In recent years, it has become almost impossible to do without digital marketing. Consumers today spend a lot of time on the Internet, twice as much as 10 years ago. Consumption patterns have evolved, and advertising has followed. The newspaper or magazine still exists, but if you want to reach people, the recipe is the web.
Some professionals have understood this and have therefore created agencies specializing in this area. Thus, they take care of everything related to digital. It can be the creation of websites , “PPC” , natural referencing (SEO) , management of blogs, social networks, but also the writing of Ebooks, the creation of interactive tools , brochures intended solely for the web, as well as graphic elements such as logos, fonts, images, etc.
In this article, we aim to be as transparent as possible in this still young market in Switzerland. Many people find it difficult to assess the relevance of agencies, their prices or their performance, and it therefore becomes difficult to choose. In addition, we sometimes have the impression when browsing the websites of different agencies, that they all do the same thing and in the same way.
We explore here the different types of agencies that exist and give advice to make your choice. Each agency is different and operates in its own way, so it is essential for you to educate yourself and ask the right questions before making your decision.
Regarding Ammazan Network, if you want more information about what we do, you can make an appointment here:
What is a digital marketing agency?
Digital marketing is today, in certain fields, the main means of disseminating advertising. If certain companies manage to carry out this action internally, many are faced with another problem: converting the prospect into a customer. This is where the digital marketing agency comes into operation.
Indeed, these professionals know the world of marketing perfectly and will therefore know precisely the tools to use to increase your number of customers and sales, and therefore develop your business. It takes a lot of time, and even if you dedicate an entire person or team to this service, it’s not certain that they can do it.
Thus, digital marketing agencies do not use magazines, newspapers or television… they only occupy the internet sphere to promote your products and services, as well as your brand. However, there are several types of agencies, each with its own particularity.
First, fall into this category web development agencies. As their name suggests, they focus exclusively on the creation and development of your website. Some are also SEO specialists , which will allow them to focus their actions on referencing your brand in the various search engines.
You will also find Pay Per Click agencies (PPC) which are exclusively dedicated to the creation of sponsorship campaigns, whether on social networks, or on Google Ad.
Then, if you don’t want to use an agency, you can find digital marketing consultants. These will allow you to develop your strategy in this area, but they will rarely take action.
Finally, the digital marketing agencies themselves, which offer you a complete specialized and tailor-made service, containing all the elements necessary for the growth of your business. Some are dedicated in particular to small and medium-sized enterprises, while others are geared towards large industries.
The advantage of working with a digital marketing agency that provides you with a tailor-made service is that the creation of your website will be in line with your overall marketing strategy. If you go through different agencies for different fields, you may end up with a site developed by a person not thinking in terms of marketing, and therefore not in line with the strategy of an expert in PPC or SEO, for example .
What is the point of working with a digital marketing agency?
In business, it is rarely possible to find a marketing team with all the skills required to take full advantage of all the possibilities offered by digital. The advantage of working with an agency is that you benefit from all of these skills. So social media, leads, email campaigns, SEO optimized content, and so many other benefits are now available to you.
In addition to this, you will benefit from constructive feedback on the habits of consumers of your products and services, which will allow you to adapt and increase their average basket. You can devote yourself fully to the development of your business, while knowing that prospects are perfectly targeted.
But then, what to expect when working with a digital marketing agency?
Each marketing agency has its own way of working. Thus, some have a well-defined strategy that they adapt to all their customers, by modulating only certain points. Still others found a tailor-made strategy based on their client and their sector of activity.
To know what to expect, it is important to choose the right partner agency.
How to find the right profile?
To find digital marketing agencies, start with an internet search on Google or on LinkedIn . Indeed, the latter is a professional social network widely used by web agencies.
By looking on the web, you will have a first glimpse of the agency’s work. Indeed, the site is a real showcase, especially in this area where it is generally designed in-house. So look at how it is designed, but also the skills offered and the way in which these are formulated by the agency.
Another way is to ask the professionals around you if they know an effective marketing agency. Word of mouth is a great way to get not only addresses but also feedback on the services of digital marketing agencies.
As said above, the website is a real showcase. Also, if you know of sites that you particularly like, look in the “about” pages or at the bottom of the page for the names of the marketing agencies that have handled them. They are generally indicated in full in order to advertise a little.
How to choose your digital marketing agency?
To choose the right agency, the first thing is to ask yourself the right questions. This will allow you to establish a kind of specifications that will help you make your choice among the different professionals you will meet.
So, start by listing your needs, what are your objectives, what services are you looking for, are you flexible on your reflections, do you need to physically meet the professionals with whom you are going to work …? So many questions that will help you choose the marketing agency that best suits you.
Here are some that you can ask yourself :
- Where are my clients online?
- Who is my ideal client?
- Why should a customer buy my product online?
- How much am I willing to pay to get a new customer?
- What is my marketing budget?
- What is the return on investment that I expect from my investment?
- What are my needs in terms of relationships?
Once you have identified your needs and have selected a few agencies following your research, you have to make your final choice. To do this, you will need to discuss with the different agencies in order to ask your questions, discover their working methods, and understand the strategies they offer.
Even if you have little experience in the field of marketing, there are a few ways to help you choose the right agency, and make sure it is competent.
