Marketing companies in Dublin or anywhere in Ireland offer a menu of services from digital marketing,SEO, social selling, content marketing to social media strategy. This guide is aimed at the business owner to ask what skills do they expect to see before deciding to working with one of the many marketing companies in Dublin or anywhere.
Social networks and the rise of social selling has changed the marketing game completely for business’s. Business has become smarter,faster, cheaper with slower and expensive business models struggling. The lines dividing sales, marketing, advertising and public relations have disappeared with sales people needing to be able market and marketing people needing to sell.
Before engaging with a marketing company, when it comes to digital marketing there are some amazing do-it-yourself marketing tools that entrepreneurs or small business can use if they so choose. However, to successfully execute a social media marketing strategy or to implement a content marketing lead social selling strategy a business just may need some help. But they most likely will not need help from a bloated marketing agency still using old-school tactics.
A Guide to engaging with the marketing companies.
Partnership not an Outsourcing Relationship.
There are lots of agencies and marketing consultants offering social media and digital marketing services. But does the potential client know exactly is being offered and what should be offered based on the needs of the business?
Will the agency assist with quality content creation? Can an agency source relevant articles and other content for the business segment to share on LinkedIn, Twitter, Facebook, etc? (this is at the heart of social selling). Can an agency suggest social influencers or people to follow? Can an agency set up a tweeting plan? Does the agency know when/how to post content on the social networks? Can they recommend blogs and forums the business should be participating in/on?
It is important your marketing partner can “be you” and act like you online. They don’t see themselves as some outsourcing operation looking for a day rate. They may be required to form relationships with prospects and engage in communication that looks like it is coming from the CEO. Any business needs to build relationships and trust in the social networks and on the web in order to raise the awareness level for its product or service. By only raising the awareness levels cost-effectively can a business start getting considered (expressed in inbound leads, web traffic etc) so the marketing partner most likely has to participate in achieving the business goals .
Speed to Market
Buyer Behaviour Knowledge
The agency needs to understand the science of how people (B2B or B2C) behave online and across the social networks to increase awareness, clicks, engagement, and views. Do you prioritise white papers or product articles, lead with thought leadership or informative content? The marketing partner needs to have proven experience and delivered results in the science of digital marketing.
Many if not most marketing companies have a wide client base and dabble in several industries. Any good marketing partner will invest the time in becoming a “subject matter expert” so they can really impact on a businesses digital marketing plans. So look for a marketing company that will take the time to learn about the industry you are trying to acquire customers in and win sales in.
Flexibility and Adaptability
The whole digital marketing landscape and channels keeps changing and evolving. What worked a few years back or even last year many not necessarily work today, and what worked today to boost SEO or web traffic might not work well in a few months. The best skill a business might look for in a marketing professional is the ability to adapt to change and the ability to speed up the tactics.
Creative Content Marketing
Any marketing company will claim to how to produce “content,” but what a business needs is someone who can create quality, engaging content that gets views plus has been keyword crafted to be indexed highly by the search engines. Content marketing which drives social selling and to a large extent SEO is still a relatively new field and the experience and expertise has not become mainstream. Remember when it comes to social media marketing or content marketing, buyers and consumers on the social networks will tune out fast to the over-abundance of posts, so it is vital a business has engaging content that stand outs.
Buyer Motivation Research
In a fast paced business environment it is not enough to just throw some ads or well-crafted messages at an audience. Digital marketing and social media successful engagement is about understanding as much as possible the things that interest buyers and why. By understanding the buyers journey, influence points and carefully researching the target audience, a marketing company must be able to more effectively craft sales messaging and marketing campaigns.
This is a an exhaustive guide to working with marketing companies but hopefully it might help a business ask some questions to find a marketing partner to deliver their business goals.
The Bitter Business is a sales and marketing strategy partner based in Ireland. We help companies Grow.