Unpredictability is a hallmark trait of the digital marketing industry. From constantly changing consumer trends to rapidly evolving technology, developing a cohesive marketing strategy can be a real uphill battle. But choosing the right one for your agency is a lot easier when you know what your options are. Let’s take a look at some marketing strategies that you can implement in your agency.
Defining a Digital Marketing Agency
A digital marketing agency is an agency that provides clients with a variety of digital marketing services. Some of those services may include marketing strategy, competitive research, content creation, content scheduling, social media management, UX and UI design, and website development.
Digital marketing agencies are one of the most in-demand services for the contemporary business world. They help brands establish a profitable presence online and deepen client connections.
There are a variety of marketing strategies used by digital agencies to advertise their services to clients, but today we will be focusing on these four:
- Content marketing
- Search Engine Optimisation (SEO) marketing
- Social media marketing
- Pay-Per-Click (PPC) advertising
Even though digital marketing agencies spend most of their time helping other brands promote their services online, these important agencies still need to adopt a marketing strategy of their own.
Let’s take a tour of these four marketing strategies and find out why they are so popular.
Content Marketing
Content marketing involves the sharing of online material such as images, videos, articles, or graphics that promote a particular brand. It’s a very effective form of marketing that’s most often implemented on social media, where content is most active.
- Understand what your target audience wants to see
- Follow consumer trends closely
- Use content with search traffic potential
- Create easily shareable content
Some of the best content marketing strategies include spreading content across multiple platforms, using content that is very visually engaging, and focusing on short-form video content. Podcasts are also having their moment as one of the higher-performing content types in 2023.
Content marketing is a great option for smaller digital agencies that don’t yet have the capacity for implementing larger-scale marketing operations but still want to get a foot in the door with consumers.
You don’t need any particularly specialised tools for content marketing, making it a more accessible choice. However, what you do need is access to content scheduling tools and comprehensive content design tools, as these are key to making this popular strategy work well.
Search Engine Optimisation (SEO)
SEO is another highly effective marketing strategy that involves uploading articles and blog content to websites that include frequently searched-for keywords.
This strategy leverages the ranking powers of major search engines like Google to drive traffic to specific websites. It boosts credibility, supports content marketing, helps you to achieve maximum returns on PPC campaigns, widens your audience, and increases revenue.
You can find relevant, high-ranking keywords by using web analytics, conducting research, or using a tool like Google Keyword Planner. Some SEO marketing best practices include:
- Inserting keywords early
- Optimising site loading speed
- Using internal links
- Tracking results with software tools
Another important point to be aware of with SEO is the difference between on-page and off-page marketing. On-page SEO refers to the content you specifically create and upload. Off-page SEO refers to the search engine rankings and traffic movements that happen outside of your control.
Social Media Marketing
This form of marketing is perhaps the most familiar one on the list. By harnessing the wild activity levels of the internet’s various social media channels such as Facebook, Twitter, and Instagram, brands can promote their identity, services, and products in a consistent and performance-driven way.
Different social media platforms have their own rules and content trends to be aware of. So, you need to have a keen grasp of your target audience if you want to see success with this strategy. Some useful content creation tips include:
- Use a content calendar
- Follow social media trends
- Create your own hashtags
- Track performance closely
In order to implement a great content distribution strategy, you need to use the combined powers of storytelling and comprehensive research. The more you know about your followers, the easier it will be to create and distribute content they connect with on an emotional level.
Content that triggers an emotional response in consumers tends to see the highest engagement rates. This becomes a lot easier when you have enough audience data to work with.
You don’t need many tools to implement a social media marketing strategy. Content planners, great design, and consumer-targeted campaigns will drive this strategy to success.
Pay-Per-Click (PPC) Advertising
PPC is an online advertising model that involves an advertiser paying a publisher every time someone clicks on their advertisement. It’s also known as Cost-Per-Click (CPC) advertising. There are several different types of PPC advertising to be aware of and these are just a few:
- Display advertising
- Affiliate marketing
- Price comparison website marketing
- Paid search advertising
It’s a very effective marketing strategy that’s easy to track, provides a wealth of useful data (which can be re-implemented into your strategy), drives high conversion rates, and affords you a high level of control over which advertisements consumers associate with your website.
Creating a PPC strategy will involve clearly defining your goals, targeting specific audiences, optimising your landing pages, and forming diverse connections with other brands. You should also invest in a strong design team that creates compelling, visual advertisements that grab consumers’ attention.
The key to a successful PPC advertising strategy is to write effective PPC ads and incorporate keen keyword research data. You will also need to monitor budgeting very closely.
Choose The Right Marketing Strategy For Your Agency
Unfortunately, marketing strategies do not come in a one size fits all option. The size, location, budget, and purpose of your digital agency all play a role in which marketing strategy you should use.
Fortunately, this continually expanding industry is always coming up with new strategies, making it easier than ever to create a marketing strategy that aligns perfectly with your agency. Use these four tactics as a guide for developing a strategy that pushes your agency into the arms of success.