How to Select the Right Agency for Your Business

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Perhaps the biggest challenge for businesses is standing out amongst the noise and finding ways of building public favor when it comes to selecting and supporting your products or services. For example, if you run a sports clothing brand, you’re in competition with the likes of Nike, Adidas, and the many other small, medium, and large-sized athleisure wear brands.

As a result, many businesses turn to marketing agencies that specialize in the likes of B2B, SEO, email, and various other services aimed to help market your business and get it in front of the right eyes. Nonetheless, with so many options, it can become difficult to pinpoint what type of agency is right for your goals. Therefore, in this blog, we will discuss marketing agency types and which options might be best suited for your business.

At CJAM, we work with only the best when it comes to locating marketing partners, agencies, and contractors that know their stuff. Start by booking a free consultation to discuss your goals, and allow us to go through our network of vetted partners to determine the best fit!

What is a Marketing Agency?

Marketing agencies are specialized firms that provide a wide range of services to help entrepreneurs promote the services and products of their businesses. Some examples of the services an agency might offer include creating leading digital campaigns across socials, creating promotional materials, developing a marketing strategy, running paid ads, or conducting market research. Typically, an agency will employ designers, copywriters, PPC experts, growth marketers, and other useful roles to promote a business.

B2B vs B2C Marketing Agencies

B2B and B2C are two common acronyms used in business and marketing, referring to business-to-business companies/agencies (B2B) and business-to-consumer. In marketing, there are several differences in the strategies that might be used depending on your business model and whether you’re selling to businesses or consumers.

For example, if you are a B2B business, your marketing strategy will likely take a more personal approach and be relationship-driven. In B2B business, the top priority is typically to generate leads for your company, and therefore, repeat and referral customers become a quintessential part of your company’s success. A B2B marketing agency might focus more on the business’s positioning to build brand reputation and status.

B2C companies are different and may favour a more transactional approach to their marketing strategy. The overarching goal of B2C marketing is pushing customers towards the product or service and making sales. Therefore, efficiency and speed are more heavily favoured, making relationship building a smaller priority. A B2C marketing agency would focus more on your company’s messaging and motivating buyers to purchase.

Strategic Marketing Agencies

If you’re a business owner, then you already know all too well the importance of strategy and having a plan that moves you toward your goals. The same goes for marketing, which is why many agencies focus on marketing, helping businesses craft their marketing strategy and objectives. A strategic marketing agency will spend time and effort preparing the perfect message, pinpointing the ideal audience, and delivering it at the perfect time.

Much like a consulting agency, a strategic marketing agency will want to track analytics and conduct market research to determine your ideal audience and where they like to spend their time. In most cases, a strategic marketing agency will spend a better part of its time investing in the branding of your business, positioning, and identifying your target markets. If you lack one of these facets, it is a good idea to look for a strategic agency that can get you on the right track.

Specialized Marketing Agencies

In addition to the types of marketing agencies that we discussed above, numerous more specialized agencies are experts in their chosen niche. Here are a few of those types of agencies and a description of the type of service that they offer:


SEO, which stands for Search Engine Optimization, focuses on optimizing the visibility and ranking of your website and blog on popular search engines like Google and Bing. If a large portion of your customer base comes from Google searches and website traffic, enlisting the services of an SEO agency can be a good move. SEO agencies possess in-depth expertise in optimizing your content to align with the algorithms and criteria used by search engines, enhancing your online presence. Effective SEO strategies aim to elevate the ranking of your website and blog, making them more discoverable to potential customers looking for specific things online.


Email marketing is undeniably one of the most powerful forms of marketing, allowing businesses to create highly personalized messages tailored to their customers. An email marketing agency has the expertise to craft compelling email campaigns that engage and convert potential customers while nurturing and growing your email subscriber list. A typical email marketing agency has talented copywriters and designers who excel in generating the copy and design needed to create captivating emails that resonate with your target audience. 


