With 22.3 million Australians using the internet in 2020, there’s no better place to advertise than the digital world. Through advanced algorithms and machine learning capabilities, platforms such as Google and Facebook allow you to get in front of people who are most likely to engage with your products or services to drive growth for your business.
However, as many business owners know, navigating the digital space can be extremely difficult if you’re new to the game or simply don’t have the time or resources to dedicate to it.
This is where digital marketing agencies come in. Having a team of experts who can take care of your online advertising and know how to get you the best results can be pivotal to your business success. But with so many options out there, you may be wondering how to choose a digital marketing agency that’s right for your business?
What Are Your Digital Marketing Goals?
To choose the right digital marketing agency, you first need to know what your goals are, so you can find a team with the right capabilities to help you achieve them. You should also outline what you’d like to get out of your partnership with the agency, so this is clear to both parties from the get-go.
For example, if you’ve just started a new business you might be looking to generate brand awareness in your local area. On the other hand, a more established company may have more specific sales and revenue targets they have to meet based on costs and profit margins. Some other targets that may align with your business goals include Cost Per Lead (CPL), Return on Ad Spend (ROAS), Impression Share, Website Traffic, App Downloads or Reach.
Whether you’re just looking for expert advice, or someone to have a more hands-on role in the management of your campaigns, will also impact your choice of agency. These are just some of the many considerations you should think about before you start approaching different companies.
What Digital Marketing Services Do You Need?
When it comes to digital marketing, there’s a wide range of platforms and channels you can tap into, but not all of these may be relevant to you. Different agencies will offer different digital marketing services, as well as different levels of service, so it’s important to pick one that can provide you with the right offering to suit your business and your goals.
Some agencies are experienced at dealing with more complex digital marketing needs, while others may offer more standard solutions. For example, if you need someone to build and manage your digital campaigns while you deal with the day-to-day running of your business, then a small business focused agency, like Springboard, may be the best option for you.
Alternatively, if you want big picture strategy and solutions with frequent communication and collaboration with your digital team, then a larger more strategic agency, like Alpha Digital, may suit you better. What’s best for you will usually depend on the size and complexity of your business and the amount of internal resources you have at your disposal.
At Springboard, we offer three key digital marketing services; Pay Per Click Advertising (PPC), Social Engine Optimisation (SEO), and Social Media Marketing (SMM). Some of our clients who are seeking a more holistic, multi-channel digital strategy will opt for all three, while others may choose a single service that aligns with their goals or business type.
For example, PPC or Google Ads is great for those who want to see results and ROAS faster, as it allows you to appear at the top of Google search results almost immediately. Advertising through Facebook and Instagram through SMM is generally better for generating brand awareness by allowing you to reach new audiences. SEO, on the other hand, is a more long-term strategy that will bring in great returns over time by allowing you to appear higher in the ‘organic’ or ‘free’ listings.
What Is Your Marketing Budget?
As with most things in business, the options you have to choose from will change depending on how much money you can allocate towards your marketing activities. If you’re just starting out and only have a couple thousand dollars to work with, you’re probably only going to be able to afford standard campaigns across a couple of platforms, with minimal consultation.
At Springboard, our clients have budgets starting from $1,000 and ranging up to $15,000+ per month, so our services are accessible for a wide range of businesses.
Working with bigger budgets generally means working with more complex campaigns, and usually across multiple platforms and channels. This will require more in-depth digital strategy and consultation, as well as more time spent building and optimising the ads. This is where our sister company Alpha Digital can help out with a more tailored approach and more hours of work dedicated to your digital campaigns.
Final Tips For How To Choose A Digital Marketing Agency
At the end of the day, you should choose an agency that understands your business and can help you achieve your goals through digital marketing. When it comes down to making the final decision, make sure you double check:
- What’s included in the agency’s services or package, so you know exactly what they’ll provide and what you can expect to receive from the partnership.
- The terms of your contract – are you locked in for 12 months or does your agreement progress on a month to month basis?
- Whether the agency has worked with businesses similar to yours in the past (you should be able to find this on their website or you can ask the agency directly).
- What portion of your fees are dedicated to ad spend vs the agency’s management fees. A good agency will set this out clearly, but if you’re not sure, make sure you ask!
- Does the agency outsource any of its work to freelancers or offshore contractors? If so, how does it ensure quality of work?
It’s important to note that choosing a smaller or cheaper digital marketing agency doesn’t necessarily mean they’ll deliver lower quality of work. Learning how to choose the right digital marketing agency is simply about finding the right fit for your business.
At Springboard, we aim to deliver the highest quality digital marketing at the lowest possible cost by focusing on small businesses, or those with smaller budgets and less complex digital marketing needs. If you’re interested in learning more about what we offer at Springboard Digital, browse our services and find out whether we’re the right fit for you.