Is anyone sick of digital marketing agencies saying yes to every business, pretending to be experts in every service, and faking it until they make it just to avoid saying no? Finally, after nearly ten years in this industry, we’ve gained enough experience to form an opinion on what work an agency should handle and what a client should handle in-house. Of course, exceptions exist, but we have a good sense of what works and doesn’t. So, first, some background on the digital marketing industry.
There were plenty of traditional agencies; some had carved out a corner in the basement for a few nerds who seemed to know certain things about websites, Google, digital ads, and red Swingline staplers.
Mahira Digital was unique in that we were entirely focused on digital and had no interest in traditional. We sought clients who had a website and desired to be found on Google. It was a novel idea that reminded me of the Wild West. Is there a standard agency fee? Do we require a retainer? Do we charge more for Google ads than other search engines or AOL ads? In retrospect, it was simple and minimal. However, we did not feel that way while developing the market.
I’ve seen many misunderstandings in the industry about what a digital marketing agency in Delhi should and should not do for clients over the years. We’ve had enough experience and completed enough projects to know where our agency’s strengths lie and where they don’t. Where do our efforts yield the greatest return on investment for our clients, and where do they not? I’ve put together a list of what your digital marketing agency should and should not do, leaving specific tasks to the clients. Let us begin with the fundamentals of the digital marketing agency industry.
What Is a Digital Marketing Comapny?
A digital marketing agency in Noida or Delhi NCR now provides paid search, Google Analytics, SEO, website development, content marketing, social media advertising, display, programmatic, and other digital marketing services. In addition, agencies must be able to speak on topics ranging from strategy to implementation, data, insights, apps, marketing technology, and everything in between, including antiquated solutions and the future of digital marketing. As a result, digital marketing agencies have evolved into true business partners for businesses. They’ve made it out of the basement and into the boardroom, where the C-suite solicits their input and values their viewpoint.
What Kinds of Digital Marketing Agencies Exist?
There are numerous digital marketing agencies to choose from. Some are a minor component of a larger whole. Some digital agencies provide a full range of services. Some are full-service digital agencies that also develop websites. Some specialize in a single discipline, such as a paid media agency or an SEO agency. Some are website development or design comapnys, while others are website analytics companies. Some are nearly full-service agencies but do not entirely close the loop. Many will rely on third-party providers to fill any gaps, which will work well in 2021 but not as well as 18 years ago. Many organizations use off-shore resources to cut costs and fill gaps in their offerings. This frequently causes more problems than it solves.
A digital marketing agency comprises numerous subject matter experts from various digital disciplines, such as SEO, PPC, website analytics, and website development. So that clients can benefit from their shared perspectives, these experts must be formally connected through a defined and validated process.
The strategy should be a priority for digital marketing agencies. Then, these individuals can shape that viewpoint into a logical course of action for their client, complete with goals and expectations.
Digital marketing agencies will also assign project managers to handle day-to-day communication and ensure that the agencies deliver on their promises.
The Advantages of Using a Digital Marketing Agency
A group of dedicated, skilled individuals who are constantly honing their craft.
They read every blog, listen to every podcast, and attend every conference related to their field. They have many clients from whom they can identify trends and plan for the future. They are frequently supported by a variety of technologies that they have mastered over time. A team usually surrounds them to brainstorm and debate.
Access to a diverse range of experts
Would you instead go to a hospital that only has a cardiology department? What if the problem is muscular, nerve, blood, or allergy-related? It would help if you had experts from all departments communicate with one another and formalize their findings into a plan of action for the future.
Scalability and adaptability
Agencies can be brought in to supplement existing teams and scale up and down quickly. As your existing teams change, so will your engagement with your digital marketing agency. Alternatively, you can hire an agency to serve as your turnkey digital marketing team.
This leads me to two fundamental questions:
What work should be done by an internal team versus your agency?
Given that you will all is working together to some extent, who should be responsible for the various elements of digital marketing work?
What Should a Client of Digital Marketing Do?
It is more complicated than you may believe. To empower your digital agency to succeed, “more revenue” is not a good answer. An agency will not handle sales.
Revenue is influenced by various factors, including the C-suite, sales, technology, and others. Therefore, clients should consider what specific, attainable result would result in the C-suite giving each other a virtual high five. Can it be a SMART goal? Can your digital marketing agency achieve this goal independently, or are they reliant on factors beyond their control?
