As the influence of traditional media continues to decline, more companies are turning to digital marketing. Many choose digital agencies to help design and implement their online marketing strategies. If you’re lacking an in-house expert to oversee your marketing effort, outsourcing the work is an easy decision.
The hard part is choosing the right digital agency.
Since digital marketing is a new concept to some business owners, they often don’t know what they should look for in a digital marketing agency or how to measure success. This can doom the relationship to failure from the start. Knowing what to look for in an agency and what to expect from digital advertising is the best way to ensure your marketing initiatives get off to the right start. We are one of the leading creative agencies in London and have a few tips to help you figure out which one is the right fit for you.
Have clear goals
No marketing campaign can succeed without defined goals. What demographic are you trying to reach? What action do you want your customers to take? How do you want the public to see you? You should answer these questions before moving forward with any marketing plan. After all, who understands your business and customers better than you do? Don’t be so intimidated by new technology that you overlook what made your business a success in the first place. No advertising medium can deliver results with the wrong message and the wrong approach. While the agency may craft the campaign, you have to help establish the goals. You have a wealth of knowledge that you have gained over years. Make sure you share it with your agency.
Make your agency accountable
It is easy to measure how many people visit a website or interact with a piece of content. But, what is the true ROI? While impressions are great it is a meaningless metric if your content isn’t converting? Don’t get bogged down by click-throughs, and bounce rates. The only number that matters is the same one that always matters across all advertising mediums; results. If the people aren’t taking the desired action, your agency should explain why.
Manage your expectations
While your agency should be accountable, the client has a responsibility to be reasonable when it comes to accessing the results of their advertising. Digital marketing is more targeted and trackable than say magazines or television, but don’t expect miracles. You aren’t likely to get the same results as a competitor who has twice the budget to spend. Before you blast your agency rep, assess the situation. Did you invest enough financial resources and time in the campaign? Even the most creative agencies in London can struggle to meet client expectations if they aren’t given the tools they need.
Choose an agency that you can trust
Trust is one of the most important factors to consider when choosing a digital agency. You don’t want to partner with a bunch of yes-men who won’t give you an honest answer. A digital marketing firm should offer total transparency. Do your research and make sure you are entrusting your digital marketing to the right agency.
The right creative agency should be accountable, trustworthy and dedicated to achieving your goals. Make sure you giver them the time and money necessary to get results. While you can’t forecast with certainty that your marketing efforts will always break through, having a good working relationship with a proven digital agency increases the odds of success.