking at your top-performing channels, campaigns, and content in analytics tools.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA4 \u2013 Pages and Screen \u2013 Table\" alt=\"GA4 \u2013 Pages and Screen \u2013 Table\" data-aspect-ratio=\"0.74285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/ga4-pages-and-screen-table.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If content and partnerships drive results for you, that\u2019s a hint about where to invest.<\/p>\n<p>Next, check what\u2019s working for your competitors.<\/p>\n<p>For example, Semrush\u2019s <a title=\"Check Website Traffic In One Click | Traffic Analytics\" href=\"https:\/\/www.semrush.com\/analytics\/traffic\/organic-social\/\" target=\"_blank\" rel=\"noopener\">Organic Social<\/a> tool reveals how your competitors generate traffic from social media.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Organic Social \u2013 TCL &amp; LG \u2013 Traffic Trend\" alt=\"Semrush \u2013 Organic Social \u2013 TCL &amp; LG \u2013 Traffic Trend\" data-aspect-ratio=\"0.54857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/semrush-organic-social-tcl-and-lg-traffic-trend.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And tells you exactly which platforms send the most traffic to their websites.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Organic Social \u2013 TCL &amp; LG \u2013 Top Sources\" alt=\"Semrush \u2013 Organic Social \u2013 TCL &amp; LG \u2013 Top Sources\" data-aspect-ratio=\"0.46142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/semrush-organic-social-tcl-and-lg-top-sources.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If others in your space are thriving on social while you\u2019re not, that\u2019s a clue to where you could expand.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro Tip:<\/strong> Before looking for an agency, ask yourself: Do I need strategy, execution, or both?<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Is_Your_Internal_Team_Aligned_on_What_You_Need\"><\/span>Is Your Internal Team Aligned on What You Need?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Clear goals mean nothing if your team isn\u2019t aligned.<\/p>\n<p>Without internal buy-in, even the best agency partnership can derail fast.<\/p>\n<p>Marketing leader <a title=\"LinkedIn \u2013 Eric Doty\" href=\"https:\/\/www.linkedin.com\/in\/edoty\/\" target=\"_blank\" rel=\"noopener\">Eric Doty<\/a> learned this the hard way.<\/p>\n<p>After hiring an agency for a logo redesign (and spending weeks on revisions), leadership revealed they wanted to keep the full company name.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/eric-doty.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>\u201cIn the end, we wasted around $15,000 on these iterations when all the company really wanted was to change the font.\u201d<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/eric-doty.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Avoid this by:<\/p>\n<ul>\n<li>Defining who owns the agency relationship<\/li>\n<li>Deciding who signs off on deliverables<\/li>\n<li>Getting stakeholder input before work gets started<\/li>\n<\/ul>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"The 4 Quadrants of Marketing Agency Alignment\" alt=\"The 4 Quadrants of Marketing Agency Alignment\" data-aspect-ratio=\"0.7\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/the-4-quadrants-of-marketing-agency-alignment.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Once you\u2019re aligned internally, you\u2019re ready to align externally with your agency.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Red_Flags_That_a_Marketing_Agency_Will_Waste_Your_Time_and_Budget\"><\/span>6 Red Flags That a Marketing Agency Will Waste Your Time (and Budget)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The sales call sounds great.<\/p>\n<p>But how do you know whether the relationship will work long-term?<\/p>\n<p>Don\u2019t go in blind. Here are six warning signs and how to spot them.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Theyre_Not_Willing_to_Invest_Time_in_You\"><\/span>1. They\u2019re Not Willing to Invest Time in You<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This isn\u2019t something an agency will just come out and say directly. But there may be indications that they\u2019ve currently got too much on their plate.<\/p>\n<p>(And you\u2019re about to be thrown onto the back burner.)<\/p>\n<p>For one, look for a high amount of employee turnover. Employees leave when stress is high.<\/p>\n<p>Check LinkedIn to learn about their employees and watch for downward growth trends.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Company \u2013 Growth trends\" alt=\"LinkedIn \u2013 Company \u2013 Growth trends\" data-aspect-ratio=\"0.37\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/linkedin-company-growth-trends.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You\u2019ll also want to pay close attention to the discovery call.