In today's rapidly evolving digital landscape, savvy business owners increasingly turn to AI marketing consultants and online marketing agencies to stay ahead of the curve. But with the many options available, how do you separate the wheat from the chaff?
Whether you're a London-based entrepreneur or a global enterprise, choosing the right marketing partner can differentiate between stagnation and explosive growth. This guide will equip you with a powerful checklist to evaluate potential agencies, ensuring you find a partner that understands cutting-edge techniques like AI-driven strategies and inbound marketing and aligns with your business goals.
Ready to transform your online presence and leave your competition in the dust? Let's explore how to spot a marketing agency that truly delivers results.
How to Evaluate Your Online Marketing Company
Business owners nowadays understand the importance of working with an online marketing agency or trusted marketing consultant. London business owners won’t need to learn the technical aspects of search engine optimisation (SEO), social media marketing, growth-driven web design, inbound marketing and other internet marketing-related services.
They can focus on the core business by employing the help of a partner consulting company. Now, the only problem is finding the right marketing firm. Unfortunately, many business owners struggle with this.
That’s why we came up with an infographic checklist that you can use to score and evaluate the agencies or consultants you are considering working with. Give your prospect agency partner one point for every question you answer with a “yes.” The more points, the better.
Effective Marketing Agencies Give Value First
If we had to sum up the qualities of an effective online marketing agency, they would be: give value, use up-to-date techniques, offer a complete and ethical set of services and run integrated efforts. Let’s look at value first. How do they provide value?
Access to a handful of initial analysis reports will give you a good overview of where your business currently stands online. Online marketing agencies that care about your success provide these reports and dive into the details to help you move forward with the right decision going into an online marketing campaign with them. Don’t be surprised if they stop you from ordering a lucrative SEO package and instead recommend a website audit or an online CRM free tool. It means they want to start things right. They provide value by preventing possible losses due to problems with your website.
Access to a reporting dashboard is also valuable to business owners. Marketers, entrepreneurs, and CEOs want to stay in the loop on campaigns run by their partner agencies. Having access to a dashboard instead of disparate and numerous spreadsheets is a more convenient way of digesting updates.
Up-to-Date Services: Look for the 2Rs
Nowadays, two ‘R’s indicate whether a marketing agency is using updated techniques; the two ‘R’s stand for “Responsive” and “Remarketing”. A Responsive web design means that your website automatically responds or adjusts depending on the device used to access it. Your responsive website won’t encounter compatibility problems with users who are browsing on smartphones and tablets. This is crucial as mobile Internet users are expected to outnumber desktop users in 2014.
The other R you need to look for from your agency is remarketing (PPC). Also known as retargeting, it’s a new form of PPC or pay-per-click advertising that allows you to display ads to users who have already visited your website. By driving visitors back to your website, you get another chance at obtaining a lead or making a sale. Similar to PPC, you only pay when your advertisements are clicked. This means you get to expose your business to a wider audience cost-effectively.
Genuine Review Publication: Be Safe Than Sorry
Online reputation management (ORM) is a service that’s gaining popularity among business owners.
You need to manage your reputation on the Internet, as 80% of consumers can quickly change their minds about your business if they see negative reviews about you. Your online marketing agency is great if they run ORM and can fuse SEO efforts with this, a powerful combination.
Just be wary of companies that promise to “produce” or “fabricate” reviews about your business. Take note that the New York State Office of the Attorney General is cracking down on fake consumer reviews and agencies that provide this kind of service. To be safe, stay with what is up-to-date and ethical – the publication of genuine consumer reviews.
Your online marketing candidate partner deserves a if they only work with genuine reviews and know where to publish online. This will involve running an online SEO audit report for your site.
Content Creation
It can be a pain to work with multiple Internet marketing agencies simultaneously. You’ve experienced this with contractors, right? You don’t need to spend more time coordinating with many consultants and less time managing your core business. That’s why you want your consultant or agency to be able to provide a complete or at least a wide array of services. Entire content creation is one of the crucial services you might not find in smaller agencies.
Now, many agencies provide “content creation.” But in most cases, “content” only represents articles for submission sites. Ask your agency candidate if they can help you with press releases, blog posts, and social media updates. It’s a plus if they can create infographics and videos.
