The Role Of A Digital Marketing Agency In Your Business Strategy
Running a business is a challenging and often nerve-wracking operation. Marketing alone can be overwhelming, more so when competition is factored in. Today, marketing has become a landscape broadened exponentially by digital technology, and this only compounded the pressure imposed on marketing agents.
Well-established businesses typically have a skilled in-house marketing team. This is because they understand the importance of digital marketing in growing their business and maintaining their competitive edge.
However, for small- to medium-sized businesses, achieving the desired numbers can sometimes be hard, even with the best tools and minds. This is where a digital marketing agency can become a powerful ally. With so much at stake, such businesses may need to look toward outsourcing their digital marketing campaigns to grow and succeed.
What Is A Digital Marketing Agency
A digital marketing agency is an outsourced service provider that promotes or markets a company’s products and services using digital channels, like the Internet.
Digital marketing is the process of using digital channels to help businesses establish a digital
presence, attract potential customers, and retain existing ones. It involves understanding and satisfying the needs and wants of your target audience while gaining a competitive edge.
Therefore, a digital marketing agency will need to assess a business to develop strategies and actionable items to improve its overall market standing.
Services Offered By A Digital Marketing Agency
Digital marketing agencies provide a wide range of services. Your company should choose the appropriate services for your current needs to achieve a desirable return on investment (ROI). Here are some of the core services offered by digital marketing agencies:
- Search Engine Optimisation (SEO)
This involves optimizing a website to rank higher on search engine results pages (SERPs) for specific keywords. The aim is to increase organic (unpaid) traffic to the website.
- Pay-Per-Click (PPC) Advertising
This involves setting up and managing advertising campaigns on platforms like Google Ads, Bing Ads, or other search and display networks. Advertisers pay a fee each time one of their ads is clicked.
- Content Marketing
This includes creating, publishing, and distributing valuable content to attract and retain a specific audience. The content may include blog posts, videos, e-books, and more.
- Social Media Marketing (SMM)
This encompasses promoting a product, service, or brand on social media platforms, like Facebook, Instagram, Twitter, LinkedIn, and Pinterest.
- Email Marketing
This involves sending emails to potential and existing customers to inform them about new products, promotions, or news. It’s also used for nurturing leads and maintaining customer relationships.
With this strategy, a business rewards an individual or business (affiliate) for promoting their products or services. The affiliate earns a commission for every sale or action generated through their affiliate link.
- Online Reputation Management
This involves monitoring and managing a brand or individual’s reputation online. This can include addressing negative reviews, promoting positive testimonials, or handling public relations crises.
- Web Design And Development
This is the process of creating or revamping websites to be user-friendly, mobile-optimised, and aligned with the brand’s identity.
- E-commerce Solutions
These are strategies and tools to help businesses sell products online, including website setup, shopping cart integration, and payment gateway solutions.
- Mobile Marketing
This tactic involves engaging with customers on mobile devices through SMS marketing, app-based marketing, in-game mobile marketing, and more.
- Video Production
This is the process of crafting compelling video content for advertising campaigns, brand stories, or educational purposes.
- Analytics And Reporting
Using tools like Google Analytics, agencies track website traffic, user behaviour, conversion rates, and other KPIs, and provide regular client reports.
- Conversion Rate Optimisation (CRO)
This involves strategies to increase the percentage of website visitors who take a desired action, such as signing up for a newsletter or purchasing.
- Influencer Marketing
This is where a business collaborates with influential individuals within an industry to promote their product, service, or brand.
- Programmatic Advertising
This consists of automated buying and selling of online advertising targeting specific audiences.
- Chatbot Development
This involves creating and integrating AI-driven chat assistants to engage website visitors, answering queries or guiding them through processes.
- Marketing Automation
it uses software to automate repetitive tasks, such as sending periodic emails, social media posts, and other website actions.
Benefits Of Outsourcing A Digital Marketing Agency
- Expertise And Specialisation
Agencies bring specialised knowledge and expertise in various digital marketing disciplines, ensuring best practices are always applied. In a 2020 Statista report, when global marketers were asked which digital techniques mattered most, content marketing was ranked first, followed by ‘marketing automation, big data, AI, and machine learning.’
