#2 ~ 20 Questions to Find Your Perfect Digital Marketing Partner

Nicolette Ford

Hello and welcome back to Bots & Brains, the Intelligent Marketing Podcast from Social Matrix. What shall we talk about today?

Lorraine Windsor

OK, well! Here we go. We get asked all the time, “How do I pick the right marketing company?” I think people find it a bit of a minefield.

Nicolette Ford

Yes, and before you even start looking at agencies or freelancers, you really need to get clear on what you want out of the relationship. It's best to start with your business goals. Like, what are you trying to achieve? Is it more leads, better brand awareness, or maybe just not having to think about your website at 2am?

Lorraine Windsor

Yeah, and I think people sometimes skip that bit. They just want someone to “do the marketing,” or "build a website", but if you don’t know what you want, how’s anyone supposed to deliver it? I always ask, “What does success look like for you?” And, “How hands-on do you want to be?” Some folks wanna be in every meeting, others just want a monthly update and to be left alone. I like clients to be involved as much as possible.

Nicolette Ford

Yes, and sometimes being involved is essential. If you don't set KPIs, or at least write down notes on what you'd like to get out of the exchange, then it's going to go wrong. Guaranteed! It's easy to assume you're on the same page, but there can be so many misunderstandings. I worked with a company a long time ago. They were so difficult to pin down on what they wanted for their website design and refused to give it any thought. They just expected me to 'come up with something', with very little information. It ended up costing us both a lot of wasted time. Now, I insist on a clear plan from the outset. So, it works both ways.

Lorraine Windsor

That’s a good example. Questions like “What do you need from me before we start?” or “How will we know if this is working?” are essential. If the agency, or consultant, can’t answer those, that’s a red flag straight away. Of course, this works both ways, as you say, Nic; the client should ask questions, and the marketing company should ask questions. It's a partnership, after all. You need to be able to work together.

Nicolette Ford

Yeah, and, you know, it’s a bit like what we talked about in our last episode on market segmentation. You’ve got to know your own needs before you can expect someone else to help you reach the right audience. It’s all about clarity from the start.

Lorraine Windsor

So, thinking about it from a client's perspective, once they know what they want, the next step is figuring out if the agency or freelancer knows what they’re doing. I always say, don’t just look at their website—ask them, “Have you worked with businesses like mine before?” If they haven't, what are they planning to do to familiarise themselves with your industry?

Nicolette Ford

Yeah, and I’d add, ask about their process. Like, “What’s your process before you make any recommendations?” You want someone who starts with research, not just pitching the same thing to everyone. If they can’t walk you through their first 90 days with you, that’s a bit of a worry, isn’t it?

Lorraine Windsor

Oh, totally. And, I had a client once—lovely guy, but he got dazzled by this really flashy agency. All bells and whistles, you know? But when it came to the monthly reports, it was just a load of grarphs and jargon. No real explanation, no actual results. No summary. He felt completely in the dark, and eventually, he lost trust in them. That’s why I always say, “Can you explain your approach without loads of marketing jargon?” If they can’t, they probably don’t understand it themselves, or worse, they’re trying to pull the wool over your eyes.

Nicolette Ford

That’s a great example. And, don’t be afraid to ask for real examples. Ask them if they can share a recent client and the results they achieved. Real numbers matter more than fancy case studies. And, ask them, “How will we know if this is working?” They should be able to tell you what success looks like and how you’ll measure it together.

Lorraine Windsor

And don’t forget to ask, “What happens if something isn’t working?” You want someone who’ll adjust quickly, not just keep running the same campaign hoping for a miracle. There's no excuse for that with all the tracking tech there is these days. Oh, and, “Will you be doing the work yourself, or will it be someone else?” You deserve to know who’s actually on your account.

Nicolette Ford

Yeah, and transparency is everything. If they’re cagey about reporting, or who’s doing the work, or even who owns your accounts and files, walk away. You should always own your website, your ad accounts, and your data. It’s your business!

Lorraine Windsor

Alright, so let’s say you’ve found someone with the right skills and they’re open about how they work. The last bit—and I think this is the bit people forget—is culture fit. Do you actually get on? Do your values align? Because you’re gonna be working together for a while, hopefully.

Nicolette Ford

Oh yes, communication style is huge. If you like quick WhatsApp messages and they only do formal emails, that’s gonna get old fast. So, have a chat before you sign anything. See if you click. And, watch out for warning signs—like if they get defensive when you ask questions, or if they rush you to sign a contract. That’s never a good sign.

Lorraine Windsor

I remember this local retailer—tiny shop, but they found this boutique agency that just 'got' them. They both cared about the community, wanted to do things properly, not just chase quick wins. It worked because their values matched. That’s what you want. Someone who’s in it for the long haul, not just the invoice.

Nicolette Ford

And, don’t be afraid to test the waters. Maybe start with a small project, see how it goes. Ask for references, talk to other clients. And always, always make sure you know what happens if things don’t work out—like, who owns the work, what happens to your files, if you'll have your passwords. Yes, clients locked out of their own accounts at the end of a relationship. The number of times we've heard that!

Lorraine Windsor

Exactly. And, if you take nothing else from today, just remember: ask questions, take your time, and trust your gut. If something feels off, it probably is. There’s no rush—give yourself time to decide.

Nicolette Ford

It’s not just about the honeymoon period, it’s about the long-term relationship. That’s a perfect note to end on. Thank you to everyone listening—if you’ve got questions or stories about finding your own marketing partner, we’d love to hear them. We’ll be back soon with more tips and probably a few more stories from the trenches.

Lorraine Windsor

Thanks, everyone, and see you next week on Bots & Brains. Bye!