What Do Digital Marketing Agencies Do?

A brief overview of the functions of digital marketing agencies specializing in lead generation services for their clients.

Shan Liew

5/28/20234 min read

monitor showing website traffic
monitor showing website traffic

What Do Digital Marketing Agencies Do?

In today's digital landscape, businesses are increasingly turning to digital marketing agencies to maximise their online presence and drive qualified leads. If you're wondering what digital marketing agencies do and how they can help your business succeed, you've come to the right place. However, digital marketing has a wide range of different branches and marketing channels including SEO, search marketing, content marketing, email marketing etc. Therefore in this blog post, we'll explore the core functions of digital marketing agencies which have a focus on lead generation using paid media strategies. So, let's dive in!

First of all, what is paid media?

Paid media refers to the practice of advertising and promoting content through paid channels to reach a specific audience and drive desired actions. It involves investing financial resources to display ads, sponsored content, or promotional messages across various platforms, such as search engines, social media networks, display networks, and other online advertising channels.

Paid media channels include search engine advertising, social media advertising, display advertising, video advertising and native advertising.

If you want to learn more about paid media and its importance in digital marketing, visit this page on the importance of paid media.

Here’s a TLDR: One of the biggest benefits of paid media is that it doesn’t require weeks, months, or even years of effort to begin seeing results using organic marketing.

As a digital marketing agency focused on lead generation using paid media strategies, the agency’s main objective is to help their clients get more leads and sales through their doors. Most importantly, these leads will have to be sufficiently high quality, which means they must be very interested in their client’s businesses and are ready to buy.

Here’s the good news: such potential leads are congregating in masses on the internet. And it is the digital marketing agency’s job to target these leads with pinpoint accuracy and poach them.

Jokes aside, I mean, capture their attention and nurture them so that they become piping hot leads who are ready to buy.

How do they do this? Well, by first following a set of functions listed below:

Developing a lead generation strategy: A lead generation agency works closely with businesses to develop a comprehensive lead generation strategy tailored to their target audience, industry, and goals. They identify the most effective channels, tactics, and messaging to reach and engage potential leads.

Identifying the target audience: A lead generation agency conducts thorough research to identify and define the target audience for a business. This includes understanding their demographics, interests, pain points, and motivations to create highly targeted and personalised lead generation campaigns.

Creating valuable content: Content plays a vital role in lead generation. A lead generation agency creates compelling and valuable content in various formats, such as blog posts, e-books, whitepapers, infographics, videos, and webinars, to attract and engage potential leads. They ensure the content is optimised for search engines and provides relevant information to the target audience.

Optimising or creating compelling landing pages: Landing pages are critical in converting visitors into leads. A lead generation agency optimizes landing pages to maximize conversions by employing persuasive copywriting, engaging visuals, clear call-to-actions, and lead capture forms. They continuously test and refine landing pages to improve conversion rates.

Developing a lead magnet: Lead magnets are valuable resources offered to potential leads in exchange for their contact information. A lead generation agency creates and promotes lead magnets such as e-books, guides, checklists, templates, or exclusive access to webinars to entice potential leads and capture their details.

Nurturing the leads: Once leads are captured, a lead generation agency implements lead nurturing strategies to build relationships and guide leads through the sales funnel. They use email marketing, marketing automation, personalized communication, and relevant content to nurture leads and increase the likelihood of conversion.

Lead Scoring and Qualification: A lead generation agency employs lead scoring techniques to prioritise and qualify the leads based on their engagement, interactions, and readiness to make a purchase. This helps sales teams focus their efforts on leads with the highest potential for conversion.

Analytics and Reporting: Measurement and analysis are integral to lead generation success. A lead generation agency tracks and analyses key performance indicators (KPIs) such as lead conversion rates, cost per lead, and return on investment (ROI). They provide regular reports to businesses, highlighting campaign performance and areas for improvement.

While this is not an exhaustive list of all the functions that a lead generation agency handles, these are basically the core fundamentals which ensures a successful campaign for their clients.

Regardless of whichever digital marketing strategy a digital marketing agency or lead generation agency uses, the core principle should be this: always aim to provide more value to your customers than any competitor in your space.

While most digital marketing agencies always focus on using sleazy sales tactics to force people to buy, it is hardly the most effective. This is because people are repelled by those who always try to force them to buy and avoid them. On the other hand, they will always find ways to reciprocate and give back in return for the value they have received.

Therefore, if you want to run the most effective campaign to get leads for your business, just keep this principle in mind.

"Give before you take."

P.S. If you’re a service-based business interested in getting more highly qualified, piping hot leads fighting to get into your door, you can get your FREE marketing audit from us here! (Reminder: limited quantities only!)