The main objective of any marketing agency in the online environment should be : to improve every day in order to continue offering the best of its essence and team.
If you also want to improve your online marketing agency, we recommend that you pay close attention to these 10 keys. And of course.
10 keys to be the best online marketing agency
1) Have a data analyst team
The best online marketing agencies are the ones that know how to combine what is art in marketing with what is science. Today, big data requires handling data on a large scale and it is necessary to be able to put order in all this information to obtain valuable information.
The data analyst is a professional focused on mathematical and statistical analysis, both qualitative and quantitative. Based on all the data we have, she is in charge of identifying key trends, interpreting the results and helping the rest of the team members make better decisions. Thanks to predictive analytics, she can even predict the effects of campaigns before they’re launched and “pre-optimize” them to ensure the best results. Of course, she will also be in charge of studying its performance in real time (to be able to correct the course if necessary) and draw conclusions after its completion in order to implement them in future actions.
The data analyst profile is one of the most promising and demanded in the current market. Generally, these are professionals with higher education in mathematics, statistics or marketing and with experience in the market research sector.
2) Develop a video marketing department
Nowadays, online marketing agencies no longer have an excuse not to make video.Â
Video has become so important that the best online marketing agencies dedicate exclusive departments to it. If you also want to join this trend, keep these principles in mind to develop good video content:
- Create emotional content . Video is one of the best means to provoke emotions in the audience, don’t miss this opportunity!
- Look for videos that generate interactions . Above all, they encourage the user to share them.
- Don’t forget about SEO in your video strategy. Not only do you need to create quality videos, you must also be strategic when it comes to positioning them.
- Adapt the same content to the consumption patterns and algorithms of different networks. For example, on Instagram or TikTok you may find that the same video does not work in the same way.
- Use storytelling . Tell a good story to users and you will have won them over.
- Be brief . As we have just discussed, each network has its preferences, but a good general guideline is that the shorter the content, the easier it is to succeed.
- Start strong . In addition to brevity, another key to avoiding dropouts is the first few seconds of the video. Put all the meat on the spit!
- personalize . We live surrounded by content, so if you want to pass the “filter” of the users, you will have to make them feel that your videos are about them.
- Integrate the video with the rest of your branding . Your content is one more aspect of your brand, so it must be consistent with your style and your values.
3) Function as a newsroom
The best online marketing agencies are the ones that know how to go beyond direct sales to think in the long term .
Thanks to the internet and social networks, we have it easier than ever to connect with potential customers. The problem is that these potential customers live in an environment totally saturated with advertising. Traditional marketing strategies make them tired or even totally rejected.
For this reason, the trend for online marketing agencies is to function more and more like a newsroom, that is, to stop focusing on sales to create content that provides true value to the user and is useful to them. In this way, we can create beneficial long-term relationships.
4) Constantly train to avoid the generation gap
Online marketing agencies have a serious problem when it comes to talent , and that is that they do not manage to have adequate professionals for the positions that are in demand. There is a lack of knowledge, skills and experience in key sectors such as mobile marketing or big data analytics. According to the State of Digital Marketing Talent study , there are gaps at all levels of experience, from juniors to managers to middle managers.
Faced with this situation, professionals have it easier than ever to gain a foothold, but they have to do their part to stay up to date. On the part of the agencies, it is essential to put into practice continuous improvement strategies for employees that allow their veterans to be recycled and combine all their experience in marketing with the knowledge that the market demands. In the end, it is about acquiring a crucial new skill: that of being willing to constantly learn and live outside of our comfort zones.
5) Have analytical, fast and adaptable marketers
In the end, the most important ingredient of an online marketing agency is the people that make it up. The best agencies are the ones with the best workers, which is why it is so important to have adequate policies to attract and retain talent.
An essential quality in marketers is the ability to analyze . In the midst of a continuous overdose of information, we have to know how to filter what is important and what is not, and detect patterns that allow us to make good decisions. In particular, if there is one metric that every marketer should know and know how to calculate, it is ROI.
