What is a Digital Marketing Agency: A Comprehensive 2024 Guide

What Is a Digital Marketing Agency?

A digital marketing agency is a company that boosts a business’s visibility on digital platforms. They specialize in developing digital strategies that generate leads and conversions for a brand. Businesses rely on digital marketing companies to help them gain an advantage in a competitive online market.

Unlike traditional marketing, digital marketing professionals offer their services online. Their marketing strategies are focused solely on digital channels, including search results, social media, and emails. As a result, digital marketing campaigns increase a brand’s online visibility.

Even enterprise businesses with in-house teams outsource some of their tasks to agencies. Expertise is an essential factor when deciding between in-house marketing and agency work. Marketing agencies typically have more avenues to upskill their people and innovate strategies.

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Different Types of Digital Marketing Agencies

Digital marketing agencies vary in the services they offer, along with their scope and specializations.

Full-service digital agencies 

Full-service digital marketing agencies integrate all marketing solutions into one package. They have a dedicated team for each marketing aspect. Essentially, they’re a one-stop shop for achieving all digital marketing goals.

A full-suite digital marketing agency offers these unique benefits:

• Expertise in all marketing areas
• Access to innovative online marketing tools
• Streamlined communications across all projects
• Easier negotiation for discounts on service bundles or packages
• Long-term partnership for a more sustainable business growth

These agencies are perfect for large-scale companies that simultaneously launch campaigns on different online channels. It’s easier to incorporate your branding across all your digital marketing strategies.

Digital marketing will be worth $1.3 trillion in global revenue by 2033. It’s safe to say that more full-service digital agencies will enter the marketing sector.

Specialized or niche agencies

Specialized digital marketing agencies focus on one aspect of digital marketing strategy. For instance, a niche digital marketing agency may provide services solely on email marketing. Others might focus on social media platforms or paid advertising campaigns.

Niche agencies are real experts in what they do. Working with specialized experts gives businesses these advantages:

• Specialized expertise in a particular marketing niche
• Stronger connections and resources within the niche
• Targeted focus and customizations based on the client’s needs
• More time to upskill their marketing team and bring innovations
• Quicker results and adjustments

Moreover, niche agencies offer straightforward pricing options. You just have to pay for the service that your business needs. These marketing agencies can help maximize your marketing investment.

Industry-specific agencies

Industry-specific digital marketing agencies provide online marketing solutions within a specific industry. They specialize in one sector, whether that’s retail, finance, or another market.

An industry marketing agency is perfect for businesses in very specific niches. Here are the reasons why:

• Deep and up-to-date expertise in the client’s industry
• Industry-specific messaging to generate qualified leads
• Guaranteed compliance with industry regulations, requirements, and policies
• Build brand credibility through thought leadership
• Benchmark digital marketing efforts to industry standards and competitors

Also, these agencies have powerful connections within your industry. This provides opportunities for you to build your network.

Freelance digital marketers vs. agencies

Freelance digital marketers typically operate on a contract basis. They are independent experts with varied marketing skills in different niches.

Freelancers make up almost half of the global workforce. However, there are pros and cons to tapping their marketing services. Take a look:

Pros of hiring a freelance digital marketer:

• More affordable than outsourcing to a full marketing team
• More flexible in project timelines and scope
• Specialized expertise to meet the client’s marketing goals
• Easier and more direct communication and collaboration

Cons of hiring a freelance digital marketer:

• Fewer resources and tools when compared to digital marketing agencies
• Difficulty in scaling up for large or complex projects
• Potential to produce inconsistent results and brand outputs

Working with freelance marketers can make or break your digital marketing campaign. Thoroughly check their portfolio and client testimonials before committing to a partnership.

Core Services Offered by a Digital Marketing Agency

Digital marketing agencies provide a wide array of services to boost a business online. They target activities that can drive long-term business growth. These digital marketing services are composed of the following key areas:

