Small businesses often need help measuring the success and impact of their digital marketing strategies and campaigns. Some companies may lack the resources to devote time to measuring their campaigns. In contrast, others may lack the expertise and tools to track and analyze their marketing efforts.
For example, Katie has a small business owner who sells handmade jewelry. She recently added Google Analytics 4 to measure the performance of her website. While this is a good step towards measuring her digital marketing performance, Katie may be unfamiliar with the various metrics and reporting features of Google Analytics 4. She sees metrics like Sessions and Engagement Rate. However, she is still figuring out what makes a good number of sessions or what the engagement rate should be. As a result, Katie (and other businesses like hers) may need help determining which pages drive the most traffic and sales, and which ones need improvement. Google Analytics and GA4 are complicated tools that require specialized expertise to gain insights.
For instance, Mark owns a B2B company that provides software solutions to other businesses. After reviewing their digital marketing efforts in 2023, his team found that their campaigns struggled to generate high-quality leads and convert them into paying customers. A Google algorithm update impacted their rankings on Google, and pivoting to new keywords and reworking content on their website is needed to get their lead generation back on track. However, Mark’s team has little knowledge of and experience in SEO. Therefore the team is unsure of how to change their SEO strategy and what that new strategy should look like in 2024.
Small businesses often need help implementing new digital marketing strategies and tactics, especially if a company needs more resources or people in order to implement them.
For example, Jake owns a local home services company that provides plumbing services. He has a website and social media presence but wants to use paid advertising to reach his target audience effectively. However, while Jake does have someone on his team to manage the company website and social media profiles, that person is busy with many other tasks and is not versed in paid ads. Jake can waste a considerable amount of money in poorly managed ad campaigns as well as employee’s time learning how to conduct a successful paid advertising campaign. So, while Jake and his crew recognize the value of paid advertising, the team’s workload is so large that getting a campaign off the ground is difficult.
Conduct a comprehensive SEO audit:
A digital marketing agency can conduct a thorough SEO audit of Mark’s company’s website to identify technical issues, on-page optimization opportunities, and backlink opportunities. Based on the audit’s findings, the agency can develop a customized SEO strategy that aligns with Mark’s company’s business goals and objectives.
Develop a content marketing strategy:
A digital marketing agency can help Mark’s team develop a content marketing strategy that aligns with their SEO and business goals. The agency can help to identify content gaps, create a content calendar of who should be writing what in a given month, and publish high-quality content that resonates with Mark’s company’s target audience.
Measure and analyze results:
A digital marketing agency can help Mark’s team measure and analyze the results of their digital marketing efforts. The agency can provide regular reports highlighting key metrics, identifying improvement areas, and making data-driven recommendations for optimizing the strategy. A team that struggled to figure out what to do next now has a detailed, specific direction to focus its efforts.
A team that struggled to figure out what to do next now has a detailed, specific direction to focus its efforts.
Implementing Digital Tactics
Another area where small businesses can get help from a digital marketing agency is implementing digital tactics and strategies. The example we used above, Jake’s plumbing company, highlights how the additional people that an agency provides can help take companies’ strategies and plans off the ground.
An experienced agency can help Jake’s team develop a paid advertising campaign that aligns with their business goals. The agency can also help them implement the campaign, by writing ad copy, doing keyword analysis, specifying the right keywords to target, identifying the target audience with demographic data, and managing the budget.
Moreover, the agency can track the campaign’s performance and provide insights into what is working and what needs improvement. This information can generate leads for Jake’s team while allowing them to focus their time and effort on other vital tasks