Developing a site requires very specific skills, whether in development or web design. The support of a web marketing agency is therefore essential to design a website that converts your prospects into customers.
Implementing an SEO strategy
As we have mentioned, a successful website from a marketing point of view must absolutely be optimized for SEO . However, positioning a site in the top search results of Google, Yahoo or Bing requires real skills.
A digital agency is able to design a relevant SEO strategy for your business in order to boost its visibility on search engines and therefore, its traffic. From the selection of keywords to the creation of quality content, including technical optimizations of the website, it provides you with 360-degree expertise to boost your SEO.
An agency worthy of its name can also help you set up SEA (Search Engine Advertising) campaigns. Used properly, paid referencing is an excellent complement to SEO, which presents a very interesting return on investment.
Lead generation
Lead generation is a priority objective for B2B companies, given the length of the sales cycle. However, digital marketing is an excellent way to find new prospects and qualify them by collecting information about them.
Content marketing, natural referencing, digital advertising, social networks … A digital marketing agency that relies on an inbound marketing strategy is able to use a range of techniques to attract potential customers to your site. It also helps you build your list of qualified contacts, notably through the creation of premium content, which can be downloaded by your prospects in exchange for an email address.
It also uses lead nurturing , which consists of “nurturing” potential customers over the long term using personalized email campaigns, until they are willing to make a purchase.
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How to choose your digital marketing agency?
Now that you know precisely what a digital agency is capable of, all you have to do is select a suitable service provider. Here are the 5 main criteria to evaluate to help you in your choice.
1) Implementation of a tailor-made digital strategy
Always keep in mind that your agency serves the growth of your business. This is why it must be able to design a tailor-made digital marketing strategy for you , allowing you to achieve your specific objectives.
To do this, it must notably carry out a complete audit of your current strategy and identify all possibilities for improvement. Different elements are reviewed during this audit:
- Your business, its strengths and weaknesses.
- Your market, its opportunities and its threats.
- Your buyer personas .
Subsequently, your digital agency will be able to recommend a relevant action plan to optimize your inbound marketing and increase the return on investment of your marketing budget.
2) Availability and responsiveness
Whatever the field of activity, availability is always proof of professionalism and seriousness. And this also applies to your web marketing agency: it is very important to be able to count on a service provider who is perfectly reachable at any time of the day.
Responsiveness is another strong argument, especially in an emergency. For example, if you encounter a technical problem on your website, it is preferable that your agency is able to intervene as quickly as possible to remedy it. So make sure your provider has effective customer support .
3) Listening and proximity
It is essential to build a relationship of trust with your digital agency, because they must be able to advise you in complete transparency, in order to help you take a step back and see your business from another angle. She must also be proactive and deploy all her creativity to bring you new solutions.
But, for this relationship to be lasting, your service provider must know how to listen in order to perfectly understand your needs and requirements. Carrying out an in-depth audit is also a positive signal, which proves that the agency is seeking to understand your business and its market to better support you.
Proximity is also conditioned by the size of the agency. Indeed, the larger it is, the more impersonal the relationship is and the more intermediaries there are between you and the people in charge of your project. Finally, geographical proximity can be a relevant selection criterion, if you wish to be in direct and regular contact with your partner.
4) Technical skills
Before selecting a digital marketing agency, you must ensure that it has all the necessary skills to carry out its mission. Do not hesitate to question, or even test, your potential service provider on their capabilities.