The work in three places
A marketing agency works in three places: where your customers search (Google, Maps and increasingly ChatGPT), where they scroll (Instagram, Facebook, LinkedIn, TikTok) and where they decide (your website, your quote, your checkout). In most of Europe "marketing agency" is not a protected title: anyone may use it, from a freelancer making posts to an agency with a team per channel. The name says little; what an agency shows of its work says more. Whether to work with a freelancer or an agency is compared in freelancer or agency.
A second split few people make: some agencies mostly make, others mostly measure. Those who make posts, videos and ads deliver visible work; those who measure deliver figures on how many enquiries came through which channel and what each one cost. For a small business the right agency does both. Hiring abroad, for example a Belgian team for a Dutch, French or English market, adds one question: who writes in each language, and do they know that market's search terms?
Which agency does what
With full-service, always ask what the agency does itself and what it outsources.
Types of agency, and what to ask them
| Type | Fits if | Ask this before you sign |
|---|---|---|
| SEO agency | you want enquiries without paying per click, see SEO | which pages and terms the first quarter delivered, for a business like yours |
| Ads agency | you want fast traffic with measurable costs, see Google Ads | who owns the ad account if you stop |
| Social media agency | your brand lives on images, see social media management | who makes the posts and who approves them |
| Web agency | your site is dated or does not sell | whether the site is yours, code and domain included |
| Advertising agency | you launch something big, see advertising agency in Ghent | how they measure whether the campaign worked |
| Full-service | you want one contact | who actually works on your account, and what is outsourced |
Freelancers, timing and contracts
Do I need an agency or is a freelancer enough?
A freelancer can be excellent for one channel. If you need a site, SEO and ads at once, an agency or a standing team of specialists is easier.
How long before I see results?
Ads bring traffic within days. SEO takes weeks to months, depending on competition. A site that converts better shows from launch.
Do I have to sign for a year?
Not necessarily. For SEO a longer period makes sense because it takes time, but monthly notice with a fair period is common too.
How agencies charge
There are three forms. A project with a fixed price for something that gets finished, such as a new site. A monthly retainer for ongoing work, such as SEO or social media. And an hourly rate for one-off tasks. Market prices are in digital agency cost; per channel in SEO cost, Google Ads cost and social media management pricing.
How much budget fits your turnover, work out with the marketing budget calculator. Agree the notice period too, and what happens to ongoing work when you stop.