Online Marketing

What to Look for in a Digital Marketing Agency

advertising agencyI decided to write an article on the Top Ten Things To Look For In An Ad Agency, but I quickly realised that there were more important questions to ask, such as “Is an ad agency absolutely required for your Leicester Based business”?

With the Internet and new technology in the marketplace, you can do marketing and advertising on your own because of companies like Google that can supply you with all the free tools you need to get the job done.

With all this free help available, why would a company use a marketing agency Leicester anyway?

Creative Input

Creative peopleThe primary reason people give for hiring an agency is also the main reason people switch from one agency to another. You could hire creative people to work directly for you. However, the top creative talent prefers to work in an environment where they can develop cutting edge campaigns, work on diverse accounts, and conduct brainstorming sessions with other creative types.

When it comes to creatives, a critical mass is necessary to stoke the flames for a spectacular new campaign. A mix of skills is required to help with the design of new business cards and logos or to design and build a campaign of social media marketing. In general, when creatives work at an agency, they get more freedom to be creative, because they are not bogged down by the daily constraints of corporate life.

Insights From Experience

No organisation or business works inside of a vacuum, which is why ad agencies can provide so much to their clients. They can rework past campaigns that have effectively delivered results as well as bring insights from other markets or industries within which they have experience. Even their failures are good for you. They know what your competitors are up to and are solidly grounded in the industry’s best practices.

Flexibility And Speed

Whats Your Online Marketing Strategy? card with crowd of peopleMost products and services have a natural life cycle and business cycles regularly occur throughout the year. Because of this, expect the demands placed on your marketing resources to vary over time. During the lean times, your business won’t have to carry excessive amounts of overhead because of salary demands and other resources, but can still quickly respond when necessary if they are working with an agency. In the past, there was an “I’m in charge” mindset in ad agencies. However, today’s focus is on being more adaptable and fluid in order to find gaps and fill them before they become a problem.

Cost Effective

It may come as a surprise that hiring an agency will actually put more money into your bank account. It’s more of an investment than an expense. How does this work? First of all, costly mistakes are avoided. Even though the media has changed, most types of advertising have been proven in the past. And, we have probably already done it, since we have been around a long time.

During rich times when the cash flow is more available, marketing is grown in-house. Businesses do this to gain more control and to save money. However, once hard times hit, these departments are among the first to go. They drop everything that is not part of their core business. Many of our oldest clients have gone through this cycle. Their marketing departments contract and grow right along with the economy. With more than 30 years in marketing, I advise that smaller in-house marketing departments are cheaper and better.

There is no need to worry about project timescales or deliverables because a trusted network is in place at an established agency. In addition, recognized agencies often receive media discounts and can pass on other savings to you because of their reputation for bulk buying.

marketing innovationInnovative Services

I’ve waited until the very last to talk about the best. Innovation is an agency’s most important role. Not just the ability to use new media or other technical innovations. More, the insights into doing things with a new twist. Risk aversion is typical in organisations as they grow. However, a crucial role of ad agencies is to get their clients to innovate by thinking outside of the box. On some of our most ultimately successful campaigns, the initial reaction was that shock and a sense that the company board would never agree to the idea. But, agencies must push the boundaries, say the unsayable, and be cheeky in their presentations. The worst that can happen is that our clients say no to the idea.

I hope that this makes you think differently about the idea of using an advertising agency. Of course, I’ve already included some of the ideas that will go into the post about things to look for when selecting an agency.

How Can Internet Marketing Help a Business?

Search exclusive's LogoThis week, we spoke to Lee Fletcher from Leicester SEO agency ‘Search Exclusive’. Lee has over 10 years experience with search engine optimisation and kindly gave up his time to talk to us about how search marketing can help your business.

I have collated Lee’s answers into a more readable format. If you’d like to contact Lee for seo Leicester then you can find him on LinkedIn or by going to his agency website – Search Exclusive.

It’s essential that you make Internet search marketing into an integral part of the development plan for your business. While many business owners know this is true for their online businesses, its importance is not limited to just them. Traditional offline entities need it as well. Nowadays, approximately 1.4 billion people have access to the Internet – a business can have their message seen by thousands, if not millions of target prospects – while paying an amount that’s substantially lower than conventional methods.

While there are various important components associated with Internet marketing – each of which can be assembled in a variety of different ways, they can be sorted into two main classes. Before discussing them, it’s important t0 understand what exactly makes search engines target a specific website, displaying them at the top of the results and potentially bringing in thousands of new visitors.

Search Engines

Google's newest logoWhen talking about search engineers, Internet marketers often mean Google specifically. While there are various competitors, Google is the king of the hill at the moment. Most search engines share very similar characteristics.

Google are very clear that their goal is to serve it’s search users with the best and most relevant results based on their search query. They want to make sure they’re giving end users the information they’re looking for. When an individual enters a certain search term into Google, they want to ensure the that the end user can find answers to their questions immediately.

The first requirement for a business thats interested in using search marketing, is figuring out what search terms are relevant to their business and are high in commercial intent. This way, they’ll be able to provide specific webpages that are relevant to the end users search terms.

The goal of organic search engine marketing is to build a website that provides something relevant to what potential customers are searching for. This will give the business the best chances of being found by their potential customers online which, in turn can bring in more business. The techniques used to give a particular website high visibility in Google is referred to as SEO – Search Engine Optimisation.

SEO strategies can be divided into two different elements: on-page and off-page.

Obviously, on-page strategies are the ones that can be implemented on your website. There are certain elements of a page that can be optimised to tell Google what the page is about. They are things such as title/description tags, relevant content, keyword density and also optimised images. Off-page strategies, on the other hand, involve things such as having a branded social presence, content marketing and other strategies that create authoritative, trustworthy links back to your webpage.

When search engines such as Google calculate that your webpage is optimised well both on-page and off-page for certain keywords, it will be classed as relevant. This is just a basic overview of SEO as there are many specific and complex elements involved in a properly implemented SEO campaign.