Have a specific service in mind or looking to share more about your project goals? Close out of this pop-up and fill out the form on the page; one of our sales specialists will get back to you ASAP.
Choosing the right digital marketing agency can feel overwhelming, especially for small business owners navigating this process for the first time. If you’re exploring agency options, knowing the right questions to ask can make all the difference — so the team at Odd Dog developed this list of questions to ask a marketing agency to help out.
We asked our team and clients to share their best advice for small business owners interviewing digital marketing agencies. We broke down our questions into six categories:
Our list of questions to ask a marketing agency will help you find a marketing partner that truly aligns with your business and goals.
Before you meet with potential marketing agencies, take a step back to define your goals. Understanding the goals you have in mind for your business growth will allow you to create a comprehensive list of questions to ask the marketing agency. The most productive interviews happen when you know what you’re aiming for.
When you’re clear on these answers, you’ll quickly spot agencies that “get it” and those that don’t. More than likely, the agency you’re interviewing will ask you these questions anyway, so it’s helpful to have the answers prepared.
Start by getting a feel for who they are, how long they’ve been around, and what makes them stand out.
If you have a specific marketing goal in mind, such as increasing your organic social media growth, you could ask, “Do you have expertise in organic social media management and strategy?”
For small businesses, the agency’s location and team size can matter. Local marketing agencies often have a better understanding of your audience, and you have the option to meet in person. Another overlooked benefit is working in the same time zone.
Here is what a couple of our clients said about why they chose a local marketing agency:
“I always go for the small and local over the large and international. Being able to quickly and efficiently communicate with humans in the same town always wins.”
— Hillman Guitar Instruction
“We are a family-owned business that distributes worldwide but manufactures locally. We wanted to support a local neighbor that we could trust.”
— Basta Boatlifts
That’s not necessarily a bad thing. Any agency worth its salt has a well-trained team of marketers who can develop an effective strategy in any industry. The principles of marketing apply to all!
Additionally, the first step in any marketing engagement should be to learn more about your industry and unique business — and, through this exploration and research, a marketing agency can often make up for a lack of prior industry expertise. Even if they haven’t worked in your specific niche, an outsider’s perspective can spark fresh creative ideas.
While extensive industry experience can certainly be helpful, it can also be detrimental. Watch out for an agency that specializes in one specific industry, especially if they offer services at a lower price; these agencies often offer the exact same strategy and approach to all of their clients, including your potential competitors.
Once you understand the marketing agency’s background, delve into how they think.
Hillman Guitar Instruction recommends asking:
Pay attention to how they talk about customization. A cookie-cutter strategy is a major red flag. They should ask questions about your unique goals, audience, and challenges.
“Odd Dog came with questions about our buying cycle, our ideal customer, our products and services, and our competitors. That proved they were interested in our success as a company. While no one agency can be familiar with all industries, not doing any homework on our company ahead of proposing a strategy would be a red flag.”
— Basta Boatlifts
Listen for A/B testing, also known as split testing, when discussing Google Ads or other pay-per-click advertising platforms. A/B testing is a powerful method for comparing variations of something to determine which one performs better, thereby guiding future strategies.
Last but not least, look for data-driven thinking — an analytical team that makes decisions based on evidence rather than assumptions.
If a digital marketing agency doesn’t offer transparent, consistent reporting, it will be challenging to track progress or hold them accountable.
Great agencies are transparent and adaptable. They’ll customize reporting and marketing analytics based on your goals and guide you through key metrics, including leads, conversions, and ROI.
Odd Dog holds monthly meetings to review our clients’ KPIs, discuss the data’s findings, and determine how to adjust the strategy accordingly. Also, be skeptical of agencies that guarantee instant results or #1 rankings; those claims are unrealistic and often misleading. Asking about results and ROI is almost a trick question.
Smooth communication makes all the difference in your client experience. You’re paying for a service, so you should expect excellent customer service.
Do they sound proactive and organized? Do they assign dedicated account managers? You want a team that feels like a partner, not a vendor you struggle to reach.
Budget transparency and clear terms are essential.
Every digital marketing agency is different, so ensure that you clarify the contract length, their cancellation policy, and other costs to align with your needs.
Always ensure you retain account ownership. Agencies should set up ad accounts, websites, and analytics tools under your business, not theirs.
We have worked with several clients who struggle to gain access to accounts when they leave their previous agency. Avoid this headache by making sure you own all accounts ahead of time.
As you interview marketing agencies, be cautious if you notice:
“We were on alert for people who seemed salesman-like, who wanted to make the sale but didn’t seem interested in helping us grow.”
— Basta Boatlifts
It’s okay if an agency doesn’t have every answer immediately. What matters most is their willingness to research, follow up, and communicate promptly and effectively. The best client-agency relationships are built on mutual respect and transparency.
Finding your ideal marketing agency isn’t just about who has the best pitch; it’s about who listens, understands, and aligns with your goals.
Come prepared with our list of questions to ask a marketing agency, take notes during your meetings, and trust your instincts. The right agency will feel like an extension of your business, not just a vendor!
Read our recent blog posts that might help your business!
Generate more reviews with our 3 email templates.
How to create designs without a brand guide.
Boost your organic social media growth.
Make sure your website is cookie compliant.
At Odd Dog, we love helping small businesses grow through authentic, data-driven marketing. If you’re exploring agencies, we’d love to answer your questions — no pressure, no jargon. Let’s chat!
Please use the calendar to the right to book an initial meeting with our sales team.
Have a specific service in mind or looking to share more about your project goals? Close out of this pop-up and fill out the form on the page; one of our sales specialists will get back to you ASAP.