Digital Marketing Agencies… Call for the Cavalry!
Digital marketing agencies are springing up all the time and they are no longer just for the exclusive benefit of the big corporations, many smaller, local agencies are now appearing to help SME’s navigate through the digital marketing jungle.Here are a few reasons and examples where a digital marketing agency could be a knight in shining armour to your business.
Prioritising a Strategy
There are so many digital channels and tactics out there, and that number is growing almost daily, many small and medium-sized businesses don’t have the resources to cover all these platforms.
A good digital agency can look at specific objectives and help companies prioritise which channels to focus on for particular business goals. Agencies are experienced in recognising digital opportunities and will have a methodology in place for evaluating many different client-types. The prioritisation of digital marketing programmes is an area where agencies are supporting more and more businesses every week.
Co-ordinating the Specialists
Digital marketing is becoming a little like a medical practice, which many specialists and a reducing number of general practitioners.
In the early days, there were a limited number of marketing platforms to focus on; direct mail, events, print ads, and if there was room in the budget, maybe some “above-the-line” marketing campaigns like radio and television.
The picture is so very different for companies today, with email marketing, SEO, PPC, SEM, inbound marketing, third party content, Twitter, LinkedIn, Facebook, You Tube, webinars, info graphics, slideshare, etc,etc. No one person can be an expert in all the digital marketing platforms and channels as the industry becomes more specialist-driven, so the need for a professional agency to co-ordinate all of these experts is becoming hugely important.
Measuring and Analysing Across the Board
With larger marketing spends being allocated to digital every year, more scrutiny from above will inherently come with it, as will the need to show results.
Agencies traditionally are held more accountable for specific ROI results in comparison to internal marketing departments. As a result, they generally have more accurate and consistent systems at their disposal to measure programs and justify budget commitments. This is all very good news to marketing chiefs in organisations who now have a specialist partner in their monthly reporting meetings with the CEO!!
To Help Your Company Focus
Within many companies and organisations, large and small, we find what we call “marketing athletes”, a professional that is wearing many hats and covering all of the marketing and promotion of their company. How useful then to have an agency partner who can help put more focus on a specific campaign or channel, without employing another full-time staff member. Social media, content creation and even link building are some areas where an agency can focus while still tying into your overall digital marketing strategy.
A project like a website re-design, an SEO re-vamp, or a targeted social media campaign lasting six months or less is a great place to bring in an agency for targeted support which can be wound down when the project is complete.
Often companies hear of marketing channels and ideas that they would like to consider testing out, providing the strain on resources wasn’t too onerous. This could be something like putting together an e-mail campaign around a specific product, or parallel processing some paid placements with increased activity on a certain social media channel. A digital marketing agency should have the specific expertise your company needs to run an experiment within a time-frame and budget that meets your requirements.