There is no doubt about it, digital marketing is becoming a necessity for most modern businesses. From tech companies all the way to commercial agriculture, websites, social media and web traffic are becoming one of the most important ways to reach new eyes and new business. Many small companies like owner’s corporations, or well established companies, might be having a hard time understanding how to find the help they need in digital marketing. With plenty of agencies that specialise in digital marketing, it can be overwhelming finding one that will work for you.
When you’re first starting to think about choosing a digital marketing company, you need to look within at your own business before choosing an agency that works for you. Many agencies will specialise in specific areas of digital marketing, so let’s look at some of the key things you should know about your own business before you start looking.
What are your needs?
Take a look at what you have first, then look for what you need. For example, do you have a functioning website? Or could it use some work? Do you have employees with solid marketing experience that you can draw from? What kind of SEO knowledge do you have, and are you posting regular content? These questions will help narrow down the right agency for you. Perhaps you just need an SEO company that will help rack up your visibility, or content writers to fill out your website and blog. For smaller companies with little or no digital marketing experience, you may want a full service digital marketing company.
What does your budget look like?
As a business, you understand how important your budget is to planning your year. Having a budget for digital marketing is just as important as your regular budget. There likely won’t be a simple set price for these types of services, so you’ll need to have a clear understanding of what you can spend and what your goals are. This is why understanding your company’s needs is vital to moving forward. The good news is that a good agency will work within your budget and may suggest additional services depending on what they think your business needs.
Now that you have a strong picture of what your business needs are and how much you’re willing to spend, it’s time to find your perfect agency. Let’s go through a few ways to find the best one for you.
Look for credibility
Ah, the all powerful review. They are one of the most powerful ways to market a business, and this even applies to a digital marketing agency. Do your research before you meet with agencies to see what the internet is saying about them. What you’re looking for is credibility and a company you can trust with your budget.
Another way to look for credibility is doing research on the company itself. If you’re looking for website services, for example, take a dive into the agency’s website to see how they run it and how well it works. A good agency should have an impressive website, as well as ranking highly on Google.
Find out what they specialise in
Since you already know what services you’ll likely be needing, this step should be fairly simple. If you’re looking for SEO and Analytics, for example, find an agency that specialises in that.
How do they measure success?
This one is important. Digital Marketing can be difficult to measure, especially if an agency doesn’t have specific metrics they use. Many agencies might simply rely on your Google rankings or web traffic, but these metrics can be influenced by many factors besides the agency. A solid agency will not only look at sales, leads and traffic, but break it down by things like calls, chats, hits and behaviours. They should be able to tell you how long someone spends on your website, exactly what they’re looking at and if people are clicking on your site by accident.
Using this information, the agency should put together a digital marketing plan, specific to your needs. Be aware that some more suspect agencies might use the uncertainty of measuring the worth of digital marketing to their advantage. For example, they might try and use vague metrics like the amount of hits on a website, or the amount of likes on a post as proof of their worth, but these can be influenced by a multitude of things. To avoid this, ensure that the agency not only has specific and measurable metrics, but that there’s also a consequence for not fulfilling a promise. Some agencies may claim month after month that results take time, so having straightforward outcomes is really important.
How much are they charging?
Like any service, it can be tempting to go with the cheapest agency in hopes of getting the most bang for your buck. But again, like most services, with cheap prices comes cheap service. Considering that the world of digital marketing is fairly new, many agencies are actually just learning on the job, and are hiring anyone who can work a spreadsheet rather than employees with deep digital marketing knowledge. This is why searching for credibility is so important, and why super cheap prices are often a warning sign. If an agency boasts of cheap prices and has passed the above criteria with flying colours, by all means, consider them, however try to stay away from long term contracts if possible so you can gauge their effectiveness and productivity without being tied down.
Once you have a good digital marketing strategy for your business, and one that’s actually working, you’ll wonder how you ever got on without a digital marketing agency in the first place! The benefits of working with a credible and results driven agency, as well as taking the weight of digital marketing off your shoulders, are nearly always worth the price.