A creative marketing agency offers a comprehensive approach that extends beyond the specialized services of other agencies. A creative marketing agency is an excellent choice if your business requires help with advertising, design, branding, and digital strategy. Their primary objective is to harness the power of creativity to market your products and services effectively. With a team of creative and innovative strategists, they can craft unique and engaging campaigns that engage your target audience. From stunning designs to compelling storytelling, a creative marketing agency leverages creativity as the driving force behind every aspect of your marketing efforts. Their ultimate goal is to elevate your brand presence, spark curiosity, and leave a lasting impression on consumers, ultimately driving business growth and success. 

Social Media Marketing Agency

SMMA or social media marketing agencies are here to revamp and manage your social presence completely; think Facebook, Instagram, TikTok, and Twitter. A proficient social media agency will have a deep understanding of all the effective practices to grow your audience while staying up to date on trends and keeping your company brand active across all the social platforms. Social media can be a great way to grow an audience and community of engaged consumers, making it an important aspect of your business.

Branding Agency

Brand marketing focuses on your company’s core identity and how it resonates with the public. Therefore, when collaborating with a branding agency, the objective lies in crafting a compelling brand image that effectively communicates your values. A successful brand marketing strategy will seek to establish an emotional connection with your audience and consumers, going beyond the product’s features and associated emotions and feelings. Through carefully produced content, your brand aims to showcase the values it represents, reinforcing your brand identity and mission in the minds of your target audience. Brand marketing enables your company to nurture trust and loyalty, encouraging customers to build meaningful relationships with your brand.

Advertising Agency

Advertising agencies use their expertise and strategies to generate compelling advertisements that connect with your target audience. They focus on creating commercials and ads for platforms like Google, Facebook, or other media platforms that align with your marketing goals. A successful ad can reach and engage potential customers interested in your products or services, maximizing the chances of conversions. 

Tips for Selecting the Right Agency

Choosing the type of agency to work with is only the first step. After deciding whether to work with an email, SEO, advertising, or creative agency, you will want to review the agency thoroughly and whether it will be a good partner for your business. Here are a few things to check for:

  • Identify your business goals and what you hope to accomplish from the relationship 
  • Ask to see case studies of past projects the agency has worked on
  • Ask to see testimonials or for the contact information of people they’ve worked with in the past 
  • Evaluate their level of communication and responsibility 
  • Ask about their processes and gauge their level of transparency 
  • Determine a budget and if they are transparent about fees
  • Ask if they offer ongoing support or what the relationship might look like after the service has been performed
  • Ask how they stay up to date on the latest trends and remain innovative in their craft 
  • Ask about their teams experience 
  • Ask about their creative process 

These are only a few questions you should consider when vetting a marketing agency and taking them on as a partner. However, to avoid wasting time or billable hours on a poor agency, work with CJAM and take advantage of our vast network of proficient contractors and partners.

Get Started With CJAM

CJAM‘s mission is to facilitate meaningful connections between business owners, entrepreneurs, top-notch marketing agencies, contractors, and partners who are the best in the business. Having meticulously vetted over 500+ agencies, we handpick only those best suited to their craft.

Book a complimentary consultation today to share insights about your business and its specific needs. Let us kick start the process of finding you the perfect agency to take your business to new heights.

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Written By
Picture of Behdad Jamshidi
Behdad Jamshidi
Behdad Jamshidi started CJAM Marketing after realizing that most business owners don’t know how to evaluate the value of a marketing agency or assess their own needs. Since every business is different not only in their needs but where they are at in the growth process, it isn’t a one size fits all. In the past 5 years, Behdad (or Bee) has met with and assessed 800+ marketing agencies and vetted them down to a lean 100 preferred partners across all marketing niches. After pairing hundreds of businesses with the right partners, he’s found his skillset lies in the matchmaking process. Featured in MarketWatch, Bloomberg, National Post and the Financial Post, Bee’s unique background in marketing, engineering, consulting, leadership, sales and strategy, has allowed him to serve as the conduit between business owners and the marketing teams they need.
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