In today’s age of online marketing, the responsibility of maintaining a strong digital presence is very difficult to manage along with the hectic schedule of running a business. Simply having a website is no longer enough to effectively engage your business’ audience while generating quality leads. A digital marketing strategy must be implemented that is consistent across all online channels, and it must be carried out in a way that catches the interest of users along all points of the conversion funnel.
This can be difficult to do unless a business has a large internal team that is dedicated to online marketing. If this is not the case, employing the services of a digital agency to take care of your digital marketing efforts is a smart and reliable way to boost your overall business ROI. To grow a brand’s online presence, a digital agency operates with the coordination and expertise of an entire marketing department.
A good digital agency is comprised of different teams that are dedicated to researching a business’ target audience, staying up to date on the latest digital and industry trends, and crafting an online experience for users that will eventually guide them towards a conversion. Each department coordinates together to create the best online marketing campaign for your business, starting with the Chief Marketing Officer.
Chief Marketing Officer
After a business decides to work with a digital agency, the CMO will discuss with the client about the goals and expectations for growing a more effective online presence that will help generate more sales. It is the CMO’s job to understand the needs of a business and to help plan a unique digital marketing strategy by setting a realistic timeline of when to expect results, gauging the involvement of each team depending on the goals of the business, and ensuring that the tactics and techniques utilized are the best options for an individual business’ industry and target audience.
Once a plan is in place, the CMO will assign responsibilities to each team and routinely check up on them to make sure that they are completing tasks correctly and as scheduled. Furthermore, they will make sure that there is effective cohesion between each marketing manager and their teams to create a unified campaign for the client’s business across multiple digital marketing channels.
The Marketing Manager coordinates the efforts of the Strategy, SEO, PPC, and Social Media Marketing teams to the specifics laid out in the client’s initial strategic marketing plan. The Marketing Manager also keeps in regular communication with the client, and updates them on the work that is being completed by each team. If the work is not satisfactory for any reason, the Marketing Manager will discuss changes and recommend solutions to the client and relay the appropriate steps that need to be taken by each team.
By maintaining a running dialogue between the different teams and the client, the Marketing Manager plays a vital role in making sure that the end result will not only be effective in accomplishing the client’s business goals, but also aligning with the marketing goals that the client desires.
The Strategy team develops a plan revolving around how the client’s business will interact with users online while defining the role of each online marketing channel. By researching the target demographic and the brand’s particular industry online, the Strategy team formulates what platforms, mediums, and brand voice will engage users with the business’ online presence and increase conversions.
By also doing a competitive analysis, the Strategy team will see how the business’ competition interacts with users across channels like SEO and PPC, and strive to create the framework for a digital branding experience that will make the client’s business stand out from competitors. The Strategy team then relays their findings and plans to the SEO, PPC, and Social Media Marketing teams for implementation.
Search engine optimization covers a wide and extensive range of online curation, so the SEO team is comprised of different members, each with specialized tasks. The majority of visits come through search results from popular search engines like Google, and as a result the SEO team’s top priority is to achieve the highest possible ranking on keywords that will drive qualified traffic to a client’s website.
This is accomplished in a variety of ways that include: ranking organically for top industry keywords, gaining relevant links from websites with high domain authorities, writing content that stimulates user engagement, and even optimizing the layout and text coding of a website. In elevating a website’s organic ranking, the SEO team avoids any questionable or black hat SEO practices that provide quick short term gains, but can be detrimental to the long term SEO growth of a website.
The PPC team’s responsibility is to make sure a business has a noticeable presence on search engines through paid search and display advertising, and to bring users who have left a website back into the conversion process. Users who have already visited a website are much more likely to convert if they are shown advertisements while browsing elsewhere on the internet, and it helps to keep the products or services of a business top of mind for potential customers. The PPC team also works on optimizing landing pages by writing effective calls to action, having intuitive content placement, and structuring user friendly navigation that generates the most conversions without overwhelming or distracting visitors.
The Social Media Marketing team (SMM) makes sure that a business’ copy is appropriate for all social media marketing channels. Using audience research, the SMM team will focus on social media channels where the target audience is most active while curating content to post that will drive up engagement. The SMM team analyzes competitors’ social media usage, and takes steps to implement best practices for a brand’s particular industry to create a social media presence that will help establish brand loyalty. By monitoring social media conversations and being an open line for direct communication, the SMM team will measure and improve the brand perception to customers who are engaging with a business on social media.
Get the Most out of Your Digital Marketing Campaigns
From ecommerce to a B2B business, digital marketing is no longer a luxury for an online business, it’s a necessity. As the internet has rapidly developed over the past 25 years, so have its users. If a business' digital marketing efforts are inconsistent across online channels, is outdated, or has content that is not relevant to users, it will be disregarded and lose customers to competitors who have a strong online presence.
Investing in a digital agency that can improve your overall ROI can be a smart investment to grow your digital presence in a way that will save you time and money in the long run. Even for digital agencies like Blue Fountain Media, the entire scope of building an online brand presence that will generate quality leads and conversions requires multiple teams that are highly specialized in each area of online marketing.