As you search for the right marketing professionals to partner with to grow your brand, it’s common to come across agencies offering a full-service approach to digital marketing. The phrase “full-service” implies an agency that can meet all your needs and leave no potential approach unexplored. Yes, there are many that fit that profile. Yet there are now also very specific “full-service agencies” zeroing in on niches (such as social media or design) and using every strategy in the book to compete in their niche. This gives you more options but also muddies the definition of a full-service digital marketing agency.
So what is the definition? Let’s start with digital marketing.
A digital marketing agency specialises in marketing and advertising through digital channels like websites, social media, email and content creation. Digital marketing is using the right messaging and mediums to reach the people looking for products and services like yours. Common strategies include search engine optimisation (SEO), pay-per-click advertising (PPC), content marketing and user experience (UX) design.
So, it makes sense that a full-service digital marketing agency uses all digital marketing channels and key platforms when appropriate, leaving no viable options unexplored when it comes to increasing your visits and conversions. It’s an approach that works. Each practice has its merits. On average, PPC doubles every dollar spent. Email marketing returns $20-$40 for every dollar spent, while SEO delivers 53% of all organic website traffic.
Anchor is a full-service digital marketing agency in Brisbane dedicated to helping purpose-driven brands grow using an omnichannel approach.
Why Using Multiple Agencies May Be Damaging Your Marketing Efforts
Using multiple agencies for your marketing efforts might sound like a good idea in theory. After all, what’s wrong with working with a diverse group of professionals who all bring their unique strengths and specialties to the mix? However, while working with multiple partners may sound productive in theory, the reality often involves endless meetings, countless invoices to keep track of and a high likelihood of miscommunication.
When you engage with multiple agencies at the same time, you risk trying to steer the ship without a clear destination in mind. Agencies may clash with each other and you in the manner of messaging, weakening your brand identity. It’s the classic idiom of “too many cooks” in action.
If anything goes wrong, it can be hard to know who caused the problem. Poor strategic decisions and results can lead to further division, as agencies point fingers at one another rather than unite to fix the problem. On top of all this, managing multiple agencies usually means higher costs, with agencies wasting time and money doubling up on efforts.
So what does a full-servicing marketing agency do to prevent these issues, and what do they offer instead? You’ll find that a full-service digital marketing agency is more than a one-stop shop.
What a Full-Service Marketing Agency Encompasses
A full-service digital marketing agency uses an omnichannel approach backed by a strategy that includes everything from planning to execution. Instead of staying in one lane, they use whichever digital tools are most appropriate. In a full-service agency, team members bring different strengths to a project, but all work together to achieve the same goals. If you need to do deeper work on your brand identity and how you tell your story, they can help with that, too.
A full-service agency uses any and all of the digital marketing channels that are appropriate for the task, with their services covering the following:
Strategy Development
- Market Research: Analysing the market, competition, and target audience.
- Brand Strategy: Defining the brand's unique value proposition, messaging, and positioning. Powerful results start with a powerful brand strategy: a strong but dynamic statement that communicates to the world the value you bring.
- Marketing Plan: Develop a comprehensive plan that outlines the tactics and channels to be used.
Content Marketing
- Content Creation: Produce high-quality content such as blog posts, articles, infographics, videos, and podcasts.
- Content Strategy: Planning and managing content to engage and convert the target audience.
- Copywriting: Writing compelling copy for websites, ads, social media, and email campaigns.
Search engine optimisation (SEO)
More than 90% of all web traffic comes from Google, but most web users don’t bother scrolling past the first page. That’s where you need to be in order to achieve the conversions you want.
- On-Page SEO: Optimising website content, meta tags, and structure for search engines.
- Off-Page SEO: Building backlinks and improving the website's authority and reputation.
- Technical SEO: Optimising the website's technical aspects, such as site speed, mobile-friendliness, and crawlability.
Pay-Per-Click Advertising (PPC)
- Search engine marketing: Managing Google Ads and Bing Ads campaigns.
- Display Ads: Creating and managing banner ads on various websites.
- Social Media Ads: Running ads on platforms like Facebook, Instagram, LinkedIn, and Twitter.
