When running a business whether big or small, understanding marketing and implementing marketing strategies is crucial. Although the line between marketing and sales has blurred, marketing still focuses on generating interest in your product and managing the flow of sales while sales focuses on converting interest into action. Having a clear understanding of which stage your product is in, the number of users, and how engaged those users are in your product will help you determine the optimal marketing strategy to grow your business. Only then can you decide if you need to scale up or down your efforts.
If you’re interested in exploring ways to further develop your business with digital marketing but don’t quite know where to begin, this article is for you. Here we’ll discuss the steps you should take to choose the right digital marketing consultant in Denver, CO. Along the way, we’ll cover a variety of topics including pricing, project scope, and digital marketing knowledge including SEO, PPC (Pay Per Click), and analytics.
Budget
The very first step in the process is to set a budget and stick to it. It’s extremely easy to get distracted by flashy promises and slick demos and overlook the real costs that come with paid search or social media marketing. Although these are effective tools for marketing, you should still do your research into the prices associated with each service before committing. The key is to find a reputable company that offers what you need at a price point that fits your budget. You may also want to consider asking the company for a discount if you’re a regular customer.
Project Scope
Next, you should get a clear idea of what you’re trying to accomplish with the project. What stage are you in? What is the current situation? Is this a new venture for you or are you looking to enhance an existing business? Are you just looking to increase awareness or drive traffic to a particular page or product? A good consultant will be able to take your short-term and long-term goals into consideration and develop a detailed plan that will help you reach your objectives. During the plan development process, the consultant should also be willing to offer suggestions on how to improve your marketing efforts. They should be transparent about any hidden costs or assumptions they may make regarding your business.
Technical Expertise
After you’ve set a budget and understood the scope of the project, the next step is to determine the level of technical expertise you need. This will depend on the project at hand and what you’re trying to accomplish. If you’re looking to create a new website, you’ll need a talented and experienced web developer. Someone who’s comfortable working in a digital marketing agency environment will be much more suitable. If you’re looking to optimize an existing site for increased exposure, a SEO specialist may be the right fit.
Analytics
Finally, you’ll want to ensure that you work with an analytics provider that’s familiar with your industry. If you’re looking to track the success of your marketing efforts, you’ll want to work with an analytics company that offers relevant digital marketing metrics. Some of the metrics that you may want to track include traffic, conversion, and revenue. Having data points like these will help you determine the effectiveness of your strategies and the ROI (Return On Investment) of each campaign. There are many benefits to working with an analytics company including:
- Real-time reporting,
- Custom dashboards,
- Competitive analysis, and
- Campaign optimization.
Keeping all of this in mind, now that you have a clearer picture of what you’re working towards, it’s time to narrow your choices to a select few. The process of eliminating irrelevant options and focusing on the essentials is known as culling (or sifting). To that end, here are a few tips for you:
1. Check reviews
Apart from the allure of working with a renowned company, one of the best things you can do for your marketing efforts is to ensure you vet their reviews. You may want to contact the Better Business Bureau or other review websites to get an idea of how customers are feeling about the company. A good review should be genuine and offer an objective opinion about the company. Look for reviews that are published within the last six months to ensure that you’re getting a reflection of the most up-to-date opinions.
2. Look for other platforms
Although you may be tempted to work with a digital marketing agency that has experience in SEO, PPC, email marketing, and content creation, you should also consider looking at other platforms. Other platforms like HubSpot and Marketo offer sophisticated tools for marketing automation which can help you efficiently track the progress of each campaign and offer insights into which strategies are working and which ones you should drop. Some of these tools can even be integrated with your favorite E-commerce platform so that you can automate the process of ordering from your storefront.
If you have a specific brand or a product that you’re keen on promoting, working with a content agency may be the right fit as they can create high-quality content that will help you establish your authority in your industry. The content may be published to various platforms including blogs, websites, and social media channels to build a larger audience and support the growth of your business.
Working with a branding agency is another great option as they can help you establish your identity and communicate your vision to the world. Branding is all about creating a cohesive look that represents your company and can be used across all marketing and advertising materials (e.g. logos, website design, social media banners, etc.). Establishing a brand is an important step in the process of becoming a viable business because it gives you a clear identity that you can use to connect with customers and build a brand community.
3. Shortlist the finalists
After you’ve reviewed the options, it’s time to shortlist the finalists. It’s important to keep in mind that not all agencies are created equal. Some agencies may be better than others and you should be wary of any promises of quick solutions or magical results. Shortlisting the finalists allows you to compare apples to apples and determine which agency is the best fit for your needs. Remember, you’re looking for a partner who’s going to be a long-term ally and who will help you build a marketing foundation that can eventually be used for other ad campaigns or other parts of your business.
4. Research their clients
The best way to find out what kind of agency you’re dealing with is by gathering as much information as possible. Although you don’t have to be a customer of the agency to be their client, you should try to be a customer of at least some of their previous clients. Researching the clients can give you an idea of what you’re getting into and whether or not it’s the kind of agency you’re looking for. It’s also important to do your research into the clients and not just the agency itself. You want to be sure that you’re not getting sold a lemon and that the agency is actually capable of delivering what they promise.
5. Confirm the details
Once you’ve made your selection, the next step is to confirm the details. After all, contract negotiations should be a two-way street. You’re not just agreeing to work with this agency; you’re also agreeing to the terms and conditions of the contract. Take your time reviewing the terms and conditions and making sure that you’re not being misled by any tricks or hidden charges. In most cases, there will be an initial consultation to get to know each other, go over the details of the contract, and to answer any questions.
Choose a consultant who has experience
Last but not least, it’s important to choose a digital marketing consultant who has experience in your industry. Even if you have extensive knowledge in your industry, at some point you’re going to need someone to help you navigate the intricacies of marketing and make sure that you’re doing everything correctly. For example, you may want to consider an account manager who has experience in large corporate settings and can help you set up automated marketing and social media campaigns or a content strategist who can help get your brand message and offer advice on improving the quality of your content.
In closing, choosing a digital marketing consultant is a challenging process but it’s also a lot of fun. You’ll need to consider a variety of factors including pricing, project scope, and knowledge of your industry to make the right choice. Once you do, you can rest assured that you’re making the right choice for your business.