<\/p>\n<p>If it\u2019s all about them and nothing about you, that\u2019s a sign they\u2019re not taking the time to understand your business.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Calendly \u2013 Select a Date &amp; Time\" alt=\"Calendly \u2013 Select a Date &amp; Time\" data-aspect-ratio=\"0.69857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/calendly-select-date-and-time.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>An agency that \u201cyeses\u201d you to death without adding ideas or offering pushback is another red flag.<\/p>\n<p>They\u2019re likely more focused on producing work as fast as possible than on providing a sustainable strategy.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Ask for a sample strategic recommendation on the call. Something lightweight like: \u201cHow would you improve our blog content?\u201d The right agency will share high-level insights \u2014 not just a sales script.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>And it\u2019s never a good sign if they get defensive when you ask questions.<\/p>\n<p>This can be an indicator that they\u2019re not willing to invest time in the relationship.<\/p>\n<p>Fractional CMO <a title=\"Amanda Milligan\" href=\"https:\/\/www.linkedin.com\/in\/amandamilligan\/\" target=\"_blank\" rel=\"noopener\">Amanda Milligan<\/a> has had this experience.<\/p>\n<p>Here\u2019s her agency horror story:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/amanda-milligan.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>I once hired an agency to help run paid social ads, and they did the absolute bare minimum. I had to point this out to get any attention, and by then, our three-month trial engagement was practically over, and we saw no results. While I don\u2019t know for a fact it\u2019s because we were on the lower end of their engagement value, it seems likely.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/amanda-milligan.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Looking at recent testimonials or mentions of the agency can help.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Recent testimonials\" alt=\"Recent testimonials\" data-aspect-ratio=\"1.3371428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/recent-testimonials.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But sometimes, asking pointed questions is the best way to get an answer.<\/p>\n<p>For example:<\/p>\n<ul>\n<li>What\u2019s your typical engagement type?<\/li>\n<li>How long are your typical engagements?<\/li>\n<li>How many clients does your team normally work with at once?<\/li>\n<\/ul>\n<p>By asking these questions, you\u2019ll get a better sense of the agency\u2019s bandwidth.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"7 Best SEO Tools Trusted by 7-Figure Agencies\" href=\"https:\/\/backlinko.com\/seo-software-agencies\" target=\"_blank\" rel=\"noopener\">7 Best SEO Tools Trusted by 7-Figure Agencies<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"2_Their_Offerings_Havent_Evolved_or_Have_Evolved_Too_Much\"><\/span>2. Their Offerings Haven\u2019t Evolved (or Have Evolved Too Much)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It\u2019s no secret that marketing has evolved over the past few years.<\/p>\n<p>And AI has only accelerated those changes.<\/p>\n<p>So, if an agency hasn\u2019t evolved its strategy to match the industry, it\u2019s a sign they\u2019re coasting on an outdated approach.<\/p>\n<p>Want to find this out before the discovery call?<\/p>\n<p>First, check the age of their case studies. Older case studies indicate a strategy that hasn\u2019t changed.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Older case studies\" alt=\"Older case studies\" data-aspect-ratio=\"0.69142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/older-case-studies.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Next, look at the wording on their services page.<\/p>\n<p>If it sounds generic or dated, that\u2019s a red flag.<\/p>\n<p>In the example below, wording like \u201cTaking over Google\u201d is no longer fully relevant.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"talking-about-ranking-in-google\" data-aspect-ratio=\"0.84142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/talking-about-ranking-in-google.png\" loading=\"lazy\" alt=\"| Craig Hordlow\"><\/p><\/figure>\n<p>Plus, there\u2019s no mention of local search or <a title=\"AI Optimization: How to Rank in AI Search (+ Checklist)\" href=\"https:\/\/backlinko.com\/ai-optimization\" target=\"_blank\" rel=\"noopener\">AI results<\/a>.<\/p>\n<p>(Which is odd, since they target local businesses.)<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Trend chasing is another huge red flag. If you see a digital marketing agency that\u2019s majorly pivoted without the data or case studies to back up those decisions, then you may want to steer clear.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Make sure they\u2019re thinking ahead \u2014 not clinging to old playbooks \u2014 by asking:<\/p>\n<ul>\n<li>How have your offerings changed in the past year?