In an ever-changing digital landscape, how do you know which digital agency is the right choice?

Because design styles, development specs, marketing opportunities all change so frequently in a digital landscape, finding a digital agency that keeps up with these changes is a challenge. Getting a digital agency that designs, developments, creates strategies, does effective digital marketing, and is a digital innovator is a larger challenge. Finding a good designer isn’t that difficult. Neither is finding a developer capable of coding complex sites. Discovering a digital agency that is efficient in digital marketing always seems to be hit or miss.

Most digital agencies aren’t really full service digital marketing agencies at all, they are web design companies that realize the need to offer digital marketing services such as (on the elementary level) SEO, SEM, social media setup and management, and that’s about it. You’ll see these types of services on just about every web design company’s site. They all offer some sort of SEO, SEM, etc. Does that mean that they really know those services and how to leverage them most effectively…no. Digital marketing is an area in which most web design companies are not specialists. They would rather create a cool looking website for you, host that site, and perform monthly maintenance or updates. The digital marketing end of business isn’t their sweet spot. The truth is that most digital agencies actually outsource marketing initiatives to true marketing professionals. Those people might be part of a traditional marketing agency or independent contractors. Either way, the expertise is obtained somewhere else. Hey, why do you care, right? If you are able to get great service and successful results from a digital agency that outsources all their services, why does it matter? Well, read on for some interesting observations.

Reasons to Favor a Digital Agency with an In-house Team
A strategy from an in-house team that works together, are specialists in their particular areas, and work with many digital marketing initiatives will create a long-term digital plan customized to meet your specific online business needs. The team approach will provide more options then a single person effort. Solutions aren’t packaged, they are custom and innovative, out of the box. In this team environment, there are multiple experts who interact with each other on a regular basis, and develop rock star strategies and plans for clients all the time. Compare this to a list of outside vendors who are not in-house, and may never actually see or spend any time with other people interacting on your project. That can really create potential headaches for you and your company, not to mention delays in completing your objectives.

The Benefits of an Implemented Strategy will Increase ROI
A well-executed strategy will carry your business and digital marketing successes well into the future. A strategy really brings all the components together. Design is infused with marketing, pathways that take users through your site are created and refined, calls to action and conversion mechanisms work together to bring real results, all of which combines to bring true ROI. A successful online strategy will take your business 2 years or more into the future, sometimes even further. Strategies cover everything from new design, analysis of current website properties strengths and weaknesses, competitors advantages and disadvantages, analytics research, research and development of personas relating to people visiting the site and their objectives, creation of user pathways in a site, creation and/or refinement of calls to action and conversion points, site architecture, wireframe creation, multiple marketing strategies and recommendations through various digital channels, and a schedule moving forward to implement everything efficiently and in the right time. Clients often say that one of the most important parts and a true value add to their project was investing in a strategy before anything else was initiated. Strategies from a digital agency help clients see the big picture and what to expect in terms of results moving forward. The integration of the site designs, development, marketing all work together to accomplish the goals of the business or non-profit.

Picking up the Digital Marketing Pieces – Finding Success
As stated earlier, many web design companies have to outsource their digital marketing efforts because that area of expertise is outside their knowledge base. In many cases, they don’t spend the time and effort to become experts in marketing because it’s a different world than development. So the question comes back to the best use of your marketing dollar, and getting the best ROI for that dollar. The smaller companies will most certainly outsource. If they are fortunate enough to have a digital marketing person on staff, their level of experience will be limited. It’s economics. Small web design companies can’t afford to have experts on staff, the overhead would break them. This is why you choose to go with a digital agency that is medium to larger sized. Mid-sized agencies are at a level to bring not only one expert, but several, in-house. This is a great benefit to you and the digital initiatives you launch. You will pay more for this level of expertise, plain and simple. That won’t change from this point forward, whether it is a mid-level digital agency or a large firm with a wealth of people and experience.

If you are expecting top level performance and results, it is obtainable at a mid to large sized digital agency. Keep in mind that the true value of an experienced in-house staff of digital marketers is that you will see better immediate and long term results for the initiatives and campaigns you conduct. If you choose to use a smaller company, be aware of the limitations and the resulting level of success.

In Conclusion, Your Digital Agency Choice
The digital landscape is ever changing. Small web design focused companies will always have a difficult time staying on top of the new changes in digital marketing because that is not their area of specialty. If you don’t mind their outsourcing your projects, and the budget fits more of what you have in mind, then this may be your only option.

For those who desire to take their digital marketing efforts to the next level, choosing a digital agency with an in-house staff of experienced experts is the right solution. The investment will be more, but the return on investment will also be considerably more. A mid-sized to larger digital agency will be your best bet here, and will provide great results for both immediate initiatives as well as long term ones. A notable way this is accomplished is through a detailed strategy before any design, development, or digital marketing takes place. Any agency worth their salt will create a strategy prior to working on initiatives for you. This is an investment, but it is well worth it. Discover how successful your business will be with a strategic approach to digital marketing.

Trinet Internet Solutions is a full service Digital Agency, learn more about how we can help you grow your business and increase ROI.

Call us today at 949.442.8900.




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