Choosing the right digital marketing agency is critical to the success of any brand’s marketing strategy. With over a decade of experience operating in Asia, our Social Marketing Agency has engaged in hundreds of commercial discussions — from formal RFPs and tenders to direct outreach. Whether Fortune 500 enterprises or fast-growing startups, we’ve seen many organisations overlook the most important questions during their agency selection process.
Here are the key questions you should always ask before choosing the best Social Marketing Agency:
01. Main Point of Contact: Who will manage my account?
Why it matters:
Many agencies split responsibilities between departments. A dedicated sales team with senior roles often leads the pitch, but once the contract is signed, junior team members may take over daily communications. While this doesn’t always affect delivery, it’s essential to know who your actual point of contact will be.
Ask your Social Marketing Agency:
- Who will be my dedicated Account Manager?
- Who is the backup contact if your primary point of contact is unavailable (leave, turnover, etc.)?
02. Team Responsiveness: How Many Clients Does My Account Manager Handle?
Why it matters:
Not all agencies have the same client engagement standards. Some medium to small-sized agencies may take on clients beyond their bandwidth. This can impact response times and the overall quality of engagement. An Account Manager juggling 10+ clients simply can’t offer the same level of attention as one handling 2–3.
Ask your Social Marketing Agency:
- How many active clients does the agency currently support?
- How many clients are assigned to my prospective Account Manager or Director?
03. Talent retention: What is your agency’s employee turnover?
Why it matters:
Staff turnover directly impacts client experience. Frequent changes in your Account Manager can cause disruptions and misalignment in strategy, especially if each new contact has limited knowledge of your brand and goals. Economic downturns and shareholder pressures may exacerbate turnover, especially in publicly listed or undercapitalised agencies.
Ask your Social Marketing Agency:
- What is the average tenure within the Account Servicing team?
- How long has my future Account Manager been with the agency?
04. Agency Ownership: Who Owns the Agency—and Are They Involved?
Why it matters:
When agency owners are actively involved in operations, they are more invested in client success and long-term innovation. These agencies are often quicker to adapt to trends, invest in emerging tech (e.g., AI, Web3), and maintain a strong internal culture.
Ask your Social Marketing Agency:
- Who are the agency’s shareholders?
- Where are they based?
- Are they operationally involved? What are their roles?
Key Takeaways: How to Choose a Digital Marketing Agency
- Point of Contact: Ensure you know who will manage your account and who will step in when they’re unavailable.
- Responsiveness: Ask about account load per manager. We limit ours to 2–3 recurring clients per manager to ensure high-quality service.
- Retention: Our team’s average tenure is 3–4 years, well above industry norms, ensuring consistent collaboration.
- Ownership: Our agency is 100% independently owned, with all shareholders actively involved in both operations and strategic development.
