If you’re considering taking your home building business to the next level by working with a marketing agency, it’s likely that an array of questions are swirling around: Is it worth the investment? How long will it take before I start seeing results? Is there really anything these professionals can do that I can’t do myself?
There is a misconception among business owners, particularly the skilled entrepreneurs who have started and grown their businesses on their own, that marketers provide a non-essential service, ultimately doing things that any business owner could do on his or her own. And that’s not incorrect - in the same way, that, technically, anyone can become a doctor, or a lawyer, or homebuilder. Would you feel comfortable with a novice performing a serious medical procedure on you? Or arguing a life-defining case before a court of law on your own? The best marketing agencies are comprised of a team of specialized professionals, each of whom works to bring the various complex elements of a campaign strategy together to yield long-term results for your business. By understanding who these professionals are, and what they do, you’ll be set up to make an informed evaluation of whether or not working with a digital marketing company is right for your business.
Account Managers and Strategists
When working with a marketing agency, you will communicate primarily with an account manager. This person is an expert on your business, client base, and goals for future growth. They evaluate these elements in cohesion with one another, working alongside both you and the other members of their team to create a strategic plan for the growth of your business. Account managers are superstars, as they must keep both the strategic elements (SEO, data metrics and analysis, and campaign timelines and logistics, to name a few) blended with the creative ones (design, copywriting, video) that make your business’s online presence come alive.
Social Media Strategists
Social media is a major phenomenon in our world, and your business must leverage its consumer power in order to stay current. Social Media managers and strategists do much more than post for you. They analyze the best practices and engagement metrics of different social media platforms (Facebook, Instagram, Twitter, LinkedIn, etc.) to determine which ones are most effective to focus on for your brand. Then, they tailor each post to that social media channel, regularly analyzing its view count, click rates, and other engagement metrics to determine what works and doesn’t.
Your creative team will be comprised of various specialties, but they are effectively boiled down to two: copy and visuals. Your copywriters are experts in capturing the unique voice of your business, elevating it into something that will appeal to your viewers on different platforms, be it your website, social media, emails, or flyers. Their job is to work alongside your account manager to get to know your brand inside and out, communicating everything you know and offer in an engaging, appealing way. Your design team will be comprised, depending on your needs, of graphic designers, animators, and videographers, all tasked with making your brand come to life. These pros must present your company to its potential customers in a beautiful, effective, and interesting way, and they are often what determines whether your website and other materials stand out from the crowd or simply blend in with the rest.
These professionals comprise only the tip of the iceberg when it comes to the specialties within a marketing agency that unite to bring your business to the next level. There are also developers, creative directors, SEO experts, digital strategists, and campaign strategists, to name a few. To learn more about what marketing services make the most sense for your business, don’t hesitate to ask us.