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What can I expect from a digital marketing agency?

[vc_row][vc_column][vc_column_text]Looking for a digital marketing agency but not sure what to expect?

One of the biggest barriers in the way of choosing a digital marketing agency for your business is not knowing what to expect from them.

Many businesses fear wasting time or embarrassing themselves with mundane questions that expose their lack of understanding of the digital world.

Other businesses just don’t know how a digital marketing agency can help them, so they put off making contact and sleepwalk into poor results.

Whether you have these fears or not, this guide will fill you in on what to expect from a digital marketing agency.

What are the types of digital marketing agencies?

Digital marketing agencies specialise or generalise.

Specialised digital marketing agencies focus on one or two areas, such as SEO and PPC or social media management and influencer marketing.

Specialised agencies are most-suited to businesses with an internal team who handle most marketing activities. These agencies deliver value in specific areas where you need help. The services they offer are like add-ons in this respect.

Generalised digital marketing agencies focus on all areas within digital marketing, taking on the role of your entire digital marketing department.

Generalised agencies are most-suited to SMEs and rapidly growing start-ups that don’t have enormous internal resources. Also known as ‘full-service’ agencies, they handle every aspect of digital marketing from branding to web design.

In your search for a digital marketing agency, you’re likely to come across agencies that call themselves different things. Here are the most common:

“Full-service digital marketing agency”

Also known as: Digital agency, digital marketing firm.

A full-service digital marketing agency provides services and expertise covering most aspects of digital marketing.

These services are common:

These services are less common:

  • Market research
  • Influencer marketing
  • YouTube marketing
  • Conversion rate optimisation

Full-service digital marketing agencies work mainly with SMEs who require an agency to handle 90% or more of their marketing activities. Large businesses also work with them on marketing campaigns that require huge investment.

“SEO agency”

Also known as: SEO consultancy, SEO company.  

An SEO agency specialises in search engine optimisation. If they do paid search (PPC) then technically they also specialise in search engine marketing (SEM).

If you only require assistance with your search engine presence, an SEO agency will devote all their resources to your campaign.

Services typically include:

  • Local listings
  • PPC
  • Technical SEO
  • Audits
  • Competitor analysis
  • Analytics
  • Link building and citations

If you need an SEO agency, only work with agencies that follow Google best practice.

“PPC agency”

Also known as: SEM agency, paid search experts.

A PPC agency specialises in paid search (pay-per-click). They are also known as search engine marketing (SEM) agencies. PPC agencies focus on return on investment from paid search campaigns and often branch out into paid social media ads.

Services often include:

  • Google Ads
  • Bing Ads
  • Social Ads
  • Audits and reviews
  • Ad copywriting
  • Monthly management

PPC agencies are only worth your time if your conversions are profitable after deducting all expenses including management fees.

“Content marketing agency”

Also known as: Content performance agency.

A content marketing agency specialises in the creation, publication, outreach, and promotion of content online and offline. They ensure that the content you create, whether that be a blog post or brochure, maximises return on investment.

Services often include:

  • Copywriting
  • Graphic design
  • Video
  • White papers
  • Content strategy

If you intend to produce high-quality content for your audience, a content marketing agency will ensure what you create brings value to your business.

“Social media agency”

Also known as: Social media management agency, influencer marketing agency.

A social media agency specialises in all aspects of social media, including profile creation, branding, audience targeting, analytics, updates and paid search ads. Many agencies now do influencer marketing due to the rise of Instagram and TikTok.

Services often include:

  • Reporting
  • Community growth
  • Analytics
  • Updates
  • Social ads
  • Platform penetration
  • Influencer management

Social media agencies come in two flavours: those that design campaigns and actively manage and grow them, and those that do updates. Those that only do updates work within your marketing budget to manage your profiles.

“Digital marketing consultant”

Also known as: Digital marketing expert, digital marketing consultancy agency.  

A digital marketing consultant is a person or agency that offers digital marketing consultancy to businesses with their own marketing teams. These experts come in and offer advice to empower marketing campaigns and maximise results.

You wouldn’t hire a digital marketing consultant or digital marketing consultancy agency to run your marketing campaigns, but rather assist with the design, rollout, and measurement of your campaigns so that everything is on the right track.

Digital marketing consultants offer advice in the following areas:

  • Strategy and planning
  • Budget allocation
  • Business growth
  • Market research
  • Market penetration
  • Reputation management

Digital marketing consultants also play a lead role in helping businesses move online from the physical world for the first time.

Summing up

A digital marketing agency can repay your investment several times over – providing the agency you choose aligns with your budgetary requirements and business goals.

There’s no such thing as sure-fire results or a free dinner with digital marketing, but experience counts big time. Make sure the digital marketing agency you choose has a track record for success, and don’t be afraid to question when results aren’t moving along. This is a results-based industry, after all.[/vc_column_text][/vc_column][/vc_row]

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