How to evaluate digital agencies, and the right questions to ask

A digital agency can help propel your brand forward, identify or unlock your true potential, and ultimately help your business to grow. 

But, like any relationship, you need to make sure that the agency you’re picking is the right fit for you and your company. And we don’t (just) mean how competent they are, or who is on their client list. Different digital agencies have different specialisms and strategic approaches, and if those are out of alignment with how you operate, it can lead to wasted time and resources, or worse, actually harm your business. 

This article will explore some of the considerations you need to make before you decide to approach an agency, the questions you should ask them, and advice on how to evaluate their proposition to ensure compatibility with your business. 

What you need to do before approaching a digital agency

Understand your business

This should be high on your priority list either way, but any decent digital agency is going to want to know who your target audience is, your key demographics, what channels you’re already using, who those channels are reaching, what the consumer behaviour patterns are, and insights into what your audience values. If you aren’t able to answer those questions, then you need to do the research to find out, these details are core to your business operating successfully. 

Establish your goals and success criteria

What do you want to achieve with your digital marketing agency? Are you looking to increase traffic to your website, improve conversions, increase brand awareness or create a better customer community. Knowing clearly what you want to achieve, and deciding on some measurable performance indicators will help you to articulate your plans to the agency – and help them assess the feasibility. 

Determine your budget

It’s crucial to know what you’re willing to invest in a digital marketing campaign. Your budget will determine the type of agency you might be able to work with, and what you should expect to achieve.   

Research potential agencies

At this stage, you don’t need to make a decision about the agency you’re going to work with, but doing some preliminary research into potential agencies will help you get an idea of what different agencies can offer. Be sure to look at their client portfolio, read reviews, and assess their online presence. 

Write your brief

Your brief needs to outline your business, your goals, target audience, and your budget. Provide as much detail as you can about what you want to achieve and the people you want to reach; the more you put in the brief, the better an agency can respond. 

If you’re looking for more advice on how to write your brief, we’ve written a guide here. 

What you should look for when evaluating an agency

The most effective way to approach this stage is to shift your mindset. Stop thinking about it as simply procuring a service, and start treating it like you’re hiring a key member of your own team. You’re looking for a partner that will act as an extension of your business—one that is as invested in your success as you are.

With that in mind, there are two key areas to focus on.

1. The pre-meeting due diligence

Before you even step into a meeting room, pay close attention to the details.

• Check for alignment: Look at how the agency presents itself to the world. Do their case studies demonstrate tangible results that are relevant to your goals? Is their own marketing sharp and insightful?

• Assess their communication: Are they responsive and clear in your early interactions, or are you left waiting for replies? Their communication style now is a strong indicator of what a future working relationship will look like.

2. The 'vibe check' during the meeting

A meeting is your chance to see if the professional chemistry is right. This is more than just liking the people; it's about assessing whether their approach genuinely fits with yours. Trust your instincts and look out for:

• Consistency: Does the team in the room match the one you saw online and in the proposal? Or is there a disconnect between their polished pitch and the substance of their answers?

• Authenticity: Are they delivering a slick, pre-rehearsed pitch, or are they genuinely listening to you? Watch out for agencies that deflect difficult questions or answer the ones they wish you'd asked.

• Engagement: A great potential partner will show enthusiasm, but more importantly, they will challenge you. They should be asking insightful questions about your brief, your audience, and your commercial objectives—perhaps even suggesting alternative approaches you hadn't considered.

Ultimately, you need to trust your gut. If the communication feels off or their engagement seems superficial, they probably aren't the right fit, no matter how impressive their proposal looks on paper.

What questions should you ask a digital agency?

At Brew Digital, we believe clients should feel like partners, with both sides equally able to push back, question, and collaborate to create the best possible work. That’s why we think it important that you know the right questions to ask any potential digital agency. We’ve listed some of the main ones below, but you should ensure you have the opportunity to ask any and all questions you might have about their approach to digital marketing.

What digital marketing strategies did you implement for your own brand?

This helps you understand how they use digital marketing for their own growth, and gives you an insight into their competence and innovation

When will I see results?

This will help you to get a realistic timeline of results, and demonstrates their knowledge around anticipating lead times. 

Who will be managing my account and doing the work?

This tells you who is directly responsible for overseeing the work, allowing you to assess their experience and expertise.

How similar are we to your existing clients?

This allows you to assess what experience the agency has with companies your size, and what prior knowledge they may have working in your industry. This will allow you to assess their ability to meet your specific needs.

What will the first 3 months of work entail?

Gives an indication as to their strategic process, and outlines what their initial steps are for working to achieve your goals.

Who are your competitors?

This question demonstrates a market awareness and a confidence in their position and ability to deliver.

What tools do you use?

This helps to assess their technological proficiency and shows whether they are using the latest tools for data analysis and campaign management.

How do your different departments collaborate?

This will help you to understand the company structure, and the levels of communication between different departments. If your digital marketing campaign extends across multiple departments, then knowing that the dynamics between departments is functional is of great reassurance. 

What is your pricing structure, and what does it include?

This ensures that the agency is transparent with their costs, and helps to outline exactly what it is you’re paying for, which you can then assess against your needs.