<\/li>\n<li>How has your process changed since AI came on the scene?<\/li>\n<li>How much does your team use AI when creating deliverables?<\/li>\n<li>What\u2019s your perspective on marketing in the AI era?<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Vibe Marketing: Hype, Reality, and Real Case Studies\" href=\"https:\/\/backlinko.com\/vibe-marketing\" target=\"_blank\" rel=\"noopener\">Vibe Marketing: Hype, Reality, and Real Case Studies<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"3_They_Wont_Allow_for_a_30-Day-Out_Clause\"><\/span>3. They Won\u2019t Allow for a 30-Day-Out Clause<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Agencies don\u2019t want to get burned.<\/p>\n<p>But you don\u2019t want to get stuck in a relationship that\u2019s not working.<\/p>\n<p>Shorter contracts may not have an out clause. But if you\u2019re getting ready to sign a contract for a year or more, and there\u2019s no way out of that relationship, that could be a red flag.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SEO Services Agreement\" alt=\"SEO Services Agreement\" data-aspect-ratio=\"1.3571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/seo-services-agreement.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For longer contracts, a 30-day out clause is typical. That means you both can leave the contract if things aren\u2019t working out.<\/p>\n<p>If you ask for this clause and the agency is pushing back hard, that\u2019s a warning sign.<\/p>\n<p>Amanda agrees:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/amanda-milligan.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>No failsafe means the agency knows retention is a problem. And they may be more focused on cash flow than results.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/amanda-milligan.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Again, communicating clearly is important here.<\/p>\n<p>When in doubt, ask the digital marketing agency these questions:<\/p>\n<ul>\n<li>How have you handled failed campaigns in the past? Did you course-correct mid-campaign, or offer free revisions?<\/li>\n<li>What barriers to success do you see with our engagement?<\/li>\n<li>What\u2019s your policy for a 30-day out in the contract?<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"4_Communication_Isnt_Clear_or_Easy\"><\/span>4. Communication Isn\u2019t Clear or Easy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The way your agency communicates during the discovery phase is a key indicator of how they\u2019ll communicate once that contract is signed.<\/p>\n<p>Here are some key warning signs you could see early in the process:<\/p>\n<ul>\n<li><strong>You have to chase them for updates or next steps:<\/strong> If getting in contact with the agency is hard before you sign the contract, don\u2019t expect it to improve later on.<\/li>\n<li><strong>You can\u2019t get clear answers to your questions:<\/strong> Asking about timeline, resources, and processes is normal. If they can\u2019t give you straight answers to basic questions, beware.<\/li>\n<li><strong>You have no idea who you\u2019ll be working with:<\/strong> It\u2019s typical to talk to a salesperson or account manager in the early stages. But if you get pushback when asking to speak to the people you\u2019ll be working with, that\u2019s a red flag.<\/li>\n<\/ul>\n<p><a title=\"LinkedIn \u2013 Chelsea Castle\" href=\"https:\/\/www.linkedin.com\/in\/chelseacastle\/\" target=\"_blank\" rel=\"noopener\">Chelsea Castle<\/a>, head of brand and content at Close, experienced this firsthand.<\/p>\n<p>Here\u2019s her agency horror story:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>One of my biggest career mistakes was not speaking up sooner and louder about yellow flags with an agency. From the initial meeting, something felt off in our communication. There were bumps and issues throughout the entire nine-month engagement. We didn\u2019t love the output, and they weren\u2019t doing things we suspected they should be doing.<\/p>\n<p>Collaboration and communication were messy. We ended up firing this agency and losing the five figures spent on them, which left us with no completed work. Talk about a challenging conversation with your CEO!<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>To know more about communication before signing the contract, ask questions like:<\/p>\n<ul>\n<li>Who\u2019s my main point of contact with your agency?<\/li>\n<li>Who\u2019s going to be working on the project with me?<\/li>\n<li>Who will be included in the check-in meetings?<\/li>\n<li>At what points in the process do you track metrics to assess if we\u2019re on the right track?<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"How to Advertise Your Business with a $500 Budget\" href=\"https:\/\/backlinko.com\/how-to-advertise-your-business\" target=\"_blank\" rel=\"noopener\">How to Advertise Your Business with a $500 Budget<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"5_They_Promise_More_Than_They_Can_Reasonably_Deliver\"><\/span>5. They Promise More Than They Can Reasonably Deliver<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Overselling can lead to disaster down the road. But, how do you know if an agency is selling something they can\u2019t deliver?