How to choose a digital marketing agency?
IN THE MIDDLE OF 2022, WHEN THE USE OF SOCIAL NETWORKS IS MORE THAN NORMALIZED, IT IS PARADOXICALLY THE TIME WHEN IT IS MORE COMPLICATED TO CHOOSE A DIGITAL MARKETING AGENCY THAT CAN DELIVER CONCRETE RESULTS.
The reason is, to say the least, disturbing: a large percentage of professionals and/or specialized agencies are not adequately prepared to plan or execute a successful digital marketing campaign.
Remember, calling yourself a marketing professional or expert does not necessarily make you one. Results are everything in this industry. That is why we decided to show you the most essential aspects to consider before deciding a digital marketing agency. Read on.
- Most important aspects when choosing a digital marketing agency
- Most important: Be clear about your goals and what you want to achieve
Most important aspects when choosing a digital marketing agency
There are many aspects to a digital marketing agency, but a few characteristics in particular can help you make the right decision for your brand or business. Here are some of them:
Track Record: Successful clients and campaigns.
As mentioned above, marketing is all about results. So, when deciding on a particular digital marketing agency, check to see which clients they have worked with before. And more importantly, whether the campaigns they ran for those clients were successful.
One recommendation when researching an agency is not to rely solely on the information provided by the agency. For obvious reasons, they will leave out cases where their professionalism is not the protagonist. Check reviews, social media accounts of the agency’s clients, check if these accounts use bots, the percentage of engagement, growth, among other data.
The work team: Specialists in all areas
At the end of the day, a digital marketing agency is nothing more than a brand in itself; those who will be in charge of executing your digital strategy are the professionals who make it up. Investigate the roles of each of them to see if they specialize in the areas in which they operate (designers, content managers, copywriters, community managers, and more).
By the way, a very basic way to determine the viability of an agency in this aspect, is to consult the number of people dedicated to work on the strategy. Agencies where the same person is in charge of design, strategy, copywriting, publications, and everything that is needed to execute an account. Definitely, it will NOT give good results.
Your brand: Social networks, website, newsletters and more
In digital marketing agencies applies a premise that can be applied to any industry: If you can’t do a good job for yourself, you can’t do a good job for others. Fortunately, digital marketing is clearly verifiable, check:
The agency’s social networks and check if it has the right engagement, also check:
- Publications.
- Frequency of posting.
- How they respond to messages.
- Comments left on their posts.
Another important piece of information is the way their official website has been created: responsive design, HTTPS security parameters, loading speed, the content they develop, links to their social networks, the possibility of subscribing to a newsletter, among other data.
Real solutions: What are the action plans for your brand?
It’s important that the agency you choose doesn’t focus on generic marketing mumbo jumbo that sounds like something out of a self-help book. From your first meeting with the account executive or project manager, they should be genuinely interested in your brand and ask ALL the right questions to develop an accurate strategy.
Among so many metrics, ROI is one of the most important, ask them about it. Remember, in a digital marketing campaign, views don’t necessarily translate into sales. Therefore, the most important result is the conversion of new customers and customer loyalty.
Most importantly, be clear about your goals and what you want to achieve.
If you don’t know what your brand’s goals are, or if you’re not clear about what you’re trying to achieve with your strategy, it’s very easy for an agency to take you for a ride. Another important point is that depending on your goals, it will be easier to choose the right marketing agency. Let’s remember that there are many types of advertising or marketing agencies, and each one is ideal for different types of strategies.
In some cases, integrated marketing agencies are the best option if the development of your marketing campaign involves several areas. But it is important to be clear about this beforehand. And always remember that in marketing, the most successful are not those who promise the most, but those who deliver.
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