Choosing the Right Marketing Agency: 3 Specialists to Consider

If you’re considering working with a marketing agency, you can be forgiven for feeling overwhelmed. In recent years, the agency landscape has become rich with specialist agencies that position themselves as experts in one area rather than a jack of all trades. Here are 3 types of specialist marketing agencies that might be right for your business.

Content Marketing 

Content marketing occurs when a brand promotes itself through educational, informational or valuable content. Blog posts, YouTube videos and newspaper articles are all examples of how content can be created. While content marketing isn’t a new strategy, its popularity has risen in recent years, which has led to a demand for specialist content marketing agencies.

A specialist content marketing agency often has strong relationships with content creators and influencers with large followings, which allows them to bridge the gap between content marketing and influencer marketing. As a result, working with a content marketing agency can be a great option if you are looking to introduce user-generated content to your marketing strategy.

Content marketing is perfect for industries where users are commonly searching for information rather than products. This is often the case with high-value purchases; consumers will look to acquire all the relevant information before committing to a purchase.

For example, if we go back to the example of buying a new car, a user may search queries like ‘What is the best car for a family of 5?’ Similarly, content marketing lends itself well to industries like technology, where there is a demand for videos around product reviews and unboxings.

Email Marketing 

Email marketing has been around for a number of years, but its recent explosion has led to specialist agencies that are skilled in email marketing. Email marketing can come in the form of newsletters, abandoned cart emails and much more; brands often need help navigating this evolving world. 

The type of email marketing your brand requires depends on a range of factors, but most notably is the industry you operate in and the products you sell. Abandoned cart emails are common in e-commerce and often come with a discount code to prompt users to make a purchase that they have already considered.

In B2B industries, newsletter marketing is often used to nurture leads into a sale. Creative agencies often create newsletters to keep subscribers updated on industry news and developments. This also helps to keep the brand fresh in the minds of potential leads.   

Influencer Marketing

Influencer marketing boomed with the arrival of social media platforms like Instagram, and the arrival of newer platforms like TikTok means the area of influencer marketing and paid collaborations now requires specialists.

In the fashion industry especially, influencer marketing is big business, and options can range from small-scale influencers who will work with brands in return for freebies to world-famous celebrities who can command millions of dollars per post.

Given the number of options there are now when it comes to working with influencers, specialist agencies can first ensure brands are working with individuals who are relevant to the target audience of the product being advertised. 

As consumers are now aware of influencer marketing, it’s important that partnerships are displayed in a way that seems authentic and genuine. While there’s an influencer marketing campaign for every budget, going viral from a collaboration requires a budget that most brands cannot afford. 

Final Thoughts

In conclusion, there’s no right or wrong answer when it comes to selecting the best agency, as the correct answer will differ from one business to the next. Consider the industry in which your business is operating, the products you sell and what your most profitable marketing channel is. Also, consider how long you are prepared to wait to see substantial results; an influencer marketing agency may be able to promise quicker results than an email marketing agency, but that doesn’t mean they can guarantee higher returns. Regardless of which type of agency you choose to work with, be sure to talk to more than one, as each will have a slightly different approach.