Digital marketing is a multi-dimensional strategy that is directed at targeting, reaching out to, and building strong and long-lasting relationships with customers found online through a variety of channels. The ultimate goal is to guide these customers to purchase their products with the hope that they will buy more in the near future. Modern digital marketing is a vast system of channels where marketers only need to connect their brands, however, online marketing can prove to be much more complex than expected by marketers.
Marketers rely on hiring digital marketing agencies to optimize the true potential of digital marketing. Digital marketing agencies employ a variety of different tactics, strategies, and online tools to help companies reach their marketing and sales goals. For most solo planners and small marketing departments, planning and running successful digital marketing campaigns as done by digital marketing agencies can prove to be difficult.
If you are a small business owner, this article will explain the concept of digital marketing, what does a digital marketing agency do, and more in an easy-to-understand manner and show how online marketing by these agencies can help your business grow.
What is digital marketing?
To state it simply, Digital Marketing, which is also referred to as Online Marketing, involves applying media tactics, technology, tools, and data, using digital operations and platforms, while integrating those with traditional marketing communications in order to achieve your company’s marketing goals. The digital marketing industry is dynamic and constantly keeps on evolving. Due to this reason, we need to keep up with new advances in the industry. The last thing you want is to see that your competitors are swiftly moving forward while you are lagging behind in making the right choice for the appropriate set of marketing strategies just because they are better informed, especially if you are a startup or a small business.
When people find a new product, business, or service online, they start searching. According to a survey, about 93% of online experiences use search engines such as Google and Yahoo! or Bing start. The primary reason why search engine results are popularly used is that users rarely know what they want. They may have ideas, but they need a search engine to guide them. This demonstrates the importance of investing in the right SEO techniques as they can improve your ranking on Google and other search engines. Basically, a ranking of your company’s or business’s website higher on search engines can prove to be the best way to promote your product or service.
Digital marketing components
Customers interact with a large network of digital touchpoints on a daily basis, and digital marketing encompasses all of them. To make proper use of these channels, you must first comprehend them.
1. PPC (Pay-Per-Click) advertising
Paid search, often known as pay-per-click (PPC) ads, refers to sponsored results that appear at the top or side of the SERPs (SERP). These ads are charged on a per-click basis and can be adjusted to appear when you enter in a specific search term, allowing you to target your ad to a specific audience. These ads can be quite effective because they are based on information gathered from people’s online behavior and are used to increase website traffic by delivering relevant adverts to the appropriate people at the right time.
2. Search Engine Optimization (SEO)
SEO is the process of optimizing your blog content, technological setup, and accessibility so that certain pages appear first in a search engine result for a specific set of keyword terms. When visitors demonstrate behavior indicating that they’re looking for relevant products, SEO can push them to your site, which can be a game-changer considering that 90% of individuals searching haven’t formed an opinion about a brand yet (Status Labs, 2018). While PPC and retargeting are effective, search engine optimization’s organic online traffic has a significant impact on search rankings and, as a result, organic website traffic. You can utilize SEO to dramatically boost visibility and establish long-term consumer relationships by leveraging keywords and phrases. SEO is described as the use of popular keywords and phrases to improve the traffic to your organic website by ranking it higher in online search results. Because visibility is the first step in establishing long-term customer relationships, an effective SEO strategy can make a significant difference in your digital marketing effort.
3. Content marketing
Successful content marketing may not have the qualities of outer advertising, however, it does help to educate and motivate people who are looking for knowledge. Providing relevant material to your audience establishes you as a thought leader and a trustworthy source of knowledge, decreasing the risk of stagnant immersion in the other marketing initiatives. Content marketing offers a three-fold advantage over paid search ads in the age of spontaneous shoppers, and it is well truly beneficial.
4. Social media marketing
Having a functional social media profile isn’t enough for efficient social media marketing. To establish as many community networking options as possible, we must infuse social components into every area of our marketing efforts. The more consumers are motivated to engage in your material, the more likely they will share it with their friends and family.
5. Social media marketing
Even to this day, more than two decades later, email remains the quickest and most direct means to communicate essential information to customers. To avoid being buried in your consumers’ inboxes, great email marketing must be exceptionally engaging, relevant, instructive, and fun. Marketing emails must have five crucial characteristics in order to be successful. They must be trustworthy, relevant, conversational, cross-channel coordinated, and strategic.
6. Mobile marketing
Our mobile devices are kept in our pockets next to the bed and are examined frequently throughout the day. As a result, mobile marketing is critical. This indicates that multiple customers may recall a brand that was promoted on mobile in the previous week, yet because of its personal nature, mobile is a very slight distinction. You can reach your clients on your device using SMS, MMS, and in-app marketing, but you should also consider integrating your advertising strategy across various digital marketing channels.
7. Marketing automation
Marketing automation is a critical platform that ties together all aspects of digital marketing. In fact, automating lead management can increase sales by over 10% in as little as 6-9 months. Without these, the campaign resembles an incomplete structure with crucial bits left. Marketing automation software aids in the streamlining and automation of marketing operations and processes, and also the measurement of results, the calculation of return on investment (ROI) for digital campaigns, and the acceleration of sales growth. Marketing automation gives analytics to help you measure your firm’s revenue-related digital marketing initiatives and provides useful insights into which programs are performing and which aren’t.
Benefits of digital marketing
Let us now take a look at the advantages of digital marketing and how you can use online platforms to help your company expand.
- The chance to communicate with prospects and understand exactly what they want, i.e. getting to know your consumers better!
- Because there are no territorial restrictions with digital, you can reach out to anybody and anywhere.
- Personalization is easier with digital marketing since you can target the correct audience at the right moment.
- At each stage of the buying process, communicate with your prospects.
- Save costs and reach out to more people for less.
