But now it’s more complicated. People’s attention is split across a variety of different platforms.
TABLE OF CONTENTS
- Helping great companies grow their revenues online
- What Marketing Agencies Do
- Asking the Right Questions
- Should You Go In-House or Hire an Agency?
- Putting It All Together
- More Resources
In this article, we’ll go over how to evaluate a marketing agency, the questions you should ask, and how to decide between hiring an agency or handling your marketing in-house.
What Marketing Agencies Do
Marketing agencies help you get more sales by leveraging different marketing tactics to attract your ideal customer.
The services that agencies offer tend to vary a lot, but in general, you can expect to get these services:
Google AdWords is a great way to capture the attention of potential customers right at the moment when they’re aware that they have a problem. Most people turn to Google to find solutions to their pain points, so running an AdWords campaign that targets those prospects can be highly profitable.
Getting your articles to rank high in search isn’t just about building “brand awareness” or getting more page views. There’s more to it than that. By getting your content to rank high in search, you’ll be able to capture potential customers at the perfect stage in the buyer’s journey — right when they realize they have a problem and need your solution!
Facebook’s targeting features combined with their massive user base makes it a fantastic platform for virtually any business to see a healthy ROI. You can target by gender, education level, income, location, interests, status updates, and even major life events.
YouTube reaches more 18-49 year olds than the top 10 primetime TV shows in the U.S. The massive audience combined with increased engagement that comes with video marketing also makes video ads a great place to see ROI. Video ads can be targeted by demographic, online behavior, location, interest, YouTube channel, and more.
Over 50% of mobile searches lead to purchase. When that search is related to a local business, that number is even higher: 78% of local mobile searches result in offline purchases, and search terms indicate high intent to purchase as well. There are a variety of options that agencies have when it comes to mobile advertising, such as mobile YouTube ads, in-app advertising, and campaigns to boost mobile app installs.
Content marketing is the fuel that built many multi-million dollar businesses. Most companies think creating content is about writing a few blog posts every week and slapping them up on a website. But those who care about sales over vanity metrics realize that it’s more complicated than that. Services that agencies might offer within content marketing include blog post generation, infographic creation, SEO writing, content analysis, and social media promotion.
Email still generates the most ROI for marketers, even with all the new social networks popping up. In fact, for every $1 spent, email marketing generates $38 in return. Agencies might offer services like list building, engaging with your list so that it doesn’t go cold, segmentation, or autoresponder sequence optimization.
At the end of the day, there’s one main factor that determines whether your site gets sales or not: are your visitors taking the action that you want them to take? That means having the right site UX, form design, and other elements to boost your lead generation and conversions. Agency services in this area could include conversion path analysis, CRO goal setting, identification of conversion metrics, and collecting data from website visitors.
Some agencies are more specialized than others, but in general, they offer some variation of the services listed above.
But before you can pick the right digital marketing agency with the right services for your business, you have to ask yourself and your potential agencies a few questions.
Asking the Right Questions
What are your company’s marketing requirements
The first step is to figure out your own company’s marketing requirements before looking for an agency.
Do you need website design? Email marketing? SEO? Analytics?
If you already have an in-house marketing team, ask yourself which marketing strategies does your team have the skills for? What are the marketing tactics that you know you “should” do but haven’t gotten around to yet?
These are the sorts of questions that will shed some light on what you can outsource to an agency to get more efficient results.
How do they run their own business?
One of the best signs about an agency that will indicate what they can do for your business are the results they’ve generated for themselves.
If you’re thinking about hiring an agency for blog management, how do they run their own blog?
If you’re thinking about hiring them for social media promotion, how do they handle their own social media accounts?
If you want to hire them for SEO, how do they rank in search for terms in their industry?