SEO or search engine optimization is the only way to get a website to the top of the SERPs without using paid ads. Userguiding says that 86% of people ignore paid ads and only click on organic search results. Search engine marketing uses approaches like content creation, backlinks, and social signals. The goal is to get a website to the top of Google and show the algorithms that its an authority in its niche. SEO has three main classifications:

On-page SEO

On-page SEO is the content on a website. In 2024, the focus is on user intent. It's about providing the best and most direct answer to the search query. Use tools like Keywords Everywhere and Google Trends to decide on the best keywords and long tail keyword phrases. Then give a better answer than what's already online. The more concise your content, the higher you'll rank. 

Off-page SEO

Off-page SEO is everything that happens off your website, like backlinks, citations, online reviews, Google My Business posts, and social shares. Backlinks are like votes from other websites. They show the search engine bots that a website is trusted and relevant. According to Ahrefs, the more backlinks a page has, the more organic traffic it gets from Google. As a result, backlinks continue to be a significant ranking factor in 2024.

Technical SEO

Technical SEO includes load speed, mobile responsiveness, and structured data. Think With Google says even a 1-second delay in mobile load times can reduce conversion rates by up to 20%. The more optimized your technical SEO is, the better the search engine spiders can crawl and index your site.

SEO is a cost-effective way to drive online traffic to your site. HubSpot reports that SEO leads have a 14.6% close rate. At the top of the SERPs, you're in front of people who are actively looking for your product or service. So you're positioned to grab the attention of organic traffic.

SEM, or search engine marketing, refers to SEO and paid search methods. But now, most industry professionals consider SEM as only paid advertising. Instead, it's a way to get to the top of the SERPS and grab a few quick wins. For example, an SEM campaign can get a site better search engine positioning on platforms like Google, Bing, and Yahoo.

Of course, paid ads come with a price tag, but they can offer decent returns. In fact, SMA Marketing reports that the average return on ad spend for Google Ads is $2 for every $1 spent. But data suggests that organic results still get 10X more clicks than paid ads. So consider adopting a blended approach of SEO and SEM to get the best results for clients.

PPC ads offer a chance to be everywhere online all the time and a way to be omnipresent. Paid and digital ads put your site front and center for your target audience. According to WebFX, 75% of people say paid ads make it easier to find what they need.

But to use paid ads, you have to pay to play. And when you stop paying, you lose your spot at the top. So pay for ads on the right channels to get the most for your ad dollars. For example, if your people are on Facebook, use Facebook ads. If they look for products on Google, use Google ads.

Content marketing and copywriting are a chance to connect with your target audience. Share valuable and relevant copy to engage and retain new and existing audiences. Don't share fluff. Be clear and offer value. The goal of your content is to be a top-of-mind business and drive online traffic to your offers.

According to Kuno Creative, 51% of content consumption derives from organic search. But to get eyeballs on your content, deliver the best answer to the questions people are asking now. Consider using interactive content. Copy that gets people talking and creates a buzz around your product or service. MediaPlay says interactive content gets 52.6% more attention than static content. A few channels for content creation include:

Shift your mindset and think like someone who wants to learn how to become a copywriter. Post content that increases brand awareness. The idea is to get people's attention. Then, you capture high-quality leads and drive more online traffic to your offers.

Social media marketing is one of the best ways to connect with the right people. In 2023, there are nearly 4.89 billion global social media users. And they spend more than a third of their time on social platforms. A social media strategy is a chance to connect with a broader audience. 

It can help to reach people who might not find you otherwise. Posting on the right social media platform is the secret to a successful campaign. For example, if your target audience scrolls Facebook, use Facebook. But if they prefer TikTok videos, be on TikTok. Other social sites include:

Influencer marketing is another way to get a ton of eyeballs on your offers. Data suggests that 80% of consumers make a purchase after seeing an influencer recommend that product on social media. Connect with content creators or influencers in your niche. Then you build brand awareness and develop excitement around your product or service.

Video marketing uses videos instead of text to promote products, share value and educate people about your brand. According to Hootsuite, 3.1 billion people consume videos on the internet daily. And it's liked more by 80% of people than written text. Video marketing is an opportunity to show your product in action. It's also one of the best ways to increase engagement and boost sales.

