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What to Expect from a Digital Performance Marketing Agency
Having a strong digital marketing strategy is essential in the 21st-century economy. The digital economy contributed over £158 billion to the UK in 2022, with figures only set to rise. It doesn’t matter whether you deal in physical products and services or offer value of a more digital nature – you should understand how to promote your business online. One way of doing so is by hiring a performance marketing agency.
But what should you expect from a performance marketer today? This blog will share insights into some of the pillars of the strategy, so you can make sure any business you work with is covering necessary ground to produce results.
What is performance marketing?
Performance marketing strategy is the practice of marketing for the sake of genuine results. Traditional marketing is simply about getting eyes on an advertisement and making impressions, while performance marketing is driven by measurable outcomes. The outcomes in question can include:
- Clicks
- Leads
- Sales
- Inquiries
The approach is generally approached through the assistance of branding design, along with focusing on multiple channels.
Channels used by performance marketing companies
SEO
Search engine optimisation (SEO) has become one of the most important pieces of the performance pie in today’s digital landscape. SEO is the practice of generating organic traffic, by tailoring websites and content to perform on search engines. A performance digital marketing agency might use tools like Semrush to support processes like:
- SEO audits. Scrubbing existing content to highlight gaps and flaws in SEO.
- Technical SEO. Optimising website architecture to ensure it functions properly.
- SEO website migration. Ensuring SEO is transferred from an old website to a new one.
- SEO content creation. The writing and creation of blogs, articles, website content and more to capture keywords and search terms.
- Link building & PR. Directing potential clients back to the business through external pieces of content.
- Local SEO. Creating content to specifically target the local audience.
Organic traffic is an efficient, highly cost-effective way to generate results, which is why it should be a part of any promotion strategy.
PPC
Pay-per-click advertising has become a staple in performance marketing agency strategy. This means creating short, snappy advertisements to be promoted on Google Ads and Bing (Microsoft Advertising) to target certain SEO keywords, with clicks to the ad paid for individually. The agency should handle the creation and management of the ads, while also offering Remarketing services, focused on targeting people who have engaged with content in the past.
Web design, development & cybersecurity
The right agency will be able to design and develop your eCommerce website, ensuring it functions properly and hits major SEO points. This should also be ongoing, ensuring the site works properly . The platforms that websites can be built from and maintained include:
A good performance marketing team will cover everything from landing page design to mobile compatibility. The company you work with should also cover hosting and cybersecurity to keep opportunistic criminals at bay.
Social media promotion
Much like PPC, Facebook and Instagram offer paid ads, so companies can connect with potential customers through social media. A performance marketing agency should offer the creation and maintenance of these ads, optimising them for the platforms and your target audience.
Finding the right performance marketing agency
These are just some of the channels of performance marketing, with additional elements also including email marketing, reputation management and even marketing training services. If you’re looking to find the right agency, you need to look for one that offers these channels and has built a strong reputation for generating results.
