Digital is here to stay. In fact, it’s been here for a while and its only getting more complex to manage and requires more in-depth attention. Marketing agencies know this and believe they can handle website redesigns, social media and overall digital strategy and execution across all brands and across all platforms.
Can a full-service agency really have the right level of expertise and depth of knowledge to effectively handle digital marketing?
The Answer Is No...
You need a true digital partner, one that solely focuses on digital to help your brand develop a strategy and execute against it.
You may be thinking, “A website is a website is a website, right?” Well, is a Honda the same as a Ford or a Volkswagen? No! While they are all cars, that doesn’t mean all mechanics can work on them. It’s the same idea with websites, social media and digital marketing strategy.
Just because an agency has experience in marketing doesn’t mean they are skilled in the digital arena, even though their list of capabilities may say they are.
Attention Spread Thin
It takes time and effort to stay up to speed on the digital trends and to master the best practices that are constantly emerging. Digital agencies commit to knowing the trends and best practices and implement them constantly. Because traditional agencies focus on more than just digital, their attention is spread pretty thin. They can't possibly invest the same time and energy into knowing digital marketing trends and best practices.
This lack of knowledge can lead to less-than-stellar results for clients, including non-optimized websites, a basic social media strategy and an overall digital strategy that is doesn't evolve throughout the year. In other words: a brand experience that is less than ideal.
Ask for Experience
When looking for a digital partner, look for an partner that only focuses on digital. They will be able to share ample examples of clients they’ve worked with, the websites they redesigned, how they’ve impacted SEO for their clients, their approach to PPC and social advertising, their experience in developing mobile apps and more.
In their very first discussion with you, they will be able to explain all of these items with ease. And they will ask you the questions that need to be asked to properly outline an approach to meet your online goals.
The bottom line is that digital requires a specialized partner. A partner that understands digital like the back of their hand, because they live it and breathe it every day.