• Search engine optimization (SEO): SEO improves a website’s visibility on search engine results pages. Search engine optimization involves keyword research, on-page and off-page SEO, and technical SEO.
• Pay-per-click advertising (PPC): Agencies manage PPC campaigns on search engines and various social media platforms. PPC advertising involves creating online ads for every stage of the customer journey.
• Content marketing: Agencies run content marketing campaigns to enhance brand credibility. For instance, an inbound marketing agency creates helpful content to drive organic traffic and backlinks.
• Web design and development: A web design agency prioritizes a website’s technical health and user-friendliness. This involves optimizing the website’s mobile responsiveness and user experience (UX).
• Conversion rate optimization (CRO): Some agencies specialize in increasing sales and conversions. They know how to generate sales-ready leads and improve online sales across different platforms.
• Social media marketing: Agencies launch social media marketing strategies to enhance social media engagement. This encompasses content creation, community management, and influencer marketing on social media channels.
• Email marketing: Digital marketing agencies work with businesses to run email campaigns. This covers building email lists, automating workflows, and creating targeted emails.
• Analytics and reporting: Digital marketing services involve performance tracking for optimization. Agencies offer expertise in data analytics, attribution modeling, and real-time campaign adjustments.

The right digital marketing company knows which service you need to prioritize. Start your digital marketing journey with the right priorities in mind.

Benefits of Hiring a Digital Marketing Company

Did you know that digital marketing makes up more than half of total marketing spend? Global and local businesses are pouring their resources into online marketing. That’s why more brands are relying on digital marketing agencies to gain a competitive advantage.

An in-house team can certainly come up with effective marketing strategies. However, there are game-changing benefits when hiring a digital marketing agency. Here are reasons why agencies offer competitive advantages in digital marketing:

• Unparalleled expertise: A digital marketing company comprises experts in different marketing areas. They invest heavily in upskilling and learning the latest marketing trends.
• Innovative resources: Digital marketing companies have access to advanced tools and technologies. This significantly reduces your spending, considering the expensive prices of subscriptions and licenses.
• Scalable efforts: Easily scale up and down with a digital marketing agency. They can adjust their services based on the digital marketing activities you need.
• Creative direction: Get access to an agency’s team of creative professionals. A digital marketing agency usually offers copywriting, graphic design, video marketing, and art direction.
• Data analytics: Agencies utilize analytics and consumer data to streamline a digital marketing campaign. They collect, analyze, and visualize data through analytics tools like Google Search Console or Tableau.

A digital marketing agency works to bring long-term growth to your business. From lead generation to designing web pages, they can do everything in between.

Take for example full-service search marketing agencies like Fortis Media. These agencies are experts in every service, including SEO, paid media, content marketing, and data analytics. This way, you’re sure that all your marketing needs are covered.

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Tips for Choosing the Right Digital Marketing Services

We recommend following these steps before choosing a digital marketing agency.

Assessing your business needs

Businesses increase their ROI by 20% when they align their goals with digital marketing. This spells the essence of assessing your needs. You focus on digital marketing aspects that help generate sales and bring in new customers.

This is also the first step in choosing the right digital marketing agency services. A digital marketing company should properly evaluate your pain points. Then, they develop a marketing strategy that will boost your business online.

Here are key factors in assessing your business’s digital marketing needs:

• Identify your business’s short-term and long-term goals.
• Determine your target audience and understand their interests and needs.
• Uncover seasonal trends and evolving interests in your market.
• Set a realistic budget and let the agency take a look at it.
• Suggest a timeline for the completion of the project.

A digital marketing company will look at your needs and determine the best service. For example, SaaS businesses prioritize content marketing to build authority. Moreover, eCommerce brands might focus on email marketing to attract higher-value clients.

Checking agency credentials and experience

Different types of digital marketing agency offer promises to potential clients. But how do you know that they’re not just blurting flowery words? You check their experience and expertise, of course.

A digital marketing agency should be experienced in your niche. Check these avenues to discover the industry-specific experience of a prospective digital marketing agency:

• Request the agency to show the credentials of their team members.
• See if they are upskilling or investing in skills workshops.
• Ask about their technical expertise in utilizing marketing tools.
• Check their marketing certifications, permits, and awards.

The key aspect here is to have the right people handling your marketing campaign. If you need a search engine optimization strategy, you want an experienced SEO agency. The same goes for an upskilled inbound marketing agency that can handle content marketing tasks.

Evaluating their portfolio and case studies

The next step is to check the agency’s work samples. You can request that they show their portfolio and case studies. Most of the time, agencies exhibit their portfolio on their websites.

