As digital marketing and advertising experts, ad agencies have a wide range of marketing tools at their disposal. Commonly used tactics include the following:
Word of mouth - The holy grail of marketing, word-of-mouth is when one person (or company) speaks highly of another person/product/company.
Client testimonials - A form of word-of-mouth marketing that’s managed by the brand, client testimonials feature the positive experiences of satisfied client. Hearing about the rewarding experience of another client builds trust in prospects and helps bring them through the door in the first place. References will further seal the deal once challengers are narrowed.
Case studies - Examples of previous work. Nearly all agencies use their websites as marketing tools to highlight their best work. Case studies act as proof of what the agency is really capable of.
Thought leadership and Digital Public Relations - Demonstrating expertise in an area or industry through a range of different content created by the agency or employees of the agency.
Social media marketing - Engaging with a community of fans, advocates, and industry peers through active social media participation and community management.
Print advertising - Placing print ads in targeted outlets. Many ad agencies purchase spots in key trade publications to appeal to their most desirable clients.
Pay-per-click advertising - The process of showing ads in search engine results pages when a user performs a search for a relevant business keyword. Ad agencies often bid on the most competitive marketing and advertising related keywords.
Search engine optimization (SEO) - The process of improving visibility in organic search engine rankings through a series of technical onsite edits and content marketing.