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Don't Sacrifice These Digital Marketing Agency Services

Don't Sacrifice These Digital Marketing Agency Services

By Bridget CunninghamApr 11 /2019

With all the stress and time constraints around travel, it’s not uncommon to arrive at the airport and realize you forgot an item. While some objects like a toothbrush or towel are an easy fix, others — a missing ID or cell phone — threaten to derail your flight plans.

Working with a digital marketing agency follows a similar narrative. Before this relationship takes flight, you need to know which digital marketing agency services are must-have items. After all, this can make the difference between keeping your digital marketing strategy grounded or allowing it to soar.

5 Must-Have Services Your Digital Marketing Agency Should Provide:

  • SEO
  • Content
  • Design
  • Demand Generation
  • Marketing Technology

1. SEO

Think about your own queries in search engines. If you scan results quickly and click on one of the first links you see, you’re not alone. More than 75 percent of users never make it past the first page of search results.

While rising to the top of search engine results may feel like an uphill climb, search engine optimization (SEO) can put your business on the right track. Yes, this is about understanding how search engines work, but it’s also just as much about your target audience. You need to know what your audience is searching for online so you can offer solutions that align with these queries.

With a clear idea of search intent, competitor analysis tools can offer further insight into keywords your competitors are ranking for and introduce opportunities to outrank them. Meanwhile, identifying link-building opportunities with reputable brands will add weight to the authority of your website. (Learn more about the differences between on-page and off-page SEO here.)

These factors explain why 61 percent of marketers said improving SEO and growing their organic presence was their top inbound marketing priority last year.

2. Content

Did you know that 7 out of 10 drivers change the radio station in the car when they hear ads? Or that 60 percent of television viewers record or download shows so they can skip commercials? In large part, this is based on the fact that people are receiving information they did not actively seek out, or they assume is of no interest to them.

Content marketing is a digital marketing agency service that helps flip this script. It all starts with the development of buyer personas. Interviews with sales and marketing, as well as customers, paint a clearer picture of who your target audience is (including their goals and challenges) and key marketing messages to communicate to them.

This provides the foundation for your content marketing efforts. From there, it’s possible to create webpages, blogs, eBooks and videos (among other resources) that will improve SEO, boost relevant traffic to your site and — most importantly — drive more conversions. In fact, content marketing generates more than three times as many leads as outbound marketing and costs 62 percent less.

3. Design

When you walk into a store, you want products to be easily accessible. But what if store shelves are messy or disorganized? Chances are you’ll take your business elsewhere — maybe even to a competitor right down the street.

The experience is not that different when visitors come to your website. Research indicates that you have only 15 seconds to capture someone’s attention before they leave your site—and if they find it to be lacking, only 12 percent will ever return. That’s where emphasis, or lack thereof, on design can make or break a website experience.

Like other efforts, a website redesign should begin with data-driven questions. Which web pages drive the most engagement and which don’t get any? Which calls to action drive the most conversions? Combined with research on how users navigate your site, agencies can redesign and restructure your site for better user experience, with ongoing analysis and optimizations.

4. Demand Generation

When you ramp up your digital marketing efforts, it’s normal to crave results right away. The reality is that not all tactics have an immediate impact. Based on competition, inbound links and the quality of content, it might take months before you see drastically different SEO results.

Demand generation offers a way to ramp things up. Aside from helping to develop (and revisit) an effective keyword strategy, a demand generation team can promote your content to a targeted audience via Google, Facebook and other paid media channels. This allows you to cast a wider net and achieve visibility faster. (For more on why SEO and PPC should be paired together, see this blog post.)

While scrolling through your own social media feed, you’ve probably come across collaborations between brands and social media influencers. The same practice that you see with celebrity endorsements of shoes and clothes can also be effective for B2B companies. Partnering with influencers in your field helps build authentic connections with your target audience and can yield a significant ROI in a short period of time.

The proof is in the statistics: As a Tomoson study notes, businesses are said to earn $6.50 for every $1 they spend on influencer marketing.

5. Marketing Technology

With technology, the idea has always been to work smarter and faster. Yet, in many cases, businesses use marketing, sales and customer service platforms to achieve an overarching goal: boost their bottom line. The result is a tech stack that not only makes it difficult to track the behavior of contacts but also creates a disconnect from an analytics point of view.

Thankfully, marketing technology has evolved as a digital marketing service. Now, there are ways to compile all of the capabilities and data you need in a single platform. One example is HubSpot. With marketing, sales and service hubs available, you have the tools to manage content, connect with hot leads and resolve customer questions and issues without jumping from one platform to the next. This allows each department to focus on what matters to them while enhancing alignment to boost efficiency and increase close rates.

Partnering with an Agency to Maximize Your ROI

When you team up with a digital marketing agency to manage the above services, it doesn’t just save your business time and resources. It gives you access to professional expertise, advanced tools and fresh, creative ideas that take your digital marketing strategy to the next level.

At Kuno Creative, we offer all the digital marketing agency services you need to be successful: SEO, content, design, demand generation and marketing technology. With knowledge and passion across these five areas, our in-house team collaborates to help amplify your efforts and exceed your expectations. Learn more about how we deliver measurable value to our clients.

Working with Kuno

Bridget Cunningham
The Author

Bridget Cunningham

After earning a journalism degree from The Ohio State University, she has helped to write web content for a variety of industries, both in full-time and freelance positions. Before joining Kuno, she worked as a web content coordinator for a physics software company, managing their blog program as well as various social media efforts.
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