What to Ask a Digital Agency: 5 Key Questions Every Small Business Owner Should Consider

Knowing what to ask a digital agency helps you choose the team that can handle your business’ requirements. Especially since Hostinger reported that lack of demand for a product or service contributes to the failure of most small businesses. This is a wake-up call for many to adapt digital marketing strategies to stay competitive in the market. Having a good digital agency by your side can help you establish a strong online presence that won’t only attract, but also retain customers.

1. Can You Walk Me Through Your Process on Understanding My Business and Goals?

A reputable agency will take the time to learn about your company, target audience, and desired outcomes before developing a tailored strategy. Asking them to walk you through this process helps you gauge their level of expertise and ensures they’re the right fit for your needs. Part of what to ask a digital agency is their process in the initial research and discovery phase. They should conduct a thorough analysis of your industry, competitors, and target market to identify opportunities and challenges specific to your business. As well as review your existing online presence, including your website, social media profiles, and any previous marketing campaigns.

Next, the agency should explain how they gather information about your business goals and objectives. This may involve a series of meetings or interviews with key stakeholders to understand your vision for the company, target audience, and desired outcomes. Some other important questions to ask a digital agency is how they translate that information into a comprehensive digital marketing strategy. This may include developing buyer personas, identifying the most effective channels for reaching your target audience, and creating a content calendar that aligns with your objectives.

2. How Will You Measure the Success of Our Campaign?


Look for an agency that can provide detailed reports and analytics, and that is transparent about their methods. They should be able to explain how they’ll track things like website traffic, lead generation, conversion rates, and ROI. Avoid agencies that are vague about their measurement strategies or that rely solely on vanity metrics like social media followers or impressions. The questions to ask a digital agency should cover the detailed explanation of the key performance indicators (KPIs) they’ll use to measure the ROI of your campaign, including:

  • Return on ad spend (ROAS): ROAS is a metric that helps businesses to understand the effectiveness of their advertising campaigns. It helps them determine whether their advertising efforts are generating a positive ROI. In simple terms, ROAS measures the amount of revenue generated for every dollar spent on advertising. If a business spends $1,000 on an advertising campaign and generates $5,000 in revenue as a result, their ROAS would be 5:1. This means they earned $5 in revenue for every $1 spent on advertising. A high ROAS shows that a business’ advertising campaigns are effective and generate a good ROI.

  • Customer acquisition cost (CAC): The agency should be able to track the cost of acquiring new customers through your marketing efforts. When calculating CAC, divide the total cost of your marketing efforts by the number of new customers acquired during that period. This includes the cost of advertising, content creation, lead generation, and any other marketing activities that are aimed at attracting new customers. According to Userpilot, a good CAC must be lower than LTV. Ideally, this means 3:1 or 4:1 LTV:CAC ratio.
  • Customer lifetime value (LTV): The agency should be able to track the long-term value of your customers, including the revenue they generate over time and the cost of retaining them. This includes the initial purchase, repeat business, and any referrals or word-of-mouth advertising. The goal is to create a positive LCV, indicating that the customer is generating more revenue than it costs to keep them. The agency will track LCV by collecting and analyzing data on consumer behavior, including purchase history, frequency of purchases, and average order value. You can gather this information from customer relationship management (CRM) software, sales data, and customer feedback.


3. How Will You Ensure the Quality and Consistency of My Content?

Having key questions to ask a digital agency regarding their workflow gives you an idea on the layers of review and approval your content undergoes to make sure it’s accurate, engaging, and consistent with your brand’s voice and messaging. This typically starts with a thorough understanding of your brand, your target audience, and your overall marketing goals. They should work closely with you to develop a content strategy that aligns with these elements, making sure that they tailor every piece of content they create to your specific needs. Once the content strategy is in place, the agency will typically assign a dedicated content team to your account. This team may include writers, editors, designers, and subject matter experts (SMEs) who work collaboratively to create and refine your content.

Inquire about the specific roles and responsibilities of this team, as well as the review and approval process they have in place. They should also have a robust quality assurance process that includes multiple rounds of editing, proofreading, and fact-checking. This ensures your content is free of errors, consistent in tone and style, and aligned with your brand’s messaging and guidelines. More importantly, they should have a good approach to content optimization to guarantee that your content maximizes its reach.

