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The main activity of Digital marketing is to fill your marketing funnel, but many of the tasks required to do so requires expertise and understanding of digital marketing technologies and methods. The main challenge facing most companies is effectively identifying and targeting the right buyer personas and converting them to paid customers and advocates. Marketing strategies often fail because Buyer Personas are not correctly identified, and strategies are not developed to target these personas with the right content and messaging. Our customers often tell us that their marketing campaigns may be effective, such as webinar attendees, or visitors to their website and events, but these marketing leads don’t convert to sales qualified leads because the right customer profiles are not targeted in the first place. The right use of Digital Marketing can identify the right buyers, and then drive campaigns that convert those buyers to customers.

An effective Digital Marketing Agency will partner closely with your marketing team to understand key elements including your Ideal Buyer Persona, your product or service value proposition, and the most effective way to reach your customers. This means developing a strategic marketing plan to help you design and execute on your marketing objectives.

The agency can work on an hourly basis or fixed monthly fee to develop messaging and offers that will drive more visitors to your website landing pages. By filling your marketing funnel, and then using content marketing to increase conversions, digital marketing can increase the number of qualified leads for your sales organization.

Digital Marketing Agency fees can vary and depends on understanding your goals and objectives, your available budget, and the return on investment (number of qualified leads) you want to achieve. Budget includes marketing services such as content creation for landing pages, email marketing, and graphic design and video, to costs of paid advertising and PPC. Given these parameters, and the amount of budget you allocate for paid advertising, agency costs can vary from hourly rates of $50 to $250 an hour, to fixed amounts of $3,000 to $10,000 dollars per month, or annual expenses of $35,000 to $145,000.

Building an internal digital marketing team can be expensive. With so many segments of digital marketing (SEO, content, social, email, lead follow up, etc) hiring specialized resources can dramatically increase your budget for employees without a good ROI. Additionally, with the rapid change in digital marketing techniques and technology, it is difficult to keep up with the pace of change. Instead, companies should hire skills around project management, and some marketing talent that is unique for your business, and then outsource marketing design, creation and execution to a digital marketing partner.

By working together, companies streamline operations and scale their marketing, while maintaining control of budget and project planning.

A single point of contact that is responsible for managing the relationship with your Digital Marketing partner is essential for an effective marketing strategy. Your point of contact should be responsible for effectively articulating your company’s brand, messaging and goals and objectives. They should also be experienced project managers who can coordinate the activities between your marketing team, your subject matter experts (SME) provide the high level messaging and content, and your Digital Marketing Agency. By coordinating these different teams and resources, your single point of contact can effectively execute your strategy and show results.

There are many components of a digital marketing strategy that need to work together to execute on campaigns that achieve results. Types of digital marketing include:

• Search Engine Optimization (SEO)
• Pay Per Click (PPC) paid advertising
• Social Media Marketing
• Content Marketing
• Email Marketing
• Mobile Marketing
• Marketing Automation
• Marketing Analytics

A Digital Marketing Agency is an extension of your marketing team. Whether you have a small team that needs to expand the team to include digital marketing experts, or a larger organization that needs specialized skill sets, a digital marketing agency will increase your business's traffic, leads, and sales. In short, working with an agency that understands your business, and fills the gaps in your organization can help your team scale without hiring excess capacity that often goes under utilized.

Understanding the importance of digital marketing for your business is something each marketing leader needs to understand and realize on their own. Once that is understood, finding a digital marketing agency that can help you strategize, plan and execute on your vision will enable you to reach your targets and objectives. A partnership with an agency will get your campaigns up and running quickly, without having to worry about climbing a steep learning curve or forming a team. Within weeks of developing a strategy and plan, you can launch campaigns and see results.

We recommend taking the time to work with your agency to deep dive into your requirements through discovery and assessment workshops. These exercises will not only help you understand your requirements, but will save a lot of money in the long run by avoiding costly mistakes or misdirected campaigns. Additional steps we recommend taking include:

• Recognize your requirements as well as your budget.
• Evaluate the expertise of your agency partner to see if they have the right skills and experience
• Ask for references
• Develop a digital marketing plan and follow it closely
• Don’t be afraid to pivot if you see your strategy not showing the results you are looking for (working with an agency is more flexible than trying to reorganize your internal team)
• Insist on complete transparency, regular reports and metrics
• Don’t be afraid to challenge your agency to ensure they are adhering to your vision and objectives

Websites, once developed, are rarely updated and kept fresh. Marketing teams don’t always adequately test a website’s effectiveness. We recommend periodic website audits to see if the site is effective and bringing the results you are looking for. There are many tools that can help audit your website, but the importance of an experienced team to run your audits cannot be over emphasized. An agency that is up to date with the latest tools and techniques, including SEO analysis, content evaluation, and social media following, is a great first step to get a better of your website, and get clear and actionable recommendations for improving your online presence, rank higher in Search Engine results, and get more qualified leads for your sales team.

Depending on the size and extent of your website, a technical SEO site audit can cost anywhere from $2,500 to $5,000. It is vitally important to have a discovery and assessment meeting with your digital marketing partner to understand the size and scope of your website, and get a quote that will help you get meaningful data on your website.

Along with SEO tools, a website evaluation includes content and key word analysis, website user experience and usability, and page performance. If your website isn't optimized to meet your traffic goals, an audit can help you find out what has to be done to improve performance.

Online tools provide a free assessment of a website's traffic on an aggregated basis, including the number of total visits, average visit time, pages per visit, and bounce rate for both desktop and mobile web traffic. However, many of these tools require knowledge and expertise that may not be immediately available. Finding an agency that can do a preliminary audit at a low cost (or free) is vitally important before you launch any digital marketing campaign.

Aside from the growing cost of finding experience digital marketing experts, developing a digital marketing strategy and plan can be expensing. A digital marketing partner who can understand your business through audits, assessments and analysis, is a vital part of any digital marketing strategy.

Effective campaigns can last anywhere from a few weeks to many months. SEO strategies only show results after 6 months (appearing on page one of searches), to 9 to 12 months (to appear as top results). Before seeing significant returns from digital marketing, you need to make a commitment for six to twelve months, and understand the budget required. Complementary strategies such as content marketing, social media, email marketing, etc. require additional talent and time, and are an essential part of an overall campaign. Finally, fixing your website and optimizing content with the right backlinks, and effective user experience is essential. Finally, your website should provide high-quality content that is frequently updated (including blogs) is an essential part of keeping your site fresh and visible to Google and other search engines.

Mobile marketing is a multi-channel digital marketing approach aimed at reaching target audiences via websites, email, SMS and MMS, social media, and apps on their smartphones, tablets, and/or other mobile devices. There has been a rise in mobile marketing in the last few years, but a proper assessment is needed to ensure that mobile strategies will be effective in your marketing mix.

Debtech LLC has built an effective team of strategists, designers, SEO experts, content writers, social media experts, and marketing automation platform to provide full MarTech expertise and experience. This mix of talent and techniques can help with everything from ideation and planning, to asset creation, to campaign execution. Our focus extends beyond design aesthetics to include the complete user experience across all digital platforms and devices, regardless of device type. Debtech can give you an understanding of what we can do for your company through a free consultation and assessment of your current marketing strategy and assets.

These are all important characteristics that set us apart. Most importantly, we bring a strong belief in values such as honesty, professionalism, and 110% focus on customer satisfaction and success.

While nothing can be 100% guaranteed, it is reasonable to expect significant results from properly run digital marketing campaigns. Effectively understanding your partner, their philosophy, expertise, and past successes will go a long way to helping you understand what you can expect from a partnership with a digital marketing agency.