When running a digital marketing agency, one of the most critical decisions is choosing which clients to work with.
It’s tempting to take on any business that approaches you, but not all clients are created equal. Partnering with businesses that already have a solid reputation and strong fundamentals can make or break your agency’s success.
I sat down with Ben Hammel, CEO of Disruptive Digital Marketing, to discuss why digital agencies should focus on working with reputable businesses.

Healthy Businesses Yield Better Results
Some of the clients that will benefit from your work the most are the biggest ones. For example, Ben shared that he’s worked with some Sky Zone parks like Denver, Massachusetts, and Springfield, New Jersey.
These locations are doing massive revenues, and they’ve seen huge increases from marketing efforts. The value proposition is a lot greater for bigger, well-established businesses.
Healthy businesses that are already performing well can leverage your expertise to achieve exponential growth. These businesses typically have the resources, infrastructure, and mindset to implement and scale effective marketing strategies.
The Pitfalls of Desperate Clients
Digital marketing works best when you take on clients who are already doing well. If a client is in a Hail Mary, desperate situation—about to go out of business—and hoping that your ads, SEO, or website optimization will magically save them, it’s often a mistake to take them on.
Here’s why: struggling businesses often lack the foundation needed for marketing success. They might have terrible reviews, poor customer service, or operational issues that no amount of advertising can fix. It’s like trying to save a patient on life support while neglecting other clients who are ready to thrive with your help.
Sure, you can try to be a hero and turn things around for a failing business. But doing so often requires a disproportionate amount of time and energy. For every desperate client you take on, you might be sacrificing the opportunity to serve several healthy clients who can deliver better results for your agency’s efforts.
The Role of Reputation
Reputation is everything in digital marketing. A business with positive reviews, a clean facility, and happy customers makes your job as a marketer infinitely easier.
On the other hand, if you’re working with a business that has negative reviews, dirty facilities, or poor customer service, your campaigns will likely fail. You’re effectively swimming upstream against a current of dissatisfied customers.
If their reviews are terrible, their facilities are dirty, or their operations are a mess, how can you successfully market them? It’s nearly impossible to run a successful campaign for a business that doesn’t care about its own reputation.
Why Bigger Isn’t Always Better—But Healthy Always Is
It’s not about exclusively working with large corporations. Smaller businesses can be excellent clients, too, provided they have a solid foundation. A smaller company with great reviews, happy customers, and a clear commitment to quality can benefit just as much from your services as a larger company.
The key is to look for businesses that have their act together. They don’t need to be perfect, but they should show that they care about their customers and are committed to improving.
Key Takeaways for Digital Agencies
- Prioritize Healthy Businesses: Focus on clients who already have strong reputations, solid reviews, and good operational practices. These businesses are more likely to see immediate and substantial results from your efforts.
- Avoid Desperate Clients: Businesses in dire straits often require more effort than they’re worth. Instead of trying to save failing clients, invest your time in those who are ready to grow.
- Leverage Reputation: A strong reputation makes your job easier and ensures better results for both you and your client. Work with businesses that prioritize customer satisfaction and quality.
- Think Long-Term: Choosing the right clients isn’t just about short-term revenue. It’s about building a sustainable, profitable agency that works with partners who value your expertise.
By being selective about who you work with, you’ll set your agency up for long-term success. Remember, your reputation as an agency is directly tied to the reputation of your clients. Choose wisely, and you’ll not only protect your brand but also foster meaningful, high-impact relationships.
If you want to learn more about managing and scaling your agency, check out Agency Management.