You might have come across this advice already – hire a digital marketing agency. But what does a digital marketing agency do? How will it help your business? Won’t it be just another expense added to your long list of bills? In today’s article, I’ll explain it all – types of digital marketing agencies, what does a digital marketing agency do and if they’re worth it.
But first, what’s digital marketing?
What is Digital Marketing?
It’s a multi-faceted strategy that aims to target, reach, nurture and convert customers online. A broad range of channels can be used for digital marketing. The results? They’re awesome.
On average, email marketing has 4400% ROI. In 2018, 12% of the retail sales globally were via e-commerce. Source. And that’s just the tip of the iceberg.
Digital marketing involves many tactics like –
- Social Media Marketing
- Content Marketing
- Email Marketing
- Paid Advertising
- Marketing Automation
Now, a digital marketing agency often employs almost all of these tactics depending on the project requirements. It has become crucial to work on omnichannel marketing for generating leads & sales through digital marketing.
Depending on the scope, marketing agencies can be qualified into several types.
Types of Digital Marketing Agencies
A full-service digital marketing agency has become the go-to option for small business owners. We explained in our last post how it’s impossible to utilize any digital marketing tactic in a silo. You have to bring in other tactics to support one another.
A full-service digital marketing agency often employs multiple digital marketing tactics to generate leads & increase the reach of a business. Their work usually begins with a website redesign and then moves to SEO, social media, paid ads, email marketing, and so on.
Such an agency is actually highly affordable. Think of it! If you were to implement all the tactics and hire just one beginner-level person for each, you would be paying more than $25,000 per month to these employees, and you don’t even get the expertise your business needs to be successful at digital marketing.
Monthly charges of a digital marketing agency like Maur Media Agency start from around $2500-$3500 (+ad spend). They’re clearly way more affordable & help you get a lot done for your business from the digital marketing aspect.
Most of the digital marketing agency types we’ll be discussing now focus on one aspect of digital marketing. For example, an SEO agency specializes in search engine optimization.
However, as mentioned before, SEO as a tactic is impossible to implement without a solid website redesign, without social media, without content marketing, without landing page optimization & conversion optimization and so on.
Thus, most SEO agencies are now scaling up to add experts that can collaborate to help them implement other digital marketing tactics for the business.
Digital Ad Agency
Such an agency focuses on paid advertising. Quite often, people consider it as google ads. However, paid advertising is much broader nowadays. It not only includes search ads but also includes social media ads like ads on Facebook & Instagram, Linkedin ads, Twitter ads, and so on.
The best marketing agencies are also using less popular but extremely impressive advertising channels like Quora ads, Pinterest ads, and so on for driving leads for their clients.
Most of the ads appear on the digital channels associated with the company. For example, Google ads appear on google search results but could also appear on several websites that are their partners in ad networks and even on YouTube. Facebook ads appear on Facebook, Instagram, their audience network, and messenger.
Now, for running a successful ad campaign, you need a good landing page and a good overall presence. Thus, digital ad agencies to are beginning to evolve into full-service marketing agencies as we speak.
Web Design Agency
This is a team of creative designers and developers that design websites and web pages for businesses. These are your good ol’ software companies. But having just a website isn’t enough for a business. Thus, web design agencies have to collaborate with digital marketing agencies with designing the right website with the right copy and optimizations.
Most often, a full-service digital marketing agency partners with a web design agency to offer these services in collaboration.
Such an agency focuses on growing its social media presence. They are often considered at par with content marketing agencies as a major part of social media marketing is content creation.
However, here’s the thing. As a small business owner, especially in a service-oriented business, you want to take the lead with content creation. You want to be the face of the activity as your business highly depends on the relationships you are able to make, not your agency is able to make.
What a social media agency could do for you is to assist you in finding the right type of content to make, posting it, optimizing it and engaging with your audience, so whatever you create reaches the right audience and you’re able to build quality relationships online.