Remember that there can be multiple goals, but there must be one primary goal toward which we are all rowing.
Serve as the primary point of contact for the rest of the organization.
Assume your digital marketing agency is asked to report to multiple people with new or different goals. In that case, your digital marketing agency will quickly grow in multiple directions. Individuals will find it difficult to say “no” to your organization. They will fail to achieve even a single goal as they try to please multiple stakeholders simultaneously. A champion within the organization is required for digital marketing agencies.
Internal barriers must be removed.
Agencies can and should advocate for what is necessary and beneficial to the client. We will, however, encounter internal roadblocks. We need our client to fight internal battles on our behalf, preferably as our primary point of contact. For example, assume we need content generated, a title tag changed, or access to analytics. In that case, we need the client to remove those impediments.
Create and maintain a brand voice
Yes, brand marketing and communications companies are critical to clients. These groups could even exist within digital marketing agencies. I’m talking about becoming reliant on your agency to speak on your behalf. While delegating their expertise, brands cannot be authentic and authoritative. They should not enlist the help of an agency to communicate with their customers.
The brand, its customers, and an internal marketing team will never be known to agencies. As a result, agencies should not manage the community on their social channels. Furthermore, agencies should not be creating all of their content from scratch while pretending to be company employees. Attempting to sound authentic is not a skill a digital marketing agency should strive for.
Suppose you believe that the brand should have control over its brand voice. In that case, you will also believe that the brand should be heavily involved in content development. Service pages, blog posts, videos, and info graphics are examples of content. After researching keywords and competition, your agency should inform you of what needs to be created. That research is a significant undertaking in and of itself. Then, of course, the agency should optimize all content produced. First, however, the brand should create content in its voice.
If this is not possible, they should provide their point of view on the content research that the agency has mandated. Mahira Digital, for example, has had much success having collaborative conversations with client experts and asking them to provide bullet point responses for content that needs to be produced. Mahira Digital will then create the content with the help of a team of expert writers or hold a call/Zoom meeting where the client can express their point of view on our recommended topic. Our writers then turn it into a completed piece.
What Is the Role of a Digital Marketing Agency?
Create and implement a digital strategy to achieve predetermined goals.
Clients must be involved, and their feedback is critical. However, agencies should be in charge of determining how to achieve established goals. For instance, which channels and tactics will target which parts of the funnel to achieve the best results? More than the initial agreed-upon strategy, agencies should be accountable for how the strategy is optimized as accurate data is consumed.
Strategy and implementation of paid media channels
Paid search, paid social, paid display, programmatic, and retargeting on all platforms necessitate daily, weekly, and monthly optimizations as digital agencies strive to meet our objectives. Even if you can dedicate one internal resource entirely to paid search and provide them with all necessary tools and technology, will they be able to coordinate with all other paid media channels, as well as SEO and analytics teams? Even if they could, I know very few paid media specialists who would prefer to work on a single account daily.
Create and implement SEO
Search Engine Optimization is a combination of art and science. There are algorithm updates almost every week, with significant updates every month and quarter. The lifeblood of SEO is content. Your agency should handle all technical SEO and most likely has advanced link-building strategies to acquire high-quality, relevant, and authoritative backlinks that would be nearly impossible for an individual to build. What your agency requires is for the brand to create content. We can research appropriate topics, length, tone, and point of view, but the writing must be in the brand’s voice.
Set up, optimize, and generate website analytics insights
Agencies should be held accountable for completely installing Google Analytics and other analytics tools. Goal conversion tracking, attribution models, tagging strategy, Google Tag Manager, and reporting, including Google Data Studio, should be the responsibility of digital agencies.
Your organization should also be in charge of extracting insights from the report. “What” is the data? What you’re looking for is the “so what” — the insight into why something matters and what should be done about it. If your agency has a development side, some of those action items should be handled by your agency if they affect paid media channel management, Search Engine Optimization, or your website. Some of those action items must be handled by the client internally.
Before Choosing an Agency
Brands should consider what internal resources they currently have in place. What abilities do they possess? What abilities do they wish to hone? If you have a large enough team, an agency may only be needed to fill a few gaps. If you have a small team, you should work with a company that can not only fill more gaps but also does so in a coordinated manner. Do they have internal processes in place to connect subject matter experts? As a result, the client receives the entire value of the agency.
Consider my points above as you build your internal team. All this work must be completed, and you would be better off putting people in the best position to succeed. Put your aces in their proper places.