<\/p>\n<p>First, look at the language they use to describe their services or results.<\/p>\n<p>If they make exaggerated claims or promises, it\u2019s worth pausing.<\/p>\n<p>For example, this agency\u2019s website has red flags written all over it:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Website \u2013 Red flags\" alt=\"Website \u2013 Red flags\" data-aspect-ratio=\"0.48285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/website-red-flags.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>(I wish this were a made-up website, but it\u2019s not.)<\/p>\n<p>Claims like this sound great, but it\u2019s important to take a step back and look at the facts.<\/p>\n<ul>\n<li>Can they actually back up their claims with real examples?<\/li>\n<li>Can they reasonably guarantee results without knowing anything about the potential client?<\/li>\n<\/ul>\n<p><a title=\"LinkedIn \u2013 Danni Roseman\" href=\"https:\/\/www.linkedin.com\/in\/danni-r\/\" target=\"_blank\" rel=\"noopener\">Danni Roseman<\/a>, a brand manager at a SaaS company, hired an agency that promised the world but didn\u2019t live up to expectations.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/danni-roseman.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>I assumed a team would handle our project. We later found out that only one person had the expertise we needed. It wasn\u2019t enough. Deadlines slipped, quality dropped, and \u201cedits\u201d turned into full rewrites on our end. Hand-holding your agency isn\u2019t part of the deal.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/danni-roseman.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>An agency that\u2019s focused on revenue may sell more than the team is capable of doing, and you\u2019re left with the aftermath.<\/p>\n<p>Another side to this is whether the team has experience using or integrating with your tech stack.<\/p>\n<p>Eric once worked with an email marketing agency that promised big things.<\/p>\n<p>But ended up having no experience integrating with Microsoft Teams (a must-have for his company).<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/eric-doty.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>They decided to lead a procurement process for us to find a tool that integrated with Teams. This turned into a massively bloated project, when, really, they should\u2019ve just told me from the get-go that they had no experience with this tool.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/eric-doty.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>So, how do you make sure that what the sales team is offering can actually be delivered down the road?<\/p>\n<p>First, ask pointed questions like:<\/p>\n<ul>\n<li>Who on your team has experience working with the tools in our tech stack?<\/li>\n<li>How much experience does your team have with these tools?<\/li>\n<li>How many years of experience does the team have in this type of project?<\/li>\n<li>What\u2019s the project (within the type of service you\u2019re looking for) that you enjoyed working on the most?<\/li>\n<li>Can you give me some names of people I can talk to about your work?<\/li>\n<\/ul>\n<p>Lastly, get references.<\/p>\n<p>The sales team is going to say everything right. You need something solid to back up those claims.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"12 Best SEO Tools\" href=\"https:\/\/backlinko.com\/best-free-seo-tools\" target=\"_blank\" rel=\"noopener\">12 Best SEO Tools<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"6_Their_Process_Is_a_Big_Black_Box\"><\/span>6. Their Process Is a Big Black Box<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Most agency websites say some version of \u201cWe do X for Y.\u201d But can they explain how?<\/p>\n<p>This is something you can check for on their website.<\/p>\n<p>For example, what do their case studies look like? Are they just screenshots, or do they explain the process behind the work?<\/p>\n<p>Here\u2019s an example:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Example of case studies\" alt=\"Example of case studies\" data-aspect-ratio=\"1.0785714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/examole-of-case-studies.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>What looks impressive at first glance melts away when you realize these are just screenshots.<\/p>\n<p>No discussion of the work, no explanation.<\/p>\n<p>Here are some other warning signs to look out for:<\/p>\n<ul>\n<li><strong>Their process isn\u2019t up for discussion:<\/strong> If an agency tells you anything along the lines of, \u201cTrust us, we\u2019ll handle it,\u201d beware<\/li>\n<li><strong>They\u2019re using the same templated strategies for every client:<\/strong> On the discovery call, are they bringing ideas to the table? Do they take your unique situation into account?