Choosing the Right Marketing Partner: Insights from a Prospect Who Interviewed 7 Agencies

When a prospect recently shared their journey of interviewing seven different marketing agencies, I knew it would be a valuable story for other business owners. With so many firms and so much conflicting advice, it’s easy to feel overwhelmed. But hearing firsthand about the process from a prospective client gave unique insights into what matters most when choosing a marketing partner.

Here’s what my prospect learned after interviewing seven agencies — and how you can apply these lessons in your own search for the right marketing firm.

1. Avoid the Overly Confident ‘Hard Sellers’

One of the first firms my prospect encountered left an immediate negative impression. This company came in strong, boasting about having marketed for hundreds of clients in the same industry and a lengthy resume. Before my prospect even had a chance to share their goals, the rep launched into a three-minute monologue. While confidence is essential, it quickly becomes a red flag when a potential partner doesn’t listen or understand your unique needs.

Takeaway: Look for a marketing firm that values your input and starts by understanding your specific needs, rather than leading with a generic pitch.

2. Look for Unique and Useful Insights, Not Just Tactics

A common theme in my prospect’s experience was firms that focused solely on tactics. Several agencies proposed similar “cookie-cutter” plans: a blog post here, a few social media posts there, and a vague promise of SEO improvements. But few could explain how these activities tied back to business goals.

One of the more valuable tips my prospect picked up along the way was the importance of a “selections” or “options” page on the website — a page where users can explore and engage with products. This insight came from a company with direct experience in their industry. However, my prospect noted that even this firm didn’t explain how the feature fit into a broader strategy; it was just another tactic to them.

Takeaway: Don’t just listen for interesting ideas; dig deeper to find out how these ideas fit into a bigger plan. The right agency will connect tactics to an overarching strategy that makes sense for your business.

3. Understand the Role of ‘Time on Page’ and Other Metrics

During these interviews, several agencies mentioned time on page as an important metric for SEO. However, my prospect found that few could explain the nuances: when time on page matters, when it doesn’t, and why.

For example, if visitors are spending several minutes on a specific page, that’s great — they’re exploring options and are likely interested. But if they’re spending too much time on a contact page, it could indicate confusion rather than engagement. The right firm should understand these metrics in context and know which ones to prioritize based on your business goals.

Takeaway: Choose a firm that has a deep understanding of metrics but also understands how they apply specifically to your business.

4. Be Wary of Firms Selling Only Tactics, Not Strategy

It’s easy to find agencies willing to “do” marketing tactics — blog posts, paid ads, social media posts — but harder to find those that can clearly explain why they’re doing each activity and how it benefits your business. My prospect noticed a pattern: many agencies could talk about their services in broad terms but couldn’t connect them to a bigger vision for growth.

In our conversation, my prospect shared that the only agency that stood out was the one that understood how tactics fit together. We discussed the importance of things like ensuring that the keywords used on the site’s landing page align with the Google Business Profile. A strong SEO strategy isn’t just about rankings but ensuring a seamless user experience that leads to conversions.

Takeaway: Seek out firms that don’t just implement marketing tactics but also bring a strategy-first approach. The right agency will look at the bigger picture and build a cohesive plan, not just a checklist of tasks.

5. Don’t Be Swayed by Price Alone

Several agencies quoted my prospect prices that sounded appealing, but they were hesitant to trust a company that couldn’t explain what would drive results. In the end, my prospect realized that a higher price isn’t always a better value, but a low price may also signal a lack of expertise. A clear, transparent approach to pricing and services was ultimately what my prospect was looking for.

Takeaway: Don’t make a decision based on price alone. Instead, look at how the agency talks about their pricing in terms of your business outcomes. Are they explaining what the investment will get you, or just quoting a number?

Final Thoughts: Finding the Right Fit

For any business owner looking to hire a marketing agency, my prospect’s experience is a valuable reminder: not all agencies are created equal. Finding the right marketing partner requires more than just listening to pitches. It requires a thoughtful approach that looks for understanding, strategic vision, and alignment with your goals.

The ideal partner isn’t necessarily the one with the flashiest pitch or the lowest price. It’s the agency that listens, understands, and builds a marketing strategy tailored to your business. When you find that partner, you’ll know you’ve made the right choice.