So, you’ve got an awesome brand that you’re super proud of, and want everyone to know about it? Do you want to get traffic and be able to generate leads through your website?
That’s where the digital marketing gurus (like us!) come in. Once you’ve established your brand, you need to engage in a digital marketing agency to be able to get the word out and generate some sales.
In an increasingly technological world, it’s important to have a top-notch digital marketing strategy. A digital marketing agency helps businesses launch online marketing campaigns to increase branding and sales. They have the skillsets and experience needed to create profitable campaigns. A good digital marketing agency has a proven track record of results and success stories.
Digital marketing is not as easy as it may seem. If you don’t know what you are doing, there is huge potential to lose time and money, which is why it’s always a good idea to leave that up to the experts.
We’ve compiled a list of things to consider before diving into your digital marketing strategy.
Marketing Strategy – Define Your Goals
Know what’s important for you and your brand.
Do you know if you’re looking for more online or offline sales? Are you looking for increased brand awareness? You should have clearly defined goals of what it is that you need to engage a digital marketing agency for. The clearer your goals are, the better an agency can deliver specific solutions.
Which Digital Marketing Tools Do They Use?
When you’re conducting research, and comparing different digital marketing agencies and what they offer, it’s important to know which digital marketing tools they use to ensure they are the best choice for you to move forward with.
You’ll find that most digital marketing agencies offer the same, or similar services. You want to look out for the following:
Google AdWords – Paid Managed Marketing
Google AdWords is the online advertising platform owned and operated by Google. Adwords is the largest, and most widely used online advertising network in the world. Millions of businesses advertise online using AdWords to reach new customers, engage with current customers, and grow their business.
PPC ads are ads that businesses buy through Google Adwords to promote or sell their products or services. Every time a user clocks on one of these ads, they are taken to that business website. Businesses pay Google each time a user clicks on their ads (hence, Pay Per Click).
PPC ads are crucial to jump start a business, grow a business and engage traffic to your website.
SEO – Search Engine Optimisation
When people use Google to find companies like yours, you want to be at the top of the list, right? Of course, you do! It means more ready-to-buy customers are landing on your site, meaning more sales. Search Engine Optimisation (SEO) is crucial to a successful marketing strategy. Be sure to find out the SEO strategy of the digital marketing agency you are interested in working with to ensure they provide this service.
SEM & SMM
Search Engine Marketing (SEM) and Social Media Marketing (SMM) are also important elements to a solid digital marketing strategy. The use of SEM and SMM will give your brand a consistent voice across all relevant platforms, that strikes the right chords with your target market.
The inevitable mobile age is well and truely here. Having a top-notch mobile strategy is important for your brand as any other digital strategy.
Mobile marketing involves marketing your products or services via mobile (sounds simple, right?). This marketing includes sending text messages, providing a mobile-friendly site, or providing a mobile app. A mobile marketing strategy encompasses the following:
- Responsive design to ensure that your website looks presentable on any device. Sometimes an image can skew, and look different on two different devices. Responsive design means the image adapts to the size of the smaller mobile device.
- SMS/MMS is a text message campaign. Depending on the nature your business, you may need to send text messages to your customers frequently to remind them about your products, services, events, and give them special offers. Customers can opt-out of SMS campaigns.
- Have you ever imagined seeing your app on the AppStore? Specific companies offer specific services, and sometimes need a mobile app solution for their brand. If this is something you’re thinking about implementing for your brand, you need to confirm with your digital agency whether they’re capable of providing this solution.
Content is King. – Every day, consumers like yourself are inundated with advertisements and content. Content marketing is a form of inbound marketing; instead of going to users at the point of sale, content visibility brings users in. The dilution of direct marketing has led to a rapid rise in content marketing, where companies publish articles and provide information that users are genuinely interested in not to mention in newer and advanced strategies Voice Search plays into content marketing.
While content marketing is not enough to sustain a business, it is an important means of attracting new customers. Content marketing educates prospective customers, building a rapport that can lead to short-term sales and long-term loyalty.
An affective content marketing strategy can spread in a viral manner across social media networks, creating word-of-mouth advertising, which is sometimes much more effective than traditional methods.
