Have you ever wondered how to get your business to the top of Google search results? Or scratched your head over how advertisers create such engaging video content on social media? Maybe you’re wondering why your competitor’s ads look so much more refined than yours.
Addressing these questions requires deep knowledge of digital messaging, creativity, the software, tools, and skillsets to build what you need, and of course a lot of time. That’s where a digital agency can be an enormous advantage.
What To Expect From Working With An Agency
When you work with a digital marketing agency, you have access to a team of professionals with a wide range of skill sets and knowledge. Some of these skills may include:
- Paid advertising (search engines, social media, and more)
- Graphic design
- UI/UX design expertise
- Website design and management
- Social media management
- Project management
- Email marketing
- Content creation
- Search engine optimization (SEO) expertise
But in case you’re still on the fence about working with a digital marketing agency, we’ve broken down what the process will look like. Here are the five main touchpoints you can expect when you work with an agency:
1. Goals: Identifying Goals, KPIs & the Right Metrics to Track Conversions
Selecting the right goals and key performance indicators (KPIs) is essential to accurately measure the success of your digital campaign. This is the first step you’ll take with a digital marketing agency. From there, your agency can determine how best to track conversions, which may include metrics like form submissions to generate leads, phone calls to your business, app downloads, or something else. The metrics you choose to track should give you the information you need to determine whether you’re receiving the return you want on your advertising dollars.
2. Strategizing: Forming a Plan for Your Ads
Once you’ve determined what you want your campaign to achieve, your digital marketing agency can get to work building a strategy around your goals. An agency will help you decide where your ads are likely to perform best. Some of the more popular online platforms for paid advertising are:
- Google: With over 90% of search engine market share, Google provides ample opportunity to put your messaging in front of the right people. There are a few different ways to do this. One way is through Google Search Ads, which show up at the top of search engine results. You can also use ad extensions with Search Ads that allow your messaging to appear on other Google tools, such as Google Maps. Another way to use Google as an advertising tool is through the Google Display Network, which reaches users across millions of websites. These sites may include news pages, blogs, and other Google-owned sites like Gmail or YouTube. Google Display Ads are also more visual than Search Ads and can incorporate more of your brand identity.
- Facebook/Instagram: As the most popular social media network worldwide, Facebook can connect you with many potential customers. Facebook advertising can take several forms, such as boosted posts, static image ads, video ads, ads displayed in users’ feeds, ads on messenger apps (WhatsApp & Facebook Messenger), ads on Stories, and so much more. Likewise, Instagram is fertile ground for sharing visually appealing advertisements, especially for small businesses. The visual aspect of these platforms (Facebook and Instagram) allows you to share more of your brand and lends itself to unique and creative designs for your ads.
This is also the stage at which your agency will begin to delve deeper into the minutiae of your campaign. Things to consider at this point include:
- Daily spend/Budget (what can you reasonably afford that will give you the highest possible return?)
- Gender and age of your potential customers
- Device(s) that your potential customers will use to find you (i.e. mobile app, mobile web, desktop, etc.)
- Geographic location (where you want your ads to appear)
- Targeted keywords (important for search campaigns)
3. Coordinating: Sharing Assets
After developing a plan, the fun part starts! Your agency will begin to build out creative assets for your campaign. These may include graphics, videos, landing pages, and/or text for your ads. You may be asked to provide files at this point in the process, such as images of your products or services, your logo, any brand guidelines your business follows, and more. To allow sharing of larger files, your agency may recommend using an FTP site.
Once creative is developed and you’ve had a chance to approve all assets, then it’s time to move on to the set up of your campaign.
4. Implementation: Let the Digital Marketing Agency Do The Heavy Lifting
At this point in the process, your digital marketing agency will begin setting up your campaign on your chosen platforms. This may involve providing your agency with access to your advertising accounts (such as your Google Ads account or Facebook Ads Manager). If you have not created advertising accounts, your agency can set these up for you. You may also choose to allow your chosen agency to manage your ads from their account. But if you go this route, beware that if you ever choose to stop working with that agency, you may lose access to your historical data on those accounts.
Once everything is set up—budget, targeting, creative—then it’s time to launch your digital campaign!
5. Reporting: Measuring Success
The final step in the digital advertising process is reporting. Your agency will be able to provide you with ongoing reports measuring the goals you set at the beginning of the process. Using this data, you and the agency can work together to determine if any adjustments need to be made. Some common adjustments include adjusting the geographic targeting area, refreshing creative assets, and changing form fields on landing pages.
Have you made a plan with your digital marketing agency?
When it comes to digital marketing, the worst plan is no plan. If you haven’t established a digital advertising strategy for your business yet, it’s not too late to get started. Vuepoint Agency can help you work through the process, from beginning to end, to make sure your advertising dollars are well spent.
To chat with our team, contact us here, or give us a call at (210) 858-7295.