Social media advertising
Advertising on widely used social media platforms like Facebook, Instagram and LinkedIn allows you to reach a very specific audience (the people most interested in your products). You can also easily track your return on investment (ROI) and make quick adjustments to your strategy.
- Social Media Management: Creating, curating, and managing content on social media platforms.
- Social Media Strategy: Develop strategies to grow the social media presence and reach.
Website design and development
Website designers and developers work together closely to enhance your website's usability and aesthetics. Their shared mission is to create a website that accurately reflects your brand identity and is a pleasure to navigate.
- Website Design: Creating aesthetically pleasing and user-friendly website designs.
- Web Development: Building and maintaining websites, ensuring they are functional and responsive.
- UX/UI Design: Enhancing user experience and interface design.
Email Marketing
- Campaign Management: Designing and sending email campaigns.
- List Building: Growing and segmenting email lists.
- Automation: Setting up automated email sequences for nurturing leads and engaging customers.
Graphic design
A skilled graphic designer can work with all the elements that influence how a customer perceives your brand and make sure they’re consistent with your identity and other forms of messaging.
Analytics and Reporting
- Performance Tracking: Monitoring the performance of all marketing activities.
- Data Analysis: Analysing data to gain insights and improve strategies.
- Reporting: Providing regular reports on key metrics and ROI.
Conversion Rate Optimisation (CRO)
- A/B Testing: Testing different versions of web pages and marketing materials to determine what works best.
- User Behaviour Analysis: Analysing how users interact with the website to improve conversion rates.
- Optimisation Strategies: Implementing strategies to increase conversions from existing traffic.
The Benefits of Using a Full-Service Marketing Agency
Working with a full-service digital marketing agency that knows their craft and is committed to your growth has the following benefits:
Efficiency and streamlined communication
When you work with a full-service agency, you shake off the burden of having to manage communication between different parties. Everyone involved is on the same page, which makes decision-making and communication a whole lot easier.
An integrated, harmonious approach
Professionals at a full-service agency work harmoniously for each other’s benefit and for yours. Although they understand each other’s rules, they don’t get in each other’s way. From the creative to the technical aspects, the strategy to the execution, everything is cohesive.
Cutting-edge marketing
Full-service agencies are committed to staying on top of the trends and remaining at the cutting edge of the industry. Instead of resting on their laurels or settling for the status quo, they’ll help you achieve ambitious new heights.
Brand consistency
A consistent brand voice helps you to appear more credible and trustworthy, while an inconsistent one has exactly the opposite effect. An integrated agency can deliver a consistent brand experience better than several competing agencies. Keeping your brand strategy at the forefront, they’ll help you get your story straight when you share it with the world.
Strong storytelling
Starting with the right content plan, full-service agencies can tell your brand's story through a number of mediums: website, blogs, video, and social media posts, each building a clearer picture of you in the public’s minds.
An agile approach
It’s important to be able to adapt to industry trends, sudden changes and obstacles in your path. Full-service digital marketing agencies are well-prepared, fluid and adaptable.
Keep All Your Marketing Under the One Roof with Anchor Digital
Anchor Digital is a full-service creative marketing agency based in Brisbane. We provide marketing, branding and digital solutions across all digital marketing channels for purpose-driven brands looking to grow.
Our creative strategies will help you build a recognisable and consistent brand identity from the ground up, presenting your best attributes to the world through your brand assets. From direct and digital marketing campaigns to collateral design and production, we make sure every strategy is authentically you.
If you need a strategy built from scratch, Anchor can help you identify your unique selling proposition (USP) and gather data on target demographics. Our brand strategy, brand positioning and customer and market research will help you reach new heights.
Performance is a crucial factor. Everyone prefers a fast and responsive website, and we improve these and other ranking factors in any way we can.
We draw on our storytelling skills for our content marketing, and we can share your story through blog posts, websites and other forms of copy and content writing that entertain readers, answer their questions and sell your services at the same time.
If you’re ready to become even greater at what you do, Anchor’s full-service approach focuses on the strategies that will work best for you.
Drop us a line, and we’ll take it from there.