Follow these steps when evaluating an agency’s previous works:

• Look for their previous experience working on your goals. If you’re outsourcing content marketing tasks, check their inbound marketing strategies with past clients.
• Analyze the results of their campaigns. Focus on Key Performance Indicators (KPIs) that are aligned to your goals. If you want to increase sales, analyze the agency’s previous lead generation and conversion success.
• Check how they offer their services online on different platforms. Are they adept in both social media marketing and SEO? Do they have experience integrating a marketing campaign across different online channels?
• Review their creative materials. How do they personalize ad copies for each stage of the sales funnel? Creative direction is important in engaging your target audience.

We also recommend asking them what marketing automation tools they use. This will give you insights into their personalization and analytics tools. Check how they utilize tools like Google Search Console, Google Analytics, and other marketing platforms.

Understanding their pricing structure

Ultimately, you want a digital marketing agency that can provide value for your money. This is why pricing is often a dealbreaker when partnering with an agency. How can you ensure that this is a cost-effective option?

First of all, don’t hesitate to negotiate a pricing structure that works for you. Consider these factors when evaluating the cost-effectiveness of a potential agency partnership:

• Identify which pricing model best fits your campaign needs. Agencies can offer hourly rates, project-based fees, performance-based pricing, or retainer fees.
• Request a detailed breakdown of the agency’s pricing package. Everything should be itemized and listed on the price breakdown.
• Check for extra fees on customizations and software licenses. Agencies should be transparent about any additional fees.

You should also consider bundled packages to get discounts. Compare pricing quotes with other digital marketing agencies. See which pricing package gives more value to your investment.

Reading client testimonials and reviews

What is the first thing you do before purchasing a product? Most of the time, you check product reviews first. This is also applicable when choosing a digital marketing company.

Before committing to a decision, read through an agency’s client reviews first. Considering examining these aspects of an agency’s reputation:

• Expertise in the industry
• Customer support and communication
• Flexibility in customizing their services
• Timeliness in meeting deadlines
• Long-term partnerships with clients related to your niche

Along with social media platforms, you can also visit third-party review platforms. Google Reviews and Clutch are examples of reputable review platforms.

Scheduling consultations and asking questions

A direct discussion with the digital marketing agency is still the best option. Typically, agencies offer free service consultations with potential clients. You just have to book a scheduled date on their calendar.

Focus on these key areas during a consultation call with a marketing agency:

• Niche-specific approach in developing a marketing strategy
• Data analytics capabilities to analyze customer behavior and interests
• Customizable options and add-ons on their pricing structure
• Expertise of team members
• Scalability and flexibility in meeting client goals
• Account management and technical support

A consultation call allows you to ask specific questions. We’ll discuss those essential marketing questions in the next section.

Questions to Ask a Prospective Digital Marketing Agency

Digital marketing agencies provide free consultations to potential clients. This way, a client can gauge how the agency can address their unique pain points.

It’s best to cover every concern you have during the consultation call. Here are sample questions to ask a prospective digital marketing agency:

Agency background:

• How long have you been working in our industry or niche?
• Can you provide case studies and client references?
• Do you have certifications and awards in our marketing niche?

Services and expertise:

• What is your approach to SEO and PPC?
• Do you provide custom social media marketing solutions?
• How do you stay updated with industry trends?

Strategy development:

• How do you strategize unique content for each stage of the sales funnel?
• Do you run A/B testing to optimize marketing projects?
• Do you conduct research on customer behavior and preferences?

Automation and analytics:

• What analytics tools and technologies do you use?
• How do you measure success and ROI?
• Do you have tools to automate workflows in our marketing projects?

Client collaboration:

• Do you provide daily or weekly marketing performance reports?
• How do you handle client feedback and suggestions?
• How do you inform clients of sudden adjustments in the marketing strategy?

Pricing:

• What are the pricing models that you offer to clients?
• What are your terms of service and termination policies?
• How much do you charge for service add-ons and customizations?

Customer support:

• Do you assign a dedicated project manager to each client?
• Do you have a 24/7 technical support team?
• What communication channels do you offer for customer support?

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Key Takeaways

Working with digital marketing agencies covers an entire range of activities. You can outsource quick projects and milestones. Also, you can hire full-suite agencies to handle your entire marketing playbook.

As such, it’s important to thoroughly canvass for the right digital marketing agency. Schedule consultation calls with multiple agencies and evaluate their services. Compare pricing packages, support capabilities, and team expertise.

Choosing the right agency can drastically boost your digital marketing efforts. Be patient in the process and prioritize forging a long-term partnership.