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Written by Caroline Cox on Oct 23

7 ways that a digital marketing agency can help take your in-house team to the next level

Here, you’ll find:

  • How agencies improve in-house marketing teams
  • The added benefits agencies bring with them
  • Ways agencies can align multiple in-house teams
  • How agencies can help your programs improve faster

Whether you’re a one-person marketing master or have dozens of colleagues on your team, managing a digital marketing program encompasses many factors. From paid search campaigns and optimization to content creation, evolving industry practices, and more, it can feel like you’ve got several plates spinning all at once.

That’s where partnering with an agency comes in. Not only can an agency help you keep those plates balanced, but they can juggle other aspects you hadn’t even thought about. 

Read on to find out about the 7 main ways agencies and in-house marketing teams can come together to produce greater results than the sum of their parts.

1. A broader view of your program

There’s a lot to be said for seeing both the forest and the trees. Being able to see the big picture without letting details slips through the cracks is perhaps an underrated skill — but it’s one that many agencies know well. 

One of the biggest benefits of partnering with an agency is how it offers a broader view of your program as a whole, including its strengths and weaknesses.

It makes sense: when you’re part of an in-house marketing team, it’s easy to get tunnel vision when it comes to your digital marketing efforts. Agencies offer an outsider perspective and can address blind spots you didn’t even know existed.

HawkSEM blog: How Working with an Agency Improves Your In-House Team

Partnering with an agency means you basically have access to a whole additional team of marketing pros. (Image via Unsplash)

2. Combined years of marketing industry experience

Add up the years of experience your team members have. By working with an agency, you can instantly double or even triple that number — not too shabby, right? 

Partnering with an agency means you basically have access to a whole additional team of marketing pros. Depending on the company, some of your account managers may have worked in the industry for several years in different roles across various industries to boot. 

By combining your knowledgeable team with another knowledgeable team, you’ve got that much more experience that will no doubt come in handy, especially when changes arise and tough decisions need to be made.

3. Insider access to the top platforms

Oftentimes, agencies have developed partnerships with professionals at different platforms, from Google and Bing to Facebook, LinkedIn, and more. 

Not only do these partnerships help potentially expedite issues when troubleshooting, but they can keep you ahead of the game when it comes to platform updates and news. 

And since agencies generally have higher management status with the likes of search engine brands, they can often get access to beta testing before other companies. This means they’re sometimes testing out new automation and algorithms that could help your business down the road.

4. Less time spent troubleshooting and testing

You should always be honing your digital marketing strategy. Not only does that take time, but it involves brainstorming, testing, data gathering, and analyzing, among other tasks.

An agency can benefit your in-house team because they’ve been there. Depending on how many clients they’ve worked with, they’ve likely got the experience that will help fine-tune and iterate your program faster. 

What this means for you: less time spent on what isn’t working, and more time on what is. 

5. Keeping an eye on your competitors

Remember that tunnel vision we talked about? While you may not want to admit it, it’s easy for this to happen when it comes to your brand versus your competitors, too. And it’s understandable: you’re trying to make things happen for your company, so you don’t want to spend too much time on others.

But knowing what your competitors are up to helps you stay in the game and, more importantly, not fall behind. A good agency will keep an eye on your competition, from the keywords they’re bidding on and the content they’re creating to approaches you could adopt for your own success.

HawkSEM blog: How Working with an Agency Improves Your In-House Team

Whereas a consultant is often one person, agencies may have 3-4 people working on your account. (Image by Unsplash)

6. A new set of resources

If your business is trying to decide whether to partner with a consultant or an agency, this is another big differentiator. Whereas a consultant is often one person, agencies may have 3-4 people working on your account.

Agencies often come with experts in fields like search engine optimization and search engine marketing. But many also have on-staff developers, graphic designers, and content writers you can also leverage.

7. Connecting marketing to other teams

Your marketing team isn’t the only group that stands to benefit from an agency partnership. It can also help align other departments in your organization, resulting in better communication and a more streamlined process overall.

By implementing lead scoring, for example, an agency can create a more unified relationship between sales and marketing by putting more emphasis on the quality of a conversion. Or by putting cleaner data into your CRM, you can give your e-commerce procurement or fulfillment teams a better understanding of order volumes to prepare for in the future.  

The Takeaway

Partnering with a marketing agency doesn’t mean that your in-house team has failed or isn’t up to snuff. Actually, the opposite is true. 

By adding the additional layer of knowledge, insight, and hands-on action that agencies provide, you can see a significant boost in how your current SEM and SEO programs perform. 

HawkSEM would love to be that game-changing agency for you — want to know more? Let’s chat.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her nearly 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Sam Yadegar on Aug 28

Expand the reach of your business with the latest and most effective digital marketing tactics.

