What Digital Marketing Services Should Your Agency Offer?

Consider this:

  • 72% of buyers go to Google in search of solutions to their pain points.
  • 50% of mobile searches result in a purchase.
  • As of January 2019, 2.6 million people use Facebook.

The numbers are undeniable. From connecting with customers to generating leads and making sales, business happens online. If you want to stay competitive, you need a solid digital marketing strategy.

What is a Full Service Digital Marketing Agency?

This is where digital marketing agencies come in. Many businesses find that creating an in-house marketing team is costly and distracts from the other crucial element of growing a business: building lasting relationships with customers. By hiring a digital marketing agency, you arm your company with a team of experts who know how to target the right buyers using data and analytics to design and optimize a truly effective strategy.

That said, it’s important to hire a full-service agency equipped to meet all your needs. The right  firm will offer all the following services:

Digital Marketing Strategy Development

Recent reports suggest that roughly 45% of companies use digital marketing but have no set strategy in place. With so much data and so many tools at our fingertips, it almost seems there’s no excuse for the absence of clear-cut, numbers-based strategy. But of course, for a lot of businesses, the excuse is obvious and understandable.

Companies have limited time and limited expertise.

A digital marketing agency, on the other hand, has both the tools and the insight to develop an effective, measurable strategy. An expert team will analyze previous efforts, use tools like Google Analytics’ Audience Reports to define your customer persona, and check in on Google Benchmarking Reports to see how you currently perform in comparison to your competitors.

A quality firm will also help you set the right budget and priorities. They’ll design a plan for every step of the customer journey, from brand awareness to conversion. Perhaps most importantly, they’ll continually evolve the strategy as they monitor consumer engagement.

Digital Content Marketing

Quality content can help your search engine rankings, raise brand awareness, validate your business in the eyes of potential buyers, and ultimately drive conversions. An expert marketing team knows how to:

  • Draft engaging, shareable blog posts using content management systems like WordPress and Drupal
  • Strategize eye-catching social media ads
  • Create well-researched infographics
  • Optimize all content for search engines (SEO)

A worthwhile digital marketing firm also conducts content analysis, both when they review your existing website and as they continually update and improve their content strategy. Using tools like Google Analytics, DYNO Mapper, and CAT, a content marketing team constantly reviews stats regarding Meta information, keyword density, linking, and bot crawlability, ensuring that your content is always as competitive as possible.

Data Driven Website and App Development

For a growing business, website and app development can feel like a massive undertaking. A digital marketing agency, however, already has a streamlined system for everything from ideation to design to execution and testing. You should be able to count on a marketing firm for:

  • Market research
  • A system of strategic development incorporating wireframes, mock-ups, and prototyping
  • A/B testing with tools like Optimizely to ensure the most effective, user-friendly design
  • Expert UI engineering and API development
  • Mobile app development using tools such as Apache Cordova or React Native
  • Execution of design that ensures full compatibility across all devices

When all is said and done, a reliable agency will provide you with a fully-optimized, competitive website that promises an easy and enjoyable user experience.

Results Based SEO

Search engine optimization is much more than using the right keywords the right number of times. Search engines become more sophisticated every day, which means it takes a true expert to ensure your business ranks at the top of the search results. A worthwhile digital marketing agency will:

  • Perform an infrastructure analysis of your website
  • Identify and address broken links
  • Conduct a link profile audit to determine the origin and value of your backlinks
  • Evaluate your site’s UX using analytics like ClickTale
  • Design and manage an effective SEO campaign to drive your business up in the rankings

Data Driven Pay-Per-Click (PPC) Advertising

A well-strategized pay-per-click campaign has the potential for a good ROI, since you are essentially paying directly for clicks rather than paying for advertising in the hope of earning clicks. That said, in order to inspire clicks from the right buyers, you need the expertise of a marketing firm that can:

  • Research keywords within your market to select the best keywords for your objectives
  • Research your audience
  • Strategize campaigns and organize ad groups
  • Oversee content writing
  • Set up landing pages for your PPC ads
  • Monitor performance and adjust bids to optimize PPC strategy
  • Remarket to consumers who have a history of engagement with your ads

Your digital marketing agency should also use tools like Wordtracker to keep an eye on your competitors’ performance.

