Digital Marketing provides one of the greatest levellers for small and medium businesses.
With the advent of Social Media, business owners were given the chance to engage directly with their customers, creating communities around the products and services that they provide.
The techniques of digital marketing, combined with the host of analytical tools available, provide small business with a meaningful chance of competing with larger companies, and a solid internet presence should be high on the priority list of any owner.
For instance, Search Engine Optimization (SEO) also provides a way for these business owners to move their web pages further up the list of Google Search results.
That said, the world of digital marketing can be a daunting one, and it can easily sap your time, time that could be better spent improving your products and services. In this post we look at some of the services provided by digital marketing companies, and why it might make sense for your business to make use of them, instead of committing to a DIY approach.
Being a jack-of-all-trades and doing your digital marketing in-house does come with some distinct advantages. Firstly, as employees of your company, your marketing team are going to be invested in your product, and they also have a decent understanding of your vision for it. Furthermore, having your own marketing team allows you to have much more control over the marketing campaigns that are run. These benefits can appear very attractive to many small business owners; however, they mask some important issues that need to be thought about.
While your marketing team may be very invested in your product and understand your vision for it, they probably also think about it in a very similar way to you, which isn’t always a good thing. Sometimes, when coming up with a marketing strategy, it can be easy to stick with methodologies that you have tried before, even if they haven’t worked out too well. In these cases, what you need is a fresh set of eyes to look over your plans and come up with a way of improving them. Furthermore, through the use of analytical tools, Digital Marketing Companies are able to provide an objective analysis of what strategies have worked out best with different consumer groups. This allows them to focus their efforts only in areas that have proved successful, meaning that time and resources are not wasted trying things that don’t work. What’s more, the experience that these companies have allows them to hone in on the most successful strategies much quicker.
For many small businesses, however, having a dedicated marketing team is out of the question. Hiring the experts needed to ensure the success of an in-house marketing team is very expensive and as such, marketing is pushed to the side, handled by one or two individual workers, or even worse, by several people as a small part of their day to day job. In this kind of setup, it is impossible to achieve the best results, as there are simply not enough hours in the day for the development and analysis of different marketing strategies to be performed. In these situations, digital marketing companies can save you time and resources, allowing your employees to continue maintaining your products and services.
‘But won’t this cost an awful lot of money, shouldn’t I stick to DIY for now?’ I hear you ask. To be fair, you have a point, on the face of it, digital marketing companies don’t look cheap. However, they provide an excellent return on your investment. Their skillful use of Social Media Advertising (SMA), Pay Per Click campaigns (PPC) and expert use of SEO, means that the advertising done by the digital marketing team that you hire will prove much more successful than that of an in-house team trying to juggle other responsibilities. Furthermore, while large companies may require enough marketing to warrant funding a dedicated team, most small businesses do not and can actually save money by hiring an external company, only paying for the services they need right now.
‘So that’s great and all, but what do these companies actually give me, and is it really that much better than I could do myself?’ Well, I’m glad you asked! In short, the answer to your question is a simple yes. Digital Marketing companies make their money by providing a superior service to companies that don’t want to have to hire a full in-house team. They wouldn’t be so successful if their service quality was not extremely high. Let’s take a look at some of the work carried out by digital marketing companies and see how they can consistently outperform in-house teams when it comes to small businesses.
Let’s start with Social Media Advertising. SMA is one of the most powerful tools at the hands of any digital marketer. Due to the rise of social media use, and the amount of information that these users provide online, businesses have been given the chance to tailor their marketing towards the specific consumer groups that are most likely to be interested in their products and services. This a huge advantage for companies that want to get the most out of their advertising campaigns. However, SMA is about a whole lot more than just creating an eye-catching advert to appear at the bottom of someone’s Facebook page. There’s an awful lot more to it than you might think and hiring an external digital marketing agency can help you to get the most out of your campaigns.
When you hire a digital marketing company and let them take control of your Social Media Advertising, what you get is a dedicated team of professionals that know exactly how to get the most out of your campaign. They know how best to increase user engagement with your adverts and perform retrospective analysis in order to ensure that the campaign is always improving. They also ensure that your social media brand image is always built. By building your company’s social media reputation, digital marketing companies are able to provide you with real-world brand recognition, allowing for your business to grow. Overall, when it comes to social media advertising, hiring an external digital marketing company can drastically improve the success of your campaigns. Moreover, hiring the external company saves the time that would otherwise have been spent juggling design and analysis of social media campaigns and allows you to focus on the areas of your business that are most important to you.
