My words will fall short if I try to explain the impact of excellent digital marketing. So, here it is, a quote from those who know it best.
“It’s not what you sell that matters as much as how you sell it!”
Brian Halligan, CEO & Co-Founder, HubSpot
From this one quote, you can estimate how effective the right digital marketing practices are. But, is it possible for you to give justice to the digital marketing of your brand by doing it all by yourself? Every successful business person understands that it is not easy or practical to do everything ourselves.
We should have the ability to focus on what we can do the best and delegate the rest to the experts in the field. So, all of us aspire to hire the top digital marketing company for building our brand identity. But, the most frequently asked question is how to select that best digital marketing company? Read further to find out!
The prime criterion for selection of the digital marketing company for building your brand identity is not about them; it is about you! Yes, every business has its specific needs and requirements.
An e-commerce brand has different digital marketing needs compared to a web development company. So the same DM company that built the top e-commerce brand may not be equally suitable for your business. As the tools, tactics, and practices that apply to them may not apply to you.
Furthermore, starting from how old is your brand to the size of your business; everything matters, and cannot be ignored while making DM goals. So, DM practices vary with the needs of your business. And, this will determine whether your focus should be more on organic or paid promotion, through which platforms, and what aims do you want to accomplish through the DM activities.
The basic that you must do before hiring a digital marketing company is to check the quality of their work. The work that they have done for their own brand building is usually the easiest and best reflection of their capability.
Start with checking the website quality of the digital marketing company. First, it must be mobile-friendly. Next, look for answers to the fundamental questions. How does it rank in the search engine? And, are they able to gain any organic traffic?
Then comes the content. Do check if the DM company follows content variety. Ideally, a DM company knows the value of content marketing. On their website, they should have a blend of text, images, and videos, to be able to rank in the different searches on Google. Moreover, are they using appropriate keywords, with a mix of long-tail and short?
No, this is not enough. Is your DM company updating the content on their website regularly? If not, they don’t know the importance of content updation, and they won’t be able to help you!
DM is not a single activity; it is a collection of so many processes, including search engine optimization, content marketing, social media marketing, PPC, search engine marketing, etc.
Depending on what you want for your brand, don’t forget to check if the digital marketing company that you are hiring has separate experts for each of these domains. You cannot expect a social media marketing expert to write well-researched and high-quality long-form content.
Similarly, search engine marketing should be done separately to target organic traffic and paid. It is a growing trend that DM companies give a lot of attention to PPC while ignoring organic search engine marketing.
You must make sure that the company balances its expertise well in all the required areas and can show some RoI periodically.
Last and not least, do also check the relevance of qualifications and experience of the team of your DM company.
A smart DM company will always advertise itself well. But, to know their performance, it is crucial to check the feedback from their clients. You will also have to search their website for client testimonials.
Don’t forget to search for reviews of your prospective DM company on social media and different channels. Also, ask them to give the contact of their clients; so that if you need, you can contact their clients for feedback.
You will often find digital marketing companies making false claims, such as guaranteeing you the top rank in Google search in 15 days. Such offers tempt most businesses.
Never choose a company that makes exaggerated claims. Google search ranks take time to build, and meanwhile, the algorithm can also change. So, the aim should be to place yourself much better compared to your present position. And, with time, the rankings will improve if you have done digital marketing patiently and systematically using the right strategies.
Never believe lies and choose a DM company that doesn’t assure you the unattainable.
As an SME, you are persistently under peer pressure while selecting resources. It is often said that the more you spend, the better will be your digital marketing returns. But, the belief is not valid. However, you can’t get the best services for free, so you must make a reasonable budget.
An experienced DM company, no matter small or medium-sized, can be more suitable for your work compared to the big ones, particularly if you are also in the growing stage. Such a company will also be budget-friendly for you. If you are in the early stages of business, they understand your needs better, and their ideas can help you significantly at this stage as they have the ability to build brands from scratch instead of maintaining the already established brands.
The best DM companies are good at content management, including the development of high-quality content in a variety of content types. They must also be able to reuse your existing content effectively. So, if your DM company works smart more than working hard, they will give you better RoI in a budget.
Choosing a digital marketing company that will take your brand to new heights is never easy. Digital marketing itself is a continuous activity that also involves so much trial-and-error work. This quote from the expert says it all!
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.”
Beth Comstock, Former CMO & Vice Chair, GE
In your long journey to successful digital marketing, you will have to face so many obstacles and failures before you get success. Since it is also time-consuming, you need help and support from those who have tried, erred, and ultimately achieved success.
Hiring an experienced DM company does free you of the burden of building your brand while you can focus on your core competencies. With time, as you develop trust with your DM company, you can expect better results. You will have to keep patience and wait for the results to follow.
The key to success, when working with your digital marketing company, is to be rational and reasonable in your expectations!
Jin Markov is a Content Writer with GoodFirms, a research firm in the USA. He has expertise in writing on digital marketing and SEO.