If it were as simple as Googling ‘digital marketing agency near me’ or ‘best digital marketing agency’ and clicking on the first few websites, any other digital marketing agency would be out of business. The reason why it is so difficult to pick the right digital marketing agency is because as a business owner, you will get flooded with messages and emails regarding your website’s performance day in, day out. Any agency can promise figures and leads but how do you know if they will deliver?That’s why we break down everything you need to know about choosing a digital marketing agency for your business in this blog.
Why should you hire a digital marketing agency over hiring someone in-house?
You may feel as if you have more control over a designated marketing specialist in-house, however, like many small businesses, some cannot justify the cost of hiring a full-time person for the volume of work. We discuss this topic in further detail in another blog, but the benefit of hiring a digital marketing agency is that you have a whole team of individuals that specialise in exactly the digital marketing field you are after. All at a fraction of the cost of hiring someone in-house.
Understand what service or services you need for your business
From small businesses to large corporations, there is a specific targeted market for each business. Therefore, it is important to understand your audience, how they search to find your service and how you will be able to engage with them. Once you understand your audience, you will be able to establish your desired goals for your digital marketing.
Most digital marketing agencies will offer a range of services but will specialise in a handful. Some agencies offer the ‘full service’, but we believe a specialist is far greater than a general individual that ‘can do a bit of everything’.
Some of these services will include:
SEO (Search Engine Optimisation) –
All about optimising your website to perform and rank better on Google through means of organic search. Over 90% of users in a survey said they were ‘very likely’ to click on the first page results. Expect to be noticed once you land the first page of Google for your targeted query.
Social Media Marketing –
Focused on building your brand and online presence through social media (Instagram, Facebook, LinkedIn, YouTube etc). Perhaps through trying to create viral content or creating aesthetically pleasing flat lays for your products.
Paid Advertisement –
Facebook advertising will allow you to narrow your audience and target age, gender, location and interests. With over 2.7 billion users as of 2020 (Statista, 2020), casting a wide net has never been easier. Additionally, Google Adwords targets people who are looking for a solution to their problem. Advertising with Google is less intrusive in comparison to other forms of paid advertising.
Content Marketing –
Provides useful insights on your business or industry through the form of blogs, eBooks and posts. Not only does it attract potential customers, but it also allows you to plant the seed for people who are not necessarily looking for your product but will engage with your site at another time.
Email Marketing –
Probably one of the most cost-efficient and effective forms of marketing, email marketing allows you to nurture the relationship with existing and potential customers. You can send promotions, insights and news – even if the person is not yet a customer, regularly appearing in their inbox is the best form of advertisement for your company.
Choosing a digital marketing agency and what to take note of
An agency should recommend the best service(s) for your business, not all of them
Upselling should not be the priority of an agency. They should be able to suggest services that are tailored to your business. For example, if you are a commercial business looking to attract other businesses, Facebook Advertisement may not be the best route for your industry as it is marketed to the general public. Instead, LinkedIn or Google Adwords may be a better form of paid advertisement for your business as you can focus on B2B marketing.
An agency should be able to showcase with their own business, the success of their services
If an agency that offers web design or web development work, has a website that is poorly laid out and displaying problems on-page, it may be a red flag that they are incapable of demonstrating their skills within their field of expertise. On the flip side, if the agency is doing something right for their own business, chances are they can help your business in the same way.
An agency should have a solid portfolio of clients or evidence of previous work
Unless you are extremely tight on budget, an agency should have a list of clients to demonstrate their current work/successes. It also shows they have experience working alongside a client and know how to handle their business.
An agency should project similar core values as your business
Whether it is a small boutique agency that focuses on a personalised approach or a large agency with plenty of specialists, working with an agency is a partnership. Hence, you want to be able to be on the same page and looking to achieve the same result. It is important to note that your business will be a reflection of their business. Do they value the same things as you? If not, you may run into some problems later down the track.
An agency should be available to help
Again, working for an agency is a partnership. There should be an easy flow of dialogue between you and the agency. Asking for clarification or help should not be a huge task or difficulty.
An agency should be able to measure their progress and work
The best part about digital marketing is that it is measurable. Whether your business is performing well or poorly, an agency should be able to showcase the work they completed and how your business’ performance is tracked. Additional to the reports, they should be able to strategize and provide recommendations on how your business can improve.
An agency should be able to back their services but not offer outrageous promises
With so many agencies claiming fantastical ways on how they can improve your business, so often these agencies do not deliver. Additionally, you may find that you get what you pay for when it comes to digital marketing agencies. If an SEO agency is offering you $200 a month for page one for all of your short tail keywords in two months, most likely it will be an empty promise. In some cases, these cheap SEO companies will short-cut and cause more harm than good. If an agency is firm on their price it may be because it is equivalent to the hours and effort they put into your business and would rather lose a potential client than offer false hope. You will be able to find the sweet spot for your business if you research well – an agency that offers realistic results for a reasonable price that is within your budget.
About Mink Media
An SEO Agency with big agency experience with a boutique agency approach. We value customer service and being available to answer your calls and queries when you need it. Offering realistic services in an honest and truthful way, while tailoring it to your business – big or small. If you would like to know more about us, our services or our approach, please get in touch with us today.