<\/li>\n<li><strong>Their reporting is focused on big-number vanity metrics:<\/strong> Case studies with numbers are great. But do those numbers tell you a story of real impact?<\/li>\n<li><strong>They can\u2019t explain why something worked:<\/strong> This could mean the team has little understanding of the mechanics behind the results<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Email marketing services\" alt=\"Email marketing services\" data-aspect-ratio=\"0.42\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/email-marketing-services.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If you\u2019re not sure about their process, ask questions like:<\/p>\n<ul>\n<li>How do you approach new engagements?<\/li>\n<li>How much time do you spend determining strategy?<\/li>\n<li>How is the strategy adjusted as time goes on?<\/li>\n<li>How often will we meet for check-ins?<\/li>\n<li>Can you tell me about a project you worked on (in this vertical\/type) that didn\u2019t go well? How did your team handle that situation?<\/li>\n<\/ul>\n<p>When you\u2019re evaluating an agency, Chelsea\u2019s advice rings true:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Ultimately, I think the biggest flag cannot be said; it can only be felt. Intuition and how you connect with someone are crucial in selecting and building long-lasting external relationships.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"6_Green_Flags_Youve_Found_a_High-Performing_Marketing_Agency\"><\/span>6 Green Flags You\u2019ve Found a High-Performing Marketing Agency<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Despite the horror stories we\u2019ve discussed, great agencies do exist.<\/p>\n<p>Here are the most common green flags \u2014 and tips for choosing a digital marketing agency that will actually deliver on its promises.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_They_Start_with_Questions_Not_Tactics\"><\/span>1. They Start with Questions, Not Tactics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The right agency feels like a partner.<\/p>\n<p>They\u2019re curious about your business and invested in your success.<\/p>\n<p>On the discovery call, look for all of these green flags:<\/p>\n<ul>\n<li>They start by asking deep questions about your business model, ICP, positioning, and goals<\/li>\n<li>They\u2019re comfortable pushing back respectfully if a strategy doesn\u2019t align with best practices<\/li>\n<li>They focus on how their work ties to your business outcomes, not vanity metrics<\/li>\n<\/ul>\n<p>For example, KlientBoost, a PPC agency, doesn\u2019t just offer standard strategy packages.<\/p>\n<p>They ask questions about what the client needs, their goals, and their situation.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"KlientBoost \u2013 Pricing\" alt=\"KlientBoost \u2013 Pricing\" data-aspect-ratio=\"0.77285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/klientboost-pricing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This information lets them tailor quotes to each client\u2019s needs.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_You_Get_Good_Feedback_From_Third_Parties\"><\/span>2. You Get Good Feedback From Third Parties<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Good feedback, testimonials, and reviews are always a green flag.<\/p>\n<p>First, check vetted, third-party review sites like <a title=\"Clutch\" href=\"https:\/\/clutch.co\/\" target=\"_blank\" rel=\"noopener\">Clutch<\/a>.<\/p>\n<p>Look for reviews that mention:<\/p>\n<ul>\n<li>Quality of the digital marketing agency\u2019s work<\/li>\n<li>Communication style<\/li>\n<li>Costs<\/li>\n<li>Timing<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Clutch Inbox Army \u2013 Reviews\" alt=\"Clutch Inbox Army \u2013 Reviews\" data-aspect-ratio=\"0.80428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/clutch-inbox-army-reviews.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Some reviews even include specific numbers and results.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Clutch \u2013 Review example\" alt=\"Clutch \u2013 Review example\" data-aspect-ratio=\"0.70428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/clutch-review-example.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Another way to get feedback is to ask your network.<\/p>\n<p>Ask around in your favorite Slack communities and check on <a title=\"Reddit Marketing in 3 Hours\/Week: From 0 Karma to Real Cred\" href=\"https:\/\/backlinko.com\/reddit-marketing\" target=\"_blank\" rel=\"noopener\">Reddit<\/a> or LinkedIn.<\/p>\n<p>You\u2019ll learn who\u2019s worked with this agency and what their impressions are.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Slack \u2013 Community impressions\" alt=\"Slack \u2013 Community impressions\" data-aspect-ratio=\"0.31\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/slack-community-impressions.