Over the past year, Facebook and Google both announced major changes to advertisements on social media feeds, search pages, and websites. These days, digital marketing trends are leaning more towards personalized promotions featuring content and media, transforming digital marketing as we know it.

Even though keywords and audience targeting remain at the core of many search and social ads, businesses and sellers can now make use of new visual marketing tactics to stand out from the competition.

Online marketing agencies already use insights gathered from analytics and artificial intelligence or machine learning to precisely target ads and deliver personalized promotions. Most experts recommend combining these new strategies with conventional search engine optimization (SEO) methods such as site optimization and offsite links.

For example, an innovative marketing plan for digital platforms might unite a paid search campaign with pay-per-view Facebook video advertising or cross-platform social ads. No matter the method, marketing agencies and clients must account for the ever-changing ways customers access information, communicate, and shop.

Here, we’ve laid out five digital marketing tactics that brands and businesses can pursue with a full-service agency.

HawkSEM blog: 5 Cutting-Edge Digital Marketing Tactics

Gallery carousels at the top of search result pages often draw more clicks than text-based ads. (Image via Unsplash)

1. Explore visual product presentations

E-commerce merchants and vendors have plenty of options for showing off inventory. The newest Google advertisement styles include Discovery, Gallery, and Shopping Showcase ads. Each of these varies in terms of display location and potential reach.

Businesses can invite prospective customers to swipe through Discovery image carousels in YouTube feeds or under the promotions tab in Gmail — gallery carousels at the top of search result pages often draw more clicks than text-based ads. And businesses that use Google Product Shopping listings can develop Showcase ads that present a selection of similar items.

A Premier Google and Bing ads partner can identify ways to maximize visibility to likely customers within a digital advertising budget. In general, marketing tactics that display pictures or videos of individual products or selected items from an inventory tend to drive up clicks and sales.

2. Zoom in on customers

Search engines and social platforms select ads to serve based on private, secure user data. On Facebook, for instance, ads may show based on recent life events that a user reports, or updates related to demographics or geography that could increase the likelihood of a successful conversion.

Whether the primary goal of a marketing campaign involves attracting new customers, touching base with repeat customers, or increasing transaction amounts, a digital marketing strategy shouldn’t stop at the homepage of an online store.

Encouraging site visitors to sign in and build profiles based on page views or order data can be useful for making personalized recommendations across the web.

3. Engage across channels

No matter where your ideal customer spends time online, content tailored to a particular social media service can increase audience engagement — no surprise there. But it can be a challenge to manage a brand image across multiple platforms.

The right digital agency can work with clients to deliver dynamic ads and branded content through Facebook Ad Manager, Instagram Ads, LinkedIn, and more.

4. Explore video ads

Video marketing has become one of the most effective ways to reach customers and achieve brand recognition. But those that want to use video ads as part of a digital marketing strategy should be aware of the possibilities and limitations of various platforms, from Google and YouTube to Facebook and other social networks.

YouTube bumper ads are timed at six seconds and air before video content. These ads are particularly popular and effective for clients with limited video ad production budgets.

Depending on available editing resources, a client may want to consider using the new bumper machine that generates these brief ads from videos shorter than 90 seconds and has a few simple editing features.

Pay-per-view is available to video advertisers on Facebook. These placements resemble pay-per-click search advertisements in the sense that advertisers don’t pay for views of sponsored results or other search ads that don’t get clicked. A fee is only charged when a viewer watches more than 10 seconds of a video promotion.

This digital marketing tactic encourages brands to craft content that prospective customers consider more compelling, engaging and interactive.

5. Secure conversions and leads

Businesses and web-based brands may drive up site traffic and increase visitor engagement and interaction by eliminating potential sources of friction from the conversion process.

Customers should be able to access an easy-to-use e-commerce interface and proceed through seamless, secure payment processing and effortless lead generation. As time goes on, a digital advertising agency can deliver demographic and geographical insights to inform remarketing initiatives.

A full-service online marketing agency may be able to offer support when it comes to processing payments. From SaaS support for omnichannel payments to more secure methods for handling recurring or tokenized transactions and customer contact data, agencies can help brands develop easily identifiable and user-friendly checkout interfaces and order updates for recent purchases.

Approaching payment processing as a marketing tactic lets brands and businesses obtain all of the data necessary to cultivate a consistent customer base. Securely obtain contact information and other useful details for personalized promotions while gleaning insights from accurate demographic, location and search reporting.

It’s now possible to grow a customer base through behavioral, demographic or geographical promotions and recommendations. An effective digital marketing strategy should also make brands or businesses more accessible, responsive, and trustworthy. Increase the number and quality of conversions, leads and win rates today with the best online marketing agency.

 

At HawkSEM, we provide a customized approach based on your particular needs. Our passion for results and drive to meet goals ensure we do right by you, generating a higher ROI. Contact us today to learn how we can help dramatically improve your digital marketing results.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

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