How to Choose a Digital Marketing Agency for 2025

In this video, I outline how to select a digital marketing agency in 2025.

Covering nine essential steps including:

• Step 1: Start with Your Business Goals
• Step 2: Look at Their Expertise and Experience
• Step 3: Review Their Portfolio and Case Studies
• Step 4: Understand Their Process
• Step 5: Evaluate the Team
• Step 6: Check Out Reviews and What Others Are Saying
• Step 7: Consider Pricing and Value
• Step 8: Assess Culture and Fit
• Step 9: Explore How the Agency is Using AI
  
  

By following these steps, you'll be equipped to choose an agency that aligns well with your objectives and values.

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How to choose a digital agency 2025

Choosing the right digital marketing agency can feel like a daunting task, right? With so many options out there, it’s tough to know which one is the perfect fit for your business.

Below, I’ll break it down for you in simple steps so you can make an informed choice—and ensure you’re partnering with an agency that’ll truly drive your business forward.

At each step, I’ll give you examples. Many will be from our agency. I know our positioning and target markets intimately - so I’ll show you the signals we present to demonstrate our positioning to potential customers. Look for the same signals when choosing the type of digital agency you require. 

Start with Your Business Goals

Before diving into agency options, clarify what you want to achieve.

• Are you looking to increase website traffic?
• Generate more leads?
• Build a stronger brand presence?
• Create a new website?

Your goals will differ based on the type of business you are. B2C, B2B, large business, small. For example, we have large corporate clients that are successful without being pin-point on digital marketing strategies. 

Knowing your goals will help you narrow down agencies specialising in your needs. Remember, a good agency doesn’t just execute—they align their strategies with your objectives.

Look at Their Expertise and Services

Different agencies specialise in different areas. Do your homework!

• Do they have expertise in your industry?
• Can they manage everything, from SEO and PPC to social media and email marketing?
• Or do they focus on just one area?
• Can they manage your website? Can they rebuild your website? 

You want an agency with the skills to meet your needs—whether it’s full-service or niche.

Review Their Portfolio and Case Studies

Check their past work. Look at case studies, testimonials, and results. A portfolio will tell you a lot about their style and capabilities. And don’t hesitate to ask for specifics! For example, ask how they improved ROI for another client in a similar industry.

Understand Their Process

A good agency should have a clear and structured process. This includes:

• Strategy development
• Execution
• Ongoing reporting and optimisation

Ask questions like:

• “How do you onboard new clients?”
• “How often will we communicate?”
• “How will you measure success?”

The more transparent they are, the better.

Evaluate Their Team

It’s not just about the agency—it’s about the people you’ll work with. Ask:

• Who will be managing your account?
• What are their qualifications?
• How experienced is the team?
• If the owner is pitching to you - who will be doing the work?

You want to feel confident that the people handling your campaigns are skilled and responsive. Ask them about their project and account management processes.

Check Reviews and References

Don’t just take their word for it—check what others are saying. Look at Google reviews, ask for recommendations, or even reach out to their past clients for feedback. Honest reviews can reveal a lot about how an agency operates.

• Consider Pricing and Value

Budget matters, but don’t just chase the lowest price. Focus on value.

• What results can they promise for your investment?
• Are their fees transparent?
• We put our pricing on our website - because we know it’s not for everyone.

A great agency is an investment in your business's growth. If the pricing feels vague or they overpromise results, that’s a red flag.

Assess Their Culture and Fit

Lastly, consider the agency’s culture. Do their values align with yours? Communication style and shared vision matter just as much as skills. You’ll work closely together, so make sure it feels like a partnership, not just a transaction.

We put our company values on our website. These are the very same values we run our biannual KPI review by. 

Explore How They Use AI to Enhance Results

In today’s digital landscape, AI is a game-changer—and the right agency should be leveraging it to deliver smarter, faster, and more impactful results. Ask them how they’re integrating AI into their work.

Here are a few examples:

Content Creation: Are they using AI to brainstorm, draft, or optimise content for SEO? AI tools can supercharge creativity and efficiency.

Design: AI-powered design tools can create stunning visuals, automate layouts, and even test design variations for better engagement.

Data Analysis: Analyzing massive datasets is where AI truly shines. A good agency should use AI to uncover insights about your audience, predict trends, and make data-driven decisions.

Debugging Code: When it comes to web development, AI tools can quickly debug and optimise code, ensuring your digital assets are running smoothly.

Personalisation: AI enables hyper-personalised marketing, tailoring campaigns to each customer’s preferences and behaviours in real-time.

If an agency isn’t using AI—or has no clear vision for how it enhances their work—it might be worth exploring other options. The future of marketing is AI-driven.

Wrap Up

To wrap up—choosing a digital marketing agency is more than just comparing prices or picking the flashiest portfolio. It’s about finding a true partner that aligns with your goals, communicates openly, and leverages tools like AI to drive real results.

Take your time, ask the right questions, and don’t settle for anything less than an agency that feels like an extension of your team.

Thanks for watching! If you found this video helpful, hit that like button and drop a comment below—what’s your biggest challenge when it comes to your digital marketing agency? I’d love to hear from you.