The digital marketing market is worth several hundred billion dollars worldwide and continues to grow. For a business looking to launch or restructure its online presence, the first challenge isn’t finding an agency: there are plenty to choose from.
The real question is how to get in touch, explain what you need, and check that the agency is a good fit for your project. This often-overlooked process has as much impact on the quality of the collaboration as the final choice of provider.
Personal data and GDPR: what getting in touch already entails
As soon as you fill out the first form on an agency’s website, the processing of personal data begins. Your name, work email address, company name and sometimes phone number are all covered by the GDPR.
If the agency then uses this data for campaigns, analytics tools or remarketing, the roles of data controller and processor need to be defined. Waiting until the contract is signed to address this means building the relationship on an unclear legal footing.
It’s therefore worth clarifying three points from the outset: who stores what, for how long, and how the client can access or request the deletion of their data.
An agency that dodges these questions or points you to hard-to-find terms and conditions sends a warning sign about its operational standards. When you want to contact Experts Marketing online, checking for a clear privacy policy on the contact page already gives you an initial indication of how seriously the agency takes its responsibilities.
Prepare a brief before contacting an agency: what a digital agency really needs
Most guides recommend that you “define your needs.” The problem is that this advice is vague. What a marketing agency actually needs is a document—even a short one—that sets out three things.
The technical scope of the web project
Is it a website redesign, an SEO strategy, Google Ads campaigns, content creation, social media management, or a combination of these services? An unclear scope can add weeks of back-and-forth. Listing the expected deliverables—pages, articles, campaigns and reports—helps the agency provide an accurate quote without padding it as a precaution.
The constraints that shape the collaboration
- Available budget, even as a range: this avoids receiving proposals that are out of reach or, conversely, too limited for your ambitions.
- A timeline that includes non-negotiable dates, such as a product launch, industry event or seasonal market peak.
- Tools already in place (CMS, CRM, analytics platform) and the level of access the business can grant an external provider.
A two-page brief is better than a thirty-minute verbal briefing. A written document gives everyone a shared point of reference and reduces misunderstandings when the quote is prepared.
How to choose a marketing agency: look beyond the portfolio
Client references are a starting point, not sufficient proof. A portfolio shows what an agency can produce visually. It says nothing about meeting deadlines, support responsiveness or the ability to adapt a digital strategy when early results fall short.
Team structure and certifications
Asking who will work on your project isn’t intrusive; it’s the bare minimum. An agency that outsources most of the work without saying so exposes the client to communication breakdowns and uncertain quality control. Certifications such as Google Partner and Meta Business Partner don’t guarantee performance, but they do demonstrate documented training on advertising platforms.
Reporting and the metrics tracked
Before signing, clarify how often reports will be delivered, which KPIs will be tracked and whether you’ll have direct access to the data. A monthly report without access to analytics accounts limits the client’s ability to verify the results. A transparent agency shares dashboards, not just PDF summaries.
Billing and contracts: common blind spots
A quote alone isn’t enough to govern a relationship that often lasts six months or more. Two points deserve particular attention during negotiations.
The first is ownership of deliverables. The contract should explicitly state who owns everything created—written content, visuals and videos—as well as advertising accounts opened in the client’s name and access to tools. Without an ownership clause, reclaiming your digital assets after ending the relationship can become complicated.
The second is the termination terms. A 12-month commitment with automatic renewal and three months’ notice is not unusual. Negotiating a termination clause after three or six months, with the return of access and data, protects the business if the collaboration fails to deliver the expected results.
France’s e-invoicing reform, which is being rolled out gradually, may also be worth discussing. Asking how the agency handles invoicing and exchanges with clients can prevent administrative friction once the project is underway.
Your first call with an agency: questions that help you find the right fit
An introductory call usually lasts between 20 and 40 minutes. Rather than letting the agency run through its presentation, steer the conversation with specific questions to make a more reliable assessment.
- What is the background of the project manager who will be your main point of contact, and how available will they be each week?
- For a comparable project—in the same industry and at the same budget level—how long did it typically take to see measurable results from SEO or ad campaigns?
- How does the agency handle strategic disagreements with a client, such as a change of direction during a campaign?
- Which communication tools are used day to day (email, Slack or a dedicated project space), and how often are progress meetings held?
Vague answers about timelines or handling disagreements point to a lack of internal processes. A well-organized agency will give concrete examples, not generic promises.
Choosing an online marketing agency depends less on the breadth of its service offering than on the clarity of its processes, the transparency of its billing and its ability to document its commitments. A well-prepared first contact—with a written brief and targeted questions—reduces the risk of a disappointing collaboration far more effectively than comparing portfolios.
