Marketing Packages for Small Business: Find the Right One for You

There is no doubt digital marketing can help grow your business. It can increase people’s awareness of your brand, establish and nurture a relationship with an audience, attract high-quality leads, convert them into customers, and retain their loyalty toward your business.
But, how do you choose the best marketing package your small business will require from a digital marketing agency? Here are some steps to help you find out:

How to Find the Right Marketing Package for Your Small Business

Identify what you want to get out of hiring a marketing agency

You searched for marketing services and found yourself on this page since you want to improve your business’s marketing efforts for some reason. You might have some issues with your sales, market positioning, campaign results, marketing plan, brand awareness, or lead generation. Alternatively, your business might not have any issues with marketing but you want to expand it and need some help to make it happen.

However, there are a lot of ways to go about solving these issues or growing your business. You must first identify the objectives you want to achieve with the help of a marketing agency. The best way to do this is by identifying the KPIs you want to improve, the specific channels you want to grow, and the specific part of the buyers’ journey you want to address.

If you have a team, discussing this with them will get you a better idea of what your business needs. Their different points of view can help identify any opportunities and areas for improvement you might have missed on your own. On the other hand, if you are a one-man operation, it is best to consult with a marketing professional or agency first since you are more likely to miss some areas to improve in your business with just your point of view.

Determine the marketing services your business needs

Your objectives will often hint at which marketing packages or services you will need from a marketing agency. Here are the most common services agencies include in their marketing packages for small businesses:

Marketing consultation
A consultation with a marketing professional will serve as a diagnostic of your marketing strategy to see what exactly is wrong with it and determine the different options you have to achieve your goal. A marketing consultation may include an evaluation of your marketing efforts, business’ website and social media analytics, industry, target market, and marketing team and operations. It may also include an SEO audit of your website, tentative research of your market, the creation of a new marketing strategy, and the development of a brand identity. Some marketing consultants even offer their services as problem solvers during times of crisis for our business.

If you are a small business or a startup, it is best to get started by taking on a marketing package that includes this. A marketing consultant can help you get your bearing straight and identify your priorities before you formulate and implement a marketing strategy. In this way, you can make the most of your investment in your marketing efforts and limit your mistakes as much as possible.

Brand identity design
Your brand identity consists of the elements that people associate with your brand. Most marketing agencies will provide the following in their brand identity service package:

  • Brand visuals (logo, typography, color palette, and visual style)
  • Create brand identity (website design, traditional print media, product packaging, email design)
  • Identify brand positioning
  • Identify the mission of your brand
  • Create a brand personality that resonates with your target audience
  • Develop a brand story
  • Create a brand voice and style guide
  • Brand identity design is often underestimated. But, it is what will make your brand stand out among other businesses offering the same products or services or alternatives to what you offer. Moreover, effective brand identity design is a significant factor in keeping your business on top of the minds of your target market.
Website development and design
A website is a necessary component of any digital marketing strategy. It gives people an accessible channel for learning more about your business and for contacting you. It also provides you with a platform to host content that you can use to educate your audience and convert them into paying customers.

Moreover, if you plan to sell your products online, a website is even more important since it gives you a platform where you can sell to your customers that you have complete control over. You can still use ecommerce platforms like eBay and Amazon. But, having your ecommerce website will give you more control over which products show up in their recommendations and how you can collect people’s emails for future promotions.

Search engine optimization
A website is useless if it is not attracting visitors who have an interest in the products, services, or solutions you offer. Search engine optimization, or SEO, aims to bring your pages to the top of the results for the relevant keywords for your offer or audience. It also optimizes user experience to ensure visitors consume your content and browse other pages on your website.

If you have a website or plan to have one for your business, SEO is a must-have marketing strategy. This is why you would often find search engine optimization services included in website and marketing packages offered by digital marketing agencies.

Content marketing
Content marketing is a strategy used to attract, engage, and retain an audience for your business through valuable, entertaining, and original content. This content is distributed through your website, social media channels, business directories, email list, or video-sharing platforms. Examples of content used include articles, reviews, testimonials, newsletters, social media posts, user-generated content, podcasts, infographics, images, and videos.

Businesses that use content marketing can get up to 67 percent more leads than those that do not. This percentage is even higher for B2B businesses, which is at 72 percent. Moreover, end consumers attribute their purchasing decision to social media posts, branded videos, and articles they saw online.

