Think you’ve got what it takes? These strategies will set your agency apart.
Dav Nash
18 min read
Starting a digital marketing agency isn’t just about having a snazzy website and an innovative advertisement campaign. It’s about persistence, strategy, and hard work. If you want to start a powerhouse agency but just don’t know where to start, then here are some key strategies that will set you up for success.
You need your agency to work like a well-oiled machine, and your team is the ones who keep the cogs turning. A lot of agencies make the mistake of hiring too many people in the early days, which can lead to a lot of stress and financial pressure.
To avoid this mistake, focus on your core team first. You need to hire the bare minimum amount of people in-house, so you can free up resources while providing yourself with a good financial cushion. Copywriters and social media wizards can be outsourced, as this allows you to scale over time. Keep your team lean, but make sure that they’re passionate about what you do, and want the company to succeed.
When building a team, remember, it’s about quality, not quantity. If you do need to hire more people, then sites like Fiverr, Upwork, and PeoplePerHour are invaluable. They allow you to pay people per project, with no contractual obligations. This means you can hire a copywriter to take care of a big project, without the pressure of having to pay for holidays, sick leave, or insurance.
By working with the same copywriters, social media experts, and graphic designers in this way, you can build and maintain solid relationships that serve you for years to come, without the baggage.
Don’t be everything to everyone. Specialise, and niche down. If you want to start an SEO agency, focus on serving one vertical first. This gives you a competitive advantage and it also allows you to remain cost-effective. As a specialist, you will also be able to resonate more with your audience.
If you want to start a marketing agency, focus on serving criminal defense lawyers, fast food restaurants, or even casino and gambling websites. Usually, verticals like this require a specific approach, with careful thought to changing marketing regulations. Take challenging niches like this and turn them into your strength, and become one of the best online marketing firms for the job.
Whether it’s AI-driven ads, TikTok videos, or voice search, you have to stay ahead of the trends. Digital marketing is constantly changing, and staying ahead of the curve is one of the best ways for you to stand out from the competition. Be innovative, agile, and forward-thinking, while providing a consistent and reliable service to clients.
If you want to stay ahead in the world of digital marketing, you have to ensure a smooth process. Clunky onboarding processes, poor reporting, and inefficient payments will bring your agency to its knees. Clients love transparency, so be organised and make sure that trust is at the heart of everything you do.
Perfect your process and continually make improvements, using A/B testing to ensure you’re not backtracking and reverting to a more inefficient version of what you’re already doing.
If there’s one thing you can’t put a price on, it’s knowledge. Whether you’re attending courses, reading books, or taking note of the latest trends, good agencies grow and learn every day. Use this to your advantage and always be one step ahead. This will allow you to grow and pivot while building a strong brand that’s known for thinking outside the box.
There are a lot of companies for digital marketing that you can take inspiration from if you want to ensure the success of your own agency. Take a look below to find some inspiration, so you can take a step towards being the best digital marketing company in USA.
AKQA was founded in 1994 and has since collaborated with several brands including Microsoft, BMW, Coca-Cola, and McDonald’s. They offer major services that range from digital marketing to creative media and UX support, with innovative campaigns that stand out from the crowd as being one of the best agencies for digital marketing.
Established in 2005, The7Stars is an independent agency that utilises unique campaigns and strategies. They have since experienced significant growth, hitting £270 million in 2020 with billings.
Founded in 2000, Karmarama is ranked as being the best internet marketing agency for those who want to stand out from the crowd. They have worked with IKEA, Heineken, and Unilever. They have since been acquired by Accenture Interactive and have expanded their arsenal regarding technology and digital marketing.
ICS Digital has a presence in 58 countries, with 1.5 million words written every month. With clients that include the NHS, Betfair, Deliveroo, and Bet365, they’ve got a huge presence. By keeping up with the latest gambling regulations, they have been able to position themselves as one of the top iGaming marketing firms in the UK.
Some marketing firms have a strong online presence, making them great to take inspiration from if you don’t want to hire in-house.
