Navigating the digital marketing landscape can be a daunting task — it can be a hard task just keeping up changes to algorithms, new targeting strategies or tactics to bump up your position in search results, and it can chew up a lot of time.

Engaging a digital marketing agency to oversee digital marketing is proving a cost efficient solution for contemporary businesses who want to stay ahead of their competitors but don’t have capacity to stay on top of industry changes and trends or spend time strategising the best marketing platforms to promote their brand. A trustworthy digital partner can manage your online presence, build your brand awareness and grow your business for a fraction of the time, effort and cost.

Why work with an agency?

The digital marketing landscape is vast and constantly changing — and so too should your digital marketing strategies and tactics.

Working with an agency that offers SEO services Adelaide can alleviate yourself of the pressure to stay on top of the changes, trends and your campaigns, and free you up to do what you do best — run your business.

A savvy digital marketing agency in Adelaide will offer a comprehensive suite of services that span the entire spectrum of the digital offering. Here’s just a few that you might like to consider.

SEO — Search engine optimisation (SEO) is a key strategy to build brand awareness. By getting your content to rank high on the search results page, you can capture potential clients early in the buying journey.

Social media advertising —  Agencies that offer specialist social media marketing in Adelaide, can help you reach a wide audience on platforms such as Facebook and LinkedIn. When leveraged right,  Facebook also has targeting features that are second-to-none as they can segment users by gender, location, income, education level, and much more.

Google Ads — Google is the largest internet search engine and offers an unmatched opportunity to easily engage with an audience in the exact moment they are searching for your product or service or something similar. By utilising the features of Google Ads, you can serve your ad whenever users search for particular keywords linked to your business. Running a Google Ads campaign that serves a solution to someone searching for an answer to their problem, can produce impressive results.

Video advertising — Interactive media is a great way to attract and engage users, with video content fast becoming an effective way to cut through an often crowded digital environment to reach an audience. A host platform for video content, YouTube marketing campaigns sees some of the highest audience engagement with equally high return on investment.

Other digital marketing services include content marketing, email marketing, web design, ecommerce and mobile advertising, among others. Some agencies offer more specialised services, but most offer a broad variety that can reach a range of audiences across a multitude of platforms.

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Seven steps to choose the right digital marketing agency

If you’re wondering how to choose the right digital marketing agency, you’re not alone. Selecting a digital marketing agency is no easy feat. Theres plenty to consider and a lot at stake so be sure to read these key tips before choosing a marketing agency for your business.

Before beginning your search for the best digital advertising company, you must first identify your needs. Think about what your advertising goals are, where your biggest audience is and how best to reach them. Do you want to increase brand awareness or rebrand? Do you need website design, PPC, SEO or analytics? Understanding exactly what your business needs in terms of digital marketing advice, support and management, will help you narrow down contenders and zero in on an advertising company that offers the services you need backed up by experience and proven results.

Now that you know what you need from the marketing agency make sure you ask the right questions. How does the agency operate their business? If a marketing agency can create good results for themselves, this is a good sign that they can help do the same for your business. If you want to hire them to manage your blog, look at how they present their blog. If you want social media marketing, check out their social media pages.

If it’s SEO services you’re after, how do they rank? You can ask the agency or find out for yourself. It should be considered a red flag if an agency doesn’t practice what they preach as it could very well mean that they aren’t capable of delivering the service they claim to offer.

Before forging ahead, it’s essential that you conduct thorough background research on the digital marketing agencies you are interested in. While customer testimonials and case studies are great, doing some research will help you gauge their capabilities more than just taking everything they say at face value. Ask to see their portfolio or some campaign examples to help you get a better idea of how the agency works.

Another great way to find a marketing agency is through recommendations from colleagues, industry peers or business networks — word of mouth is a powerful tool and shouldn’t be overlooked for recommendations. Alternatively, a professional network such as LinkedIn can also be ideal for seeking suggestions, recommendations and advice. This platform has a lot of people on it who can help you narrow down your search for video marketing or SEO services in Adelaide.

