Oganes Vagramovich Barsegyan, Founder and CEO of Digital Beverly Marketing Solutions, based in Los Angeles, CA.
With the rise of tech-savvy and smartphone-dependent consumers, more businesses have begun investing in digital strategies to stay competitive. Fortunately, industry experts share valuable knowledge on recent updates and trends in digital marketing. As a result, strategists can glean helpful tips and advice on how to craft campaigns that accurately respond to their target demographic’s needs and demands.
Although authoritative sources online might provide substantial marketing insights, brands that have limited digital marketing experience and resources are likely to benefit from the services of an experienced digital marketing agency, helping maximize time and resources and, hopefully, get a higher ROI.
Here are seven ways a digital marketing agency can help grow your business through campaigns:
1. Provide Access to the Latest Tools and Tech
Digital marketing comprises different fields, which require unique sets of technology and tools. An experienced agency should provide the resources you need to strengthen things like your social media strategies, search engine optimization (SEO), content marketing and pay-per-click advertising.
Free tools and free trials, such as Google Analytics and Hootsuite, can be beneficial, especially for small businesses working with tight budgets. These are more than enough to effectively perform basic social listening, keyword research, competitor site benchmarking and other marketing tasks.
If you want to scale up your business or employ more advanced features, you’ll need to invest in premium tools. Some of these applications offer automation, streamlined campaign and accounts management, intelligent and actionable analytics, and other valuable functions.
If you work with a digital marketing partner, many agencies acquire premium software at reduced prices with the help of their circle of technical partners.
2. Craft Fresh, High-Impact Content
Effective digital marketing experts stay updated with the latest happenings and news that could affect your business. Agencies should also study your audience (i.e., the questions consumers typically ask), allowing them to create content that addresses your market’s concerns.
Your agency partner should be able to give you a picture of how users consume content on your property pages and social accounts. Do how-to videos get more traction than on-page blogs? Does your downloadable content attract enough clicks? Do your social media posts drive enough engagement? These are the kinds of insights you should expect to get from digital marketing experts, which will help you craft better, more compelling content.
Many digital marketing agencies will plan your content marketing strategy for each platform: on-page, off-page, social media and PPC ads. They should create content suitable for different types of platforms while maintaining your brand messaging.
3. Grow Your Online Presence
Online presence doesn’t necessarily mean ranking No. 1 on the search engine results page or having a million followers on Facebook — although, of course, these metrics provide huge advantages. Having a robust digital presence means that whenever users look for you online, you’re sure that they can find you.
Start by covering your basics: creating accounts and listings according to best practices and the search behavior of your audience. These include Google My Business, Facebook, LinkedIn, Instagram and other digital platforms where your market usually hangs out.
Some digital marketing agencies will also help you create powerful SEO, social media and PPC campaigns that focus on building your online presence. These experts can help grow your brand by building social communities, targeting the right keywords and creating search- and user-friendly content for different platforms.
4. Adapt to Changing Search Engine Algorithms
SEO is one of the basic techniques for increasing your online visibility and driving more website traffic. Google regularly rolls out algorithm updates, which can affect your SEO strategy. Make sure your digital partner keeps a close eye on search engine algorithms — that way, they can adjust your strategy quickly, preventing your pages from getting deindexed or deranked. For example, Google’s mobile-friendly update in 2016 affected plenty of websites that weren’t optimized for a mobile user experience.
Many businesses begin and end their SEO efforts with keywords, backlinks and content. But site architecture, page speed and a responsive web design are also important ranking factors.
5. Develop Long- and Short-Term Strategies
In my experience as an agency owner, campaigns usually run for six months to a year, targeting specific goals, like generating a certain number of leads, driving X amount of traffic or making X number of customers.
A digital marketing agency should ensure that your short-term plans align with your bigger goal through a monthly or quarterly evaluation. Your campaign should be strong enough to deliver the results you’re aiming for while still having the flexibility to adapt to any industry changes, like algorithm updates.
6. Monitor and Evaluate Campaign Analytics
Every strategy should be re-evaluated regularly and by the end of the campaign to determine its performance. The important thing here is to measure your marketing campaign’s effectiveness to the objectives you and your partner set beforehand. While the campaign is still running, the assessments point out areas of improvement to adjust strategies accordingly.
Several months after the campaign, another set of evaluations should be conducted to measure the impact of the techniques on your business performance. The insights and data you receive should serve as your guide for the next campaign, ensuring the targeting is more accurate, the messaging is more powerful and the tactics are smarter.
7. Manage Your Budget More Effectively
Digital marketing agencies can help you create a realistic budget plan, allocating resources for your PPC, SEO, content and social media strategies. Initial research will reveal which platforms have the best and worst performance, which should guide budget allocation. This technique ensures that your money will be used to improve your overall marketing campaign’s weaknesses and maintain your strengths.
I strongly believe that outsourcing digital marketing opens up a wealth of growth opportunities for your brand. Experts in the industry can provide you with the tools, knowledge and resources you need to scale up your business, reach untapped markets and create meaningful customer relationships through an innovative, powerful digital campaign.