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Chelsea swears by using your network to find good agencies.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>The best hires for me have almost always come through network referrals. When a trusted friend or colleague makes a recommendation, they\u2019re risking their reputation to vouch for them. So you can be confident they\u2019re worth your time.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>What should you do if you don\u2019t have any network recommendations?<\/p>\n<p>Check out industry award winners, says Chelsea:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>When I needed to hire a web design agency, I looked at Webflow\u2019s Webby winners. While many great agencies don\u2019t get awards like this, it was a sure bet to start my search by looking at those recognized in this credible, trustworthy way. I ended up finding a fantastic partner who was great to work with.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Within awards like Webby, you\u2019ll find some incredible projects (and the agencies that made them happen).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Websites &amp; Mobile Sites\" alt=\"Websites &amp; Mobile Sites\" data-aspect-ratio=\"1.3642857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/winnerswebsites-and-mobile-sites.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Browse <a title=\"Semrush Agency Partners\" href=\"https:\/\/agencies.semrush.com\/\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s Agency Partner directory<\/a> to find top agencies in your area and read real client reviews.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Company list \u2013 US\" alt=\"Semrush \u2013 Company list \u2013 US\" data-aspect-ratio=\"0.77857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/semrush-company-list-us.png\" loading=\"lazy\" \/><\/p><\/figure>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"3_The_Full_Team_Will_Be_Involved_in_Communication\"><\/span>3. The Full Team Will Be Involved in Communication<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Knowing who\u2019s involved in your project can help you have more confidence in the work being done.<\/p>\n<p>Plus, if it\u2019s easy to talk to the team before the project gets started, it\u2019s a good sign that communication will be top-notch after the contract is signed as well.<\/p>\n<p>Ask early on who will be on calls with your team.<\/p>\n<p>If you find out it\u2019s more than just one account manager, that means multiple people are invested in your engagement.<\/p>\n<p>For example, check out this about page from content agency Beam:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Beam Content \u2013 Meet the team\" alt=\"Beam Content \u2013 Meet the team\" data-aspect-ratio=\"1.0428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/beamcontent-meet-the-team.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You see the founders of this team.<\/p>\n<p>But you also see the content producers and their social profiles. This level of transparency is a green flag.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Theyre_Transparent_About_Scope_Pricing_Timing_and_How_Work_Gets_Done\"><\/span>4. They\u2019re Transparent About Scope, Pricing, Timing, and How Work Gets Done<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your agency should be very clear about vital details upfront.<\/p>\n<p>This includes:<\/p>\n<ul>\n<li>The scope of the projects they do<\/li>\n<li>Timing they can commit to<\/li>\n<li>Any processes they use<\/li>\n<\/ul>\n<p>For example, KlientBoost creates marketing plans for clients.<\/p>\n<p>But even before you give them any information or sign up for a call, they show you a sneak peek of what a marketing plan looks like for their clients.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"KlientBoost \u2013 Marketing plan\" alt=\"KlientBoost \u2013 Marketing plan\" data-aspect-ratio=\"0.78142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/klientboost-marketing-plan.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Another aspect of transparency is pricing.<\/p>\n<p>Knowing what you\u2019ll pay (and exactly what that cost includes) is essential to the project\u2019s success.<\/p>\n<p>That\u2019s why some agencies, like A2Media, show their pricing right on their homepage:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"A2Media \u2013 Pricing\" alt=\"A2Media \u2013 Pricing\" data-aspect-ratio=\"0.85714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/a2media-pricing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Of course, not every agency lists its pricing publicly.<\/p>\n<p>And there are plenty of different pricing structures, each with its pros and cons.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Black Propeller \u2013 Pricing structure\" alt=\"Black Propeller \u2013 Pricing structure\" data-aspect-ratio=\"0.31428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/blackpropeller-pricing-structure.