In a competitive industry like ours, we realize you have tons of options when trying to find the best digital marketing agencies. It still baffles me that a lot of mid size and even large businesses (5-100 million in annual revenue) don’t outsource this work or are even fully aware that search engine marketing agencies exist. I know they sound like fancy entities but for now, just think of a digital marketing agency as Mad Men in some digital format. The basic rules of these agencies are still at the forefront: creativity, design, print, font, pitch, and the constant effort of getting people with vastly different skills and roles to work as a functional and cohesive unit. The end goal of course, is what I like to call deliverability. Remember, GM dropped Facebook as soon as it learned its return off that marketing ad spend was not happening. Branding can be great and I am all for awareness, but if you can’t directly associate it to a positive return on marketing spend, who really cares.
If you are new to the idea of an online marketing agency, or just browsing for your company’s best interests, let me explain some of the benefits and features they provide. A top digital marketing firm will provide a well rounded strategy and be able to implement it either through consultation or initiative. Some of the basic skills include but are not limited to pay per click management, search engine optimization using high quality content (these firms are usually staffed with strong writers) and the knowledge of link building, and social media engagement that pushes products and services for the sake of brand awareness. These are the fundamentals in today’s new media world of establishing your company’s presence online.
Other features of going with an online marketing agency can include email/list management and, again, can be consultative or completely handed off. This can get complicated as high end software is needed if you want to do it right! All companies should start with auto responders on their websites and landing pages and at least be aware of the metrics that evolve from that auto responder (the first web interaction a consumer/visitor has with your site or brand). Coinciding with ppc, seo, social and email is the ever growing beast that is google analytics. From the travails of a single visitor comes an open sea of data and from that data we are able to extract attribution which is everything in the digital marketing space.
Attribution is the holy grail of online marketing because from it, we can secure the last drippings of who your buyer is, how they traveled your web properties, and gain insight as to what triggered their purchasing decisions. When you are able to understand what creatives, colors, fonts and messages work for each potential, you can serve them an abundance of those creatives and the potential browser becomes buyer. And that is when you begin to double down on your marketing ad spend which should only then yield stronger returns.
Results are what you really care about when shopping for the right internet marketing digital agency. There are several out there to choose from, so make sure they have the features mentioned in this post at the very minimum. If they do happen to possess them, and are able to execute them all well, you should be in good hands moving forward for your product, service and brand. The best digital marketing agency is out there, you just have to find it.