Market, Customer & Keyword Research

You’ve decided to seek help for your business’s marketing needs. Great, it’s a wise investment of your valuable business dollars and time. There are many digital marketing agencies out there.


Here’s how to find the perfect fit, in SIX easy steps…………………..



1. Set Your Goals

Start by looking inwards. Determine your overall business goals (in the short term as well as long term).  Then define your marketing goals, so your business and marketing goals are aligned.

Understanding what you want to achieve with your marketing efforts. As well as being able to describe your business needs in terms of website, content, social media and graphic design, the better your conversations will be with prospective marketing agencies and consultants.

Additionally, you should also consider your budget. There is no set price. A good marketer should be able to work with any reasonable budget and set your expectations accordingly. Be sure to also factor in the value that the marketing partner can provide to your business.


2. Do Your Research 

Whilst it’s a good idea to look for marketing agencies and consultants that have experience in your industry and have a track record of successful projects. A good marketer can evaluate a client’s industry, online presence and competitors and devise an effective strategy.  Look at:

Referrals – Ask for referrals from your existing trusted service partners (i.e., bookkeeper, accountant, IT, HR, Business Coach)

Case Studies – Many agencies post case studies on their website to prove it was a successful partnership. Check out their website to see proof of their work.

Testimonials – Try to find out what people are saying about their experience. Are the testimonials posted on the site? If they’re not, it could indicate they’re trying to hide something.

Reviews – Go through a third-party site to find reviews of the agency. What are clients saying?

Check Out Their Website – Does the agency “practice what they preach?” Is their website optimized for search, linked to social media accounts, and filled with creative content?


3. Schedule Consultations and Discovery Calls


Once you have a list of potential agencies, schedule consultations with them to discuss your marketing goals and ask questions about their experience and approach. It’s a good idea to prepare an agenda for these meetings with questions about what you want and how the agency works.


Here are some questions to ask:

  • What’s their process for crafting marketing strategies, plans and tactics?
  • How they plan to track the strategy’s success. Let them know that you want to be informed throughout the entire project.
  • What services are included? There are several components to digital marketing i.e., SEO campaign, Paid ads, Content creation. Make sure you know What’s included. And Why they choose the marketing mix selected is right for your business i.e., aligns with your business goals.
  • Ask about the strategy’s flexibility. Can you increase the agency’s involvement if you want to launch a new website and scale back when things are less busy?
  • Ask who will be working on your project/s. We recommend letting agencies know you want to build a relationship with the team working on the project. The more the team members get to know you and the business, the more likely they’ll understand your goals.


Here are some questions you want to hear from your prospective marketing agency:

Asking questions shows the team wants to understand your business, brand and the goals. For instance:

  • Your business goals (and marketing goals)
  • Your target audience
  • Your branding and USP, also do you have a branding style guide?
  • How long you have been in business?
  • What have you done in the past – that has worked and hasn’t worked?
  • What touchpoints and platforms you have and how you currently use them?
  • Who are your competitors?


4. Evaluate their Expertise and Service Offerings


Evaluate the services and expertise of the agency. Look for agencies that offer a range of services such as SEO, PPC, social media marketing, content marketing, and branding. Size doesn’t always matter. A big marketing agency doesn’t mean it’s the right agency for you. Choose an agency that makes the needs of all clients a priority – regardless of business size.

Desk with notepad on top with marketing terms written on each page of the notepad


5.  Consider their Communication and Transparency

You want a marketing agency that keeps clients in the loop. Ask if you will be in direct contact with the employee working on your account. Inquire about the agency’s policy for communicating with clients during a campaign. Ask about how they share their reporting and metrics to evaluate the success of the project.


6. Consider the Potential Future Relationship

When you engage a marketing agency or consultancy (or any service partner), you are committing to a relationship. A successful working relationship is based on your business and marketing agency working together for a common cause: achieving your business goals. Before you commit make sure you feel comfortable partnering with them.








From my perspective, I believe the most important factors in choosing a digital marketing partner are:

1) can they do the job, and 2) do you like working with them?



In summary, follow these steps to take the time to understand what you want and what you are prepared to pay. Then research and evaluate potential marketing agencies; to ensure you choose one that can help you achieve your goals and is a good fit for your business.

We hope these steps are helpful! Let us know if you have any questions by emailing us: 


Are you considering engaging a marketing agency or just curious to find out a bit more about how they could help grow your business?

At Spindrift Marketing we have partnered with many established businesses and startups with their branding, digital marketing and content.  The result? Crafting tailored marketing strategies and tactics that help build awareness, attract new clients, and increase revenue.


Why not find out how we could help your business, with exceptional marketing advice, services and expertise?   
Book your complementary, no-obligation 15-minute Discovery Call with our Director, Kim MacDonald by CLICKING HERE




About the Author:

About Kim MacDonald

Kim MacDonald is the Founder and Director of Spindrift Marketing. Kim is a Marketing, Brand Management and Business Development Specialist who understands the importance of strong alignment between marketing strategy and business priorities. She has over 30 years of marketing experience across the entire marketing lifecycle, in a range of top tier multinational organisations, in industries including Professional Services, Airlines, Financial Services, High Tech, Legal Firms, and MedTech in both Australia and the UK. Kim founded Spindrift Marketing almost six years ago, with the goal of providing small businesses throughout Australia with access to affordable marketing services and solutions that make a difference.

Connect with Kim on LinkedIn

Speaker – If you are looking for an experienced marketing and knowledgeable business builder to speak at your next event, workshop or podcast, consider Kim. Kim has extensive speaking experience in Australia and the UK and can speak about any topic related to business, entrepreneurship, digital marketing, business leadership, personal branding, social media, women in business, how to start a new business and all manner of business highs, lows and life juggles.

Want to find out more about Kim’s topics, approach and availability for your next event? Contact the Spindrift Marketing team at



At Spindrift Marketing we specialise in helping small business realise their full potential. Our team of experienced Sydney-based marketing, creative and website consultants know the marketing lifecycle back-to-front; channels, tools and tactics…we can do it all. But first we work hard to understand your business goals. Then deliver the right marketing for your business, on your terms.


Spindrift Marketing – Providing Marketing Advice, Expertise & Services that Make a Difference


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