It’s easy to see that the skills to run digital marketing are diverse. So for a business that can’t afford to train new staff, outsourcing is the solution.
When considering a digital marketing agency, it’s essential to clarify their services and how they align with your business goals.
Hiring an agency can be more cost-effective than building an in-house team, especially for small to medium-sized businesses. Aside from saving on training and salaries, the company also saves on overhead costs, rental for the extra space, equipment costs, and software or SAAS purchases.
As your business grows, a digital marketing agency can adjust strategies and resources to match your evolving needs.
- Data-Driven Decisions
Agencies use advanced tools and analytics to monitor campaigns, ensuring decisions are based on data, not intuition.
- Integrated Marketing Approach
Agencies can coordinate marketing channels (SEO, PPC, social media, email) for a cohesive and unified strategy. Updated with the latest trends, tools, and technologies, they can ensure your business remains competitive.
They often have access to premium services and software that might be cost-prohibitive for individual businesses. In short, outsourcing to an agency allows firms to focus on core operations while experts handle the marketing.
Brand Development And Customised Strategies
Agencies can help craft a consistent and compelling brand presence across all digital platforms. Digital marketing agencies tailor their approach to your business goals, industry, and target audience.
- Continuous Optimisation
Regular monitoring and adjustments ensure campaigns are always optimised for the best results.
- Training And Development
Agencies invest in staff training, ensuring they’re always equipped with the latest skills and knowledge.
- Risk Management
With their expertise, agencies can foresee potential challenges and devise risk mitigation strategies.
- Networking And Partnerships
Agencies often have relationships with platforms, publishers, and influencers, which can be leveraged for campaigns.
- Transparent Reporting
Regular reports provide insights into campaign performance, ROI, and areas for improvement. Engaging with a digital marketing agency is not just about outsourcing tasks. It’s about partnering with experts who can integrate seamlessly into your business strategy, driving growth and ensuring your brand thrives in the digital landscape.
Are You Ready For A Digital Marketing Agency?
Consider an agency if your business is growing and you can no longer handle the digital marketing aspect alone or with a small team. Additionally, an agency might be better if you need specialised skills like SEO, PPC management, content marketing, or social media expertise outside your core team’s competency.
Agencies come in various sizes and costs, so carefully review the proposal, the deliverables, and the timeframe. If you have a consistent marketing budget but need more in-house expertise, an agency could be a worthwhile investment. Also, an agency can bring structure if you need help maintaining a consistent marketing strategy or if campaigns are started but still need to be completed.
You may have developed a good strategy and feel well about the competition. However, if you need to learn how to measure the return on your marketing investments or figure out your current returns, a good agency can help set KPIs and measure ROI.
How To Work With A Digital Marketing Agency
Before reaching out to an agency, know what you want. Is it brand visibility, increased sales, or more social media presence? Clear goals will guide the agency’s efforts and make measuring success easier.
Always do your due diligence before hiring an agency. Look at their previous work, reviews, and case studies; and get referrals. A good digital marketing agency can be a game-changer for your business if the partnership is good.
Once they are onboard, regularly communicate with them. Regular meetings, emails, and calls will ensure everyone is on the same page. Develop a healthy balance between overseeing and giving them space. Trust your agency’s expertise, but always monitor metrics, results, and strategies. Regularly review performance against set KPIs.
For an agency to be effective, they’ll need access to certain tools, accounts, and data. Make sure they have what they need, but always maintain security protocols. A difference in opinions may arise. However, be open to suggestions. An experienced agency will bring fresh ideas and perspectives and is paid to do that.
Building a relationship takes time. Give the agency adequate time to understand your business and see results. However, it may be time to reassess if things aren’t working out after a reasonable period, especially since digital marketing evolves rapidly. Engage with the agency to stay updated on the latest trends and strategies.
Businesses that engage digital marketing agencies must have clear expectations for a productive and stress-free relationship. While digital marketers are talented, they must have their marching orders from the businesses they serve.
They must create proposals and a campaign calendar, including content, social posts, and the like. Feedback gathered from reviews, SEO, and analytics will help agencies tailor-fit the deliverables, streamline the timelines, and scale up what is existing.