- To build brand loyalty, choose to know your target audience and promote engagement. Take a cue from the efficacy of consumer loyalty programs.
- Easily and rapidly measure and monitor returns to your marketing initiatives.
What are digital marketing agencies?
Digital marketing agencies manage and implement new tactics to sell your products or services online in order to improve the sales and revenue for your company. Digital marketing services encompass everything from monitoring your social media profiles to revamping your website and optimizing your web webpages for search engines.
A digital marketing agency, in basic terms, is a marketing agency that has been assigned the task of matching the changing marketing needs of the digital age for an organization or individual entrepreneurs.
Types of digital marketing agencies
First and foremost, you must understand what a digital marketing agency provides before learning how to choose the best one for your company. Several digital marketing organizations will boost your company’s visibility on the various marketing channels available to internet businesses in general, but each marketing agency is unique. Furthermore, many marketing organizations will provide a variety of services.
Single-channel, multi-channel and full-service agencies are the 3 major categories of digital marketing agencies.
1. The digital marketing agency with a single-channel approach
A single-channel agency lets you work with a group of experts who specialize in one area and can help you gain visibility on a specific channel. These digital marketing businesses are usually pretty good at what they want to do since they stick to what they know and just concentrate on it. A single channel agency could be ideal if you currently work with another agency or have a skilled in-house promotion team that can win a little extra help.
The main benefit of these marketing agencies is that they are ideal for companies with limited resources, such as small businesses, who prefer to operate on a project basis. They’re also ideal if you need a second firm to help you increase visibility through a certain promotional strategy.
The main downside of these marketing organizations is that they encompass a large area with a lot of various paths to choose from. A single-channel marketing agency would only be able to assist you with one aspect of the process; it will be up to you to make sure the rest is taken care of as well. Also, engagement could be a challenge if you have several agencies or an in-group working on different aspects of your plan. Coordinating everyone could hence be challenging.
2. The digital marketing agency with a multi-channel approach
Strategy is at the heart of every multi-channel digital marketing agency. These firms specialize in a variety of channels, but they will have experts in each one. This will aid in increasing awareness in the appropriate channels and smartly integrating them to achieve overall online success. Multi-channel firms may spend more time, expertise, and knowledge on their campaigns while maintaining high quality. They also recognize how these channels interact to form a holistic strategy that enables organizations to be in the right spot at the right time, in front of the relevant individuals in the digital realm.
The key advantage of these marketing companies is that they are ideal for organizations with small-to-medium budgets that want to be successful online in locations where their clients are interested. Furthermore, this approach to digital marketing is original, open, and results-driven. To fulfill corporate goals and maximize return on investment, a multi-channel digital marketing agency can build an integrated, targeted plan.
This method has the disadvantage of not being the ideal type of digital marketing firm for organizations that desire a lot of control over their digital marketing. Because these firms are usually well-versed in their fields, it’s simply a matter of trusting their judgment and expecting the outcomes.
3. The digital marketing agency with a full-service approach
Designers, developers, creatives, analysts, and technical nerds are usually all crammed into this agency. They can help you with everything from website design to marketing channel upkeep. You may be lured to the all-inclusive bundle that a full-service digital marketing agency may offer because of its size. It may appear to be a rewarding experience, but it could quickly turn into a nightmare if you don’t do your homework properly. It could be a cautious indication if the price appears to be too exciting. It usually indicates that either the layout or digital marketing is at risk, and that one is more of an ‘add-on service’ than a service given.
The key advantage of these marketing organizations is that they work with companies who need a new website and then have an in-house staff to manage the digital marketing. Because everything will be in one location, communication, permission, and collaboration can go much more smoothly.
The fundamental disadvantage of these marketing agencies is that some full-service firms lack the in-depth technical understanding required for each specialization, resulting in poor design and marketing quality.
Small businesses and digital marketing strategies
Whenever a small company first unveils, the focus is often on how to get the first customers through the door. Print ads, mailers, and even outdoor media are examples of traditional marketing methods. Businesses may believe that if they deliver a good quality product or service, buyers will eventually find their way to them.
While this strategy may yield a little amount of profit, there seems to be a secure and convenient alternative. Small firms should consider the global market of online prospects and how merging their digital and conventional efforts might help them. Any small business, no matter how fledgling, should not disregard digital platforms as a way of generating prospects and converting interest into sales.
Importance of digital marketing agencies for small businesses
Digital marketing agencies are experts at staying on top of the newest marketing trends and implementing the most effective tools and strategies to help firms stand out from the crowd. As a result, many businesses entrust digital marketing services with the management of their marketing initiatives and the enhancement of their online exposure.
Take a look at the breakdown of what digital marketing firms can accomplish for your small business:
- Find, develop, and execute efficient advertising approaches: Digital marketing organizations collaborate with customers to devise and execute bespoke advertising campaigns that are tailored to their company’s needs and deliver the highest return on investment (ROI).
- Analyze campaign progress and offer detailed reports: Digital marketing agencies can keep track of the development and success of your marketing efforts and provide you with detailed tailored reports to keep you informed.
- Assess consequences: Digital marketing organizations will assess the outcomes of marketing tactics and programs in order to determine which ones are generating the most income for your company.
- Produce sales and leads: Through their unique marketing techniques, digital marketing agencies’ main purpose is to generate online traffic, leads, and sales for your company.
Digital marketing firms frequently enhance the potential of your marketing department. They can maintain social networking and email ids, track campaign progress, and develop effective lead generation and sales tactics.
Online advertising can push the limits of your budget even further. However, if you’re wanting to create a lead-generating website or want to test the waters with a Facebook campaign, this is the place to be. The first step toward achieving these objectives is to gain a better grasp of digital marketing and how it may benefit your company. For this, it is highly recommended that a small business should hire a digital marketing agency.