When a team decides that outsourcing digital marketing is the next logical step for the business, a lot of questions surface. Will they really execute my vision? How do I know that they’ll do it right? When and how will we know if our investment is paying off?
These questions (and many more) are normal. A company’s marketing strategy—whether that be through a small-scale email marketing campaign or a step-by-step plan for every month of the year. We’ve compiled a list of some of the most common questions we hear from marketing leaders.
What Should I Expect Out of This Partnership?
Whether you have a full in-house marketing team or you’re the owner of a small business, it’s easy to default to the mindset that you can handle everything on your own. However, outsourcing digital marketing frees you to focus your attention on your core business while you leave digital marketing to people who eat, sleep and breathe it. Expect a give-and-take. You will educate them about your unique business and mission, while they advise you on highly specific tactics to move you toward your goals. You should set regular meetings and reporting, and mutually adjust in response to results.
Will We Have Enough Content to Keep Feeding a Blog or Social Media?
It’s typical for niche industries, especially those in the B2B space, to express this concern. The good news? Content is everywhere. That’s what copywriters and content strategists live for—unearthing stories and brainstorming the best way to tell them. Whether you generate your own content or curate and comment upon content from others, you and your team have something valuable to say. An agency partner will help you craft content that readers want to read, and that supports your other digital marketing goals.
What If I’m Not Sure of All the Places My Company Shows Up on the Web?
It’s easy to lose track of social media accounts, review sites, defunct blogs, and other past efforts. Some of these may have been started by previous agencies or employees no longer with your company. Finding them all, let alone the passwords, sounds daunting. An agency will conduct an audit of your digital presence. They’ll find the good, the bad and the ugly, and recommend a path forward. They can consolidate or remove outdated/unused social profiles, fix up any “empty” website pages or inbound links, and address issues that affect search traffic to your website.
What Are Good Goals for Open Rate, Bounce Rate, or CTR?
This is a question without a one-size-fits-all answer. It depends on your goals, your industry and the frequency of your messaging, among other factors. You will need to set benchmarks for each digital marketing tool you use. These may include open and click-through rates (CTR) for email, conversion rates or ROI for digital advertising, or the time visitors spend on your website. You will have to evaluate what is matters most to you and then measure it over time. If you see improvement month-over-month or year-over-year, things are going well.
Do We Need a New Website or Can We Update the One We Have?
A holistic approach to websites and digital marketing usually works best, which is why it’s a good idea to find an end-to-end agency partner who can do it all, from website design and development to go-live strategies. It also means that cherry-picking what to update on a website usually doesn’t work. There are cases where a simple refresh will meet your needs, but if you’re asking the question, you likely need a new website.
How Will I Know When or If My Digital Marketing Efforts are Working?
You may not see a change overnight, but you can rest easy knowing that every step you take toward bettering your marketing strategy is helping you increase your presence. Some tactics, like pay-per-click ads, have a faster payoff, while others, like search engine optimization, require more patience. When you set those measurable goals discussed above, you will begin working toward them, and hopefully seeing progress.
If We Get a New Website, Who Will Manage it Going Forward?
It’s critical that your website is always up to date. Your agency partner can help you with developing an SEO strategy, website housekeeping and general management, but you might want the ability to make small updates in-house. Discuss that with your development team in advance, and they can help you choose the right content management system.
Partnering with a marketing agency can get your business moving in the right direction, giving yourself (and your team) more time to work on your other priorities. If you still have questions, we encourage you to reach out to the Bayshore Solutions team! We are ready to help you achieve your digital marketing goals, whatever they may be.