If the world of marketing even argues, chances are you know who works either in a marketing agency (or is used to it) or starts their own.
Agencies are a huge segment of the marketing industry and they can offer a wide range of services. But without understanding what a marketing agency is, you can feel like you are looking into a digital maze.
But worry, worry, here are some clear things.
So what the hell is a marketing agency?!?
What is a marketing agency?
A marketing agency is a fairly general term for a company that serves other businesses in one or more areas of marketing.
Remember Crazy? (Who am I kidding, every marketer does …)
Well, Don Draper worked for an agency – albeit a compound advertising agency, which was a representative of the real agencies that prospered in the 1950s.
While today’s agencies are much less misogynistic (at least, hopefully), they share some similarities with the agency the world explored in the show.
Often we hear different terms to describe different types of agencies, such as marketing firmor internet marketing service.
Historically, marketing has developed firms typically follow 1 or 2 specific niches in marketing (e.g. only SEO or content), while agency different experts work in different areas of marketing so that they can provide a more complete service.
Over the years, the lines have blurred a bit, and the headlines have changed (constantly looking at you, the “marketing guru”), so these terms about names are always met. But it is safe to say that they all usually refer a company that provides marketing services to other businesses.
So what do marketing agencies do?
Advertising agencies à la Mad Men usually had a rather specific set of services – primarily advertising and media purchases, but not really.
Today, most marketing agencies provide many different services and often work with a single client to meet multiple needs – this may include:
- Digital advertising—Manage online advertising through Google, Facebook, etc.
- Creative design—Create various design elements such as graphics for your site, layouts for leading magnets, logos and even advertisements such as videos and images
- Web development-Create and manage custom sites
- SEO management—Help improve page rank for your site, blog, or other online presence
- Social media management– Manage your social presence on important platforms such as Facebook, Instagram, Twitter, LinkedIn and more
- Strategic planning and data analysis-Analyze your struggling data to help you decide what the next marketing step should be
- Planning and purchasing media– Purchase and manage advertising space on television, radio, billboards and other print and multimedia spaces.
- Funnel construction / control-To help you build, clean or just manage the various funnels that your customers will pass through when they interact with your brand.
- Copywriting-Create copies for emails, websites, advertisements, social media and anywhere else who sees your written word
- Email Management—Create and track all e-campaigns
As you can see, the work of an agency covers a wide range of marketing specializations, and each agency is unique in the services they provide and the philosophies and strategies they use.
Specializations and approaches vary, each agency has the same goal: to achieve results. Agency owners know that the only way to stay at work is to get customers the results they need for a successful business. This usually means giving more leads,, more traffic and / or more sales for their customers.
With so many agencies appearing over the years, the field is becoming much more competitive, forcing companies to look for new ways to differentiate.
When does someone need a marketing agency?
There are several different reasons why someone hires a marketing agency …
1) You have the manpower to do the job and you can afford to hire an in-house specialist.
Finding and hiring someone full-time, talking about running Facebook and Google ad campaigns for your business, can be timely and expensive. If you have the financial resources to support someone new in earnings, an agency can be a good place to start.
Pricing for agencies usually works at an hourly rate. You either pay an hourly rate for a collective group of people, or an individual hourly rate for a specialist to solve your problem. Usually experts charge a higher hourly rate.
No matter which way you go, the agency will usually give you an estimate of the amount of time it will take to solve the problem, as well as prescribe the prices, time and expected results in the contract.
2) You consistently see bad results, and always know why.
Sometimes you or your employees just find out why your ads, blog posts, or suggestions are working as expected. Faster encounter when you are working in trenches, it can be difficult to step back and look at the problem from an external point of view. Finding a second opinion is almost always helpful when it comes to resolving marketing issues.
In this case An agency can be a great option to help get back to marketing. This is especially true if you are a sole proprietor or an entrepreneur and do most of the marketing work yourself.
3) Your new business is starting and ready to start your marketing game.
One of the most important reasons you can seek help from an agency is a new business. In the digital age, things are moving fast, and businesses are growing even faster (sometimes overnight!).
When businesses move from traffic to congested traffic, the pain increases. Agencies can do great to scale a business their marketing to meet demand and helps keep sales predictable and consistent.
Whether you’re planning to hire an agency, work for a friend, or start working on your own, hopefully I shed light on what you’re getting.
In the case of marketing agencies you are diving into a world with the best marketing minds and strategies.