NAVIGATING THE DIGITAL MAZE
IT seems everyone wants a slice of the digital pie, but for most – especially small businesses – it can be a daunting prospect getting started.
There are thousands of digital marketing companies out there offering Google and Facebook programs and I know it can be really confusing on who to spend your marketing dollars with. Each will say you can be at the top of Google search results – but you know your competitors are being told the same thing.
When choosing a marketing company to look after your digital advertising, here’s what to look out for:
Are they a Google Premier Partner?
Premier Partners are audited by Google for the performance of their campaigns. The person managing your campaign is Google-certified and has direct contact with Google to access new features.
What reporting do they offer?
Your agency should have a reporting dashboard you can access 24-7. Transparent digital marketing companies will record and track all calls they deliver to you so you can see your true return on investment.
Check where the work is being done.
A lot of businesses will outsource to places like the Philippines, New Zealand or India to save on costs. The problem with this is that if you need immediate changes it can take time for them to action and their terminology may differ.
What’s a reasonable management fee for your advertising?
A lot of businesses will charge a management fee and take an invisible margin on top of the clicks. Transparent digital marketing companies will charge 20 to 35 per cent management fee and won’t hide margins.
How long should a campaign last?
You need to consider many digital campaigns, particularly Pay per click (Adwords) and SEO (Search Engine Optimisation) programs, take several months to build results.