4. How Will You Ensure the Security and Compliance of My Digital Assets?

One of the questions to ask a digital agency is their security protocols and security checks schedule on any potential threats or vulnerabilities. They should have a well-defined plan in place for immediate identification, containment, and mitigation of the impact of any security incidents or data breaches. This includes having a dedicated team of security experts who can respond swiftly and effectively to minimize the damage and guarantee the continued protection of your digital assets. Additionally, the agency should stay up-to-date with the latest security trends, technologies, and best practices. This may involve ongoing training for their staff, regular security audits, and implementing top-notch security solutions against evolving cyber threats.

Another important aspect to discuss is the agency’s security protocols and access controls. You’ll want to understand how the agency manages user access, password policies, and multi-factor authentication to prevent unauthorized access to your digital assets. You’ll want to know who has access to your digital accounts, such as your website, social media profiles, and advertising platforms. The agency should have a clear process for onboarding and offboarding employees, and they should be able to provide you with a list of the individuals who have access to your digital assets.

  • User access management: The agency should have a clear process for granting, monitoring, and revoking user access to your digital assets, so that only authorized personnel can interact with your sensitive information. This is particularly important if you have multiple team members working on your account, as it helps to maintain control over who has access to what information. They should also have a system for monitoring user activity to identify and address any suspicious behavior or unauthorized access attempts. This may involve logging user actions, setting up alerts for unusual activity, and regularly reviewing access logs to ensure that only authorized personnel are interacting with your sensitive information.

  • Password policies: The agency should enforce strong password requirements, such as minimum length, complexity, and regular password changes, to protect against password-related breaches. Enforcing account lockout policy can also help prevent unauthorized access through brute-force attacks. By automatically locking out an account after a certain number of failed login attempts, the agency can thwart malicious attempts to guess passwords. This measure adds an extra layer of defense against unauthorized access and strengthens overall password security.
  • Multi-factor authentication (MFA): The agency should implement MFA, requiring users to provide additional verification, such as a one-time code or biometric data, to access your digital assets, further enhancing security. MFA can take various forms, including one-time codes sent via SMS or email, biometric data such as fingerprints or facial recognition, or even smart cards. Each method has its own advantages and disadvantages, and the best approach will depend on the specific needs and requirements of the agency. Besides strengthening security, MFA can improve the overall user experience and instill customer confidence through a more secure and reliable method of accessing digital assets.

5. How Do You Approach Competitor Analysis?


A reputable digital marketing agency should be able to provide a comprehensive competitor analysis that goes beyond the surface-level data. They should be able to delve deep into your competitors’ online presence, identify their strengths and weaknesses, and use that information to develop a tailored strategy for your business. An agency that takes a thorough and strategic approach to competitor analysis is more likely to develop a digital marketing plan that sets your business apart from the competition. They should be able to identify unique opportunities and create a customized strategy that helps you stand out in your industry.

Consider whether they have the tools and expertise to gather and analyze a wide range of data, including website traffic, search rankings, social media engagement, and conversion rates. Assess their ability to translate the insights from the competitor analysis into data-driven strategies. Then they should provide you with a clear and comprehensive plan that outlines the specific tactics they will employ to help your business gain a competitive edge. As well as examples of how they have successfully applied this process to other clients.

Know What to Ask a Digital Agency to Get the Most Out of Your Money

It’s necessary to know which questions to ask a digital agency to make sure you’re partnering with the right team that can accommodate your business needs. Otherwise, you might end up partnering with someone who doesn’t know how to help your business grow because they could only convince you to invest in ineffective marketing strategies. Avoid this issue by learning what to ask a digital agency. This includes their approach to measuring success, maintaining content consistency, and guarantee high-quality security measures for storing your digital assets.

You may also want to ask about the agency’s experience with local SEO, which is significant for small businesses in a physical location. Digital Trek offers comprehensive SEO services that can help your business rank higher in local search results and attract more customers in your area. Remember, the key is to find an agency that takes a collaborative, data-driven, and transparent approach to digital marketing. If you’re ready to turn your business potential into reality, contact us and get a free quote!

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