The COVID-19 pandemic has accelerated change across all sectors of the economy. Over 2 million Australian households made their 2020 Black Friday purchases online, vis-a-vis 1.42 million in 2019. Therefore, a concomitant rise is seen in firms seeking the services of an internet marketing agency.
Marketing agencies consist of specialists who take charge of a company’s online presence. Their expertise helps new firms to take advantage of the level playing field offered by the internet. How do they do that? Some of the services provided by a digital marketing agency are as follows.
Search engines play a critical role in online marketing, allowing small companies to compete with the large ones on equitable terms. The ranking algorithms are neutral to a firms’ offline size and might. Therefore, from the perspective of smaller firms, Search Engine Optimisation (SEO) services are essential for improving a webpage’s rank in internet search engine results.
More than 70% of people who use Google, for instance, do not look beyond the first five links listed on the first page of the search results. So firms vie with each other for the coveted top spots. Good content and technical factors – such as whether a web page is mobile-friendly or whether the users stay engaged with the page- determine how highly a page is ranked in a Google search. Since Google changes its ranking algorithm frequently, there is no single formula for success. SEO service providers evaluate a page by the number of clicks, people who browse, and how many become customers. They monitor the performance of each link and make necessary tweaks to keep it on the first page of search results.
Pay-Per-Click (PPC) management minimises a firm’s online advertisement expenditure while maximising the returns from it. Firms begin by identifying the popular keywords that people type in search bars. Then they follow up with a relevant link and advertise it via Google AdWords, Bing Ads, and social media promotion. More often than not, firms don’t have the expertise and resources to perform this process in-house. They seek the services of an internet marketing agency to handle their online advertisement strategy.
Placing the right ad links in front of the right people is essential, and firms can do so by firstly outbidding their rivals for a coveted spot and secondly presenting the appropriate keyword to users. Successful strategies can increase clicks by over 270% while saving up to 45%.
Additional trade tricks include “negative matching” – a strategy where firms don’t display their ads to sections of users who are least likely to become paying customers. Agencies also perform randomised control trials of websites – where alternate versions of the site are presented to different groups of users to evaluate which version is more effective.
Social Media Advertising
Over 7 million businesses use social media like Facebook to advertise their products and services, and according to one analytical report, it has a conversion rate of nearly 30%. While large firms have dedicated teams for managing their social media presence, smaller firms can still reap the benefits of online marketing by outsourcing their work to professionals. It allows the firms to target appropriate customers and identify new ones. Additionally, they can develop creative campaigns to increase their brand recognition.
Internet marketing allows a firm to enhance its geographical reach, customise advertisements, and quantify the results of campaigns. Thus, it helps a firm form a viable strategy with ample room for course correction, which ultimately leads to growth in revenue.