New digital service providers, especially traditional media businesses like broadcasters and newspapers, however, must weigh several factors, not just company size, before choosing the right fit, as each model provides certain benefits. The DIY model often appeals to tech savvy, hands-on business owners looking for the most cost-friendly option. They have both the time and desire to engage their customers socially, and ever-friendlier, easy-to-use DIY models add further appeal. The option of having full control over the construction and management of marketing services also attracts less tech savvy owners.
Business owners and managers with little time for digital marketing solutions often opt for the DIFM or DWM platforms. Though more expensive, these options lure owners seeking limited or minimal involvement in a full set of marketing services—web, development, social media, SEO, e-commerce, etc.—that function full force right out of the gate.
So what’s the best service model for your digital agency? All of the above, according to SeoSamba. Beyond the multiple options that exist within each platform, and even beyond costs to an extent, organizations should seek flexibility. Platforms may come with varying functionalities and styles, but what many of them lack is the ability to scale down the road. They also provide little in the way of automating execution and delivery.
Software architecture, and the team supporting it, undoubtedly has a huge impact on performance delivery. A hybrid architecture offers great advantages, as it can be delivered as an entire cloud-based solution supported by the vendor’s team, or partially on premise with support from your own IT staff. Regardless, you want to license your mission critical platform from an organization that controls their entire technology stack, and has experience providing services directly to small business customers. Working with a solid services provider side by side will help companies determine technical expertise and business objectives.
Change is the only constant in business, and the world of digital marketing services is no different. In this climate, a flexible provider that caters to all three platforms, concurrently or sequentially, becomes essential. A highly competitive small business market increasingly demands accountability and higher ROI. The industry trend is leaning toward pay-for-performance models, platforms should therefore support pay-per-lead, pay-per-conversion, and models that can deliver granular add-on services like SEO as a Service and Social as a Service, among other features.