Every marketing agency has a slightly different offering. While some agencies specialise in a specific marketing channel, others have a wider choice of services available.
Below, we’re exploring the latter – often coined full-service marketing agencies.
You may see the phrase dotted around Omnisity’s website or mentioned by one of our team… “We’re a full-service digital agency!”. But what does this mean, why does it matter, and what are the benefits to you?
Key Talking Points:
Understanding full-service digital marketing
The phrase ‘full-service agency’ means all marketing services are offered under one roof, including the full breadth of digital (online) marketing tactics – from content creation to paid advertising.
This is in contrast to an agency that may specialise in one or two services – such as branding and website design, or an SEO agency.
For businesses that are unsure as to which marketing channel they may need, or require multiple marketing campaigns, a full-service agency is an efficient and convenient answer when growing your business.
The term ‘full-service’ doesn’t mean you’re forced into having every service available. It simply means there’s a greater choice of solutions available.
Omnisity offers the full breadth of creative and digital marketing services in-house. We work with our clients to determine the right approach for their business, buyers and budget – whether this means investing in one service or several.
Within a full-service marketing agency, expect to see the full range of marketing channels on offer.
But before we break down each service – see them in action. Our client, Plastic Coatings Ltd, benefited from a comprehensive approach to give their online presence a boost.
Branding
Branding is all about how your business is positioned in front of your target audience (your potential buyers).
Positioning influences how your business is perceived by potential buyers – including how and when they may think of your business.
It’s the goal of branding to position your business at the forefront of your audience’s mind when they have a problem you can offer a solution to.
As part of your positioning, branding encompasses developing your brand identity. This includes portraying your values, reputation and more through a logo, colours and tagline amongst other elements. Done right, this can boost brand awareness and loyalty.
Website design and development
Website design and development often form the cornerstone of a digital agency’s offering.
The process should start with an in-depth brief, allowing you to discuss your brand’s position in the market with the designer. They can then create a refreshed design which brings your website up to modern day user expectations and design standards, as well as more accurately reflecting your updated business offerings.
Results-driven designs will also help to catch your audience’s eye and encourage them to convert from browsers to buyers, through an intuitive, responsive and engaging site.
Content creation
Content creation as a service can span multiple channels. It refers to the creation of images, video and text, for websites, social media, advertisement and more in line with a marketing strategy.
No matter what form your content takes, it should be engaging, send the right message and be produced to a high, professional standard.
Digital marketing
The core online marketing services should be offered by a full-service marketing agency.
This includes the following services:
- Search Engine Optimisation
- Pay-Per-Click Advertising
- Social Media Management
- Paid Social Advertising
- Email Marketing
Search Engine Optimisation (shortened to SEO) refers to the ongoing optimisation of your website so that it ticks the boxes of search engines, like Google and Bing. By ticking these boxes and staying competitive with other websites, search engines will make your website more visible in search results.
So when potential buyers make online searches relevant to your products or services, your website is more likely to appear on their screens.
Where SEO builds long-term results over time, Pay-Per-Click (PPC) Advertising is designed for immediate results. With PPC, adverts are placed on search engine results page, making your brand visible for searches relevant to your offering. Each time someone clicks on the advert, the advertiser pays a small fee.
It’s important for your brand to be active and engaged on social channels. A full-service agency can help you raise your brand’s social profile with Social Media Management (SMM), creating content that promotes your offering and builds a loyal community.
Paid Social Advertising (PSA) involves advertising on social media channels. It puts your brand on user’s feeds, raising awareness of who you are and what you do. With PSA, you can target who you appear in front of, selecting by geographical location, customer type and more.
Email marketing takes advantage of email to convey promotional messages or strengthen customer relationships. It consists of producing a series of emails, directed towards a specific audience, encouraging them to take a specific action. This action could range from signing up to a newsletter, to purchasing a product or engaging with a new service.
Why would you choose to work with a full-service marketing agency over a specialist?
There are many benefits of working with an agency that offers the full spectrum of marketing services.
Alongside a greater choice of services, allowing for a tailored approach, it can also result in:
- Cohesion and consistency across the content and materials produced for and by your business.
- Greater time- and cost-efficiency working with only one agency rather than multiple specialist agencies, as well as streamlined communication.
- An integrated approach, which means that campaigns can be created and managed in cohesion, oftentimes producing a more effective impact.
At Omnisity, we pride ourselves in the quality of work we’re able to maintain by keeping our services in house. It means our clients benefit from a quicker turnaround of high-quality work, handled by a partner they can trust. Our dedicated account managers maintain regular communication with clients, ensuring they have a reliable point of contact across all services!
There may be some drawbacks to bear in mind, depending on the agency, their values and capabilities.
The first thing to look out for is whether any services are outsourced by the agency. Outsourcing services may lead to inconsistency in quality and output of work.
It’s worth enquiring if the agency has specialist departments. Your results may suffer if one person is managing multiple marketing strategies, rather than having a specialist department for each one.
Finally, be wary of agencies that may try and sell you every service, without considering if this is the best approach for your business.
When do you need a full-service agency?
The right time to start working with a marketing agency depends on a number of factors, such as rate of business growth, your goals and budget.
However, many businesses may choose to work with a full-service agency if they’re:
- Looking to grow the business, without adding to workload
- Requiring greater support for an in-house team
- Looking to improve current marketing results
We provide a complete digital marketing service, from branding and website design to ongoing marketing services.
We create bespoke strategies for every client, only recommending services that will work for you, based on research into your business, market, competitors and buyers.
Whether you’re looking for more sales enquiries or greater marketing support, talk to our team today.