Budget plays a big part in most business operations and marketing activities can come at a significant cost. Think about how much you want to spend on your digital marketing strategies and choose an agency that can work within your budget. Cheaper might sound good in theory but look beyond the cost — what is the quality of work? Who will be working on your campaigns? What’s their experience and expertise? Do they stay on top of industry trends? Will they be less likely to add value to you as a client because their profit margins are lower? Alternatively, question the more expensive quotes too. What costs are they covering? Is the higher cost covering provision of services you won’t use? Does it mean they go the extra mile? Where’s the added benefit/ Shop around and find a fairly priced agency to do the work you need. Don’t cut corners while trying to save a few bucks.

In an industry as broad as digital marketing, you will inevitably run into people who claim to know what they are doing. Marketing and advertising is an industry full of agencies and freelancers that promise the world but are unable to deliver because they lack the expertise or technical know-how to. Be wary of agencies that promise bottom-of-the-funnel results as there are too many factors involved to get definitive results. These factors are also company-specific and can result in different returns on investment. For instance, you could make all the right moves but take a longer time to see results because your market is quite competitive. Also, the experience can be misleading as many industry-specific agencies opt for cookie-cutter approaches that don’t always work. Sometimes a fresh perspective is needed to get ahead in a competitive market.

Can they practice what they preach? To start with, the best digital marketing experts know the value of a well-designed website so if they can’t nail their own, chances are that they won’t be able to get yours right either. This also applies to digital marketing efforts. What do they do to promote their own business? Does it look good? Does the messaging connect? Is it on brand? Is it inspiring and engaging.

Take the time to look at their digital marketing efforts and navigate their website — and take note of your user experience. If it its lacking quality design, compelling messaging and calls to action, and exceptional user experience, and doesn’t do much to inspire you then you might just be better off moving on to one that does.

Once you have shortlisted your potential agencies, get in touch with them and request a proposal. This will allow you to collect more information about the agencies and filter out those that don’t meet your needs or criteria in regard to skill and budget. To those who make it through, consider asking them to complete a task for you and review it. This test run will give you a glimpse into their operations, what they are capable of, and whether that can consistently produce good results as they claim.

If you are happy with the test run, hold a meeting with the prospective agencies and meet the team you will be working with. This is a great chance to iron out any issues you might have before signing any contracts. What do you really want from this working relationship? When you select your marketing partner, choose an agency that aligns with your personality and availability. After a long day of work, do you see yourself having a beer with the people you are trusting to market your business? This is known as the beer test. The point is simple — can they do the job and do you like working with them? If you answered yes, that’s all that matters.

Look out for red flags

Once you have identified what it is you are looking for, it’s important to know what not to look for in an agency. There are several red flags that you should be aware of so you don’t make a mistake that could have detrimental results.

  • Lack of research — thorough research underpins any successful digital marketing strategies. An agency that doesn't take the time to understand your business, industry and competitors is likely to hand you a cookie cutter campaign and not one that it tailored to your needs, goals or objectives.
  • Unrealistic promises — if it seems to be too good to be true then it likely is. Any agency that promises instant results are in over their head, especially when it comes to SEO. Look for an agency that is realistic in their promises and works with you to set expectations for how they work and what they can achieve so that you get results.
  • Poor communication — if an agency isn't prompt, efficient or transparent in their communications before they win your business, consider it a glimpse into the future. More than anything you need to be sure that your digital marketing agency is going to be responsive within reason and provide you with clear and honest information that you can understand.

Get back to your business

Selecting the right digital marketing partner can make or break your bottom line — and potentially, your business. The wrong digital agency can drain your budget on underperforming campaigns, negatively affect your brand and quality scores, and waste your time.

However, if you read our tips before choosing a marketing agency and picked the right one you will see unparalleled growth, more efficient use of resources and a stronger brand. With the right digital marketing experts on your side, you won’t have to worry about the nitty-gritty details or trying to stay ahead of the game and your competitors — they’ll take care of that for you.

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