Another important characteristic is to be proactive and able to make decisions quickly. In today’s online marketing, the action takes place in real time and we need to be ready to react as soon as possible. You have to know how to adapt to a constantly changing environment and have the necessary flexibility to respond to novelties.
6) Put the people of the team ahead of everything
The best online marketing agencies are those that take into account a very simple maxim: make your team happy and you will succeed as a company .
As we mentioned in the previous section, the most important ingredient for an agency are the people who form it. In the end, we don’t leave our emotions at the door when we go to work, but they come with us and color everything we do.
A happy company is one that knows how to recognize the importance of these emotions and do everything possible to create a positive environment. It is a process that begins with a careful selection of professionals and goes through policies such as flexible hours, conciliation and team building.
In a happy agency, employees feel motivated and fulfilled in their work, since they can make use of all their abilities and are freer to develop professionally. And of course, this leads to higher productivity, better results and less turnover. As the Anglo-Saxons say, it is a win-win-win : the professionals win, the agency wins and the clients win.
7) Be transparent with the results for clients
Publicists have a certain reputation for selling smoke, but in reality the lack of honesty does not benefit anyone. If you want to improve your online marketing agency, being transparent is essential . These three simple principles will help you achieve this:
- Show the results to the client, telling him the whole truth and nothing but the truth.
- Do not recommend thinking about your own benefit, but about what may be best for the client, even if it is less profitable.
- Be willing to assume your own mistakes and do your part to solve them.
For this honesty to be possible, there needs to be a concordance of values ​​between the agency, the team and the clients. In this way, everyone can be aligned and row in the same direction, establishing true long-term relationships of trust.
8) Make an ethical and non-intrusive advertising
We believe that the agencies that are committed to value, communicative campaigns, that do not invade the user’s navigation, but that provide a possible solution to their needs or problems, are the ones that will obtain the best results in the future. Because they adapt to the needs of the user, not only those of the client, and that is how it is possible to be an agency that gives results.
In recent years, we have seen how users are increasingly empowered to reject advertising content that does not serve them. For example, the use of ad blocks or advertising blockers (some programs that eliminate unwanted advertising from users’ browsers) is becoming more and more massive.
In this situation, the solution cannot be to try to force the user to consume advertising that they do not want to see. What we have to do is try to empathize with him, see what he needs and offer it to him; In short, creating advertising that is no longer advertising to use, but content that the user really wants to consume.
9) Offer valuable content and work on brand positioning
Do you want to be a better online marketing agency ? Well then, you have to start with yourself.
It’s amazing how many agencies still neglect self- promotion . There is an idea that the campaigns directed to clients are the ones that yield benefits, so investing time in promoting the agency itself is a waste. But nothing is further from the truth: having a careful online presence helps attract more and better customers and can also help us test the latest strategies and tools.
Here are some ideas to start working on the brand positioning of your online marketing agency:
- Have a cool blog with the best information about online marketing. Better if you can get several members of your team to collaborate.
- Work your SEO , it is an investment that is always worth it.
- Make valuable videos and boost your YouTube channel. You already know that video marketing is one of the key trends for this year.
- Create webinars . They are an excellent way to add value to your followers and position yourself as an expert in the sector.
- Make your own YouTube or Twitch channel to give consumers recommendations on how to run the best campaigns or even show the day to day of your agency.
- Send press releases to the media: although it seems that they have become outdated, the public relations of a lifetime continue to work.
10) Participate in competitions in your sector
Last but not least: participate with your agency in industry contests .
Competitions or awards are a way to expose your work publicly and gain recognition among potential leads. It is not so much about winning (although of course it is welcome!) but about using them as a “showcase” to show everything you are capable of. There are many general and specialized contests, so look for the ones that best suit the profile of your agency and the type of clients that you usually manage or that you seek to attract.
And of course, there are not only advertising contests, but also those that refer to the company itself and its policies, such as Best Place to Work. Participating in them will help you attract the best talent to your online marketing agency .
