Although digital marketing is not new, keeping up with the latest trends and best practices can feel like an overwhelming, full-time job. Trying to ‘figure it out as you go’ is not for the faint of heart or budget savvy individuals. There’s a reason why large corporations and independently owned businesses hire professionals to handle their digital marketing.
At DAE & Co., we’ve found that an expertly crafted combination of strategy and creativity is the digital marketing sweet spot that yields the best results. Digital marketing typically involves the planning and execution of public-facing online content in a way that builds trust while boosting brand awareness and engagement among consumers. That being said, there are many questions surrounding the concept of digital marketing services. Let’s take a moment to go over some of the most frequently asked ones.
What does a digital marketing agency do?
This is a loaded question that could be another blog post in and of itself. There are so many moving parts involved in a digital marketing agency’s deliverables. A full-service digital marketing agency offers end-to-end solutions for a company’s online presence. That includes branding identity, website creation, blogging, SEO (Search Engine Optimization) enhancements, mobile marketing, email funnel marketing, social media content, pay-per-click advertising, videos, fully integrated digital marketing campaigns, and more.
There are agencies who solely focus on digital marketing efforts while others, like DAE & Co., have omnichannel marketing capabilities designed to complement any digital marketing tactics. We love a well-executed omnichannel campaign that brings a brand to life online and offline, creating opportunities for increased brand recognition and authentic connections among consumers.
It is common for a digital marketing agency to work on both short-term campaigns and long-term maintenance. Either way the ultimate goal remains the same — to help a business boost their conversion rates among new customers while retaining existing ones. Equally as important as the digital marketing strategy is having the ability to determine its effectiveness. This brings us to our next question.
What are the best ways to measure digital marketing campaigns?
There’s a lot that goes into launching a digital marketing campaign. From securing a budget and outlining a strategy to creating content and optimizing for an increase of clicks to conversions. The one variable that ties everything together is knowing how to measure whether or not the digital marketing campaign was successful. In order to truly understand the effectiveness of your marketing efforts, you need to start by identifying SMART goals. These are goals that are:
- Specific – Easy to understand, your goal should clearly define what you want to achieve.
- Measurable – Choose KPIs (Key Performance Indicators) that allow you to track progress. For example, say you want to gain 100 new subscribers as opposed to a generic goal of increasing brand loyalty.
- Achievable – Set yourself up for success by keeping budget and resources in mind. Consider where you are today in order to set future goals that are realistically within reach.
- Relevant – You always want to stay true to your brand identity and overarching mission. Consider your reason for setting a goal and how it will positively impact the longevity of your business.
- Time-bound – A deadline acts as a source of accountability that makes a goal more effective. If your focus is on increasing your social media following, specify the amount by which you want it to increase and a fair timeline in which to achieve that growth.
After defining your SMART goals, the next thing you need to do is identify your target audience. Knowing who you’re speaking to is critical to creating a digital marketing campaign that resonates. As much as people get hung up on demographics, DAE & Co. pays close attention to psychographics. After all, an individual’s values, emotions and state of mind have the ability to transcend characteristics such as age and gender. Especially when you’re selling an experience.
Once you know what you’re trying to achieve and who you are trying to reach, you need to choose digital marketing metrics that match the goals you’ve set. This is not the time or place for estimations or guesswork. You want to rely on hard data. Being that there are so many KPIs to choose from, we’ve compiled a list of some foundational digital marketing metrics.
Website Traffic Metrics:
- Traffic By Source
- Bounce Rate
- Page Views
- New Versus Repeat Visitors
- Session Duration
- Conversion Rate
Email Marketing Metrics:
- Open Rates
- Bounce Rates
- CTR (Click-Through Rate)
- Conversion Rate
PPC (Pay Per Click) Campaign Metrics:
- CPC (Cost Per Click)
- CPA (Cost Per Acquisition)
- ROAS (Return on Ad Spend)
Social Media Campaign Metrics:
- Social Reach
- Social Media Follower Growth
In addition to choosing the right KPIs, you also need to set up a way to track them. Google Analytics and Tag Manager, other website analytics tools, and built-in social media analytics are great starting points. Tracking your results is only part of the equation. You’ll need to determine where your digital marketing content should live — including social media platforms.
Which social media platforms are best for business marketing?
According to Statista, Facebook remains the most important social media platform for many digital marketers. That being said, each social media channel comes with its own set of pros and cons. Instagram, TikTok, Twitter, LinkedIn…they can all prove beneficial to your digital marketing goals depending on where your target demographic is most likely to be found and what type of content matters most to them.
We are merely scratching the surface when it comes to the inner workings of the digital marketing world. It’s no wonder searches for digital marketing services have seen a 40 percent increase according to Google Trends. Here’s another question you might want to ask yourself if you haven’t already.
Is it worth it to invest in a digital marketing agency?
Choosing to work with a professional digital marketing agency is an investment that will pay off for your business in the long run. In addition to saving you time and unnecessary stress, you’re likely to see a greater Return on Investment (ROI) than if you were to handle everything in-house or DIY it.
The dedicated and experienced team at DAE & Co. have built a trusted reputation for consistently delivering on client’s expectations thanks to the following capabilities and approaches.
Removing ego from the equation. We are believers in collaboration and are committed to working with you in your digital marketing efforts. Always doing what is in the best interest of your brand, pride will never get in the way of exceptional results.
Never resting our laurels. We don’t get caught up in feeling comfortable. In fact, we love a good challenge! We have an insatiable desire to stay on top of the latest digital marketing trends and constantly seek ways to enhance our skills. And even though there’s no such thing as perfection, we see no harm in aiming to achieve it.
Offering a new perspective. Sometimes it can be hard to get out of your own head. We’ve experienced it ourselves. That’s why it never hurts to have an experienced agency come in with a new set of eyes and objectivity that can lead to an effectively innovative digital marketing approach.
Refining the process. Since inception, our marketing agency has continued to improve upon the way we do things. What that means is that you benefit from our growing pains and take comfort in knowing we’ve overcome that initial digital marketing learning curve so your business doesn’t have to do the same.
This collective experience has allowed us to determine what works and what doesn’t. It sets us apart from the competition so that we can do the same for you and your business. One of the many things we have learned is that it never hurts to explore the possibilities. Let’s talk about what we can accomplish in your future digital marketing campaign ventures.