Porter Novelli has 700+ employees and has worked with Disney, PepsiCo, and Timberland. Their focus is purpose-driven marketing and they’ve worked on numerous campaigns. One of their most notable campaigns would be the ALS Ice Bucket Challenge. This was launched in 2014 to raise awareness for amyotrophic lateral sclerosis. Even though Pete Frates and Pat Quinn created the concept initially, Porter Novelli was hired to ensure the campaign maintained momentum, raising $220 million while ensuring strong social media engagement across the board.
Leo Burnett’s client list includes McDonalds, Nintendo, Kraft, and Coca-Cola. They have also worked with Fiat and Samsung. Their #LikeAGirl campaign sparked a global movement, with former First Lady Michelle Obama praising it. This led to them becoming one of the top online advertising companies in the country.
Cuker Agency has a lot of notable clients, including Dunlop, Sony, Nike, Vans, and Quiksilver. Founded in 2006, they want to help brands connect with their consumers. Cuker played a huge role in the Red Bull Stratos Jump campaign. Felix Baumgartner skydived from space, with Cuker developing some of the contests, apps, and digital promotions required to keep the campaign going at full steam.
Building an award-winning digital agency isn’t about having a good logo, and it’s not about having big-ticket clients. Although this can help, the core foundation of having a good agency comes down to having a strong brand and being able to deliver results.
Before you think about lifting a trophy, you need to build something worth winning. Lay down the groundwork and make sure that you find your niche. It may be that you choose to focus on social media campaigns or killer content marketing. Either way, if you spread yourself too thin across too many different verticals then you’ll end up being mediocre at everything, and mediocre doesn’t win awards.
The best thing you can do here is focus on why clients should choose you over the hundreds, if not thousands of other agencies that are fighting for their attention. Be unique, stand out, and don’t just be another full-service agency. Stand out, be bold, and embrace your strengths.
If your client has a site that has been hit by a Google update, they may come to you anxious and worried about what the future holds for them. You’ll also probably be scrambling to try and find a solution, just like every other marketing agency out there. If you want to do something about this, keep your finger on the pulse. Be mindful of when updates are coming, and prepare for them.
If you can make sure that your client’s site is the only one standing after a devastating update, you will probably win their loyalty for life.
Failure is an important part of starting a great agency. A memorable agency has personality. You need to have a voice, and a little bit of attitude goes a long way. Don’t be afraid to inject a bit of humour into your posts, and show your human side. People want to work with people, not with robots. Clients also like to work with people who they like, so show up on social media, put your face out there, and show your wins. Market your company on a personal level, and get involved.
Digital agency awards often have a submission process. This allows you to show what you’ve done and what you’ve overcome to get to where you are right now. When you feel as though you have created something well and truly special, it’s time to show off. Choose the right awards that reflect the work you are doing, and don’t overlook the power of regional awards either.
Global awards are ultimately what everyone is vying for, but regional awards can still put your company on the map, and when you’re just starting, it can be a great way for you to solidify your local presence.
Becoming the best digital marketing agency won’t happen overnight, but as a general rule, if you are passionate, don’t stop pushing, and always give 110%, there’s no reason why you won’t bring home awards and a steady stream of clients.
Online marketing businesses and marketing digital agencies often make mistakes when starting out. There’s nothing wrong with this, but if you can make yourself aware of them, it’ll help you move forward.
One of the biggest mistakes that even the best digital agency can make is cultural misunderstanding. Colour symbolism, images, or even humour can have very different meanings in some countries. If you want to avoid this, then you need to take the time to conduct thorough cultural research. You also need to be able to adjust your campaigns so that they resonate and connect with the local audience, too.
Translation issues can lead to misunderstandings, or loss of your message entirely, which is the last thing you need. A slogan may well have a positive meaning in one language but it might have a negative meaning in another. The best agencies’ digital marketing strategies will account for this, using native speakers to translate while localising content.
Freelancers are again, your friends here. You might not need someone hired full-time to translate English to French, but for occasional marketing campaigns, their help can be the ticket to turning your start-up into an award-winning digital marketing agency.
Digital marketing regulations can vary from country to country. Data protection laws, like GDPR in Europe, can easily influence how companies collect work, and how they use customer data. The best digital agency will understand this, and they will study regulations endlessly to make sure that they are being met. This is the best way to avoid legal complications, which could end up being the death of your business.
