By Malania Calugas Guest Columnist
There is a method to the madness, a psychology, a formula, a science! A good agency is going to understand your product, target audience, demographics, and what type of advertising will give you the most success. We add the sizzle to your steak; create a plan, and execute it. Everyone knows advertising your business is important, but many don’t understand the true value. It is no secret how many millions are spent per minute during the Super Bowl in advertising. The real question is, what is the worth of a new customer? An agency will know the best strategy.
You can have the best products or services, but what if no one knows about them?
We “technically” work as an ad agency. You may have a consultation for a Web site, but you may need to crawl before you can walk. For Web design and development, we may have to begin at the branding or marketing plan before even getting to the technical infrastructure of the site. The four main components to any good Web site or ad campaign are: Business, Creative, Technical and Marketing.
Let’s build a Web site!
My favorite analogy to give clients is this: You wouldn’t have a decorator build your house, do the plumbing and electrical, and then sell it, too. Think of the business side as the blueprints and objectives. Do you have a business/marketing plan? Is this an addition, new location, service or product? The creative side is your branding: logos, marketing materials, writers and design. Technical is the development, programming and functionality. This is where you benefit from having an agency involved; it takes a team to build a great site or ad campaign, and an agency acts as the project manager.
To market your Web site, the big trends right now are in social media and search engine optimization (SEO). Customers always want to know how to be in the top results of the search engines. This is a combination of things, starting with the coding of the site and searchable content; try to avoid sites fully developed in a video format. The more links you have coming in and out of your site, the better. And most importantly, keep your site up to date. Social media can be customized and integrated, feeding content to your site, which is also great for keeping things current. Imagine every time a change is made to your site, you get back to the front of the line.
So whatever your objective may be, a diversified agency will help you develop and execute your project!
Malania Calugas is president and CEO of Realite Networks in Seattle. Visit www.realitenetworks.com.