How can I choose the “right” advertising agency for my brand?

An advertising company aims to offer its client services that will highlight the most suitable audience for a company’s services and products.

The initial process of an advertising agency is the development of a comprehensive marketing strategy. It is perhaps one of the basic tools that must be provided so that every marketing strategy can develop a good marketing plan that will work properly.

How can this happen;

A marketing strategy exists in every business that wants to maintain or grow its business, sales or audience. Essentially, by the term marketing strategy we mean marketing actions that will help us achieve our goals. These actions should be done with planning, at the right time, with the right costing and then with execution. After completing the execution of each action, the debriefing should be done and the performance of each action should be measured.

What are the basic procedures:

• The development of a marketing strategy

• The execution of marketing actions

• Performance reporting and measurement

• Strategy redesign

In order to achieve the above basic processes, the advertising company should have a number of specialties in its human resources so as to reach the desired result.

Digital marketer: The person who will perform marketing actions in online media. Such as Google Ads, Facebook – Instagram Ads, Newsletter, SEO. This person should be able to understand and analyze statistics resulting from these actions and prepare reports and forward them to the consultants.

Account Manager: The person who will be in daily contact with the manager of the business and will impose the individual needs explaining the actions performed.

Copywriter: The copywriter is the person who will write the texts of each advertisement. That is, he should understand the details of the company’s products or services and present them in writing.

Graphic Designer: The person who will visualize the ad. The actions he will perform include Branding and Packaging of the business up to the creation of visuals for online advertisements, posts for Social Media, Video for online or even for television use.

Photographers: The photographer is the person who will photograph and produce photographic material for use by the graphic designers either online or offline.

There are 3 basic categories of actions that are the most important and you should see one offered by the advertising company you choose.

These 3 actions are:

• Planning actions

• Execution actions

• Account actions

Design actions

The aim of these actions is to prepare the advertised business before it is shown to the public.

The design department, consultants and developers will be responsible for this part. At the end of these actions they should have clarified what other actions should follow such as:

• Development of Marketing Plan

• Table of competitors

• 5Ps

• Development of Persona Marketing

• Construction of a Website or Online Store

• Planning Activities

• Branding

Performance Actions

The most important action since it is the one that will offer the advertised company to the public. Such as for example online actions (Online – Digital) or Offline – traditional Marketing.

In this part the Digital Marketing and Design department will be responsible, or every action in this category is more important but should be done after the design actions are executed.

These actions will be done through:

• SEO

• Social Media Marketing

• Facebook – Instagram Ads – Google ads

• Email Marketing (Newsletter)

• Influencer Marketing

• TV or Radio spot

Actions of debriefing – result measurement

At this stage, the reporting and measurement of results actions are those whose main objective is to gather all the statistical data resulting from the execution actions.

In this part the data will be able to demonstrate what are the strengths and weaknesses regarding the marketing strategy that has been executed so far.

It is a difficult process, since essentially it is the interpretation of the data that can only be done by the right team that can analyze the data such as:

• Google Analytics, Google ads reports and Google data studio

• KPIs

• Webmaster – Google Search Console

• Power Suite Rank Tracker

• Facebook – Instagram insights

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