Getting content from the same company means you won’t have to negotiate with multiple contractors or freelancers, which is going to be more convenient for you. The small content they will create is also aligned with the services (e.g., SEO, social media) that you are also availing of from the agency.
Run Integrated Efforts: Fuse Social with SEO
Finally, their ability to fuse various services separates effective online marketing agencies from the rest. One good example is the integration of social media with SEO efforts. Search engines also use “social signals” as a ranking factor. Fusing social media with SEO means they are using Facebook, Google+, Twitter, YouTube, and other networks to drive traffic to your website and increase your search rankings. In particular, Google+ can boost your rankings and your “authority” online.
Another example of integrated service is Local Buzz. Local Buzz uses social media efforts and content creation to attract your business's attention. This local online presence optimisation technique maximises maps, regional directories, check-in or geo-social sites, and reviews to increase the number of web properties your business will appear in.
This means you can dominate local searches through your web pages and other external pages containing your NAP or business name, address, and phone number. It’s a holistic approach for local businesses wanting to crush their online competition.
Getting to Know You via In-Depth Consultation
Finally, your online marketing agency should provide you with an in-depth consultation. This is a time for the agency to get to know your business, your marketing goals, and your target market. As for your part, use the consultation to get a “feel” of the agency and whether you think they are indeed the right partner to accomplish your online marketing initiatives.
Agencies also need this time to analyse your online standing so they can propose which service you need the most. For example, while you asked for a Whitehat SEO service and social media optimisation, the agency might propose building you a responsive website first to maximise SEO and social media optimisation efforts going forward.
What is the difference between a traditional marketing agency and an AI marketing consultant?
A traditional marketing agency typically offers a broad range of services using established marketing techniques. An AI marketing consultant, on the other hand, specializes in leveraging artificial intelligence and machine learning to enhance marketing strategies. They often provide more data-driven, personalized, and automated solutions that can quickly adapt to market changes and consumer behaviours.
How much should I expect to invest in online marketing services?
The investment in online marketing services can vary widely depending on the scope of work, the size of your business, and your goals. Small companies might start with a budget of £500-£2,000 per month, while larger enterprises could invest £10,000 or more monthly. Discussing your budget and expected ROI with potential agencies is crucial to ensure alignment.
What qualifications should I look for in an online marketing agency?
Look for agencies with relevant certifications (such as Google Analytics, HubSpot, or industry-specific qualifications), a strong portfolio of successful client case studies, and expertise in your industry. Additionally, check for their experience with the latest marketing technologies and AI-driven strategies. Don't hesitate to ask about their team's qualifications and ongoing training practices.
How long does it typically take to see results from online marketing efforts?
The timeline for seeing results can vary depending on the strategies employed and your starting point. Some tactics, like PPC advertising, can yield immediate traffic increases. However, organic strategies like SEO and content marketing often take 3-6 months to show significant results. A reputable agency should set realistic expectations and provide regular progress reports.
Can an online marketing agency guarantee specific results, like a number-one ranking on Google?
Be wary of agencies that guarantee specific rankings or results, especially in short timeframes. Due to the constantly changing nature of search algorithms and market conditions, ethical agencies focus on measurable improvements and ROI rather than specific guarantees. They should provide realistic projections based on data and experience.
How do I know if an agency uses ethical, "white hat" SEO techniques?
Ethical SEO agencies focus on creating high-quality content, improving user experience, and building natural backlinks. They should be transparent about their methods and willing to explain their strategies. Be cautious of agencies promising quick results through tactics like buying links or using hidden text, as these "black hat" techniques can result in search engine penalties.
What kind of reporting and communication should I expect from a good marketing agency?
A reputable agency should provide regular, comprehensive reports that clearly show the progress and ROI of your marketing efforts. Expect monthly reports at a minimum, with some agencies offering real-time dashboards. Good communication includes regular check-ins, prompt responses to your queries, and proactive updates on campaign performance and strategy adjustments.
We believe we are the perfect online marketing agency partner for your business. We offer up-to-date, complete, and integrated online marketing solutions that give value to our clients. Contact us today to see how we can help your business succeed.
