Choosing The Right Digital Marketing Agency for Cohesive Branding

Digital Marketing

In today’s digital marketing space, it is important to be able to adapt a brand’s message and strategy on the fly. It is very difficult to do this if you are using different agencies for site design, content production and media buying.  Gone are the days of using one company to build your website, another to produce the content and another to buy the media. Now it should all be done under one agency. This will help deliver a message that is consistent and a strategy that is efficient.

Kingstar Media has been able to perfect this process and put it into action with numerous clients. Its starts by building the website, and testing it to ensure it converts across all devices. Once this process is complete, it is key to produce made-for-digital content using a top-line production team.   This should be followed by a digital media buy that targets similar audiences and prospects new interested consumers.

This is all done with one goal in mind: to drive action. Whether it is online sales, store traffic or content awareness, the entire process is built to achieve this goal. If a site change needs to be made, it can happen instantly. This setup allows for the marketing agency and its clients to drive success in the ever-changing digital marketing space.

For a digital branding strategy to make a cohesive campaign, a number of roles need to blend, that is why the best results are achieved if the strategists performing these tasks are all working for the same agency.  The roles are: digital marketing manager, content manager, copywriter, graphic designer, web designer, web developer, SEO specialist/SEM specialist, social media manager and email marketer.

It’s best for brands to work with one organization that can provide all of these services under one roof.  One big mistake that many marketing companies make is trying to put all of these duties under one talented person.  There are too many details inherent in each task for one individual to do all of these tasks effectively.

An effective digital marketing agency can help you gain a greater return on investment if it divides these important functions among the right people, and an outside firm will not tax the talent and the time of your in-house marketing experts.  Of course, it is critical that the developers and the purveyors of the brand have a clear and cogent idea of what their customers want.  With so many cooks in the kitchen, the brand message can get diluted and won’t be effectively transmitted to all possible consumers.

The agency has to also do due diligence and ensure that they are working with the correct tools to get the job done.  Some of these might be  e-mail marketing tools such as Fire Drum, Ecommerce CRM, or Drip, communications tools such as Slack and analytics tools such as Birst or Google Analytics.  The right agency will know the optimal way to utilize these tools to make marketing flow more smoothly.

A successful digital marketing agency will also realize that they have to adjust their proven branding methods and content production to the unique needs of your particular product or service.  To make sure you align correctly, it is important to fully debrief the agency you choose on the specific characteristics of your brand so that they can develop programs likely to reach the right kind of customer.

And then the agency needs to produce.  So be certain you choose an agency with a great track record on delivering for well-known brands.  Consider how successful they’ve been using Google Ads for clients and how effectively they’ve used Facebook and Instagram and other social media channels to inform consumers about winning brands.

Once you join with an agency, there are ways to determine that they stay as vitally productive for you throughout your relationship as they were on your first day working together. Are they excited and passionate when they discuss new ideas and new methods of branding your product?  Do they still develop innovative marketing tactics? And are they available for most suggested phone calls and meetings or are they paying more attention to prospective clients now that they’ve hooked you?

Finally, make sure that you’re involved and active in their work as much as possible.  A great agency can only perform miracles for your brand if its secrets and nuances are effectively communicated by those that know them best.  And the individuals who have developed the product or service and gone through its birthing pains – in other words, you and your internal team—are the best conveyers of that precious knowledge.


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