How to Pick the Right Marketing Partner for your SME:
A Quick Guide & Checklist for Filipino SMEs
Table of Contents
So, you’re looking for a digital marketing agency to help your business grow. That’s awesome! But now you’re staring at a few proposals, and they all sound… well, like marketing speak. How do you choose the right partner and not just someone who talks a good game?
Let’s break down what makes a good proposal and what questions you, as a smart business owner, should be asking.
What a Proper Proposal Should Clearly Show You
A great proposal isn’t just a price list; it’s a mini-plan showing they get you– they understand what keeps you up at night and they have the ability to deliver the results you need. Here’s a quick checklist of what to look for:
They Understand YOUR Business
Does it sound like they've actually researched your company, your industry, market, and your specific goals? Or is it a generic copy-paste job?
Clear Scope of Work
"Marketing doesn't understand what a real lead looks like!" counters "Sales doesn't follow up on our leads properly!" This finger-pointing creates a toxic cycle of blame rather than collaboration.
Tailored Strategies (The 'How')
Do they explain how their proposed activities (e.g., SEO, Facebook Ads) will help your specific business achieve its goals?
Measurable Goals & KPIs
How will success be measured? Look for specific Key Performance Indicators (KPIs) like "increase website leads by X%" or "improve Google ranking for Y keywords."
Realistic Timeline
When can you expect to see certain activities happen or initial results?
Transparent Pricing & Terms
Will it be a senior expert or a junior team? It's fair to ask about the experience of the people directly handling your account.
Proof They Can Deliver
Do they show relevant case studies, testimonials, or examples of past work, ideally with businesses similar to yours?
Red Flag: If a proposal feels like they could send it to any business without changing much, that’s probably not a valuable partner.
Did They Really Get Your Business?
Scoping Your Needs
A truly great agency or consultant won’t just tell you what they want to sell you. They’ll start by listening intently to you.
A Smarter Start
They should ask you lots of questions about your business, your ideal customers in the market, your biggest challenges right now, what you’ve tried before, and what your ultimate growth vision looks like.
Their Goal is YOUR Goal
The solutions they propose should directly connect to the goals and challenges you shared.
Big Red Flag: An agency that jumps straight to a packaged solution or a price list before deeply understanding your specific situation and needs.
Smart Questions to Ask Before You Sign That Dotted Line
To help you dig deeper and see if they’re the right choice (and to gauge their knowledge and expertise!):
- “Can you walk me through a project you handled for a business similar to mine, detailing the strategy, the challenges, and the specific results achieved?” (Tests relevant experience & transparency).
- “How will you measure the success of the specific services you’re proposing for us, and how often will we receive reports and discuss progress?” (Tests their focus on results and communication style).
- “Who exactly from your team will be working on our account day-to-day, and what is their direct experience with [the specific service you need, e.g., running Facebook Ads for SMEs]?” (Helps you understand who you’re really hiring).
- “The digital world changes fast! How does your team stay updated with the latest trends, algorithm changes (like on Google or Meta), and new tools like AI?” (Shows if they are proactive and future-focused).
Listen carefully to how they answer. Are they clear, confident, and specific? Or vague and full of buzzwords?
Decoding the Price Tag: A Quick Guide for Local SMEs
Ah, the budget question! This is tricky because prices for digital marketing services in the Philippines can vary HUGELY based on the agency’s size, reputation, the scope of work, complexity, and your specific industry. The ranges below are very general starting points for basic monthly retainers for SMEs and should be taken with a grain of salt – always get a custom quote!
| Service Category | Typical SME Starting Range (PHP/month) | Key Things That Affect Price |
| Email Marketing (Basic Management) | ₱15,000 – ₱40,000+ | List size, # of campaigns, automation complexity, content creation needs. |
| Facebook/Meta Ads Management | ₱20,000 – ₱50,000+ | Excludes actual ad spend. Number of campaigns, targeting complexity, creative needs, reporting depth. |
| Basic Local SEO | ₱15,000 – ₱50,000+ | GMB optimization, local content, on-page basics, local citation building. Comprehensive SEO is significantly more. |
| SEM (Google Ads Management) | ₱20,000 – ₱60,000+ | Excludes actual ad spend. Keyword competitiveness, campaign complexity, number of ad groups, landing page optimization. |
| Website Dev (from scratch) | Typically Project-Based | E.g., ₱80,000 – ₱500,000+ per project. Simple sites are less, complex e-commerce or custom systems are much more. |
| (Ongoing Web Maintenance) | (₱5,000 – ₱20,000+/month) | Can be a small retainer after build for updates, security, minor changes. |
How Do You Know If It's Not Over or Underpriced?
1.
Underpriced Red Flag
If a quote seems too good to be true (e.g., “Full SEO, social media, and ads for ₱10,000/month!”), it probably is. This might mean a very inexperienced team, a cookie-cutter (ineffective) approach, a very limited scope they haven’t explained, or they’ll upsell you heavily later.
2.
Overpriced Concern
Are they justifying a high price with clear value, expertise, a comprehensive scope, and projected (realistic) results? Get 2-3 proposals if you can, to compare. But remember…
3.
Focus on VALUE, Not Just the Lowest Cost
The cheapest agency isn’t the “better” deal if they don’t deliver results or understand your business. A slightly more expensive partner who gets you and delivers a strong ROI is clearly a much smarter investment.
The Aligned Team
Before you say “Yes!” run through this:
Do they clearly understand MY business goals and challenges?
Does their proposed strategy genuinely make sense FOR MY BUSINESS?
Do they communicate clearly, honestly, and transparently (no confusing jargon)?
Have they shown relevant experience or case studies (ideally in the same industry or market)?
Does the pricing feel like a fair exchange for the promised value and expertise?
Do I feel a good sense of trust, respect, and potential partnership with their team?
Our Final Tip: Trust Your Gut, But Do Your Homework!
Choosing a digital marketing partner is a big decision for your growing business. Use this guide to ask smarter questions, look for the right signs in their proposal, and make an informed choice. You’re looking for a partner who is genuinely invested in helping your local business get Smarter and Better and achieve real, sustainable success.
Good luck – you’ve got this!