Smart business owners and marketing managers know they need to partner with experts that can support them on this treacherous digital journey. Consumers have become demanding. They want eye-catching website creative. They want sexy social media ads. They want engaging video content. They want discounts in search ads. They want topical email and SMS nurturing. Either your business serves it up to them or your competitor will.
The big question is what and how much of the many types of digital marketing business should undertake.
Business owners and Marketing managers are overrun with digital marketing choices. Here are just a few ideas that get thrown around as must-do digital marketing.
- Google ads
- SEO (organic Google ranks)
- Social Media content
- Social media advertising
- General Display advertising
- Email and SMS Marketing
- YouTube advertising
Then to add another layer of complexity. The next question is what businesses should be doing about Creative for: –
- Social Media
- Social Media ads
- Websites (Desktop and Mobile)
- Website content
- Landing pages
- Video content
If by some miracle sent from the digital Marketing gods, the average business or marketing manager can get all those plates spinning in harmony. The next thing to be across is tracking and attribution. Here we need to understand; –
- Google tag manager
- Facebook pixel tracking
- Google ads pixel tracking
- Google webmaster tool
- Google Analytics
- SEMrush (or similar)
- Call tracking (3rd Party preferably)
- Client relationship software (CRM)
I have run a full-service digital agency for ten years, and I have trouble keeping up with the new developments as they happen. The average Marketing Manager or the Business owner simply cannot get across all the above. So, what is the solution?
1) Roll in the experts
The business owner heads off to find experts for each of the things they have read or been told they need to be doing to make their digital marketing great. So, you now have a team that looks like this.
- Web designer and development team
- Website content writing team
- Google ads management team
- Social media Content team
- Social media advertising team
- SEO team
- Email Marketing and SMS marketing supplier
- CRM support
Your days are now filled up with managing eight suppliers towards an end goal. Most of the suppliers will not communicate well or at all. Advertising suppliers will likely have quite different reporting methods. With suppliers managing individual marketing verticals, there is little reason to or want to understand the broader picture. This top-level management will be the responsibility of the Marketing Manager and or owner of the business. This might be fine if the owner and Marketing manager has a background in digital marketing. But if you are a newish player, you will soon be on a confusing carousel.
2) Find an Agency that can service all your needs
Digital Marketing is maturing as an industry, and agencies now have access to a deeper talent pool. Smart agencies are assembling teams of experts ready to roll out complete solutions. This will be the future of digital marketing suppliers. Marketing managers and owners will cut down on coms with their many agencies. They will have a better chance to build a stronger and deeper relationship. The agency will be much more responsive to your needs. The agency is seeing all sides of the picture and be able to play towards the larger goal.
So, Business owners fire your specialist and find some all-rounders. Or pick your best specialist and start consolidating the digital efforts with this one online marketing agency. Your marketing will be better for it.