The term ‘Digital Marketing’ is no longer a new phrase. This is the age when digital marketing is as important as developing a good product or service. The marketing strategies can make or break companies. Therefore, hiring a digital marketing agency is a wise investment for your businesses.
As there are plenty of digital marketing firms out there, searching the right one for your unique business needs can be difficult. So, here we are mentioning some top factors. We need to consider while choosing the perfect Digital Marketing agency.
But before that, we must know what Digital Marketing is, and what a Digital Marketing agency's role in business growth. Let’s begin with a brief overview here.
An Overview of Digital Marketing
To put it in simple words, a data-driven & targeted brand promotion through technology is what we call Digital Marketing. It can include mobile apps, podcasts, and other forms of digital media.
Besides, digital marketing is organized and highly targeted. Also, it delivers measurable results in real time. There is no guesswork involved. To see what’s working and what isn’t, strategies are tested continually. Also, we’re able to measure results and implement strategy adjustments right away.
Well, this is the way of digital marketing, especially when we have a highly skilled digital marketing agency supporting our brand.
Introduction to Digital Marketing Agency
Nevertheless, a digital marketing agency is different from a traditional marketing agency. A digital marketing agency is focused on results-based marketing in the digital world: Return on Investment (ROI) and Measurable marketing. There are three functions, as a primary goal of a digital marketing company:
- Increase your online presence.
- Perform market research.
- Integrate your online profiles and platforms.
In simple words, a digital marketing agency is a lead-generating as well as a brand-development engine.
So, what exactly a digital marketing company does?
Along with the above three primary goals, comes a multitude of avenues. There are times when we may not require all of these either from an outside company or all of these for our business. It includes the following functions:
- Website Design
- Website Optimization
- Content Optimization
- Content Curation
- App Development
- Search Engine Marketing
- Social Media Marketing
- Mobile Marketing & Integration
- Placement of Online Ads
- Cross-Platform Marketing
- Email Marketing
- Online Branding
- Reporting the ROI of Digital Strategies and Tactics
Why Hire a Digital Marketing Agency?
More than ever before, technology is integrated into our lives. Somehow, life is incomplete without smartphones, laptops, tablets, and conversational AI devices (Alexa and Google Home). It seems that almost everyone is online. So, it’s essential for businesses to be online with so many people accessing things online. The way we make online purchases will continue to evolve as our online presence continues to grow.
Similarly, digital marketing is important since more and more consumers are online. And, to reach them, digital marketing is the most suitable way as traditional marketing can no longer reach people as digital marketing does.
Factors to Consider While Choosing a Marketing Agency
As we mentioned earlier, there are lots of marketing firms out there, but there is a way to find the perfect one. So, here are some factors to consider while choosing a Digital Marketing agency:
1. Set Your Goals
For most, it’s about growth and the bottom line, but each business has its idea of what it wants from a marketing strategy. Though, the way how a particular marketing agency tries to achieve these goals may differ.
For instance, one agency supports a complete branding overhaul. On the other hand, another may increase your online presence by creating content for your blogs. Now, you must have a clear idea of your company’s goals because these goals will help you to find an agency that can best serve your needs.
2. Check for Agency’s Reputation and History/Records
It is vital to check the presence of these companies. Though, try not to be deceived by the numbers in this analysis because digital marketing is not so old. And, even if an agency has 30 years of marketing experience, then also it's not necessary that it says much, typically regarding its expertise with internet marketing strategies.
And, those born in this century are already more integrated with all the technological innovations and updates of digital marketing. But with them, the lack of experience could be a factor.
Hence, it is essential to pay attention to other factors more than just analyzing the lifespan. The other factors include:
- Services that were added over time:
It means, at what terms the company was started and how much it is updated.
- Certifications and partnerships:
The companies which operate in digital marketing or are certified by companies like Google or Hubspot have more confidence to deliver quality services.
Awards convey more credibility to agencies in comparison to reward and recognizing good work, serving as a point of reference for the public.
And, at last, nothing like a Google search and news portals to look for some material to bring relevant information on agencies.