Social Media Advertising

Between the massive user bases and extensive insights for user demographics, social media has become one of the most effective advertising platforms out there. From Facebook to Instagram to YouTube and beyond, social media advertising allows you to pinpoint your exact customer profile, from gender to interests to income. Your brand can connect with your likeliest buyers using behavioral targeting, geotargeting, and socio-psychographic targeting.

These ad platforms even includes conversion tracking so you can see how well your ads are performing.

Social media advertising is an incredible and essential element of digital marketing, but it does require a significant time investment. The right digital marketing firm will manage your ads every step of the way, from strategizing and targeting to execution to tracking and improving the results.

Online Video Marketing

Video is everywhere . . . and this is a reality that won’t be changing anytime soon. Search Engine Journal reports that “consumer internet video traffic will account for 80 percent of all consumer internet traffic globally in 2019.”

For companies like yours, the potential ROI is undeniable. When businesses include a video on a product landing page, they can see a conversion increase of 80%. An email containing a video drives a CTR increase of 200-300%. A digital marketing agency will help you tap into these benefits by:

  • Planning, creating, and producing new video content, including explainer videos
  • Optimizing videos for new platforms
  • Tracking traffic driven by video marketing

The firm you choose should also make use of hosting services like Wistia, which provides analytics so detailed you can even see the points at which consumers stopped video, skipped ahead, or rewatched. An expert team knows how to use this information to tailor future efforts, ensuring more meaningful audience engagement.

Influencer Marketing

You probably don’t need us to tell you influencer marketing is heating up. Partnering with a social media star can help you earn the trust of buyers much faster than your own advertising efforts can. That said, finding the right influencer takes time, strategy, and expert-level insight. Choose a marketing firm who can take all these duties off your plate:

  • Determining the best platform for marketing your brand
  • Targeting the best influencers based on platform, audience, and brand ethos
  • Influencer outreach

A firm should also be prepared to follow-up on the success of your brand/influencer partnership by tracking impressions and user engagement, checking the influencer’s effectiveness as a referral partner in Google Analytics, and measuring affiliate marketing (if affiliate marketing is an aspect of your partnership.)

Email Marketing

It may seem like the most old-fashioned aspect of digital marketing, but email still promises a hefty ROI. For every $1 your company invests in a solid email marketing strategy, you’re likely to get around $38 back. An email list can be an unwieldy undertaking for an in-house team member, but an agency is well-poised to take on list building and management. They’ll know how to tap into all the features of tools like Constant Contact, MailChimp, and ActiveCampaign create targeted and personal campaigns through segmentation and autoresponder optimization.

Mobile Design & Tracking

The smarter our phones get, the more business we conduct on them. Staying ahead of the game means tailoring some of your marketing efforts for a mobile platform. The experts at a digital marketing firm know how to do exactly that, including tapping into tools like Taboola to design, launch, and track an in-app ad campaign, or strategizing and executing a mobile YouTube ad campaign.

Conversion Rate Optimization (CRO)

The benefit of digital marketing is that it’s easier to track customer behavior online. Any firm worth engaging will use every tool at their disposal to optimize your conversion rates by:

  • Conducting conversion path analysis
  • Collecting data from users who visit your site
  • Identifying conversion metrics

Conversion Rate Optimization an ongoing process, and this is one area where hiring an agency can be especially beneficial. An expert team accomplishes so much more for your company that simply strategizing and implementing a clever marketing campaign. They have access to the most advanced tools and the expertise to interpret analytics for a strategy that only gets more refined and more effective.

Even as technology changes, as culture changes, and as buying habits change, professional digital marketers can keep you ahead of the curve using data-driven insights.

Are you ready to take the leap? Ready to get the burden of digital marketing off your shoulders and hand it off to an expert? Give us a call or contact us here. We’d love to help you take your brand to the next level.

3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.


1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.


Author: Jamie Murphy
Source: sitepoint.com

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