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Many successful business owners have learned that the secret to success is outsourcing, especially when you are not familiar with a specific area of business. One of these commonly outsourced areas is that of a digital marketing team. Digital marketing is a specific brand of marketing that is geared toward internet users. With the popularity of the internet in today?s times, any business that wants to remain relevant must have a strong online presence. How do you choose a digital marketing team that best aligns with your marketing goals?
Request a proposal
Most contractors or in this case, digital marketing teams, are willing to create a sample pitch. This is usually in the form of a digital marketing campaign with minimal suggested ideas. Although you will not get a complete pitch during this initial time, this is a great way to learn more about a digital marketing team and how they work. Specifically look for communication methods, areas of focus, and how they relay information to you. See if they have any valuable digital marketing suggestions. If there is a specific area of digital marketing you want to implement, request a sample pitch around this area.
Understand the team better
A successful digital marketing campaign is composed of many different areas. Your digital marketing campaign should include professional web design, social media marketing, search engine optimization best practices, Email marketing, and mobile application marketing. You can get a better idea of a specific digital marketing team?s abilities and experiences by understanding the backgrounds of those on the team. Do they have an in house graphic designer? Do they have a SEO company on board? Primarily, you want to understand the team?s capabilities in helping you in your areas of weakness when it comes to online marketing.
Previous projects and results
Some digital marketing teams can promise you all types of amazing results, but never fulfill those promises. You can gain a lot of information about a team by requesting information on previous projects. If they have previous referrals, this is even better. Requesting information on previous projects and the results achieved gives you a better idea on the type of results they can actually achieve with your business.
For example, asked to name their number one challenge, 15% of digital marketers said meeting the expectations of the always connected customer, 14% chose executing consistent campaigns that drive desired business outcomes (i.e. leads or revenue), and 13% cited the proliferation of channels across paid, owned, and earned media. Specifically looking at hard data results for these areas can identify strengths and weaknesses in a digital marketing team.
Intended digital marketing budget and costs
Budget will likely be one of the biggest decision factors. Before meeting with potential digital marketing teams, it can be helpful to establish a budget. Finding a team that works within your budget should not be a set requirement, however. It is possible that they will request additional digital marketing that you had never considered. It can also be helpful to compare your budget with competitor?s digital marketing budgets, for more realistic results. Marketers in the U.S. will spend nearly $24 billion on online display advertising this year, and 59% of CMOs view display ads as an effective marketing channel.
If possible, use a retainer
Your digital marketing campaign should not be a one time thing. In fact, a site that is even two years old may be antiquated if it has not kept up with changes in the industry. Your site requires updates and maintenance as new devices and browsers change how sites are accessed and displayed. Once you find a digital marketing team that you trust, put them on a retainer to keep up with the campaign over the long term.
You are likely to find many benefits to outsourcing your digital marketing needs. A successful digital marketing campaign is too important to not do properly. Digital marketing teams have years of experience and if the right team is chosen, can significantly increase the customer base and profits of the business.