If you want to create a top digital media agency, you need to understand trends. Trends aren’t just about keeping your company relevant, they can also influence how you approach campaigns. Take the trend for mobile adoption for example. In some countries, mobile-first is the dominant access point. In some countries, however, your desktop prevails, so you need to make sure that you account for region-specific preferences and search behaviours.
Another digital marketing agency best practice would be adapting to time zones. You need to schedule and post at the right time so you can attract an international audience. There isn’t a one-size-fits-all solution here, as a post made during business hours for one country will be in the middle of the night for another. The great news here is that there are an endless amount of tools you can use to work around this.
Localise your campaigns to specific time zones and also make sure that you are coinciding with peak engagement times. Again, research is key here, but it’s still the best way to ensure you stand out.
If you want to create an international digital marketing agency, or if you want your company name to be on the best digital agency list published by top search engine magazines, you have to be consistent. You need to make sure that your branding is clear and that you don’t have different branding across different regions. Different messaging or visuals can lead to you having a fractured identity, so always stick with your core values, even when tweaking your marketing campaigns to local regions.
Lastly, you have to make sure that you’re not ignoring local partnerships. Take a look at the best digital media agency right now. There’s a high chance that they have numerous local partnerships that extend their market reach and credibility. Hiring freelancers across different countries, where they may already have a presence and connections, is the key to claiming the digital marketing agency’s top spot. Form partnerships with bloggers, local businesses, and even influencers so you can make your business appear as reputable as possible.
If you look at the top digital advertising companies out there right now, it’s easy to see what sets them apart. If you want your start-up to join the ranks, you need to adopt some of these key traits.
Successful campaigns and measurable results are the key to your success here. You need to make sure that you are always going above and beyond for your clients, even if it means venturing into unknown territory. Take risks, don’t be afraid to think outside the box, and always put innovation at the forefront of your strategy.
If you want to be known as being the best marketing agency out there, you need to deliver so well that your clients wonder if you work for their competitors as well. You also need to create campaigns so that people watch your content, rather than hovering over the “skip ad” button. Lastly, if you can make people excited about your client’s service, this will make a huge impact. If you can get people buzzing about drain cleaning or cat grooming, you’ll be where you need to be.
The best digital advertising agency knows exactly who their competition is, and what they’re doing. A bit of digital sleuthing goes a long way, and it can also make all the difference in how equipped you are to make solid decisions.
Search for competition by typing in keywords, like “best digital marketing agency in [city]. The agencies that show up, at the top, are your competition. They’re the ones who are taking up your share of the market, and they’re the ones providing services to your customers. If you want to take them down a peg then you’ll need to understand exactly what they’re offering, and how it compares to you. Make notes of what they’re doing right, and what they can improve on.
If you can take their weaknesses and turn them into your strengths, you’d be surprised at what a difference this could make to your success.
Now’s your time to live out your childhood fantasy of being a detective. Head on over to Facebook, Instagram, or even LinkedIn, and see what your competitors are posting. If they are posting generic posts with zero heart, not showing their faces, or just banging on about their services then you can use this to your advantage. Think about things like if they’re using memes, capitalising on current viral campaigns, or being inventive with their text.
Again, if they’re not, this is an opening for you to step things up. If they are, then you now know what you’re up against.
Having a cheeky peek at paid ads is also a good idea. There is a huge range of tools you can use to your advantage here too. SEMRush is a great one, as is SpyFu. You can use these to find out what the company is bidding on, and if they are spending money on SEO services, but holding back the big bucks. Remember that you don’t need to spend more than them on ads, but you do need to make sure that you’re being more creative, and that you have the edge. If you can do this, everything else will fall into place.
Who doesn’t love to show off? Your competitors will probably have a list of accolades, and they’ll be displaying them proudly. Take note of what they have won, and be sure to check digital directories too. If they have won Agency of the Year then make a note of this and make it a goal to achieve that yourself. Knowledge is power, and now is the best time for you to set goals that go on to solidify your path to success.
You also need to have a good look at their website. Delve into everything, including their case studies. If they are using jargon, like transformative growth, then that’s great. You now know you can get the edge by being straight to the point and clear in your communication. Be sure to check through their case studies too, as this is a good way for you to find out if they are hitting the mark.