1. The internet showcase
The Internet is a real showcase for digital marketing agencies. So, after looking at the structure of his website, take a look at his social media accounts. Here, look at the frequency of publications. It is important that this is high in order to maintain interest. In the same way, if the company has blogs, look at the date of the last articles. This will allow you to ensure that constant work is done.
When meeting with digital professionals, ask them the names of some of their clients, and take a look around the internet again to see how the website is built. This will allow you to have an objective report on the work carried out by the agency.
2. The field of activity
Depending on the field of activity, prospects are completely different, as is the strategy to adopt. Indeed, if you target a young audience, it is totally different from an older audience.
To ensure that the agency will be able to meet your needs, ask them if they have worked with companies in the same industry. What is their experience in this area?
3. The team making up the agency
Whatever the size of the agency, you must have a contact person who will be able to answer any questions you may have and who can keep you regularly informed of the progress of your project. Thus, ask to know the person in charge of your project, and to know the different skills of the technical team.
Also learn about the agency’s experience. Has it been installed for a long time? What is the composition of the team? What studies and experiences have employees had before joining this agency?
Likewise, it is important to ask questions about their habits. Do they use all the possibilities offered by digital or are they more specialized in a particular field (some agencies work mainly with social networks, for example)?
Also ask them if they manage the entire marketing strategy or if part of their work is outsourced? In small agencies, and even in the largest, it sometimes happens that blog articles are outsourced to freelance writers, same for posts on social networks. If this is the case, this should not be an obstacle to your cooperation, but it is important that the agency plays the card of transparency and informs you of all the providers it uses.
4. The strategy
If the team seems to be competent, you can then get to the heart of the matter: digital strategy. So ask a few simple questions that will allow you to see the responsiveness of your interlocutors.
For example, ask them to explain how they plan to improve your conversion rate, or if you can quickly change your strategy if the expected results are not there. Likewise, they should be able to give you the goals they plan to achieve at 1, 3, 6 and 12 months.
You will probably hear about “community management” or public relations, a term which designates free presence on the web via social networks and blogs, but also “native advertising”, “marketing automation”, “affiliate marketing”, ” CPC ”,“ Inbound marketing ”or“ SEO ”. All these terms are specific to the field of digital marketing, and all of them correspond to specific strategies.
When using these terms, it is important that you ask your contact for details. This will allow you to see more clearly, but also to make sure that the latter knows his subject and knows what he is talking about.
5. Your business
To be able to respond to you, and to develop a strategy, your contact must learn about your company, the products and services you sell, but also about your digital marketing needs.
If the agency’s professionals do not ask you about these different points before presenting a strategy, it is because it will not be perfectly suited to your sector. It may still work, but better an agency that develops a tailor-made strategy, according to its client.
So, in theory, you should receive a fairly detailed information questionnaire so that the agency can build a real strategy taking into account your needs and your budget.
6. The price
Of course, as in any commercial relationship, your choice will also depend on the prices offered by the agency. In general, in the field of marketing, you may be faced with four scenarios.
First, pricing is hourly. At the start of the project, an estimated number of hours is indicated to the client, but if the number of hours increases, so does your bill.
You can also negotiate a fixed rate. From the start, the estimate is fixed with a precise duration and the price is estimated according to the volume required. You know in advance the cost of your project. If you wish to modify it, you will have to sign a new quote.
When the projects are spread over several months, it is interesting to start with a monthly rate. Thus, each month, the agency takes care of your project for a defined volume of hours, and bills you for this.
Last solution, opt for pricing on added value. This is interesting if you have a specific expectation and it is measurable. Thus, you can remunerate the agency for each prospect converted to a client, or for a conversion rate reaching a target specified in advance.
If you choose “fixed” rates, that is to say monthly rates, or fixed from the start, it is important to define the missions of the digital marketing agency.
At Ammazan Network, we tend to offer you different pricing formats depending on your needs and the stage of your business. We prefer to work on a monthly rate with well-defined services, but are also open to performance services (provided that these can be measured) or at fixed rates for “one-shot” contracts.
Most agencies will not show prices on their sites, as it is almost impossible to determine in advance the amount of work. This is very specific and must be done on a case-by-case basis, depending on your size, your project, your channels, your goals, your budget, etc.
After asking all of these questions, you should have been able to identify one or two agencies from which to choose. Do not forget an essential criterion, especially in this area, your feelings . Indeed, you will have to agree with the person in charge of your project on the strategy to follow. It is therefore important that you have a good understanding, and that you can be heard, without interfering in their work.
I know it’s hard to choose your digital marketing agency and at Ammazan Network, we don’t pretend to be the best in all areas and for all businesses.
Here, we really specialize in entrepreneurs and small structures where we know we can have a big impact thanks to the strategies we offer. We will always strive to come up with the best strategies for our clients and then execute them in the best possible way. In the same vein, we will also refuse any mandate where we do not think we can provide what the company wants.
You now have a procedure to choose your agency. I strongly advise you to always prospect and speak with several agencies before making your choice.
If you are currently looking for an agency and want to know in more detail how Ammazan Network can help you, do not hesitate to contact us or book your free strategic session.