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Want to Go Stress Free? Here Are 6 Reasons to Hire A Digital Marketing Agency

When to Hire a Digital Marketing Agency

When to Hire a Digital Marketing Agency From developing and executing your marketing strategy to measuring results, your plate always has a healthy heaping of responsibilities—all of which are likely served with a side of stress from time to time. If you’re nodding your head in agreement, you’re certainly not alone. A couple years ago, Workfront released its Marketers Stress Report revealing that 80% of marketers feel they have too few team members and too much work. Furthermore, 1 out of 4 marketers said they were “overly stressed” or “stressed to the max.” Fast-forward to today, the stress factor still remains as marketers contend with a myriad of challenges, from lack of internal resources to adapting to the changing digital landscape. The good news, of course, is that a digital marketing agency (like TopRank Marketing) can lend a helping hand. One of the primary responsibilities of any marketing agency is to lighten your workload and alleviate some of the stress that comes with it—and do it in a way that helps drive results. When and how should you tap an agency team in? Below are a handful of scenarios were the help of an outside expert could reduce your production time and improve performance, all while reducing stress.

#1 – When you want to make the most out of an event.

Is your team preparing to host a webinar? Will you have a presence at an upcoming industry conference? Events—whether they be large or small—take plenty of time, effort, and resources to plan if you want to make a meaningful splash. And partnering with a digital marketing agency can give you expertise and bandwidth to make the most out of event marketing opportunities. From content strategy and development to crafting and executing organic and paid promotional strategies, an agency can plug in as a strategic guide early on or provide execution support before, during, or after the event.

#2 – When you’re preparing to launch a new product or service line, or content marketing campaign.

Anytime a new product, service, event, or campaign opportunity arises, it can be an exciting time for any organization, but it can also be hard to balance with your other marketing initiatives and responsibilities. But by tapping into a marketing agency, you can get support at both the strategy and execution levels. If you’ve locked down your promotion or campaign strategy, but you don’t have the internal bandwidth for creation, an agency can plug in with a team of highly specialized individuals—from writers to designers—to get the work done. This enables you to take on a steady strategic and visionary role to guide the launch. If you need an advisor to help you develop your strategy and execute on the final deliverables, that team can take on a consultative role from start to finish, developing a campaign strategy around your core KPIs and creating the content assets that go along with it.

#3 – When you’re working under tight deadlines.

In the marketing world, tight deadlines are nothing new. Whether a needed content asset fell through the cracks or a last-minute request was handed down from the top, you don’t need to pull all-nighters and overload your internal team. You can shift some or most of the work to a digital marketing partner that offers services across marketing disciplines. Specialized agency team members can work individually a specific need or collaborate on more complex projects.

#4 – When you want to venture into unknown territory.

As the digital landscape continues to evolve at a rapid pace, many marketers want to integrate new tactics such as influencer marketing or interactive content into their digital strategies. But oftentimes they feel lack the time or expertise to do so. An experienced digital marketing agency can give you the lay of the land and provide strategic guidance for how best to dip your toes into new waters. In addition, they can also design a creative strategy around your goals and market considerations, and create the final products.

#5 – When you want to use, not lose, your remaining budget.

You’ve worked hard to secure your marketing budget. But if you don’t use it all, you’ll likely lose what remains—and possibly signal to leadership that you won’t need all those dollars (or more dollars) next year. Whether you want to build a stockpile of custom images or conduct a content audit to uncover gaps and top opportunities, an experienced agency offers several options to make the most of your marketing budget and help you build or continue your marketing momentum.

#6 – When your results aren’t where you want them to be.

Proving the value of your marketing efforts with solid results is your ultimate goal, and perhaps one of your biggest stressors. Whether you feel there’s a hidden opportunity you need to unearth to give results a boost or you’re seeing some lackluster results in general and don’t know where to put your efforts, a marketing agency can provide an independent, third-party perspective. From conversion rate optimization (CRO) to reducing cost-per-lead on PPC campaigns to expanding your search footprint, a full-service digital marketing agency can have its subject matter experts dig into the data and make actionable recommendations for optimizing your content or strengthening your tactical mix.

Boost Your Workload. Improve Performance. Reduce Stress.

Whether you need additional support for a planned initiative like making the most out of an industry event or a last-minute project with a tight deadline just popped up, don’t stress. Find a partner instead. Marketing agencies exist to provide fellow marketers with the support and guidance they need to help reduce stress and help drive results. Ready to reduce stress? Let us help. Take a peek at our digital marketing services and holler with questions.

The post Want to Go Stress Free? Here Are 6 Reasons to Hire A Digital Marketing Agency appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships

Effective B2B influencer marketing is rooted in brands developing and nurturing relationships—relationships with individuals who have the relevant topical expertise, reach, and resonance to align with the goals of the brand.

Of course, those relationships are often cultivated in the digital realm via social media, email, and audio or video conferencing. And that's OK. We've all gone digital.

But there’s simply no replacement for face-to-face communication—and B2B marketers may have more chances than they know to proactively facilitate interactions or take advantage of in-person opportunities as they arise.

It’s time to bridge the digital divide. How? When? Where? Let’s dive in.

#1 - Highlight influencers and/or their brands with live event coverage.

B2B industry conferences and events are marketing gold mines. Not only do events give you an opportunity to have facetime with customers, prospects, and industry experts and influencers, but also the opportunity to create insightful (and influential) content.

