Considering enlisting the help of a Marketing Agency for your next big project? Working with a team of proven industry professionals can be the gateway for your next breakthrough. Doing it right will ensure your own sanity, and that your specific business objectives are being accomplished at the highest return rate for your investment.
There are many things you should consider when selecting the right agency and services, but first let’s get a little deeper into what digital design is, and how it can help you achieve results.
What is Digital Design?
Generally speaking, digital design is a wide range of services and media which will be used in digital advertising platforms. This could include a variety of media types including:
- Research
- Brand Identity
- Web Design
- Web Development
- Mobile Apps
- Digital Banner Ads
- Social Media
- Infographics
- Photography
- Video
- Creative Content
- SEO
Whether you’re looking to pursue a short term campaign or strengthen your brand with an identity refresh and web development, digital design is the face of your company across the web, TV, on mobile phones and more.
To make sure that message is clear, concise, and driving results, here are 10 things that can help you along the way when selecting the right agency and what you should know about digital design services.
#1: Have a Clear Business Objective
To determine the best digital design service or services that are needed, you must first have a clearly defined business objective that you wish to achieve. By understanding your goals and making it clear to the agency you pursue, they’ll be able to assist you with a strategy that is built to achieve those goals with the right KPI’s and analytics to show you and your management team the results of your investment.
Are you looking to increase brand awareness, online reputation, social engagement, or generate sales? All of these can be met with a properly structured strategy, and it’s important you’re agency is on the same page so they can focus on delivering those results.
#2: Direct Viewers with a Call-to-Action
Web design, digital ads and social media are just a few places in the digital universe that require a clear call-to-action in order to achieve direct channeling to a businesses site or campaign initiative. While a digital agency should be well versed in incorporating such features throughout your content, this is one area which you should stay vigilant in ensuring it’s continually marketed.
If you’re planning on working side-by-side with an agency creating some content or social posts from in-house, be sure your team is aware and giving your clients and target audience direction in where they need to go in order for you to provide them
#3: Video Increases Engagement
The eyes are instinctively attracted to movement, and perhaps that’s the reason video has such proven results when incorporated into a digital media strategy. Some fun facts from the experts at Hubspot you may not know:
- Video in an email leads to 200-300% increase in click-through
- Including a video on a landing page can increase conversion by 80%
- YouTube reports mobile video consumption rises 100% each year
- Combining video with full page ads boosts engagement by 22%
- After watching a video, 64% of users are more likely to buy a product online
It’s clear video marketing is a powerful in a marketing strategy, so when seeking out services, be sure to include some inquiries into the agency’s ability to produce or manage video creation that can help drive your consumer engagement for your products or services. Learn more about some advantages in the Hubspot Infographic below.
#4: Incorporate Strong Brand Messaging
Brand identity design as a rule should be strongly incorporated into all media design services. People respond well when a business provides clear direction of the products or services offered, and your brand identity needs to do just that. You should know that the voice of that brand identity must be consistent and appeal to the range of your target audience in all media produced from color palette to tone of voice – it all matters! Be sure to communicate this clearly when enlisting digital services to ensure that agency is clearly able to communicate your brand messaging in every campaign or initiative.
#5: Inquire about SEO
Search engine optimization (SEO) is no longer an option for those looking to receive maximum exposure on their web presence, so if you haven’t considered it – inquire on the details to gain a better understanding on how you can be seen by your target audience. 60% of organic clicks go to the first 3 search results, so targeting your audience through the search keywords that are most relevant to your business is absolutely necessary for digital success. No digital strategy should be without this service, and one should look for a full spectrum lifestyle approach to SEO that delivers sustained results.
#6: Research Matters
Avoid agencies that are willing to follow direction without the proper extent of research. Incomplete research leads to lack-luster results, and is unlikely to reach your target goals. Rather than rushing to the first action point, an experienced agency will suggest a period of research either through your own business to provide clear direction, by themselves to discover new target information, or as a team to create a powerful knowledge base equipping you with the understanding on the actions that will provide the highest return.
#7: Stay Involved
Don’t expect that your request for expert design services means you’re dropping a load off at your neighbor’s door. If you want truly impactful results – you’re going to need to stay involved. You are the most valuable insight to your company’s identity, purpose and goals. Without your participation, there are many aspects which even the best digital agency may overlook.
#8: Check References
Always check references and portfolios before enlisting help with any digital design project – large or small. What has the agency accomplished for their past clients? What is the scope of their services and deliverables? Want to get it done right? Select an agency with proven results.
#9: Pick an Internal Point Person
One advantage of working with mid to large agencies – you’ll likely be assigned an individual known as an Account Manager. Their job is to make yours easier. Coordinating between your requests and the team developing the solutions, their knowledge of both businesses will help keep projects on point, on schedule, and communicated concisely.
If you haven’t been assigned an account manager, speak with the team and request an internal point person. This individual can be the know-all, and will be able to better direct project success by understanding the full scope of projects underway.
#10: Evolve with Success
Something not going as well as expected, and other areas flying ahead with success? Never be afraid to evaluate, and evolve with success. There are many areas of design that can be monitored for success through AB testing and other methods. No matter how much time you spend coordinating with your own team or external agency on your digital design projects – some results may still come as a surprise. Learn from them, and adapt the strategy based on the highest expected ROI.
Kristina Petrick is a creative innovator working with Aumcore, a leading NYC agency offering digital design service solutions from brand identity design to enterprise web development.