B2B Articles - July 15, 2015

8 Characteristics of a Great Marketing Agency

8 Characteristics of a Great Marketing Agency

Selecting a marketing agency to help your organization reach its short- and long-term business goals is simple decision for many businesses. There may be countless options available, but marketing agencies are far from being created equal. And while working with a marketing agency can be an excellent investment in your company’s future – choosing the wrong partner can end up costing you in the long run. With that said, here are the eight characteristics to look for to make sure you’re partnering with a truly great marketing company:

1. Digital expertise.

A great marketing agency is going to have expertise across multiple digital marketing channels because users are spending time accessing content, browsing, and researching ideas across devices, channels, and a wide diversity of platforms. To that end, we recommend selecting an agency with a proven track record of generating leads and driving sales in the digital space. In addition, the marketing agency should be proficient in the following services: email marketing campaigns; social strategies; nurturing; website development; mobile; pay-per-click (PPC) ads; content strategy and creation; SEO; link building; landing page creation; and marketing automation.

Download the Agency Overview: Ironpaper's Digital Marketing Capabilities [PDF].

2. Data-driven.

Data, measurements, and analytics are necessary components of successful marketing campaigns because they prove the value of your initiatives and enable better decision-making, driving success quicker. That’s why great marketing companies use these measures to track their success and iterate. Plus, charting the effectiveness of each campaign keeps you informed on the agency’s progress toward achieving your goals. A great marketing agency uses analytics to measure the outcomes of all their actions--and employs an iterative process using this data to drive better conversion rates.

3. An emphasis on content and storytelling.

As content remains a central tenet of effective marketing, the agency you partner with should have expertise in this area. In addition to knowing how to create a premium content strategy that attracts, converts, and retains customers, they should also be able to tell your company’s story in a way that appeals to your market and gives you an advantage in the marketplace. The marketing agency should also understand how content needs to vary at different stages of the marketing to sales funnel, as well as for different channels. Content is key, but relevant content is essential.

4. Design-focused.

A thoughtful, beautiful design will increase the effectiveness of your marketing strategies and campaigns by inspiring visitors to consume your content. To that end, it’s important that your agency understands how to use design in a way that really resonates with your target market.

5. Knowledge of your customer.

A great marketing company should also be well-versed in acquiring, engaging with, and retaining customers. This is done by possessing and gaining knowledge of your specific customer and market; meeting your audience’s needs continuously; and providing continuous value. The agency you partner with must prioritize your customer’s needs and desires – and build marketing campaigns around them – because that is what will ensure an authentic and successful brand.

6. A focus on business growth and revenue.

While some marketing companies focus solely on user engagement or lead generation or beautiful design – they aren’t the great ones. The truly great agencies understand that the ultimate goal of any marketing initiative is to drive business growth, user engagement and revenue. As such, they think beyond marketing and prioritize your company’s long-term business and revenue goals just like you do.

7. A belief in ongoing learning and education.

The marketing industry never sits still – it is constantly evolving and advancing. As such, great marketing companies can’t afford to be stuck in their ways. They need to continuously master new channels, platforms, theories, and technologies to ensure their clients have access to the latest and most effective innovations.

8. Passionate and enthusiastic people.

The people are also an integral part of a great marketing company because they are the driving force behind all of your campaigns, technologies, and strategies. To that end, we recommend partnering with passionate, enthusiastic, and creative individuals who genuinely love marketing and aren’t afraid to take risks and launch bold campaigns to achieve the greatest possible impact.

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