If one or more of your warm or targeted influencers or another representative from their brand are delivering a keynote address or are part of a learning track that’s relevant to your audience, plan to attend their sessions and amplify the insights they share via social media, blog content, or both. Giving influencers this kind of thoughtful attention benefits everyone, helping you:

  • Deliver your wider digital audience with credible, relevant, and valuable content.
  • Capitalize on event engagement and reach.
  • Deepen your connections with existing influencer partners.
  • Help grow your partners’ influence among your audience and within the industry.
  • Get on the radar of prospective influencer partners.
  • Provide additional perspective and insight into who your current and prospective partners are, helping you further vet or find new connection points.

[bctt tweet="Cutting edge B2B influencer marketing focuses on both online and offline engagements. @konstanze" username="toprank"]

#2 - Conduct on-site video interviews at industry conferences and events.

Co-creating content with influencers provides influential experts with a medium to share valuable insights and gives your audience a mix of perspectives—upping your brand’s storytelling capabilities and credibility. Industry events and conferences provide the perfect platform for capturing original insights—especially on video.

Set aside the fact that video is an increasingly preferred learning and entertainment medium for modern consumers and buyers alike. When it comes to working with influencers, video can help capture their essence as well as their expertise. This can add a new degree of authenticity and credibility to their insights and resonate more deeply with your audiences.

Here’s an example from our own vault. While attending MarketingProfs B2B Forum in 2017, our team conducted a series of interviews with marketing experts and influencers, including MarketingProf’s own Chief Content Officer Ann Handley. The “Content Conversations” series covered top marketing learnings from the year, predictions for the coming year and decades, and tips and insights to finding success in the future.


*SAP’s video coverage of its own SAPPHIRENOW event is a fantastic example of how influencers can play an active role in bridging the real and digital worlds.

Working in partnership with SAP, Eric Kavanagh, CEO of The Bloor Group and a respected technology analyst, actually interviewed SAP’s own Chief Innovation Officer Max Wessel. This is just one of several unique examples from the conference.


[bctt tweet="If you want content to be great, ask influencers to participate. @leeodden" username="toprank"]

#3 - Host a VIP appreciation and networking event.

There may be no better way to create meaningful connections than over good food, drinks, and great conversation. Whether it’s a cocktail hour, leisurely lunch, or sit-down dinner, inviting influencers to come together for a couple hours of relaxed fun is a great way to show your appreciation for their partnership, nurture prospective partners, and connect influencers with one another.

This is a practice that is near and dear to our hearts. We absolutely love the work we do and almost always carve out time for this while attending larger industry events. And of course, you can chronicle your interactions on your owned digital properties to let your audiences in on the fun. Here’s a little shot from our dinner at B2B Marketing Exchange 2019, courtesy of our CEO Lee Odden’s Instagram.

B2BMX 2019 Dinner

This sort of engagement can certainly be planned independently of any industry conference, but it can be yet another way to make the most out of your trip to an event.

[bctt tweet="Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches. @AmishaGandhi @SAPAriba" username="toprank"]

#4 - Play matchmaker when the opportunity arises.

There will undoubtedly come a time during your work with industry experts and influencers where you can help them connect with one another. Whether they’re looking for insight, a new product or solution, or you’ve discovered two people share a common hobby or interest, take the lead on introducing them.

Why? Because you have the opportunity to provide more value. The relationship you’re cultivating needs to be mutually beneficial to go the distance, and helping influencers solve problems or grow their network has value written all over it.

[bctt tweet="We pride ourselves on cultivating and nurturing long-term relationships with our influencers … which means we are always looking to establish a ‘give to get’ exchange where all parties come out ahead. @ranimani0707 @adobe" username="toprank"]

#5 - Embrace the “show, don’t tell” mantra when it comes to influencer appreciation.

Your online efforts to nurture, engage, and showcase the expertise of your influencer partners are incredibly important. Your prospects are online. Your customers are online. Your influencers are online. The world is online.

But there is absolutely an opportunity to add a personal, human touch to show your influencer partners you care about and appreciate them. New job? Send a handwritten letter filled with well wishes. New baby? Send a congratulatory gift basket. New campaign launch? Deliver a tasty treat or bit of swag to give thanks.

A couple years back, we helped our friends at DivvyHQ introduce the world to Grandma Gertrude, as well as easy-as-pie recipes for content planning. Following the launch, we sent pies to the influencers who contributed their thoughts and insights.

DivvyHQ Pie for Influencers

[bctt tweet="Grow your influencer network long before you need them. The day to create an army of influential advocates isn’t the first day of the war. Find common interests and develop rapport. - @leeodden " username="toprank"]

Build a Bridge to Stronger Influencer Relationships

Influencer relationships are often cultivated in the digital realm. But they can be nurtured and grown to new heights in the real world.

Take advantage of any opportunity to spotlight, co-create, or connect with influencers at industry events. In addition, go the extra mile to create valuable, memorable connections. Taking action here not only helps you strengthen relationships and generate content for the digital world, but also plant the seeds of partnership.

What’s on the horizon for B2B influencer marketing? Check out Lee Odden’s rundown of seven B2B influencer marketing trends to watch.

*Disclaimer: SAP is TopRank Marketing client.

The post How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships appeared first on Online Marketing Blog - TopRank®.

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