Digital Marketing Consultants
Digital marketing consultants possess a broad knowledge of digital marketing tactics and help you build the right digital marketing strategy. This strategy can then be implemented by your in-house team or several agencies you may hire.
Most often, a full-service digital marketing agency often begins their work by creating a strategy, thereby acting as your consultants too. But if you’re hiring single-service agencies, it becomes a must to hire a consultant that can put together a coherent strategy that can then be implemented by various agencies you will go on to hire.
What Does A Digital Marketing Agency Do?
The Build Your Online Presence The Right Way
Most business owners just create a website and then wait for the magic to happen. It never happens just like we all never got our Hogwarts acceptance letters.
The problem is having a website isn’t enough. Having the right website paired with a plan to grow its presence and make it a business-generating machine for you is what you need.
A digital marketing agency is an expert to help you set up your website with the right content. It can also optimize it to make it useful and SEO-friendly.
It then works on bringing the right traffic to this website with several tactics including search engine optimization.
They Grow Your Search Engine Visibility
In easy words, they’ll grow traffic to your website. But you must understand that website traffic isn’t the only thing you gain from search engine visibility or SEO. 50% of search queries on Google don’t result in a click. Clearly, SEO is changing.
Nowadays, it’s more about gaining the right search engine visibility – on Google Maps, Google Knowledge Graph (this is that block that opens at the top – on mobile or right – on desktop describing a business name, address, contact information, reviews, opening hours and so on). Then, come the website rankings which will result in traffic to your website, but this also must be targeted traffic else it’s just inflated numbers for vanity.
A digital marketing agency can help you build this search engine visibility and set up methods to help this traffic & visibility convert into leads for you.
They Nurture Leads For You
Buying cycle is much more complicated now. Nobody buys the first time they see your product. Nobody will trust or even consider your business the first time they see you anywhere – on social media or on search engines.
You need to reach that same customer more than 5 times to have them even acknowledge you. Full-service digital marketing agencies deploy several tactics to reach the customer and then, capture them. Once captured, they employ retargeting and email marketing & similar tactics to nurture them up until they’re ready to buy from you.
So, when hiring a digital marketing agency, you must understand how calculating ROI per month isn’t that simple. Many leads could be in the pipeline, being nurtured to get them sales-ready.
They Give You Leads & Sales
Depending on the type of business and business objective, a digital marketing agency works towards the goal of giving you leads and sales. Everything a digital marketing agency does is to move the needle for the leads (that if it’s a good agency).
They Improve Your Marketing
For a small business, it’s impossible to hire an in-house marketing team that includes a lot of experts working towards a common objective. A full-service digital marketing team can be your partner that delivers you results while they charge you 1/10 of the cost you would otherwise spend on an in-house digital marketing team.
The right agency gives you the specialized industry expertise that you require for effective digital marketing.
Should You Hire A Digital Marketing Agency?
Now that you know what does a digital marketing agency does, you’re bound to think of this question at least once – should you hire one?
Assess your company’s needs and budget. Do you have the budget to hire an in-house digital marketing team (you need at least 10 employees each specializing in one digital marketing tactic)? Do you have the energy and industry expertise to lead this team? Do you have the time to focus on digital marketing instead of running your business? If not, you need a digital marketing agency.
The right digital marketing agency can save you time, money, and expenditure on additional employees while also increasing your online presence, leads through digital marketing & overall perception of your brand.
About Maur Media Agency
We’re a full-service digital marketing agency that understands and empathize with your need for a trustworthy digital marketing partner.
We’re a set of experts who really want to help small businesses utilize the power of digital marketing & grow their businesses online. We’ve helped service-based businesses & e-commerce businesses scale themselves through digital tactics. And we’re keen to partner with you and help you out.
If you’re looking for digital marketing companies in Toronto and want to discuss more of this, connect with us today! Email at firstname.lastname@example.org