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With millions of online business websites out there, and millions more constantly being created, it is essential to craft a strategy to stand out from the competition, and hiring a digital marketing company is one of the most effective ways to achieve this, especially for small or medium businesses without the resources to outfit an integrated in-house marketing department.
If you choose the right digital marketing company, you will have a full service company that handles every aspect of your marketing strategy and optimizes your business for lead generation and channel conversion. The advantages of this include increased ROI, potential viral content, and measurable results from a customized strategy. The flip side is that if you settle on the wrong company, it can make things worse for you by using black hat tactics or simply through incompetence.
Here are some important metrics to determine which digital marketing company will be the best partner for your business growth.
Related: Five tips for growing your audience for your digital business
Specialized expertise and range of services
Experience is a critical factor, but one of the mistakes many people make is not focusing on the said experience of their niches when looking for a digital marketing company. While a company may have many years of experience building websites and handling advertising campaigns for e-commerce businesses, if you’re running a law firm, it may be best to find a digital marketing firm with experience handling projects that focus more on your own services.
When you outsource marketing to an agency, the range of services provided by the agency is an important point to consider. With so many channels that you can use to reach potential clients and customers, such as SEO, digital marketing, email marketing, content, affiliate marketing, and influencer marketing, it is important to be able to engage in as many of these channels as possible. Ideally, the agency you work with will have the ability in all the channels you want to use and more. As much as possible, you want to avoid having multiple agencies handle your marketing to avoid the risks of conflicting messages or strategies.
Reliability and Pricing Policies
No matter how good a company’s sales presentation is, you won’t get much use out of hiring them if they turn out to be unreliable when it comes to delivering your project and getting it done on time. When checking the reliability of the company, search for their names on Google and check if previous customers have reviewed them on the Better Business Bureau or similar sites. Ask them for references and take the time to call these references to verify them. Many agencies, like Lilo, list their past clients on their websites to make it easier for people to check their wallets. Look for companies that are transparent about their work, allowing you to infer their strengths and weaknesses.
Getting a quote is one thing, but making sure the quote is accurate and truly reflects what you will ultimately be charged for is quite another. Many digital marketing agencies use hidden fees to incur expenses. Sometimes you may need to give the company some financial wiggle room to do its best job, but ask as many questions as necessary to make sure you’re working with a company that’s upfront and transparent about their billing policies so you don’t. Don’t be surprised down the line. It is important to keep in mind that lower prices do not always equal better value. You should evaluate the offers holistically to make sure that you get the most benefit for what you pay.
The ideal relationship between your business and digital marketing agency will be a long-term relationship that will span many years as your company grows from a startup into a multinational gem. The quality of customer service at your chosen agency will be a defining part of that relationship. Will you be able to connect with a rep when you need an urgent fix to one of your resources, and will you be able to quickly make changes to your campaigns to meet the growing demands? A company that has an excellent and responsive customer service system is critical.
Choosing a digital marketing agency is perhaps the most important decision you will make regarding your company’s marketing strategy. With the right agency partner, you will be able to rely on them to design and implement effective strategies that will increase the visibility of your products and services, as well as boost your bottom line.
Related: Customer service is the new sale