July 22, 2019
Many of us assume that marketing agencies are a dime a dozen. After all, there are new ones opening their doors nearly every day and creating unique solutions to problems every hour. While it is true that there are numerous marketing agencies in South Africa alone, there is a certain aspect that makes each one different: their approach.
The approach of a marketing agency can truly make or break it, especially when it comes to client relationships. The philosophy and solutions of an agency are based on their approach, and some might not be as suited as the others to your specific business needs.
We can break down marketing agencies into three definitive approaches: quantity-based, analytics-focused and holistic ideals.
Marketing agencies are usually experts in their fields, but some might not have the right thought process when it comes to services such as content marketing. Some of these agencies believe that, in order to generate leads, drive more traffic, and rank higher in search engine results, they need to create content a lot and often.
Part of this belief includes the idea that content does not need to be insightful or thought-provoking, but that it does have to answer a niche query that someone is searching for. An example of this is the highly popular Washington Post, which is posting 1200 posts each day. This number might sound extremely large, but the theory is working, and the Post has seen an increase in traffic by 28 percent.
This approach of creating large volumes of content for clients might not be the answer for every business. It will work for those who want to increase website traffic and have more eyes on their products or services, but it is likely not the best approach if you are interested in attracting the right audience to your business.
You are likely already aware that data and analytics are major buzzwords. Marketing analytics is the practice of measuring, analysing, and managing marketing performance based on data gathered from various platforms. It is highly useful in ascertaining the return on investment (ROI) of a campaign or marketing effort.
The analytical approach does make business sense, as the agency will be able to look at data from previous campaigns and years in order to make changes to current ones. They will be able to make decisions based on this data that make sense for your business and marketing efforts. Focusing only on analytics and nothing else can be detrimental, as the agency might lose touch with the audience.
An analytical approach is not necessarily the wrong one, but it can be detrimental to those who want their brand to resonate with and be relatable to their audience.
If you are interested in improving aspects such as search engine rankings or click-through rates, then an analytical approach is ideal for you.
It is difficult to hire a marketing agency that focuses on only one aspect, which is why the holistic approach should be considered. A holistic marketing agency combines the two above approaches to create a strategy that improves all aspects of your business, leading to a relationship that is valuable to both parties.
The connotations with the word “holistic” often conjure up images of grey-haired 1960s era folk with rumpled clothes, touting the benefits of “good vibes” in the home, but what is truly meant by the word “holistic” is an all-rounded approach to marketing. This could also be seen as a full-service agency, as they look at all elements of your business and combine all of their expertise in order to create a solution.
Holistic agencies are the best of all worlds. They combine the modern technology of analytics, the industry knowledge of content creation, and the ideals that the separate parts of a business are intrinsically linked to one another.
The approach of a marketing agency can have a significant impact on its philosophies and solutions, which can, in turn, have an impact on how you interact with them as a client. An approach that focuses on quantity before quality might mean that the agency is too fast-paced for some, while an agency that is driven by analytics might lose sight of the bigger picture.
A marketing agency with a holistic approach to marketing will help you to reach your goals with a unique strategy that is customised for your company, brand, or business.
Shapeshift prides itself on providing a full-service digital solution to all clients. Start your journey with us today.