Social media marketing
Social media marketing is one of the best ways to spread brand awareness among your target market. Social media provides you with a platform to tell your story, share the benefits of your offer, and engage your audience on a personal level. Moreover, it lets you listen in to conversations about your brand, competitors, or industry, which you can use to gain a competitive advantage for your business.

Social media marketing is one of the essential components of any business’s digital marketing package. This is thanks to people spending a significant amount of time on social media and their tendency to engage with any content as long as they find it engaging, interesting, or valuable.

Although it is a part of any business’s content marketing strategy, there is more to social media marketing than just content. There are also interactions present between your brand and its audience, which requires a more attentive and responsive approach from whoever is managing your social media.

Paid media
Paid media is a marketing strategy that involves buying ad space to promote your business online. These ad spaces can be found in social media, websites, and search engine page results. You can use paid media to promote your social media content, generate traffic for a campaign or landing page, or promote a product or service online.

You can target segments of your audience with paid media. This targeting can be based on their demographics, online behavior, and browsing history. For example, you can target audience members within a certain age range and that also have previously visited your website.

Determine your marketing budget

You cannot just decide your budget based on what agencies provide as their prices for marketing packages for small businesses. You need to know how much you can spend on marketing services first. Otherwise, you are more likely to spend too much and cause your bottom line to suffer. Alternatively, you may spend too little and get disappointing results.

So, how much should you spend on your marketing?

You will need to take into account your revenue, industry, and scale. Below you will see the average spending of businesses based on their size and industry that you can use as an estimate of how much your competitors may be spending for their marketing:

Average marketing spending per industry
  • Small businesses – 7 percent
  • Medium-scale businesses – 10 percent
  • Enterprise-scale businesses – 15 percent
Average marketing spending based on business size
  • Communications – 9 percent
  • Construction and home contracting – 3 percent
  • Consulting services – 8 percent
  • Consumer packaged goods – 9 percent
  • Consumer services – 19 percent
  • Education – 12 percent
  • Energy – 8 percent
  • Financial services – 9 percent
  • Healthcare – 9 percent
  • Insurance – 9 percent
  • Retail and wholesale businesses – 4 percent
  • Technology industry – 10 percent
  • Once you have determined an appropriate budget based on these percentages, you can then determine how much budget you have to spend from what is left of your current marketing expenses.

Research potential marketing agencies

A quick search online can give you several potential marketing agencies that can provide you with the marketing package that your small business requires. It is best to prioritize those that have the results and experience in your industry. However, given the volatility of the industry and the frequent changes in marketing practices, you should only look at the results they delivered to their clients in recent months.

Look for well-reviewed agencies and those with good white papers or case studies about the work they did for their clients. You can also look into how these agencies do their marketing to see if their digital marketing seems professional and effective for their target market. Either of these can provide you with an idea of whether a marketing company can provide effective digital marketing services for your business.

Talk to the agencies at the top of your list

After you have found a few that you think can do a good job for you, it is time to contact them and talk to them about the digital marketing package you require. Some of them will offer a brief consultation at no cost. Take advantage of this since they have a better idea of how you can implement the services you require and they might have some suggestions on which you should prioritize.

You can also ask them for client references. Ask these businesses what it is like working with them and how satisfied they are with the agency’s services. You can also ask them about how fast their customer support responds and how effective their fixes are in case of any issues.

Decide on your agency and marketing package

Once you have found a good fit, decide and start talking to the marketing agency. They will probably ask you to commit to a few months of their service. It is best to work for at least six months with them. This will give them enough time to create tangible results but not long enough that you will be stuck with a marketing agency or strategy that fails to deliver results.

Review the results of your marketing campaign

Any decent marketing agency will set some key performance indices that they will aim to achieve through the services they provide. When the contract period is up, you need to evaluate how well they performed in meeting these KPIs.

There is a chance that their services do not meet the goals they have set. In such a case, you need to consider how much they have achieved and compare these to the objective of your marketing campaign. You also need to evaluate their recommendations and evaluation to meet these objectives in the future.

Schedule Your Free Marketing Consultation With Us!

It can easily overwhelm anyone with the different marketing packages available and the various considerations you need to take into account. Let us help you figure out which one is the best for your business in relation to your business objectives and the current state of your business. Contact us today and schedule your free consultation with us today!

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