For example, Forbes suggests that 64% of customers globally make purchases after going through a brand's social videos. Post short videos where your audience is hanging out. Then showcase the benefits of your product. Or include a quick tip, a stat, a quote, or a recommendation. But keep your videos short (7-30 seconds). Video content should have things like:

• A compelling hook & unique angle
• Natural content with virality potential
• Content that shocks, wows, or invokes an emotional response from the viewer. (Something that gets them to take action).
• A clear CTA

The goal is to get people to stop scrolling and pay attention to your offer. But your videos don't need to be perfect. Instead, focus on the value and posting videos on the right channels.

Email marketing is one of the most profitable concepts for digital marketers. Statista reports that there are over 4 billion daily email users. Email marketing boasts high returns (42X ROI on average). So, for every $1 you spend, you make $42. 

It's also a way to get real-time feedback. A low response rate is a clear signal that you need to pivot. Develop email campaigns that focus on the right people. Then share content that creates a sense of urgency by including things like:

According to SaleCycle, 59% of respondents say marketing emails have influenced their purchases. The key is to craft personable emails. Then share valuable content like FAQs, tutorials, or tips. Or create interactive content like quizzes or timed challenges. Don't spam your audience. Instead, lead with value and build relationships with your target market.

Mobile marketing refers to SMS (short message service) or text messaging. But it's a fast and highly effective mobile marketing approach with near-perfect open rates. According to Klaviyo, 73% of consumers have purchased based on receiving a text message from a brand. SMS offers three types of communication strategies that include:

Promotional

Share deals, sales, or limited-time offers with your customers to build brand awareness and customer loyalty.

Transactional

Stay in touch with buyers and provide information about order details, delivery times, etc.

Two-way

It can be used for customer service and support, for example, leveraging marketing automation tactics like 24/7 communication options.

Slick Test says 45% of potential clients would choose a product or brand after receiving an SMS. As a result, it's one of the fastest-growing channels to connect with customers and boost sales.

Inbound marketing is how you get attention on your offers and landing pages. Then solve the problems that the market has better than anyone else and in a more compelling way. Focus on customer psychology and buyer behavior.

For example, What pain points does your ideal client have? How can you solve them? Strategies include things like blogs, video marketing, and email lists. Thrive suggests businesses that apply inbound marketing tactics can generate as high as 126% more leads than those that don’t.

Native advertising, or sponsored content, is a type of advertising where ads match the form and function of the platform. They mesh with the look and are often shown beside non-paid content like TikTok ads or BuzzFeed-sponsored posts.

According to Outbrain, consumers look at native ads 53% more than display ads. As a result, native ads are a non-intrusive way to get in front of your target audience. Make more sales and increase your income online.

Affiliate marketing is a performance-based strategy where people earn a commission for promoting another person's product or service. Actions can include a sale, lead, click, or new user. Backlinko suggests that affiliate programs are the most important client acquisition method for 40% of US firms. Channels to use for this approach include:

• Blogs & websites
• YouTube videos & social media accounts
• Paid ads & emails

The industry is set to be worth $27.78 billion by 2027. As a result, affiliate marketing is a lucrative option for business owners who want to expand their reach and increase sales. 

Marketing automation refers to the tools and software a marketing team can use to automate basic operations, collect data and make better and more informed decisions. Track your ROIs so you don't waste money.

You can use tools like HubSpot, ActiveCampaign, or Klaviyo to monitor campaigns and get valuable insight. Then you know where to double down and where to focus your digital marketing efforts. Agencies can automate tasks like:

• Emails & newsletters
• Social media posts & ad campaigns
• Lead tracking & nurturing

99Firms suggests that conversions increased for 77% of marketers that used marketing automation solutions. Automation is one of the best ways to stay on top of trends, streamline processes and keep an eye on the competition.

Online PR is a chance for your marketing team to get online coverage. Much like traditional marketing, but instead of off-line, a digital marketer uses online strategies like:

The global PR market is worth more than U.S. $97 billion. Of course, PR comes at a cost, and it takes about eight months to see returns. But it is a way to connect with an audience that you might not reach otherwise. 

