There are many different digital marketing agencies or businesses that offer digital marketing, how do you find the right one for your needs? There is no one-size-fits-all answer to this. What’s good for the goose may not be good for the gander. By understanding what tools a digital marketing agency offers and how they approach their work, you can make an informed decision about what you or your company needs — and thus find a great digital marketing partner.
What Is A Digital Marketing Agency?
A digital marketing agency helps businesses reach customers online through omnichannel marketing, multichannel marketing, or single-channel marketing. With multichannel and single-channel marketing, a digital marketing agency interacts with customers in one or multiple channels such as websites, blogs, email, social media, and more.
Omnichannel marketing delivers a consistent and personalized experience for your customers across all channels and devices. Omnichannel marketing is shopper-based, not channel-based. The primary goal of omnichannel marketing is to make the shopping experience as easy as possible. This is achieved through consistent engagement regardless of where or how a shopper is interacting with you or your business.
Multichannel marketing utilizes several different channels to reach customers. Some of the channels most commonly used include social, mobile, direct mail, and a physical location. Each channel is separate and independent from the others with its own strategy and goals. Multichannel uses these different channels as different engagement funnels to communicate with different potential leads and customers.
As the title implies, single-channel marketing focuses on one single platform to engage with a target market. Also called “siloed marketing,” single-channel marketing programs are great solutions for businesses with a smaller budget. Single-channel marketing is also used when a business wants to dominate a single market.
Not All Digital Marketing Agencies Are Made Equal
We’ve all been there. A salesperson arrives at your business with a pitch, a list of services, and a stack of business cards. They tell you all about what they do, how they can help your business, and why they are the right choice.
Maybe they are. However, when agencies start doing cold sales, they are typically looking to bolster accounts to increase their own profits. The question businesses need to ask themselves are, “Do I want to work with a company whose primary focus is their own growth or my growth?” Oftentimes, businesses get hooked by this approach because it is the approach they want to see reflected in their lead generation goals. “If they are this aggressive in selling me, imagine how aggressive they’ll be selling my customers!” Sadly, this is not always the case. Many cold sales are used as opportunities to sell something the digital agency doesn’t have experience with or isn’t their specialty. McDonald’s sells coffee, not because it’s great coffee, but because it keeps you at McDonald’s for breakfast instead of going somewhere that has better coffee. Ideally, you’d get your coffee from the best coffee maker and your breakfast from the best breakfast-maker. This is where PANO Marketing excels.
PANO Marketing is a digital marketing agency located in Wichita, KS that offers omnichannel marketing, multichannel marketing, and single-channel marketing strategies to meet your customer’s unique needs and trends. Our outsourced marketing program allows us to partner with you on top-level strategies and executes tactical campaigns designed to meet metric-based goals.
Through our decentralized business model, we offer services through a network of individuals and companies who are specialists in their fields, with decades of proven success. This allows us to offer a host of marketing tools that meet your needs, instead of just saying we do something we don’t know how to do. We do not have contracts, because we believe you will stay with us because you want to work with us. We believe in results-driven marketing.
We also know how to play well in the sandbox with others. Our goal is to create lasting partnerships that help our clients succeed, our goal is not simply to increase client count. We’re selective in our clients because we believe in the win/win. That’s how good partnerships work — through transparency and mutually beneficial arrangements.
We specialize in a number of fields such as healthcare, federally qualified health centers, nonprofits, retail, restaurants, small businesses, national corporations, sports, and education. This comes from the experience of our leadership, the specialist we hire, and the partnerships we have built with award-winning organizations.
Questions To Ask When Seeking A Digital Marketing Agency
When seeking a digital marketing agency to work with you and your business on digital marketing strategies, here are a few questions to ask:
- What is your approach to digital marketing?
Do they offer strategy-based campaigns or are they more tactical? Do they offer production? What will your expected role be in the ongoing maintenance and upkeep of a campaign or tool? At PANO Marketing, we know strategies come before tactics. We belive in the power of “Why?”
- What services do you offer?
Some digital marketing agencies will focus on a niche, while others offer a borad spectrum of services. If they offer a broad spectrum, make sure the tools they offer align with your needs. PANO Marketing offers a broad spectrum of digital marketing strategies and services. We alwys begin with a free consultation and seek a project to start with that allows you to see how we work, and for us to learn more about how you work. This “dating period” is often the foundation of our long-term partnerships.
- Do you have samples of work?
Anyone can say they can do something, the question is have they done it well in the past? Always ask to see samples of work similar to what you will be seeking to achieve. You may find you want to have different digital marketing agencies handle different parts of your digital marketing startegy. While PANO Marketing offers a wide range of digital marketing services, we know when to recommend another agency or firm to partner with to achieve the highest possible results. This is because we are invested in our clients’ success and approach our work without ego. PANO also has samples of work, case studies, and proven success stories from clients.
- What are your rates?
Some digital marketing agencies have rate cards that detail out how much somethign will cost while others offer estimates. There’s no right or wrong here. However, rate cards are often a sign of cookie-cutter and turnkey tools that will not be highly customized to meet your needs. PANO Marketing provides estimates based on your specific needs because you are not like any other person or business. Our outsourced marketing platform also offers you a low, flat monthly rate to use marketing services where and when you need them.
- Do you have references?
You ask for references when hiring someone, shouldn’t your digital marketing agency do the same? Make sure you call and speak with someone at the company providing a reference to ask questions about process, how the digital agency handled adversity, and why they recommend them. PANO Marketing is happy to provide references from our clients and our clients would be happy to talk with you about working with PANO. Our results-driven approach results in happy customers who meet or exceed their goals, budget-friendly services, and parternships that span decades. We approach everything with total integrity.
- How do you measure success?
Tracking you return on investment (ROI) can be difficult for many digital marketing agencies. This happens because most digital marketing agnecies are tactic-focussed intead of strategy-based. PANO Marketing develops strategies first with measurable metrics and KPIs. Without metrics, how do you know if your campaign is working?
What Services Does A Digital Marketing Agency Offer?
While every company is different, most digital marketing agencies will offer the following services:
- Social Media Advertising
- Facebook Advertising
- Digital Ads & SEM
- Content Marketing
- Creative Design
- Graphic Design
- Logo Design
- Web Design
- Web Management
- Search Engine Optimization (SEO)
- Media Buying
- Martech Tools
- Drone Photo & Video
- Music Production
PANO Marketing offers these services as well as market research, public relations, reporting, and more. We excel at content production. PANO is embedded at Wichita State University’s School of Digital Arts as part of the Innovation Campus. This allows us to work with filmmakers, coders, audio engineers, and the technologies of tomorrow at a fraction of the cost compared to other digital marketing agencies. Students get real-world, on-the-job training, you get experienced professionals and innovators of tomorrow. It’s a win/win!
Get Started With PANO
Most digital marketing agencies operate like the Wizard of Oz, hiding behind the curtain while pulling secret levers. Everything we do is done with full transparency. You don’t need magic, you need well-executed marketing strategies and tactics. At PANO, we don’t believe in selling our services to you, but we believe you’ll be sold once you talk to us and hear from our clients. If we are not the right digital marketing agency for you, we’ll happily help you find one that is right for you and make introductions. Why? Because we’re invested in your success as our primary goal.