Advertising your products or services online is critical to reaching your target audience in today’s tech world. No business can succeed without spreading his word on the World Wide Web. There are many important aspects to consider before hiring or starting your search for the perfect digital marketing agency. You can’t trust any company regardless.
Here you will explore the steps you need to follow to make the right decision. Let’s find out without discussing anything else!
Determine your advertising requirements
Businesses and companies hire advertising agencies for more than several reasons. Not all agencies offer the same expertise or services. This is the number one reason you should know about the services you need.
Common services offered by digital marketing companies today include video advertising, mobile marketing, Google advertising, market research, search engine optimization or search engine optimization (SEO), Facebook advertising, email marketing, content marketing, analytics, marketing automation, and SEM, and social media management.
If you need someone to create postcards and sales letters, an expert graphic designer or freelance copywriter can do the job. You do not have to hire a full-fledged advertising agency for this job.
On the other hand, you cannot move forward without a trustworthy marketing partner if you need to run a large scale marketing campaign. They will take care of everything, from paid advertising to promoting organic searches. Analyze its performance and ensure that it can meet your requirements.
Be sure to check the strengths, weaknesses, opportunities, and threats of your website in detail the way things are analyzed in the Ford Motor Company case study. A good SWOT analysis can save you from disappointment. Established digital marketing agencies do many things to help you achieve your marketing goals.
Make sure you have a clear goal in mind before looking for a marketer. Remember that they can only help when they understand your requirements.
Determine your marketing budget
There is no dearth of digital marketing agencies in the world. Some are small and many operate on a larger scale. It is understood that large companies charge a large amount compared to small companies. First, determine your marketing budget and then start looking for the right deal.
If you have a tight budget, prefer hiring small agencies as they are likely to offer a comprehensive marketing plan with a low budget. You can also choose some specific services instead of choosing the whole package.
Remember that most marketing companies have 3 to 6 month advertising plans. They can charge you a fixed amount per month or variable depending on your marketing efforts. Some companies also charge a fee on an hourly basis. Contact the agency you are interested in and ask about the fee schedule. It is important to know everything in detail before signing an advertising contract.
Check their background
Doing a little background searching won’t take hours. Before moving on to sign a contract, make sure you know the background of the digital marketing agency you will be relying on for your marketing activities.
A quick inquiry can save your time and investment. You don’t have a magic wand to verify credibility. So what is the solution? The solution is to review their findings in the past. Look at what they gave their former clients.
For example, if you want the right digital marketing agency to improve the SEO of your website, check the rating of the agency you are considering hiring. If they do a good job for themselves, they can help you get a better search engine ranking.
Likewise, if you want the company to market your content, be sure to check out their blog. If you’re satisfied with the kind of content they produce for themselves, it’s okay to move forward with a positive nod.
Another great way to check the credibility of an advertising company is to ask for recommendations via social platforms. You can leave an inquiry on LinkedIn and ask your colleagues. If you receive positive feedback from other professionals, it means that you can count on your company’s digital marketing endeavors.
Nobody goes straight to signing the contract. Asking questions is a productive way to satisfy yourself. There are many questions you should consider asking.
Ask them for examples of similar campaigns. You can ask them to show a range of projects they have previously completed.
Inquire about the team members who will complete the task. Every digital marketing agency has a diverse team to efficiently perform different marketing tasks. Generally, they have SEO experts, social media team, email marketing staff, copywriters, and CPC experts.
Ask them how long it will take to complete the advertising task. You can also ask them if they can deliver the promised results. Usually, marketing companies do not make false promises. Things like SEO take time to rank your website. Therefore, you are never happy after hearing the compliment notes. If someone is making constant promises of guaranteed results, something must be wrong.
Inquire about KPIs
Key performance indicators show how efficiently an advertising company is achieving marketing objectives. Find out what their KPIs are and how effectively they work to deliver great results. Measuring the success rate is not possible without metrics.
In digital marketing, these are the common KPIs:
Cost per click is a paid advertising model where the advertiser pays for every single click on the ad. Paid ads should be well written using the right keywords. The CPC rate varies with different key terms. Google Keyword Planner is used to find out the search volume and CPC rate.
Click-through rate or click-through rate (CTR) tracks the number of impressions against the number of ad clicks. An ad with a low CTR indicates that you are not focusing on the target audience in the right way, and you may need a better copy or even a different ad display.
Getting a decent number of unique visitors is critical to increasing sales and leads. You are not supposed to see an increase in conversions without getting the required number of unique visitors. However, it is important to get the right traffic from your target segment. There is no point in attracting visitors who are interested in your products and services.
Average time spent on site
Every visitor coming to your website is likely to spend some time reading the content or browsing the different category pages.
If a visitor gets what they were looking for, they will likely spend more time on your website. Google values the time you spend on a website and considers it an important factor in ranking sites. The average time on a website allows Google to rate the quality of the target content.
Aside from the quality of the content, site speed is another factor that affects the average time on a website. If a website loads quickly, it will likely have a better score in terms of time spent on the site. These statistics can be easily tracked through Google Analytics.
Sometimes, visitors just bounce back once the site is loaded. They cause an increase in the overall bounce rate. This trend shows that they did not care about the content. If a visitor leaves your website without spending time on it, it means that the content is not relevant to their query.
A higher bounce rate indicates that you are not providing high quality content or information to your visitors or becoming irrelevant. This can be detrimental to your overall ratings.
You are likely to get targeted traffic from different sources. It is necessary to know which channels attract visitors. Knowing your traffic sources helps you maintain a good flow of unique visitors to your site.
For example, if a particular blog post on your site attracts a large number of traffic, you should create similar content to increase exposure. Moreover, you will know how different marketing channels work to achieve your traffic goals. Different source metrics will show the contribution of traffic through marketing campaigns, organic sources, affiliate partners, and other websites.
Apart from the above strategies, there are a few important tests that you can take to ensure the best choice.
- Make sure that the digital marketing agency you choose is results-oriented and specialized in your field.
- Understand how they work and how they achieve set goals.
- See customer reviews and general ratings on trusted review sites.
- Don’t even think about hiring agencies that are willing to work at cheap rates. If you do, don’t expect great results.
- Before making the final hiring decision, be sure to discuss every aspect of your marketing needs.
- Discover the tools and techniques they use to deliver high-quality results. Cheap and free tools cannot achieve amazing results.
A digital marketing agency is responsible for fulfilling your advertising requirements, there is no doubt about that. However, you can’t hold them responsible without playing your part. It is your responsibility to do proper research and explore every little detail before hiring any marketing company. Give yourself the time you need to complete the research work. Don’t rush because this is one of the most important decisions you can ever make to determine the fortune of your online presence.