Moving swiftly on to the world of SEO, we see that the expert’s eye is just as important here. Search engine optimization (SEO) is crucial to enable your website to rank well in the search engine results pages (SERPs) of major search engines like Google, Yahoo, and Bing. A study by Compete.com showed that 53% of clicks from users searching online go to the first result on the list. Reaching the first page of results has always been challenging, but with the constant changes in the way Google indexes content it has become even more so. Bad SEO can harm your business and your online profile, so it’s imperative that your optimization is done both correctly and cost-effectively.
When it comes to SEO, outsourcing to a specialist is practically a no-brainer. Because while SEO is easy to learn, it’s tough to master. It’s like learning to ride a bike and then competing in the Tour de France a week later. The rules of SEO are constantly changing and as such, you really need someone who’s full-time job is keeping up with these changes and ensuring that they are implemented throughout your site. Like the world of SMA, a lot of the benefit you get from hiring an outside company for your SEO comes in the form of quality, experience, and analysis.
The digital marketing company you hire will do extensive analysis of your website’s performance and will also perform advanced keyword research to determine what keywords people type when they are looking for a business like yours. They are also not prone to the same mistakes that those new to SEO often make, such as overusing keywords or using irrelevant ones. These mistakes can cost you a lot of money and their avoidance, along with the expert analysis of your website’s performance ensure that you get the maximum return on investment.
Finally, let’s look at the world of Pay Per Click adverts. Even though Pay Per Click (PPC) and SEO can be complementary to one another when it comes to marketing online businesses, PPC definitely has its own valuable lane and a lot of business owners choose to take it with the help of an external digital marketing company. With the constant changing of Google’s algorithm and the need for companies to sell their services and products as quickly and efficiently as possible, PPC is a popular choice for businesses of all sizes. It is true that PPC advertising platforms such as Google Adwords and Facebook make the set-up of PPC advertising campaigns user-friendly, but without full knowledge of what you are doing, you could end up wasting a lot of time and money.
While PPC can be much faster when it comes to acquiring leads than SEO, it needs to be executed and managed properly for it to be effective. A PPC management expert has the skills to attract sales within minutes of your advert being published, as they will have researched current trends, effective keywords, and pitfalls to avoid regarding your business and what it offers.
One of the greatest strengths a PPC expert has is the ability to perform competitive research. PPC experts understand how to find a good copy, they study your competition, and they form ads based on what they know works. That kind of copy isn’t something the amateur can do overnight, especially when every word means something. The right copy can elevate your campaign’s click-through rate and net you more conversions. Do you really want to take a chance on writing the wrong copy? Bad copy that does not convey the right message, and is only trying to get you more traffic, may result in low conversion, meaning you just wasted lots of money.
It’s clear that if you want to get the most out of PPC, you need to get yourself a PPC management expert. When you hire a digital marketing company that’s exactly what you get, a dedicated team with the ability to transform the marketing of your business.
The world of digital marketing has been a brilliant development for small business owners. If used correctly, it allows for smaller businesses to compete with larger ones in terms of brand recognition and search result positioning. However, it can also be quite a daunting world for those that don’t have experience with it.
For your business to succeed in the world of today, you need to jump on the digital marketing train, but that doesn’t mean that you should take the responsibility of your online marketing upon yourself. In fact, in most cases, it is a much better idea to use the services of an external company. These companies provide an expert service at a fraction of the cost of hiring an in-house team. They are also able to pass an objective and unbiased eye over your marketing strategies and ensure that the most successful ones are always prioritized. By doing this they ensure that you get the maximum possible return on your investment. Outsourcing also allows you to ensure that your business can scale and ensure that you and your employees can focus on improving the quality of your products and services.
Moreover, for most small businesses today, outsourcing digital marketing makes sense on many levels, not least because of the flexibility and affordability it presents. It might still take some time to find the most suitable agency for your needs, but the minimal financial commitment (compared to hiring a full-time marketing employee or department) undoubtedly makes it worth the risk.
The choice is yours.
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