How to audit your Digital Marketing Agency?
Posted: Wed Dec 11, 2024 6:20 am
This article is for you, who are an Entrepreneur or Marketing Director and are considering cutting the services of your Digital Marketing Agency due to the contingency. Let me tell you that by doing this you would effectively be saving the monthly fee; however, think about the digital marketing strategies and the income that your company would stop generating by no longer having a provider that allows you to attract, convert, close and retain new and current clients.
On the contrary, instead of seeing your agency as an expense, you should see it as an investment . Today more than ever, companies need to take their operations to the digital world, have digital marketing strategies, have a medium in which all collaborators can operate as a team. In addition to platforms that allow salespeople to hold virtual meetings with potential clients, and even systems that give you as a business owner clarity on the fulfillment of commercial goals. Your agency should help you with this.
For this reason, we have developed 5 points that you should consider when evaluating your agency's performance before making any decision.
Success objectives that impact the business, not performance
Regardless of the agreement you have reached with them, it is important that both of you are perfectly clear about the commercial objective you want to achieve and that you follow up on it on a daily, weekly and monthly basis.
If you and your agency agreed to increase the number of visits to your site, get more likes on your social networks or simply have a very nice website, but no one buys from you, I would reconsider that deal.
Providing clear and precise indicators
Today, less than ever, you can afford to start the machine and leave it there working, come back after a month and see what results it gave, no!
It is your agency's job to communicate to you on a daily basis how you are doing , with a results report that tells you how much growth there was in leads, opportunities and business compared to the previous day, what impediments there were to not reaching the objective (if it was not achieved); what actions will be taken to adjust the strategy and, if it is working well, maintain and propose improvements to continue increasing the number.
It is worth noting that in many businesses, sales have a long purchase decision period , so you will not have sales every day. A tender for a government sale, for example, can be gambling data philippine phone number closed in months or even a year; however, the decision to buy a car is made in three months on average, so the contacts you worked with in December may be closing in March.
Check that they are attracting the people you are interested in
Many times, you don't know why all the digital marketing actions you are doing are not achieving the expected results. This is due to an initial error: not having created the profile of your ideal clients; or perhaps you created one, but it is not the right one, so you are wasting time and money attracting people who do not belong to the target group that the brand is targeting.
How you are positioned on Google
An SEO audit is a technical analysis of the content of the website. There are different tools to perform it with which you can analyze:
– Indexable vs non-indexable content
– Robots.txt
– Sitemaps Structure
– URL Types
– Protocols
– 404 errors
– Broken links, etc.
You don't necessarily have to understand these terms, but do ask your agency to provide you with this report on your website and blog to see if things are looking good. If not, they will need to come up with a work plan that indicates when these improvements will be made.
The most important indicator to look at is the ranking that your company gradually occupies on Google. Help yourself with the keywords you select and the visits and sales opportunities that are generated by this organic positioning.
Check how the budget is being invested
Sometimes, companies allocate a monthly budget to lead generation without knowing if that is the correct amount to achieve the desired results. This is why it is important that your agency helps you calculate the required investment by medium, by product, by campaign and by month.
Once you've chosen the amount and the medium, it's important to know how it's being used, using key performance indicators in Social Media and Google Ads campaigns . It's important to consider that if the campaigns are not set up correctly, your digital agency may be wasting your money.
To be on the safe side, ask them to show you how their campaigns, ad groups, copies, artwork, days and times of publication, keywords, devices and audiences are set up , at a minimum.
Extra Point. Optimize all the time.
Don't let things happen automatically. Your agency is responsible for making proposals that generate value and impact the business.
There are many ways to improve a digital marketing plan, thanks to the use of analysis tools, both in the structure of publications on Social Networks, as well as in the use of the budget and the determination of actions.
Joint work between client and agency will always yield better results.
I hope these tips have helped you reconsider whether it's time to cut your agency's services, demand the right things from it, or even change, but not stop growing.
On the contrary, instead of seeing your agency as an expense, you should see it as an investment . Today more than ever, companies need to take their operations to the digital world, have digital marketing strategies, have a medium in which all collaborators can operate as a team. In addition to platforms that allow salespeople to hold virtual meetings with potential clients, and even systems that give you as a business owner clarity on the fulfillment of commercial goals. Your agency should help you with this.
For this reason, we have developed 5 points that you should consider when evaluating your agency's performance before making any decision.
Success objectives that impact the business, not performance
Regardless of the agreement you have reached with them, it is important that both of you are perfectly clear about the commercial objective you want to achieve and that you follow up on it on a daily, weekly and monthly basis.
If you and your agency agreed to increase the number of visits to your site, get more likes on your social networks or simply have a very nice website, but no one buys from you, I would reconsider that deal.
Providing clear and precise indicators
Today, less than ever, you can afford to start the machine and leave it there working, come back after a month and see what results it gave, no!
It is your agency's job to communicate to you on a daily basis how you are doing , with a results report that tells you how much growth there was in leads, opportunities and business compared to the previous day, what impediments there were to not reaching the objective (if it was not achieved); what actions will be taken to adjust the strategy and, if it is working well, maintain and propose improvements to continue increasing the number.
It is worth noting that in many businesses, sales have a long purchase decision period , so you will not have sales every day. A tender for a government sale, for example, can be gambling data philippine phone number closed in months or even a year; however, the decision to buy a car is made in three months on average, so the contacts you worked with in December may be closing in March.
Check that they are attracting the people you are interested in
Many times, you don't know why all the digital marketing actions you are doing are not achieving the expected results. This is due to an initial error: not having created the profile of your ideal clients; or perhaps you created one, but it is not the right one, so you are wasting time and money attracting people who do not belong to the target group that the brand is targeting.
How you are positioned on Google
An SEO audit is a technical analysis of the content of the website. There are different tools to perform it with which you can analyze:
– Indexable vs non-indexable content
– Robots.txt
– Sitemaps Structure
– URL Types
– Protocols
– 404 errors
– Broken links, etc.
You don't necessarily have to understand these terms, but do ask your agency to provide you with this report on your website and blog to see if things are looking good. If not, they will need to come up with a work plan that indicates when these improvements will be made.
The most important indicator to look at is the ranking that your company gradually occupies on Google. Help yourself with the keywords you select and the visits and sales opportunities that are generated by this organic positioning.
Check how the budget is being invested
Sometimes, companies allocate a monthly budget to lead generation without knowing if that is the correct amount to achieve the desired results. This is why it is important that your agency helps you calculate the required investment by medium, by product, by campaign and by month.
Once you've chosen the amount and the medium, it's important to know how it's being used, using key performance indicators in Social Media and Google Ads campaigns . It's important to consider that if the campaigns are not set up correctly, your digital agency may be wasting your money.
To be on the safe side, ask them to show you how their campaigns, ad groups, copies, artwork, days and times of publication, keywords, devices and audiences are set up , at a minimum.
Extra Point. Optimize all the time.
Don't let things happen automatically. Your agency is responsible for making proposals that generate value and impact the business.
There are many ways to improve a digital marketing plan, thanks to the use of analysis tools, both in the structure of publications on Social Networks, as well as in the use of the budget and the determination of actions.
Joint work between client and agency will always yield better results.
I hope these tips have helped you reconsider whether it's time to cut your agency's services, demand the right things from it, or even change, but not stop growing.