As the name suggests, an online marketing agency provides services for businesses that want to do online marketing. But what exactly is online marketing?
Put simply, online marketing is the process of getting an organization’s products or services in front of potential customers through various forms of media, such as advertisements on social media sites, videos, or blogs.
Though the lines are blurred, digital marketing agencies usually fall into one of two categories: marketing agencies and PR agencies.
A marketing agency is the one that helps businesses market their products or services online. This could include everything from setting up websites to providing digital marketing strategies and training clients in SEO (search engine optimization).
A Public Relations (PR) agency creates and implements media strategies for organizations, helping them to communicate their goals, vision, and values to the media. A great PR agency will have the ability to craft winning marketing materials that can be used across all platforms (digital, social, etc.).
While many people think that a digital agency is synonymous with an online marketing agency, the two are not necessarily one in the same. A digital agency is usually the parent company of an online marketing agency, but not always. A digital agency may solely specialize in SEO (search engine optimization) or pay-per-click (PPC) advertising or social media marketing.
The Role Of An Online Marketing Agency
As the name suggests, an online marketing agency provides services for businesses that want to do online marketing. But what exactly does that mean?
Simply put, an online marketing agency helps businesses to market their products or services online. To do this, they usually help clients to develop a strategy, draft pitches, create marketing content, and distribute that content across various platforms (social media, websites, etc.).
An online marketing agency may specialize in different areas, such as SEO (search engine optimization), PPC (pay-per-click) advertising, social media marketing, or content strategy. They may provide one-stop-shop services for small businesses and help larger companies to manage their growth via digital marketing. Finally, some agencies are specialized in e-commerce and marketing to specific industries, such as the pharmaceutical or food & beverage industries.
The main role of an online marketing agency is to create awareness around a product or service, and encourage potential consumers to learn more about it. This could mean designing a brilliant marketing campaign, developing sales funnels, or setting up automated email marketing sequences.
Often, business owners or marketing managers don’t have a clear idea of what their digital marketing strategy should be. This is where an online marketing agency comes in. They can help to develop a plan that will drive growth and assist in the determination of ROI (return on investment).
Types Of Clients
Like any other industry, the field of digital marketing is highly competitive. This means that there are a variety of clients that an agency might work with. Below, we’ll discuss the various types of clients that an online marketing agency will work with.
Due to the nature of their work, agencies that work with small businesses tend to work on a project-by-project basis. This means that they will likely take on a handful of clients per year, rather than a continuous flow of work. In fact, small businesses are some of the most common clients for digital marketing agencies. They are usually looking for a reliable and experienced team of marketers to help them to grow their businesses.
Agencies that work with small businesses will usually specialize in marketing, e-commerce, and analytics (the measurement of results). Though they will work on a variety of projects, these agencies will typically only work on e-commerce projects for larger businesses. This is because e-commerce is an area that grows exponentially and has a longer payback period.
Startups are just that – starting a business. In a competitive field such as digital marketing, startups are looking for someone to provide them with a handhold during their formative years. While it is great to help a business launch successfully, most agencies will not accept clients that are still in the startup phase, as they want to ensure that they are developing a long-term relationship with their clients.
Agencies that work with startups will usually specialize in marketing, social media, and analytics. Though they will work on a variety of projects, these agencies will primarily work on social media marketing projects for startups. This is because social media is a platform that almost anyone can use to promote a business, and it is highly scalable.
Like any other industry, the field of digital marketing is a constantly shifting landscape. As businesses evolve and new platforms emerge, so does the field of digital marketing. Though there are a number of fixed roles within the field, roles can and will change depending on the platform and location.
For instance, when developing a mobile marketing strategy, a creative will typically need to input some creative ideas – nothing more. But on a platform like Pinterest, a marketer’s input is valued highly and can even determine the outcome of a project. This is one of the reasons why marketers on platforms like Pinterest have a higher average engagement rate than those on other social media sites.
Agencies that work with medium businesses will usually specialize in SEO (search engine optimization), content strategy, and e-commerce, but may also include PPC (pay-per-click) advertising and social media marketing. Though there is a lot of variation, these agencies will usually work within a defined set of guidelines laid out by the client.
These are the businesses that we are all familiar with. They are the ones that employ hundreds and even thousands of individuals. Often, these are the businesses that an agency will work with once the startup phase is over. In fact, large businesses are some of the most common clients for agencies.
Often, these businesses will have an existing marketing department and may even have a digital marketing agency within their parent company. But once the project is over, they will likely want to work with a freelancer to continue developing and implementing their marketing strategy.
Agencies that work with large businesses will usually specialize in SEO (search engine optimization), PPC (pay-per-click) advertising, and social media marketing. Though they will work on a variety of projects, these agencies will primarily work on SEO projects for larger businesses. This is because, as the name suggests, large businesses have a lot of space on their websites to grow and engage with their audience.
An agency’s role can vary from project to project, but there are a number of key points that every project must follow. As discussed above, the main role of an online marketing agency is to create awareness around a product or service, and encourage potential customers to learn more about it. An agency that specializes in digital marketing will typically work on projects that relate to SEO (search engine optimization), PPC (pay-per-click) advertising, and analytics (the measurement of results).
If you’re looking for a guide to setting up your own digital marketing agency, this post is for you. We’ll cover everything from how to choose a name to what marketing instruments to use (i.e. web analytics, content management systems, etc.).