Do a search for Digital Marketing Agency and you have plenty to choice from. You may have tried out a few, and seen some results eventually but they seem to have just focused on PPC or Social Media Advertising campaigns, which are expensive, and once set up you can run them inhouse.
So, what results should you be seeing from a good Digital Marketing Agency? Well, let’s first of all discuss what portfolio a good Digital Marketing Agency should be providing you with. Because it should just be paid advertising.
What a Good Digital Marketing Agency Should Offer
A Digital Marketing Agency worth your time and budget should be offering you a multi-faceted Digital Strategy which includes not only PPC campaign management, and Social Media advertising campaign management, but also Content Marketing, Search Engine Optimization, Digital Public Relations and Online Reputation Management. Even if they outsource the latter two to specialist agencies, they should want to coordinate all six of these key activities because essentially, they’re driven by the same top-level strategy, an extensive analysis of your keywords.
What Results Should They Achieve?
With a holistic Digital Marketing Strategy, a Digital Marketing Agency should be able to deliver you top of first page Search Engine placement for at least three of your top ten search terms and an overall portfolio of fifty-plus number one ranks. They should help you achieve a massive increase in visitors to your website with an ongoing increase perhaps focused on events and seasonal peaks. Finally, you should experience a large increase in conversion rates.
These three measurable performance indicators should be how you measure the success the campaigns they carry out for you, but as an overall campaign you should be looking at Return on Investment (ROI). There is no reason why your Digital Marketing Campaign shouldn’t be reduced year on year and still see improved results. Because affectively if a Digital Marketing Agency are doing their job well, their organic work, Search Engine Optimization, Content Marketing, Digital Public Relations and Online Reputation Management should reduce your requirements for PPC and possibly Social Media Advertising. Your budget will be spent with the agency rather than on Google AdWords and Facebook advertising.
Therefore, your main measurable of the success of your Digital Marketing should be ROI. A positive ROI is absolutely necessary, even during Black Friday and Holiday events, because massive spend on PPC Advertising is short-lived and replicated by all of your competitors. Its short-sighted to burn your budget on inorganic campaigns, when organic campaigns like Digital PR and Online Reputation Management will deliver long-term sustainable results.
A good Digital Marketing Agency should be able to achieve an ROI of at least two hundred percent after the first two years. During the initial year you may see an ROI closer to one hundred 100%, spending what you get back in sales, but that period shouldn’t last long. A bad Agency will always achieve an ROI just slightly above one hundred percent because their work is primarily paid advertising.