Nobody likes burning their fingers, but sometimes, the business decisions we make, backfire and put a strain on our finances. As digital marketing is still a burgeoning industry, it’s nuances aren’t fully understood, and small business owners often fall for the smoke and mirror tactics of agencies that offer digital marketing services.
The truth is, the dawn of digital marketing has opened innumerable avenues to market your products and services successfully. Whether you’ve been running a successful business for decades, or maybe you’re the new kid on the block, digital marketing can propel your business to the heights you’ve dreamed of. However, to get there, cutting out any mistakes that may be made along the way becomes essential.
As a growing digital marketing service provider Webware understands the struggles small business owners face and want to help you overcome the challenges that come your way. To help you navigate through the web of digital marketers and select a team that best suits your requirements, we’ve put together a list of the most common mistakes people make when hiring a digital marketing agency and how to avoid committing them.
1. Not working with a full-service digital marketing agency.
Some agencies focus their offering on a single service such as social media marketing or SEO but do not offer an entire suite of services. The challenges of working with providers who specialize in one or a handful of areas of digital marketing expertise are two-fold. First, in order to get the full-suite, you will have to work with and manage numerous resources adding to your already stretched workload. Second, often there is integration between the different channels that are easier to manage by a single entity. To gain an understanding of an agencies’ capabilities it’s important to ask for examples of previous integrated campaigns they have worked on to verify the services offered. Experience in creating and developing a website, optimizing for keywords, launching appropriate digital marketing services, managing social channels, placing ads, and creating content to generate the maximum level of engagement are table stakes for an experienced digital agency. Also, an accomplished agency will provide monthly analytical reports to demonstrate the success of their efforts and to make recommendations for improvement.
2. Choosing the cheapest as opposed to the best digital marketing agency.
Price is a major constraint for most companies, but going with the cheapest digital agency could damage your brand image in the eyes of your customers if the work is not up to the mark. A reputed marketing agency will enhance your brand perception instead of damaging it, which is why it’s important to set a reasonable budget and also expect to pay a competitive rate for exceptional work.
3. Approaching an agency without a clear marketing goal.
It’s essential to have clear digital marketing goals and carry out research before you start approaching digital marketing companies. You do not want to end up taking on services that are unnecessary, based on recommendations from the agency. You know your business best, so make sure that the company you choose aligns with your overall mission and vision and not the other way round.
4. Not getting a plan from the digital agency.
When you work with an agency, it’s important to ask for a plan that includes timelines, goals, and the platforms that will be used to enhance your brand. Your company may be more successfully promoted on Facebook and Instagram if you‘re into retail, or it may receive better traction on LinkedIn and Twitter if you’re primarily B2B. Email marketing and newsletters could also help your strategy, so explore a customized package based on your needs.
5. Working without a marketing budget for campaigns.
Every company needs to have a marketing budget for the year. You will have to consider what percentage of your budget you are setting aside for digital marketing and the budget for traditional marketing. Getting a beautiful website designed will be a one-time cost, but digital marketing services are usually charged on a monthly retainer basis, so this needs consideration. Also, running ads on digital marketing platforms increases the visibility of your brand, but it’s important to set a budget, so you do not end up overspending.
6. Not checking the reputation of the firm.
A company that is providing digital marketing as a service should have a strong reputation online. It’s vital to check the company’s social media channels and read reviews and ratings from past clients. Also, the kind of language, images, and videos used on the website will give you a clear indication of the caliber of the company.
If this article made you sit up and think about your digital strategy, maybe it’s time you consulted a professional for a digital marketing solution for your business. Webware.io is a digital agency that provides all the tools you need to succeed in today’s web-based world, on one platform. We work with you to provide website design, e-commerce solutions, blogging, email newsletter management, social media marketing, reputation management, and more. Our head office is located in Toronto, and we serve clients across Canada and North America.