3. Ask for Referrals
Also, ensure first that the agency has an accessible client portfolio. You must know if they have worked with companies in your industry. Also, what have been the results? Speed-read the agency’s website as well as client testimonials. One more thing you can do is ask for referrals. Undeniably, hearing straight from a client is more reassuring than anything.
Additionally, analyze the segment of the clients served. For instance, if your business is real estate, then you can investigate the records of the agencies with those companies and professionals who belong to the same branch.
Also, it is important to know the size of the companies they served. Because, if they have managed the marketing of an average company, the chances of success will be greater. And, selecting an agency which has extensive experience with organizations of the same size is also good.
4. Review the Company’s Location
For those companies that value a close relationship, this one is important. This is fine that digital marketing services can be done and approved at a distance also. But this impersonal communication cannot always be good in terms of business. Because at times, some people may not prefer dealing with more sensitive issues through video conferences or emails/chats.
The agencies in your city or region may be more interesting to your business if you are a manager who likes to have face-to-face meetings and more direct contact with your business partners.
Anyway, geographical proximity favors. For instance, to know the facilities of the agencies, the scheduling of personal visits will be easier. As a result, you will find that companies have the structure to meet your demands, or do not.
Relying on physically close branches of your company may permit for a more thorough evaluation of the available offers.
However, you can also place agencies from other regions and states under the same contracting conditions, if the distance is not a problem for you.
5. Evaluate the Agency’s Communication Channels
Among all the factors, evaluating how the agency takes care of their digital marketing will also be a good point.
You can split the diagnosis by channels and strategies:
- Site: Analyze the usability of the pages, whether they are optimized for mobile devices, etc.
- Blog: Evaluate the quality of the content or what else they offer; webinars, e-books, infographics, etc.
- Social networks: Monitor the types of posts they publish, Relation with their followers, whether the videos and images well produced.
- SEO: You can also select some blog posts and check their positioning in Google ‘s search results. Also, evaluate keyword distribution in the text. Moreover, observe the factors that may influence the site’s ranking in search engines.
This will give you an idea of how your business needs can be met.
6. Have a Word with Other Customers
This could be one of the wise steps if you get in touch with the clients served by the agencies. This way, you are going deeper into this research.
Some companies also display their client's list on the site as social proof. Whereas, some companies also showcase testimonials from their happy customers.
You cannot hire any company based on promotional arguments & sale of own agencies. So grab the opportunity to contact these customers, and ask queries regarding agencies' performances. In short, step in anything, which can contribute to your research.
7. Have a Meeting with the In-House Professionals
In every agency, some people make run the agencies. So, meeting them is also relevant. You can evaluate several factors, like professional satisfaction and the specialties of these professionals.
There is no doubt that employee's happiness is significant. And, that directly connects with the motivational side and productive employees. Well, this is known that the better the work environment, the greater the efficiency of the services delivered.
Hence, talking to people, visiting the agencies, and feeling their organizational climate is a clever step. So, details like good reception, relaxation, and comfort are key differentials as they make any guest feel at home.
Also, good to research more about the curriculum of these professionals, awards, their certifications, and referrals from other clients.
Besides, if the team who is taking care of your digital marketing comprises many young and experienced people, this is a good point. They will value points like determination, determination to grow, and professionalism.
8. Determine the Pricing
Unquestionably, marketing is an investment. You must take into account how much this investment will cost your business. However, don't only think with the pocket! Because, while facing the crisis, lower prices offered by small businesses may seem more attractive.
Though, they do not guarantee serviceability and delivery of results. So be cautious of those who charge a price well below the market average.
Well, you must appreciate the cost/benefit in this regard. Thus, it is about balancing the price, the services contracted, and the quality of the agency.
At last, while choosing a digital marketing agency, act wisely! Digital marketing is the best way to connect with the targeted audience in a short time. We believe the above factors are essential for choosing the marketing agency.
We hope this blog was helpful. And, this serves as your checklist while choosing the right digital marketing agency.