75% of small and medium sized businesses say digital marketing is effective, yet 70% are spending less than 10,000 on marketing per month. But the trend is changing, and nearly 40% of small to medium business (SMBs) plan to increase their spend on digital marketing with the uprising response and success of current campaigns and confidence in the return, according to Search Engine Land.
Small business or startup? Managing the marketing department is easy to overlook, and decisions on what to manage in-house or through a digital marketing agency can be a great challenge to determine. Of course we’d love to help you solve all of your digital and tangible marketing woes – but first and foremost, we at MTM Agency want to see you succeed.
So whether you manage your marketing through our team of experts, take it in-house or through another agency, here are some guidelines, tips and strategies that can tip the balance in your favor for a successful digital marketing strategy.
Pros and Cons
Digital marketing is a broad category of services used to describe any campaign in a variety of mediums that are published or broadcasted through digital platforms such as the internet, television, social media and more. (Think anything and everything that’s not primarily for printing purposes).
Depending on your business industry and target goals, there are some pros and cons to handling various projects in-house or through an agency.
PROS
Diverse Levels of Experience
Direction in Achieving KPIs
Results-driven Strategy
Target Demographic Research
Best Quality Media
Resources and Connections
Project Management
Proven Success Stories
Informed on Latest Trends
CONS
Greater Initial Investment
Limited Immediate Turnaround
Not Stationed On-site
Let’s first talk about the elephant in the room. Yes – hiring a digital marketing agency for small businesses is going to be an expense that requires some consideration. Not all small businesses can afford to take that leap – and others can’t afford not to.
With tight budgets, marketing is often the first department to suffer the loss, and spending the non-existent “extra” cash on marketing is often seen as a con. But consider if that’s the most logical cut. Marketing has a bad rep for not showing direct gain vs. investment, and for that reason managers are often hesitant to make the commitment.
If that’s sounding familiar to your business, consider more secure investments such as SEO or PPC advertisements, and make your goals clear to your marketing department or agency… as well as to yourself. You may save a dime doing it on your own time, but there are several factors that may be overlooked without consulting a professional.
An experienced digital agency for small and medium companies will be able to not only fulfill your marketing needs – they’ll be able to direct you to the best course of actions according to your budget and specific goals.
Some of the top KPI’s SMBs are currently concerned with include incoming calls, website traffic, search engine ranking, store traffic and enquirers
One thing you can be most sure of when selecting an agency, is the advantage of working with distinct professionals in the industry. Sure – you hired the most amazing graphic designer out of college who can also manage social media and some banner ads, but without years of experience under their belts – they’re going to learn some lessons the hard way. And those lessons are coming right out of your pocket.
Another consideration is turnaround time. While an agency is likely to provide a higher quality product, there is some turnaround time involved in producing media according to best practices. There is a need for planning and strategizing before execution to deliver better results..
Working with a renowned agency, you’ll also have the opportunity to receive projects from several individuals who are skilled specifically in specialized tasks. If you’re working on a campaign that includes multiple channels (social, web, video etc.) working with an agency will actually save you some expense by packaging these services and channeling through the people who are best fit to deliver outstanding results.
Best Services for Small Businesses
For those businesses who are not equipped to handle their marketing alone, here are the quintessential elements of a digital strategy which can fully promote a brand, business and service covering a broad spectrum of audiences.
Search Engine Optimization (SEO)
Studies show that between 70-80% of consumers research a company on the web before making a purchase through them. A big mistake small companies are making is not investing in SEO. Search engine optimization allows new potential consumers discover your small business, and can increase traffic and sales exponentially.
MTM Agency offers a unique approach to a holistic lifestyle of #HealthySEO™ that helps businesses achieve sustained 1st page search results through an ongoing strategy built through proven success.
Mobile SEO
One of the biggest appeals small businesses have is that they’re small! They’re the bakery down the street or the mom and pops shop on the next block. As a small business owner, one of the biggest issues you face is losing your unique sense of self, so you feel inclined to find a marketing agency for startups that will protect and enhance the integrity of your brand.
If you’re not looking to dive in to the big leagues of SEO just yet, you can start off by asking a digital marketing agency to help your business with mobile SEO, which will help optimize your brand to appear more frequently at the local level, on local web searches. This is a great way to get your feet wet without diving right in.
Pay-Per-Click (PPC)
PPC advertising is one of the most in-demand digital marketing services because brands can directly see their ROI. If your brand is struggling with getting customers to your website, and then having those users follow the sales funnel, PPC advertising is one of the best ways to address that issue.
Lots of advertising agencies for small business would recommend this service because it produces the immediate results startups are looking for in the early stages of marketing, and it sets up your brand up for future success with increased brand awareness.
Web Design
A web page is often the first impression people have of your brand or business. Make sure it’s one that will resonate deeply with them. Many small businesses opt for low-cost template-based platforms, which have the advantages of low-cost and minimal upkeep. However, flexibility is limited so prepare to make compromises with this option.
For a fully customizable website with latest trends and digital advancements, some customization is required – if not built from scratch. If your business provides multiple products or services, requires a personalized interface for the management team or consumer, or just needs the latest personal touch, opt for web development through a digital agency.
Social media is no longer a quickie add-on. There is a receptive, waiting audience on social media. Leverage their attention by reaching out to them where they’re already at. An agency can help you promote your channels, products and services through targeted ads reaching people who are more likely searching for someone just like you.
And Most Importantly…
If you do choose to manage some or all of your marketing through an agency, choose one who is a proven success in the business to ensure your dollars are well spent and aligned for the highest return.