What Is “Marketing” Exactly?
Here is the skinny on what a marketing agency actually does and why you might want one on your side.
You have probably heard that you “need marketing,” but what does that actually look like in real life. And what is a marketing agency supposed to do for you.
Put simply, marketing is anything your business does to attract customers and increase sales. And while you could do this yourself, there is a lot to be said for having a marketing agency there to guide you along.
In this blog post, we will describe what marketing is, what a marketing agency does, and why having the assistance of a professional is often your best chance at reaching your marketing goals.
What Is Marketing?
The AMA definition in plain English
According to the American Marketing Association:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Or, to make it less “buzzword y”: marketing is anything a business does in order to attract customers and increase sales.
Or again, to make it even shorter: marketing is attention.
Since turning a profit is probably your number one reason for operating a business, and customers and clients are a necessary part of that process, it is safe to say that marketing is one of the most important things you work on.
If you want a more technical overview, you can also check out the general marketing article on Wikipedia.
Marketing vs. Advertising: What Is the Difference?
“Attracting customers… increasing sales… is that just a fancy word for advertising.”
Yes and no.
Advertising as one type of marketing
Advertising is only one type of marketing. It involves creating ads and placing them where potential customers will encounter them. Think of a TV commercial, magazine ad, radio spot, or billboard.
If you want a neutral, high level explanation of advertising as a concept, this overview of advertising is a good place to start.
The 7 Ps of marketing
Marketing is a much bigger concept. While it can involve ads, marketing covers a broad range of strategies, such as email campaigns, blog posts, networking, packaging design, and even customer service.
Many experts categorize marketing into different areas, known as the 7 Ps:
- Product – the product or service you offer
- Price – how much you are charging
- Place – where you can be found
- Promotion – how you communicate about the product
- People – who is working for you
- Process – how you provide your product
- Physical Evidence – proof of how the customer benefits
Each of these parts needs to be considered to create a functional marketing plan. Advertising is just one piece of the puzzle.
What Is a Marketing Agency?
So where does a marketing agency come in.
A marketing agency is an outside team that helps plan, create, and manage your marketing so you do not have to handle everything in house. Think of them as a freelance marketing department that brings strategy, creative work, and reporting under one roof.
Some agencies are “full service,” helping with almost every part of your marketing mix. Others specialize in a single area, such as digital marketing, traditional advertising, or public relations.
For example, Clarity Creative Group is a digital marketing company, which means we are focused on web based marketing, such as website design and SEO services. Other marketing agencies may focus more on advertising, media buying, or PR.
Before hiring a marketing agency, it helps to decide the type of marketing you want to focus on and then look for an expert in that slice of the marketing pie.
What Does a Marketing Agency Do?
It takes both effort and skill to handle marketing properly, which is why many businesses turn to a marketing agency.
Marketing agencies can be as involved in your marketing efforts as you need them to be. Think of their work in four big categories.
1. Strategy and planning
- Clarifying your goals and target audience
- Creating a marketing plan and calendar
- Advising on which channels make sense for your budget
2. Creating and improving your marketing assets
- Web Design & Development
- Search Engine Optimization (SEO)
- Copywriting and content creation
- Email marketing campaigns
- Graphic design and visual branding
3. Getting traffic and leads
- Pay Per Click campaigns
- Advertising and promotions
- Social media marketing
4. Tracking results and reporting
- Analytics and reporting
- Reviewing what is working and what is not
- Adjusting campaigns so you improve over time
Some things a marketing agency might do for you are:
- Web design and development
- Search engine optimization (SEO)
- Pay per click campaigns
- Copywriting
- Email marketing
- Graphic design
- Analytics
- Advertising
- Social media marketing
- Long term planning and strategy
Why Should You Hire a Marketing Agency?
Allow us to answer your question with another question.
Why should your customers hire you.
Is it because you are an expert in your chosen field and you can do the job better than they can. Is it because you are better than the alternatives. Is it because your customers do not have time to do a job that you are uniquely qualified to do.
Hiring a marketing agency is very similar.
Marketing agencies are experts in the parts of marketing they specialize in. They have the time and resources to devote to a task that is more time consuming than most business owners realize.
And for many small businesses, they are more affordable than hiring a full in house marketing department.
DIY vs freelancer vs marketing agency
- DIY works when you have lots of time and passion for marketing, but it can be hard to stay consistent.
- Freelancers are great for one off projects, such as a logo or a single landing page.
- Marketing agencies connect strategy, creative work, and analytics so your marketing feels like one system instead of scattered tasks.
If you want marketing to keep running while you focus on your business, an agency can be a smart middle ground between “do it yourself” and “hire a full team.”
Say Hello, and Let's Get To Work Together
How to Choose a Marketing Agency
This is not a decision to make lightly. The success of your marketing efforts depends heavily on the skill of the marketing agency you choose.
Look at experience and fit
First, consider the experience and skill of the agency. Many marketing agencies tend to specialize in a specific industry, such as chiropractic care or hospitality. When your agency does not have to reinvent the wheel, you are more likely to get strong results.
Ask to see a portfolio of their past work. This can give you a good indication of what type of results to expect.
Pay attention to communication
Second, look at the way the team communicates. If it is difficult to get a clear answer, or any answer at all, before you sign a contract, imagine how hard it will be to deal with them once they have gotten your money.
Match your budget and expectations
Finally, make sure they fit into your budget. Setting a small business marketing budget should be more about investing in your business than “trying to get a great deal,” but this also means getting the biggest return on your investment.
Quick checklist: Questions to ask a marketing agency
- Have you worked with businesses like mine before.
- What services do you recommend for my goals and why.
- How will we measure success.
- Who will I be communicating with day to day.
- What is included in your fees and what is extra.
When interviewing prospective marketing agencies, ask plenty of questions so you are clear about what you are getting from them.
Say Hello, and Let’s Get To Work Together
Is a marketing agency really the best choice for your business. If you are unsure, that is exactly what we are here to talk through with you.
Clarity Creative Group has been marketing small to mid sized businesses since 2009, and we brought receipts. If you are looking to branch out into the digital space, or dial up your existing efforts, our tried and true strategies can help you get there.
Contact us today to schedule a free consultation.
Conclusion
Getting the word out is important, but a good marketing strategy does much more than that. It shapes your offers, your pricing, your customer experience, and how people talk about your business.
Marketing needs to touch every part of your company, from setting price points to hiring employees, so that the right customers find you and feel confident choosing you.
If that sounds like a lot to handle on your own, you do not have to do it alone. That is exactly where a marketing agency comes in.
FAQ: Common Questions About Marketing Agencies
What does a marketing agency actually do?
A marketing agency helps your business plan, create, and manage marketing campaigns that attract the right customers. That can include strategy, web design, SEO, content, ads, email marketing, social media, and analytics, depending on the agency.
Do small businesses really need a marketing agency?
Some small businesses are able to handle everything themselves, but many reach a point where marketing takes more time and skill than they have in house. If you feel like you are guessing or you do not have time to execute your ideas, a marketing agency can help you move faster with less stress.
How much does a marketing agency cost?
Costs vary widely based on services, scope, and your market. The most important thing is to know your goals and your budget, then talk with potential agencies about what they can realistically deliver for that investment.