Sometimes, a company may look successful because they have claimed the top spot on Google. This isn’t always the case though, and sometimes, they may be just cruising and floundering to keep big-ticket clients happy. If you can stand out by being loyal to your clients, going the extra mile, and being relatable then this will solidify you as being one of the best in the business.
Now you have a solid understanding of how your competitors are doing, it’s time to show them how it’s done. Outsmart them by using better strategies, and even include memes so you have the chance of going viral. Think outside the box, and blaze a new path.
When starting an agency, you also need to give some thought to your payment models. Take the time to find digital agency payment models that syndicate with your service offerings, and also make a digital advertising agency list of who uses what. This will give you the chance to not only choose the right one but to also gain an edge in a crowded market. Below you’ll find the top payment methods used by digital agencies.
The client is billed for the time that the agency spends on their project. This is best for projects where the scope might not be clear, or if you know that it is going to change over time. The pros here include the fact that it’s flexible for both parties. The cons are that the costs can become unpredictable if the project ends up running for longer than you might think.
Clients will pay a monthly fee for a set number of services. This can be for a set amount of work too. This is good for things like social media management, content marketing, or even SEO. The pros are the fact that this strategy is predictable, and it can provide you with a steady income. You can forge long-term partnerships this way too. Be mindful though, as clients may find that they end up overpaying if work fluctuates.
This is quite possibly the best payment method you could hope to go with. You fix a price for a deliverable, regardless of how long it is going to take. If you are providing well-defined projects, such as securing backlinks or carrying out a website redesign then this is great. It’s best for specific campaigns too. The great thing about this is that your client isn’t paying for results, they’re paying for deliverables that will gain them the results they need. If you don’t hit a goal, for example, to get your client to number one, in this instance you’re covered.
Although setting goals like this can be a good way for you to get people in the door, it’s a tricky way to work, as SEO can be unpredictable, and trying to guarantee a result is like guaranteeing a horse is going to win at the races. Sure, there’s a chance, but even if you do everything right, you still risk falling at the last hurdle.
This is best for clients who are focused on measurable outcomes. This could include eCommerce businesses. You will align your agency goals with the success of your clients. If you do this right, you may find that you end up being able to take advantage of higher profitability. It is, however, risky, as it depends on a lot of external factors. You may also find that you’re tempted to focus on the short-term wins over the long-term goal.
Milestone-based pricing involves payments being made when you hit certain points. This can be after design approval, and after the design is finished. This makes sure that progress is made before the full project is invoiced and greatly reduces the risk to the client. With that said, this is more suited to complex projects, and you may end up experiencing cash flow issues if you don’t structure things carefully.
The price is based on the perceived value. Agencies with specialized expertise, or when trying to deliver high-value results often benefit from this type of payment structure. With that said, it’s harder to establish value up-front, because you need to account for reputation management as well as the client’s needs.
If you want to handle companies digital marketing, you need to present yourself as being the best digital marketing firm there is. From choosing the right payment structure to solidifying your marketing campaign and making sure your branding is on-point, you have to be the bee’s knees. If you can take the time to understand your target demographic, what they’re looking for, and what they’re trying to avoid in an agency, most of the time, you’ll be on the right path. You also need to make sure that your clients think that they’re your only priority and that your world revolves around getting them the results they need.
Nail your pricing structure, and blow them away with campaigns that generate results. Be the agency that combines professionalism with personality and authenticity. Clients should feel like they’re not just hiring an agency. They should feel as though they are hiring someone who is always going to have their back, and they should also trust you with every aspect of their campaign. If you can’t make them feel this way, they won’t choose you.
With the digital marketing space being so crowded right now, it’s easy to think that there isn’t room for any more agencies and that every effort you make is going to be drowned out by someone else. This isn’t true though, in fact, there’s a void ready to be filled. People are craving agencies that think outside the box, who are innovative, and who are willing to take risks to gain remarkable results that would have otherwise been impossible.
If you believe that you have the pizzazz and creativity to do this, then there’s a whole market that’s waiting for you to step up, and there’s no better time to take that next step, than right now.