A good content marketing strategy conveys communication to potential customers without trying to sell a product or service. Unlike a traditional sales pitch, a really good content marketing strategy can deliver the appropriate information to a customer that will introduce them or make them relate to a specific brand or service.
Email Marketing – EDM
Another element to your digital strategy is the email marketing component. The benefits of strategic email campaigns are that you can communicate with your audience in a mass form, storing their emails in your database, and having access to mass communication at your disposal. No matter how successful your email campaigns are, they can gather the analytics that will be able to help you with planning your future campaigns.
The advantages of email campaigns are that you can view how many people opened your email, how many people clicked on your email, what part of the email people are clicking on, what device they used (mobile or computer), what time they viewed it, whether the email was sent to a particular contact; all of these little details can help calculate a return of investment (ROI).
Another advantage of email campaigns is how much time and money it can save a business. Email service providers make it as simple as possible for small and medium-sized businesses to reach large audiences that would have previously been out of their reach.
Email marketing campaigns can be tailored specifically to how you want them. Unlike traditional marketing platforms, an email allows the sender to add personal touches, which go a long way with consumers. Email campaigns can be tailored to include the recipient’s name or their nearest store. All these things improve the user experience and therefore increase the likelihood of conversions.
A thorough marketing strategy encompasses elements of eCommerce and non-eCommerce emails. These include:
- Special offers
- New arrivals
- “Items are waiting in your cart”
- Holiday specials
- Sale reminders
- Company newsletters
- Tips & advice
- Event information
Who is the Account Lead?
You’ve spent so much time and effort in developing and growing your business and now you’re leaving it up to the pros to create a digital marketing strategy for you. There is no harm in wanting to know who your Account Manager will be that will be working closely with you over the next few months, or years.
Arrange a coffee catch-up or a call and chat to the CEO or Account Manager directly and have them explain what their role will be, and ask any questions that you may be unsure about.
Do They Check-Out?
Before you hire an employee, you check references, right? It should be the same for every supplier or company that you decide to work with, including your digital marketing agency. Just because they have a flashy website doesn’t necessarily mean they are the best fit for you.
Look for real Digital Agency case studies and testimonials on their website. It shows competence & Results? Look specifically for case studies from a similar industry or business like yours. This can give you some confidence and peace of mind when you can see that current clients are happy with the agency.
You want to follow up with their clients to see if they deliver what they have said. If they exaggerate their results, they might be over-promising what they can do for you.
Just because you are new to this whole digital marketing business, doesn’t mean that you should be kept in the dark with what is happening. When you have chosen your preferred agency, it’s important to establish a relationship where transparency and trust is at the top of your ‘requirements’ list.
Speak to your Account Manager and demand to have weekly, fortnightly or monthly meetings about your digital strategy and be in the loop with developments being made with your brand.
How Do You Want to Work?
Do you want to hand off the efforts to a third-party and have them handle everything so can you focus on your core business? Or do you want to work side-by-side with the digital marketing agency every step of the way?
If you prefer the latter, you need to communicate to the Account Manager that you want to be involved in as much as possible. If you’re someone who wants to find a company and put all your faith and trust that they will work hard to ensure a successful digital strategy, you may want to consider how often you want to catch-up with the Account Manager to analyse results.
Assess the Company Culture
Working with a third-party is essentially an extension of your own business. Although you won’t be seeing these people every day, you will be in constant communication with them. It is important to look at a company’s culture and approach. You want to work with a team that will invest the time and truly understand your mission. Too many companies will use a generic marketing strategy and copy and paste it to multiple businesses.
Every business situation is unique and deserves a unique, tailored solution.
Don’t rush. Take your time.
You may have stumbled across a digital marketing agency which seems to tick all the boxes and requirements on the first go. That’s great! Although, you should always shop around, just like you did with that pair of sneakers.
Take some time to investigate and compare what a few different agencies can do for you and your business.
Now you are in the know-how of what to look out for in a digital marketing agency. Do your due diligence and be certain that the digital marketing agency you choose is the right one for your business.
Our team members are experts in the field of digital marketing and can help you create an effective online marketing strategy, encompassing the important elements needed to drive success for your brand.
We understand that long-term success and reliable sales only come from delivering quality and value to the customer, over and over again. Get in touch with one of our friendly team members and let’s embark on an amazing journey of transformation together.