How to Evaluate a Digital Marketing Agency's Portfolio

There are MANY agencies out there claiming to be the best. We know because we also claim to be one that does a great job for our clients!

But as an organization trying to weed through the options, how are you able to really tell which ones are good and which ones are phony? One of the most effective ways is by taking a deep dive into an agency’s portfolio. Let's break down what you should be looking for when evaluating an agency's body of work so you can make the best choice possible.

Diversity Drives Digital Marketing Success

First things first, check out the range of projects in the portfolio. A solid agency should have experience across different industries and types of businesses. Why? Because it shows they can adapt their strategies to various contexts and aren't just a single-solution provider.

Look for a mix of B2B and B2C clients, as well as companies of different sizes. If you're a small local business, you might be wary of an agency that only works with Fortune 500 companies. On the flip side, if you're a large corporation, you'll want to make sure the agency can handle projects at scale.

Results, Results, Results

Let's face it, pretty websites and clever social media posts are great, but at the end of the day, it's all about results. A top-notch digital marketing agency should be proud to showcase the tangible outcomes of their work. Look for:

? Specific metrics: Increases in website traffic, conversion rates, social media followers, etc.

? Before and after comparisons: These give you a clear picture of the impact the agency had.

? Long-term results: Anyone can provide a short-term boost, but sustained growth is the real deal.

If an agency is vague about its results or only talks in generalities, that's a red flag. You want hard numbers and concrete examples of how they moved the needle for their clients.

Relevance to Your Industry

While variety is important, you also want to see some projects that align with your industry or business model. If you're an e-commerce company, look for examples of successful online stores the agency has worked with. For B2B services, check out how they've helped similar businesses generate leads and close deals.

This doesn't mean the agency needs to have worked with your exact type of business before, but some relevant experience can go a long way in understanding your unique challenges and opportunities.

Up-to-Date Strategies and Technologies

Digital marketing moves fast. Like, really fast. What worked like gangbusters last year might be old news today. When evaluating a portfolio, pay attention to the strategies and technologies the agency uses.

Are they leveraging the latest social media platforms? Do they mention using AI and machine learning in their campaigns? Have they adapted to recent changes in search engine algorithms? A forward-thinking agency should be on top of these trends and incorporate them into their work.

Creativity and Innovation

While results are crucial, don't overlook the creative aspect of digital marketing. Look for campaigns that stand out from the crowd and show innovative thinking. This could be anything from a clever social media campaign to a unique website design or an out-of-the-box content marketing strategy.

Creativity isn't just about being artsy – it's about finding novel solutions to marketing challenges. An agency that can think outside the box is more likely to help your business cut through the noise in a crowded digital landscape.

Consistency Across Channels

It's important that an agency can deliver a consistent brand experience across various platforms. Look for portfolios that showcase integrated campaigns spanning websites, social media, email marketing, and even offline channels.

Pay attention to how well the agency maintains a brand's voice and visual identity across these different touchpoints. A cohesive approach indicates that the agency understands the importance of brand consistency and knows how to achieve it.

Client Testimonials and Case Studies

While not strictly part of a portfolio, client testimonials and in-depth case studies can provide valuable context to the work showcased. They offer insights into the agency's process, how they handle challenges, and what it's like to work with them.

Look for testimonials from reputable companies and case studies that go beyond just showing pretty pictures. The best case studies will walk you through the problem, the strategy, the execution, and the results in detail.

Awards and Recognition

Has the agency won any industry awards or received recognition for their work? While awards aren't everything, they can be a good indicator of an agency's standing in the industry and the quality of its output.

Just make sure to look into the credibility of the awards. Some carry more weight than others, and a few well-respected accolades can be more impressive than a long list of obscure ones.

The Portfolio Itself

Last but not least, pay attention to how the agency presents its own portfolio. After all, if they can't market themselves effectively, how can you trust them to market your business?

Look for a well-designed, easy-to-navigate portfolio that clearly communicates the agency's strengths and successes. If their own website is outdated, slow, or difficult to use, it might be a sign that they're not practicing what they preach.

Evaluating a digital marketing agency's portfolio is a crucial step in finding the right partner for your business. By looking at the variety of their work, the results they've achieved, their industry relevance, use of current strategies, creativity, cross-channel consistency, client feedback, industry recognition, and their own marketing efforts, you'll be well-equipped to make an informed decision.

With these tips in mind, you'll be well on your way to finding an agency that can take your digital marketing to new heights. As always, feel free to reach out to Onya today to learn more and we can set up a discovery call!