Have you ever wondered, "What does a digital marketing agency do?" Many of you probably think it does same as your regular ol' marketing firm. Well, we're here to tell you that an internet marketing company and traditional marketing company aren't exactly two peas in a pod.
Now, don't get us wrong, they do have the same goal of helping you achieve your business objectives, but the way they go about reaching that goal is entirely different.
In this article, we're going to define and discuss the key differences between the types of marketing firms along with the criteria your should consider when searching for a top-notch online marketing agency that's going to help your business grow.
Digital marketing is often used interchangeably with online marketing and internet marketing.
As you scour the internet to find out the exact definition of digital marketing, you may come across several.
According to Wikipedia, digital marketing is: An umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
One of our favorites definitions stems from Lee Oden of TopRank Marketing, defines digital marketing as: A term used to describe the integrated marketing services used to attract, engage, and convert customers online through the utilization of multiple channels.
Based on the definitions above, we can define digital marketing as follows: A marketing solution that involves the promotion of a brand via various digital (or electronic) media used to attract and convert customers.
Digital marketing consists of the following tactics:
- Content Marketing
- Search Engine Optimization (SEO)
- Video Marketing
- Mobile Marketing
- Online Advertising (PPC)
- Email Marketing
- Social Media Marketing
|Pro Tip: "Tactics before strategy is the noise before defeat," Sun Tzu. Therefore, when applying the digital marketing tactics mentioned above, it's best to use them in a long-term cohesive marketing strategy, i.e. inbound marketing, to see optimal results from your efforts.|
Over the last decade, there has been a major down shift in the role traditional marketing has played in the success of various businesses due to the rise of digital marketing. However, this does not mean that traditional marketing it dead. What is means is that more businesses, small to large, are putting more of their resources into digital.
Traditional marketing (outbound marketing) involves advertising through non-internet based mediums that "interrupt" consumers. These mediums include:
- Outdoor (billboards)
- Print Media
The primary objective of traditional marketing is to reach as many people as possible. Online marketing, on the other hand, is more targeted marketing through Internet-based devices.
Internet marketing has particularly been favorable amongst small- to medium-sized businesses who:
- May not have the big marketing budget like large corporations who use digital methods to leverage their outbound efforts, or
- Aren't finding much success using old school marketing tactics.
There are four main reasons why online marketing is becoming favorable over traditional marketing:
- Reason 1: Traditional Marketing Isn't as Cost-Effective
Research has found that though digital marketing generates three times more leads than outbound, it costs 62% less. What would cost you an average of $1,500 through traditional medium to reach 2,000 people would only cost you an average of $125 through the internet.
- Reason 2: Online Marketing Gives Way for More Efficient Targeting
You can target a more qualified local or global audience that is relevant to your business, which in turns allows for you to gain high-quality leads that are more likely to become your customer.
- Reason 3: More Direct Engagement with Your Audience
Unlike traditional marketing, digital marketing provides the means for you to engage more directly with your audience, primarily through social media marketing. Social media engagement also allows for you to get direct feedback about your brand and services.
- Reason 4: You Can Track Results in Real-Time
Through the use of tracking and analytics tools you can gather, and access real-time data. Real-time monitoring allows for you to measure the effectiveness of your campaigns and prove your ROI. Unlike Internet marketing, in traditional marketing, there's no sure way of knowing exactly how many people viewed your billboard or magazine ad.
Can you believe that nearly 50% of small businesses aren't online? This means that they don't have an online presence nor a website.
Of the companies who are currently using digital marketing, over half have no strategy or plan, while 63% have no systems in place to analyze their online marketing data.
Think about it for a second. How many of these businesses do you think are successful? You can bet it's very few.
If your business is not on the Internet, then your business will be out of business.
So, why exactly should you use a marketing agency? It's all about what a firm can do for you, its client.
An internet marketing agency will:
- Take over your online marketing so you can focus on other priorities
After taking over your online marketing, the digital marketing agency will evaluate and audit your brand to develop a comprehensive strategic plan aimed at maximizing your profits. An agency achieves this by identifying your buyer personas, or target customers, and analyzing their buyer’s journey.
By understanding your customers' online shopping journey, the firm is better able to understand how to implement a strategy that will solve the “pains” of your ideal clients, thus meeting their needs.
- Continuously work to boost your ROI (Return on Investment)
A marketing firm will regularly work to improve your strategy by (1) analyzing what does or doesn’t work, and (2) testing new ways to improve your ROI. This process also involves identifying the best mediums to focus on to get more customers for your business.
By always working to increase your ROI through a combination of the various digital services, an agency can get you more website hits and generate more quality leads for your business. And as you know, many of these site visitors and online leads will eventually lead to an increase in sales as they become customers.
- Develop and enhance your online presence
Improving your online presence is achieved through targeted content creation aimed at establishing you as an authority in your field. An online marketing company will execute a content strategy to increase the ranking of your website for several keywords there are relevant to your buyers and their buying journey.
As you search for the best local marketing firm for your business needs, you want to go through the process as if you were seeking out the most qualified candidates for a job opening within your company.
Perform an extensive background check before outsourcing your online marketing. Look through the websites of firms you're considering and conduct thorough online research of any company you're considering running your marketing.
During your search, keep the following in mind:
- Do the owners of the business know the industry?
- Who are their clients? (industries, business size, annual revenue, etc.)
- What services do they offer? Can you afford them?
- Is there any proof of their success with companies like yours, i.e. case studies.
- Does the firm have a team of qualified specialists? (SEO, social media, content management, PPC)
- How long has the company been in business?
- Do they have a significant online presence?
- Are there any testimonials on their site?
- What do their Yelp or Google Reviews indicate?
|Pro Tip: take the time to meet with principal officers for firms that you're vetting; ask to meet team members, observe their company culture, and gain a deeper insight of their strategic processes.|
You want to ensure that you are making the best decision for your business, before handing over your marketing.
At Yokel Local, we're not like other digital marketing agencies.
We focus on helping your business generate revenue while also increasing customer loyalty using our proven 6-step inbound marketing methodology. It is our goal to help overwhelmed marketers, like yourself,and growth-driven businesses turn data into actionable insights and results and get in front of your target buyers online before your competitors.
Wrapping It All Up
Maybe you're thinking about taking your business online because of your traditional marketing methods are falling short. Or perhaps you no longer have the time to manage your digital marketing efficiently by your lonesome with consistent results. Either way, working with a digital marketing agency is a significant investment that will prove beneficial in the end.