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>When talking about rates, ask the agency why they take the approach they do.<\/p>\n<p>Get estimates for what each type of project entails.<\/p>\n<p>If you\u2019re comfortable with those ranges and estimates, include those in the contract.<\/p>\n<p>When you can get clear answers to these questions, it\u2019s a good sign they\u2019ll live up to their promises.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"5 AI Visibility Tools to Track Your Brand Across LLMs\" href=\"https:\/\/backlinko.com\/llm-tracking-tools\" target=\"_blank\" rel=\"noopener\">5 LLM Visibility Tools to Track Your Brand in AI Search<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"5_Their_Own_Marketing_Is_Top_Notch\"><\/span>5. Their Own Marketing Is Top Notch<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When you find an agency you like, check out their marketing.<\/p>\n<p>Most of the time, it\u2019s a good indicator of the quality of their work.<\/p>\n<p>In the past year, I\u2019ve had two fantastic experiences with marketing agencies.<\/p>\n<p>And both of them had one key aspect that was a huge green flag for me: their brand marketing was on point.<\/p>\n<p>Take A2Media, for example.<\/p>\n<p>The founder, Ademola, regularly produces video content on LinkedIn that generates strong engagement with his niche audience.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Ademola \u2013 Video content\" alt=\"LinkedIn \u2013 Ademola \u2013 Video content\" data-aspect-ratio=\"0.95142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/linkedin-ademola-video-content.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Another example is Beam.<\/p>\n<p>They offer great content services to clients.<\/p>\n<p>But they also produce fantastic content on their own website that\u2019s both interesting and fun to read.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Beam \u2013 Interesting &amp; fun content\" alt=\"Beam \u2013 Interesting &amp; fun content\" data-aspect-ratio=\"1.1357142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/beam-interesting-and-fun-content.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This pattern repeats itself over and over again.<\/p>\n<p>KlientBoost\u2019s LinkedIn video ads aren\u2019t only hilarious but also deeply relatable.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 KlientBoost\u2019s video ads\" alt=\"LinkedIn \u2013 KlientBoost's video ads\" data-aspect-ratio=\"1.0685714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/linkedin-klientboosts-video-ads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Juice, a brand and web agency, has an incredibly stylish and fun website.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Juice \u2013 Agency homepage\" alt=\"Juice \u2013 Agency homepage\" data-aspect-ratio=\"0.64285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/juice-agency-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If they do great work for themselves, it\u2019s a positive sign they\u2019ll do great work for you.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Your_Personalities_Match\"><\/span>6. Your Personalities Match<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes, personality is subjective. And judging a marketing agency on \u201cvibes\u201d might sound a bit woo-woo.<\/p>\n<p>But remember, this is a relationship. Hopefully, a long-term one.<\/p>\n<p>So, the right agency should also match your style and get your vision.<\/p>\n<p>Here are some green flags when it comes to personality match:<\/p>\n<ul>\n<li>Their team seems genuinely excited about your product and mission<\/li>\n<li>They treat your team members with respect, regardless of title<\/li>\n<li>Their company culture aligns with yours<\/li>\n<li>You enjoy working with them<\/li>\n<li>They make collaboration energizing, not draining<\/li>\n<\/ul>\n<p>Chelsea saw a personality match early on with a video agency, which gave her the confidence to move forward.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>From the very first call, it just felt right. The agency owner and I instantly clicked and saw eye to eye on many things. He asked thoughtful, intentional questions that signaled respect, expertise, and a desire to find the best way to work together that prioritized me and my team. We\u2019ve been working with this partner for more than a year, and have every intention of holding onto them for as long as we can.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/chelsea-castle.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Bonus_They_Have_Proven_Expertise_in_Your_Vertical\"><\/span>Bonus: They Have Proven Expertise in Your Vertical<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We\u2019ve covered the most vital factors to evaluate when choosing a marketing agency partner.<\/p>\n<p>But niche experience is worth considering, too.<\/p>\n<p>While it\u2019s not a necessity, it can be a really great bonus when combined with what we\u2019ve discussed above.