Marketing a digital agency business isn’t the same as marketing your clients’ businesses. Most of the clients that you deal with operate in completely different markets and dynamics, where your usual SEO approaches work wonders.
However, the marketing agency space is highly competitive, thus the need to double down on strategies that are designed to bring you the most ideal client.
Some of the strategies you need to employ include the following:
Have a thought-out keyword strategy.
Don’t make the mistake of going for keywords with high search volumes. Such keywords are usually too broad to bring in any useful data that you can leverage to improve your messaging, and the competition is just too high. Ranking for these keywords will take you months, if not years, thus eating into your limited marketing resources without any promising returns.
For instance, if you decide to target a keyword like content marketing, or SEO, you’ll be attracting both marketers and prospects. The marketers will not buy from you since they are looking for informational content to grow their own agencies. The prospects from such keywords are less likely to convert since they are at the beginning of the buyer journey. Some are just curious about what these terms mean. Channeling your resources to attract such prospects isn’t a smart strategy.
Instead, focus on user intent. Target long-tail keywords with a clear objective or goal. Some of the ways you can do that include:
- Service and market keywords: these keywords have low search volumes and sometimes high competition, but since you are attracting more specific clients, conversion rates are usually high. Examples include content marketing for SaaS, SEO for lawyers, SEO for authors, Content marketing for automobiles, etc. By clearly stating the market, you are attracting people who are in these industries. The content is specifically tailored for them, from specific strategies, charts to examples used in the content.
- Pre-decision keywords: these are keywords that people search for when they are about to make a purchase. Thus, they are ideal keywords to target. Examples include affordable marketing services, content marketing services cost, how to choose a digital agency, factors to consider when selecting an SEO company. Etc.
- Competitor-focused keywords: there’s a reason why keywords such as Bluehost vs. Hostgator, Mailchimp Vs. ConvertKit, and Agency A Vs. HubSpot are popular. Marketers know that users do comparison searches when they are about to make a purchase, so they want their agencies or services to show up. Other keywords to target here include [agency] alternatives, alternatives to HubSpot.
- Specific services: create landing pages for each of your services.
- Information-rich keywords: informational keywords attract clients who may not be necessary at a purchase phase but still fit your ideal customer profile. For instance, if you are targeting small business owners in Austin, then target a keyword like, “how to grow your small business in Austin.”
By targeting the keyword groups above, you ensure that you are bringing in the most ideal prospects to your website instead of just chasing vanity metrics that have no real value to your business.
Build Quality Backlinks
You know the importance of quality links when it comes to search. As a marketing agency, you want to ensure that all the links you acquire are from authoritative websites.
To build links, I recommend you try out the following:
Guest posting: You can write for other marketing agencies, digital marketing publications such as HubSpot, and marketing blogs like CopyBlogger. The reason why many marketers fail at guest blogging is usually because of selling themselves short. While you want to be churning out enough guest posts every month, you don’t want to do so at the expense of content quality. Always provide exceptional value in all of your content marketing assets. Once you have a few great guest posts published in authoritative blogs in your industry, landing new opportunities becomes a whole lot easier.
Intentional outreach: Outreach of any kind, today, is considered spam unless there’s a clear mutual benefit offered. To ensure that you are not annoying your outreach lists, craft every email that you send instead of using templates. Though it requires more effort from your end, you get to enjoy high conversions. The right strategies to employ here include pitching owners that have websites with broken links, resource pages, and those that run weekly roundup posts.
Develop Authoritative Content
Content is at the heart of digital marketing. Get it right. Again, quality precedes quantity. You want to be the go-to resource for everything marketing within your niche markets. That means if you are a UK Digital Marketing Agency, then you want to ensure that all the marketing queries in the region lead to your agency website.
- A few strategies to keep in mind when creating content for your agency business:
- Create content that meets user intent.
- Optimize it for on-page SEO.
- Use visuals to make your content more appealing.
- Include research and research materials.
Also, don’t settle just for long-form content as other content types such as tutorial and explainer videos, infographics, roundups, and statistics do well in these markets.
Focus on Local Search
Local Search optimization techniques can help you dominate local searches in your area as most clients prefer visiting your physical offices and addressing their concerns in person. Selling your services in person is usually a lot easier since clients can put a face to your agency.
To hone your local SEO:
- Claim, update and optimize your Google My Business (GMB) page: make sure that all of your business info is accurate and matches all your other listings across the web.
- Ensure that all of your main and service pages are optimized for local search. The metadata should include your town, or country where you want to dominate local search (e.g., content marketing services in Boston)
- Attract reviews in major directories online, include Facebook pages and GMB.
- List your contact info on your website.
- Write blog posts around local news that affect your industry. For instance, new business or consumer law just passed? Explain how that will affect small business owners.