Digital Marketing Agencies
and Go-to-Market Strategy
(or Web Studios | Software Development Companies)
Digital marketing agencies provide outsourced marketing services.
Depending on their team size, positioning, and degree of specialization, many agencies work with small businesses and startups with few internal marketing team members.
Navigating the Broad Scope of Digital Marketing Agencies for Startups
When agencies strive to be their clients’ single point of contact for anything and everything related to digital marketing (omnichannel marketing or multichannel marketing), you’ll often see the agencies adopting a full service and full-funnel approach that brings together five or more different specializations under one umbrella.
These interrelated and integrated outsourced services can include branding, content copywriting, conversion rate optimization, email marketing, events, graphic design, public relations, search engine marketing, search engine optimization, social media marketing, and video.
Some digital marketing agencies focus on niches or vertical markets, such as agencies for manufacturing companies, software startups, or dental practices. Other agencies specialize horizontally with concentrations in customer relationship management (CRM), eCommerce, marketing automation, sales productivity, or web design and website development.
Agencies concentrating on web development also often blur the line between digital marketing, web studio, and custom software development.
The Challenging Environment Faced by Digital Agencies, Web Studios, and Custom Software Development Companies
Clients depend on digital marketing agencies to drive business growth.
However, with so many industries facing intense competition and digital marketing saturation, agencies can find it incredibly challenging to help their clients stand out from the crowd. And the first cousins of digital marketing agencies -- web studios and software development companies -- face similar struggles around differentiation and avoiding commoditization.
According to WordPress, 70 million new blogs get published on WordPress every month.
WordStream found 64% of marketing agencies have 10 or fewer employees, with only 10% of agencies employing more than 50 people.
And HubSpot found that 82% of marketers actively use content marketing, up from 70% the previous year.
How Digital Marketing Agencies Address Their Clients’ Go-to-Market Strategy
Before a digital agency can create and promote the content needed to attract the right prospects and customers, the agency first needs to perform basic market research and customer insight analysis to develop and optimize its clients' go-to-market strategy.
In addition to thinking through how each client will differentiate, be seen as credible thought leaders, improve its competitive positioning, accelerate sales cycles, and create an engine for scalable, profitable growth, digital marketing agencies and their clients need a go-to-market strategy that includes buyer personas, jobs to be done, defined sales processes, demand generation plans, content strategy, key performance indicators (KPIs) to measure progress, and a customer success framework.
However, creating an effective go-to-market strategy can be extraordinarily time-consuming and expensive.
And that’s the reason why we created Go-to-Market Strategy Blueprints so that you can get instant access to affordable Go-to-Market Strategy Blueprints for specific industries and business models.