4 September 2018

What Does a Digital Marketing Agency Do?

 

So, you’ve decided it’s time to up your digital marketing game and what better way to do that than through an agency? A quick Google search later and you have 333,000,000 results to choose from…

digital marketing agency Google search

Wait, how many?! How could you possibly choose between that many options? Exactly what does a digital marketing agency do, anyway? Maybe you should just do it yourself – after all, how hard could it be?

Firstly, don’t panic. The volume of results shows just how popular and crucial digital marketing is; everyone wants in on it! Then, do some research. If you have an idea in mind of what you’re looking for from a digital agency, then you’ll be able to be much more selective. To help, let’s discuss what a digital marketing agency is and exactly what they can do for you and your business.

What is digital marketing?

Alright, let’s not run before we can walk. What even is “digital marketing”? Marketing as we know it is the promotion of goods or services to a specific audience, traditionally achieved through media, such as newspapers, magazines, television, radio, and so on. But, marketing has changed.

With the astronomical rise of technology in recent years, it’s only natural that the way we market has shifted to digital. That’s not to say that traditional methods have died; television adverts are still a hugely successful means of marketing, for instance. But, in order to reach your target audience, you have to go where they are – and that’s mostly online nowadays.

Digital marketing, then, is promoting your commodity and delivering results through technology. While technology is an umbrella term that can encompass many things, the internet is the beating heart of digital. Utilising the internet to market your brand is absolutely essential in this day and age – digital marketing agencies are here to help you out.

Digital marketing agency global searches

Let’s take a look at the search query “digital marketing agency” again. Google Trends shows it has gradually risen in popularity over the last five years worldwide, illustrating how this shift in consumer behaviour and marketing has been slowly recognised.

So, what is a digital marketing agency?

A digital marketing agency is a group of specialists who devise and execute campaign-based or project-based strategies in their respective digital disciplines, such as SEO, PPC, social media, and so on.

They can build strategies to suit your needs and focus on tangible results. Gone are the days of trying something and hoping for the best; digital marketing is all about ROI. Strategies can be assessed on their success and adapted, if need be. Digital marketing is measurable, reactive and constantly evolving.

Digital marketing agencies come in many shapes and sizes. They may be a complete entity on their own, focusing solely on digital services for their clients, or they may be a subset of a larger agency. At Storm, digital marketing is just one of our specialisms that encompasses several disciplines. From SEO to paid media and content marketing, here are some of the things a digital marketing agency can do for you.

team sitting on couches

Improve your organic search visibility

You’ve probably heard of SEO, or search engine optimisation, but you might not have a clue where to begin. With over four billion searches performed on Google every day, getting seen for relevant search queries is crucial for attracting traffic to your site, but can be extremely difficult to do. SEO is the process of improving the visibility of your site in organic search to increase qualified traffic – basically, getting your site in front of the right eyes to increase visits.

Digital marketing agencies can audit the current state of play for your site by looking at how well it complies with technical requirements for SEO, as well as content and authority elements. Does your site rank well for relevant keywords? Do other websites link to yours? If not, why not? A digital agency can help you answer these questions, as well as evaluate how well you’re performing compared to your competitors.

Put you in front of the right audiences

Sometimes organic search needs a helping hand, which is where paid media comes in. That doesn’t mean your SEO isn’t up to scratch; on the contrary, a comprehensive digital marketing strategy should ensure SEO and paid media work in tandem for maximum ROI. Paid media can include Pay Per Click (PPC), as well as social media advertising and display ads.

Like SEO, a digital agency can audit your PPC efforts by assessing your paid media accounts, such as Google Ads. They will be able to tell you if you are effectively utilising your budget, as well as highlight any opportunities you might be missing and ensure you’re adhering to best practice.

Paid media can be a minefield and you can often appear for irrelevant or inappropriate searches if you don’t how what you’re doing. A digital agency will be able to filter out any unwanted terms using negative keywords and in turn, use your budget more efficiently. Not to mention, provide peace of mind that your brand won’t appear for anything you don’t want it to.

Standing desk

Plan the perfect content strategy for you

What do you think of when you hear the word “content”? While you might say words, content can be a whole lot more than that – videos, podcasts, infographics, and even images can all be classified as content. A digital marketing agency will be able to craft a content strategy to suit your needs and help you choose a medium that will work for you.

Content marketing is more than a numbers game; it’s not simply about the amount of content you put out, but the value of it. Quality over quantity really is key to a successful content marketing campaign, which any agency worth its salt will know. As with SEO and paid media, content marketing is all about attracting the right audience to your brand and shouldn’t be undervalued.

Avoid the spam folder

You may think email marketing should be the least of your priorities, but it’s more popular than you think! If you’re at work, you probably have your emails open this very second. If you’re on the go, you probably have a mail app on your phone. Email is still an integral part of our digital lives, so you’re missing a trick if you’re not targeting your audience there.

With advanced knowledge of email marketing tools, a digital agency can help you build a loyal list of subscribers and ensure your efforts don’t end up in the spam folder. Whether you want to send frequent newsletters or exclusive content, a digital marketing company will be able to set up tangible goals to measure your efforts against.

team meeting with laptop

Understand data you never knew you had

Through everything we’ve discussed so far, analytics is a constant thread. The beauty of digital marketing is that it’s data-driven, so you can see exactly how successful your campaigns have been and spot areas for improvement. The downside of having so much data, however, is it can be overwhelming.

A digital marketing agency will help you make sense of your analytics and gain valuable insights you can put to good use. They may even reveal data you never knew you had access to – Google Analytics, in particular, is a goldmine that few people know how to use effectively. Most agencies will also offer their own custom reporting, so you don’t even have to do any data mining yourself.

Hone your social media strategy

Having a presence on social media is as important now as it ever was, especially if you’re a well-known brand. Customers will often look to your social profiles for more information about you, as well as a means of getting in touch. If you’re not active on the likes of Twitter and Facebook, then you’re missing a huge opportunity.

Most digital marketing agencies will have a social specialist, if not several, who can develop a strategy to suit your brand. They can also manage your social media accounts entirely, which usually includes scheduling posts, responding to comments and messages, analysing competitors, auditing results, and more.

While social media may seem simple enough to do in-house, it can be extremely time-consuming to do well. Organic reach on social, i.e. posting on your channels without any paid input, has also plummeted in recent years, as a result of various algorithmic changes. To really see any effect on social, it’s worthwhile investing in paid strategies, which a digital marketing agency will be able to help you with.

working at desks

What does a digital marketing agency do, then? Simply put, they make your life easier. Getting your brand in front of the right people online takes specialist knowledge and planning that they can provide, as well as ongoing support to ensure maximum ROI. What’s more, many digital organisations are willing to share that knowledge through training sessions to upskill your staff.

We offer a range of digital marketing services here at Storm and have helped a variety of clients improve their digital presence through tailored marketing strategies and campaigns. No matter what your goals may be, get in touch to discuss how our experienced team can help meet them.

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