<\/p>\n<p>For example, this agency focuses on dental practices:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Wonderist Agency \u2013 Dental marketing\" alt=\"Wonderist Agency \u2013 Dental marketing\" data-aspect-ratio=\"0.68428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/wonderistagency-dental-marketing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>While this agency focuses on marketing for law firms:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"WEBRIS \u2013 Marketing for law firms\" alt=\"WEBRIS \u2013 Marketing for law firms\" data-aspect-ratio=\"0.93142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/webris-marketing-for-law-firms.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>From just those two websites, it\u2019s clear that their approach, strategy, and personality are very different.<\/p>\n<p>And they\u2019re each uniquely qualified to help clients in their chosen industry.<\/p>\n<p>Other agencies may not have experience in your specific vertical. But they can demonstrate proven experience in the services you need.<\/p>\n<p>For example, let\u2019s say you want an agency that can help you show up in <a title=\"Generative Engine Optimization (GEO): How to Win in AI Search\" href=\"https:\/\/backlinko.com\/generative-engine-optimization-geo\" target=\"_blank\" rel=\"noopener\">AI responses<\/a>.<\/p>\n<p>Then, you come across a case study like this:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Single Grain \u2013 Case studies\" alt=\"Single Grain \u2013 Case studies\" data-aspect-ratio=\"0.67714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/11\/singlegrain-case-studies.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Obviously, this agency has adapted its services to include <a title=\"How to Rank in AI Search (New Strategy &amp; Framework)\" href=\"https:\/\/backlinko.com\/ai-search-strategy\" target=\"_blank\" rel=\"noopener\">AI search<\/a>.<\/p>\n<p>And has proven expertise in exactly what you need.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ready_to_Choose_a_Digital_Marketing_Agency_Trust_the_Patterns_and_Your_Gut\"><\/span>Ready to Choose a Digital Marketing Agency? Trust the Patterns (and Your Gut)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Choosing the right marketing agency comes down to spotting patterns.<\/p>\n<ul>\n<li><strong>Red flags:<\/strong> Overpromising, poor communication, and teams that won\u2019t invest time in your success<\/li>\n<li><strong>Green flags:<\/strong> Thoughtful questions, killer third-party reviews, and teams that practice what they preach<\/li>\n<\/ul>\n<p>But don\u2019t forget the value of your gut reaction.<\/p>\n<p>If something feels off during discovery, it won\u2019t magically disappear once the contract is signed.<\/p>\n<p>The best agency relationships start with a genuine connection.<\/p>\n<p>As Chelsea says, \u201cIn any kind of creative work, sometimes you really do just have to go off vibes.\u201d<\/p>\n<p>When you find a team that gets your vision, respects your goals, and makes collaboration energizing, that\u2019s your signal to move forward.<\/p>\n<p>Before you head into discovery calls, read <a title=\"5 Crucial SEO Trends (and How to Adapt)\" href=\"https:\/\/backlinko.com\/seo-this-year\" target=\"_blank\" rel=\"noopener\">5 Crucial SEO Trends (and How to Adapt)<\/a>.<\/p>\n<p>Understanding what\u2019s happening in SEO will help you ask better questions. And spot whether agencies are using outdated tactics or staying ahead of the curve.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/choose-a-marketing-agency\" target=\"_blank\" rel=\"noopener\">How to Choose a Digital Marketing Agency That Actually Delivers<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>You found a digital marketing agency that feels like the one. The pitch was perfect. They \u201cget\u201d your goals. Their case studies are impressive. But a few weeks later, reality starts to set in: slow responses, recycled strategies, and reports that don\u2019t show any tangible results. This scenario is painfully common, but it\u2019s not inevitable. Choosing an agency that performs as well as they sell is possible \u2014 if you know what to look for. In this guide, I\u2019ll cover: Red flags that signal an agency [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":14812,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-14811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/11\/semrush-market-overview-pet-food-summary-3nVRyy-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/11\/semrush-market-overview-pet-food-summary-3nVRyy-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/14811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=14811"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/14811\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/14812"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=14811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=14811"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=14811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}