A Comprehensive Guide to Marketing Services
If you’re a small to mid-sized business owner, you almost certainly don’t have enough time in the day to get everything finished to your satisfaction. Often, the day-to-day operational demands that come with running a business make it difficult to focus on the broader strategic picture — something that is essential for growth. In order to create a truly high-performance enterprise, it’s sometimes necessary to contract with outside agencies for help with key creative and technical tasks. By working with a trusted agency, business owners don’t have to work outside the limits of their own expertise and have more time to focus on their own high-value tasks. With that in mind, let’s take a look at some of the most important services offered by today’s top creative agencies. Marketing research In order to validate their hypotheses, marketers need to collect hard data, and this comes in form of data collected by a marketing research agency. This research may occur through focus groups and brand awareness studies. Many brands partner with a marketing research agency to help complete these tasks and conduct primary market research. By working with a consumer insight agency or focus group research company, brands can gather the kind of data that helps identify the strengths and weaknesses of their products and services, while also better understanding their target market. Additionally, a usability testing company can help a company determine how an intended audience interfaces with a product or service, while Florida research companies specializing in market data can assist with consumer profile services and qualitative research services. This gives their clients a broader picture of who their audience is, and how those audiences are responding to products, services and marketing campaigns. Creative services Creative work is the heart of effective marketing and branding. Whether it’s print advertising, sales materials design, collateral design or annual report design, creative work is the conduit through which audiences and brands connect. Most small to mid-sized businesses don’t have the budget or expertise to deploy an in-house creative team. That’s not an insurmountable hurdle, however; by contracting with a copywriting company, outdoor marketing agency, tradeshow display company or packaging design agency, brands can realize their creative vision and better connect with their customers. Digital marketing We’ve reached a point where the terms “marketing” and “digital marketing” are almost interchangeable. Most of us live, work, communicate and play online — which means that businesses need to do their utmost to connect with people in the digital realm. This is accomplished by the following techniques such as email and content marketing and various forms of pay-per-click marketing services or display advertising services. By working with a digital marketing consultant, a content marketing agency or an email marketing agency, brands can help ensure that they reap the rewards of a digital approach. A new and critically important trend is voice technology. Given the staggering adoption numbers for smart speakers and digital assistants, forward-thinking brands should also consider pursuing voice development services from an Alexa app company or a top Florida digital marketing company. Strategy Great marketing campaigns all begin with a smart, overarching strategy. This strategy should encompass everything a business does in terms of marketing creation and distribution, including various content types and channels. Marketing data analysis conducted by a marketing strategy agency can play a key role in this process, as it provides a sound foundation on which to build campaigns and test assumptions. Businesses may also wish to focus on more niche areas by employing an audience segmentation consultant or social media strategy company, both of which can play an integral role in helping brands identify and engage with ideal audiences for their products and services. Today, a comprehensive marketing strategy must cover a wide variety of channels, reflecting the nature of how audiences live, work and consume content today. This means that working with a multi-channel marketing company that specializes in this kind of approach is often a smart idea. Media buying When it comes to good marketing, distribution is just as important as creation. You can have the most compelling campaign in the world, but if nobody sees it, what good does it do? That’s where media buying enters the equation. The right media strategy services or media planning agency can help ensure that your marketing content gains maximum exposure through every relevant channel, including print and TV. Digital, too, is an important piece of the media puzzle. A digital media buying agency that specializes in this channel can help ensure your campaign gains traction, while an attribution modeling company can provide you with measurable data that confirms whether or not particular marketing or advertising approach is effective. In today’s changing world, it’s also important to ensure that your media campaigns reflect the viewpoints of all consumers, which means that it makes sense to work with a multicultural marketing agency that has the perspective to connect with all audiences. Web development services Maintaining fully-functional websites with smooth and intuitive user experiences should be a key priority for just about any business. Websites serve as the public face of a business and also often play an important role in generating revenue. If a business can’t be trusted to offer the public a professional and reliable website, prospective customers may wonder about the quality of the products and services they will receive. However, not every business is equipped to maintain a reliable, user-friendly digital presence. In such cases, it makes sense to partner with a web design company or website development company that can handle every aspect of creating and maintaining digital properties. Additionally, a good content management company can help ensure that businesses place high in organic search rankings by following the principles of search engine optimization and content marketing. Continuity is also critically important, as downtime can result in lost revenue and angry customers. An Orlando web development firm offering website maintenance services can help local businesses ensure that their digital properties suffer from minimal technical interruptions. By partnering
What makes a social media campaign so successful?
If there’s one thing we’ve learned here at our Orlando ad agency, it can be very difficult to offer a clear cut return on investment for social media efforts. In fact, most companies inherently sense that there is some value in having an active and engaging social media platform, but because they can’t always tie it to an actual return, it can be difficult to determine the exact value of a Twitter follower or a Facebook “like.” While it may be slightly easier to determine a return based on a campaign that successfully incentivizes people to purchase a product, it’s nearly impossible to determine how a successful campaign leads to brick and mortar sales, brand perception and other valuable consumer information. But, a new method of thinking suggests that marketers look to other data points beyond a dollar for dollar return. These new media experts suggest that, in the same way that advertisers can’t necessarily calculate an exact ROI based on the success of a single television commercial campaign, they should stop trying to attach a ROI to a social media campaign. [quote] In fact, with the field of data science constantly growing in value, it’s highly possible that in the future, big data will be more valuable for a company than dollars spent.[/quote] The following are some metrics that advertisers can use in order to help them determine an actual return on investment for a social media campaign. Data through qualitative responses: One of the best ways to find out what consumers want from your company is to ask them directly. If the goal of your social media campaign is to ascertain data about customer wants, then incorporating questions that encourage them to engage by providing information such as their favorite websites or types of features they’d like to see integrated with your product, then a breadth of data can be invaluable. Sharing: People tend to share content that triggers an emotion, and that they feel the need to share with others. On Facebook, “likes” are valuable, but sharing is what brings your content into the minds of people who wouldn’t have seen it otherwise. You can calculate shares in terms of impressions, and can compare your shares against previous campaigns. Click-through rates, conversions and other analytics: You can also use data tracking tools such as Omniture to find out where people are finding your content, how long they stay on your page and other useful information that can help you build more successful campaigns in the future. Press Impressions: You know you’ve built a strong campaign if the press are covering it in a positive light. AdAge and other companies are always reporting on businesses that use social media and digital marketing in innovative ways, and being able to capitalize on this helps to bring attention and viewership to your campaign so that even more people will pay attention. At our Florida advertising agency, we understand that the importance of developing social media campaigns that drive sales in the short term while also providing a lasting brand-to-consumer relationship. And in our book, a happy customer is always the epitome of success. Contact us for help developing your social media campaign today!