When starting a digital marketing agency, decide if you will be working solo or plan to hire a team. Then determine what kind of services you want to offer your clients. For example, will you provide full-service packages or focus solely on one specific area? Options to consider include:

Full Service

A full-service agency offers a gamut of digital services like website development, social media marketing, SEO, paid ads, etc. Full-service agencies are typically a team effort. They handle every aspect of a client's marketing campaign.

Single Channel Service

Here, the agency specializes in one specific area. For example, they only offer SEO or run PPC campaigns for their clients.

Multi-Channel Service

A multi-channel agency offers several services but not the complete package. For example, they may handle social media management and social media ads. But they don't take care of SEO or Google Ads.

Of course, you can start your agency offering only a selection of services. Then as you retain more clients, you can hire a team and expand your list of services.

Become the expert. Don't be a generalist, and try to serve every business owner. Digital marketing agencies that specialize position themselves as the authority. They stand out from the competition. Niching also means you can better help your client. For example, it's easy to duplicate once you have a system that gets results. There are three main categories of niches; 

1. Specialization

Specialization is the type of service your agency provides. For example, will you be the expert in SEO and mobile-responsive websites? Or will you use social media and email marketing to get results?

2. Vertical

Vertical refers to a specific industry like real estate, fashion, or health and wellness. But it allows you to become an industry leader and learn its nuances and distinct issues.

3. Geographical

The geographical niche offers services to locally owned businesses and handles Google My Business listings, local SEO, reputation management, and local PPC or Google Ad campaigns.

To decide on your niche, do market research. Digital marketers should use tools like Google Keywords, Google Trends, social media platforms, or surveys. Then access things like:

Digital marketing agencies have a few options around payment styles, like an hourly fee, retainer, or on a performance-based model. How much you charge and the type of payment style your agency picks should align with the costs of your digital marketing strategy. Will you have enough capital to run paid ads? Can you cover the costs of your marketing automation tools? Payment options include things like:

Retainer

A retainer agreement is a work-for-hire contract. Here the customer pays in advance for results. But you need to get results. So your agency needs the reputation and tangible evidence to support this payment style.

Hourly

Hourly payments are based on a per-hour system. So, for example, an agency gets paid for their hours for each client's campaign.

Commission/Performance-Based

Performance-based payments are cemented in your marketing efforts. For example, you get paid an agreed amount for every lead you generate for a client. This payment style can be advantageous if your agency has the skills to capture high-quality leads.

Flat Fee/Fixed Fee

Flat fees are on a per-project basis. Estimate how much time you'll need to dedicate to a client's campaigns to get results. Then calculate what you want to get paid per hour to determine the total fee.

To be a digital marketing agency clients want to use offer services clients want. Be smart about marketing and get in front of the right people. Build a community on platforms like YouTube, Facebook, a blog, etc. Or leverage social networks like LinkedIn or your local BNI and be active on forums like Reddit. Then share value and demonstrate how and why you're the expert.

It's about what and who you know in digital marketing; relationships go a long way. Start by building conversations. Get the word out about your online business and focus on developing a network. The goal is to generate a steady flow of customers. But be ready to take countless no's and overcome objections. Starting a digital marketing agency is a numbers game.

So learn the skills you need to get results like SEO, content creation, video marketing, etc. Then get social proof like reviews and testimonials. Work for free or on a low-cost budget, or employ the rank and rent strategy to rank your website at the top of Google to establish credibility. Then work hard and get results to retain more clients and charge your worth. 

Develop an approach to keep them engaged as long as possible. For example,

The better the results, the more you can charge for digital marketing services. Then build a team and scale your agency to secure a steady income.

Customers don't care what digital marketing approach you use. Customers only care about more leads and more sales. So find new and innovative ways to promote products and services. For example,

• What actionable strategies can you use to boost sales volume?
• How will your agency increase a business's bottom line? 

Understand current market trends, and don't be quick to do what the other guy does. Instead, focus on organic content in conjunction with paid ads. Consider that advertising is an accelerator, not an initiator. It can take a good offer and get in front of your bust customer. But it can't take something that hasn't been proven yet and just make it sell.  

Instead, focus on building your network and making real relationships with the right people. For example, use platforms like Facebook Groups, LinkedIn, and YouTube. Publish content that adds value to a person's life. Be the best contributor on Reddit, LinkedIn, or even with your Facebook comments. But if you can fill a gap in the market or solve a problem, your agency will get results for your clients.