Choosing the best digital marketing agency in Ghana

How to choose the best digital marketing agency in Ghana (2020)

Choosing the right digital marketing agency in Ghana can be a hectic job.

But it can save you tonnes of money, time and many other resources.

So today, I’m going to share with you a simple way to choose the best digital marketing agency for your business in Ghana (2020).

You would bear with me that 2020 has been a very challenging year for many businesses.

Why? The famous novel coronavirus.

Just a quick update:

As of 14th April, 636 cases had been reported. And out of this, 17 recovered, and 8 died.

The good news is that covid-19 will not last forever.

So, the BIG question is:

What happens to businesses (especially small businesses) in Ghana?

No one can give an absolute statistics on what will happen. But what we all know is that many private businesses are likely to go down the drain.

But relax…

There is always a way out. It is however important for EVERY business owner or leader to understand that making digital marketing an integral part of their business, is NO MORE an option.

So, let’s take a look at whether or not it’s worth outsourcing your business’s marketing to a digital marketing agency. And how to choose the best agency (if you choose to) for your business.

Is it necessary to outsource to a digital marketing agency?

The answer is yes! And no at the same time.

But before we go into that, it is important to understand what digital marketing outsourcing is all about. So let’s take a look at that briefly.

What is digital marketing outsourcing?

Digital marketing outsourcing is the business practice of hiring an external marketing agency to create and execute a workable marketing strategy for your business.

Outsourcing your marketing to a digital marketing agency gives your core team an opportunity to focus on your core business operations.

Even big brands like Google, MTN and Barcleys Bank do outsourcing.

MTN to outsource call centre facilities. Source

Elon Musk, a modern day genius in the tech world, had this to say about outsourcing:

With cost efficiency gaining top-priority, CEOs are relying on the assured benefits that outsourcing brings, particularly in low-cost, talent-rich, and manufacturing savvy nations like China and India.

But it’s not always bread and butter. Because if you choose wrongly, it could be the pathetic end of your comapany’s vision.

To better understand what I mean by that, let’s discuss the advantages and disadvantages of digital marketing outsourcing.

Advantages of digital marketing outsourcing

  • It saves you extremely valuable time. You get to focus your team’s attention on what you are really good at, so that the agency takes care of the marketing.
  • It saves you tonnes of money. Digital marketing is continually evolving. The likes of Facebook, LinkedIn and the almighty Google are continually changing. You would need a lot of resources to achieve desired results.
  • You get qualified but experienced team to work on your goal. Form the right in-house marketing team could be extremely daunting, even if you have the resources. But apart from that, you would also have to upgrade their skills and resources every now and then.

Disadvantages of digital marketing outsourcing

  • Choosing the wrong agency could cost you your entire business. This is because some valuable information would ultimately be made available to the agency.
  • Failure to clearly communicate your marketing goals to the agency could cost you more for nothing.

The bottom line

Anything great, comes with some risk. Despite the few disadvantages, it is mostly best for you to outsource your marketing to a trusted digital marketing agency.

And by the end of this post, you will have all the tips and tricks in choosing the right agency for your business.

Overview of what a digital marketing agency can do for your business

Now that we know everything we need to know about digital marketing outsourcing, let’s talk about what a digital marketing agency is.  

And what they can do for your business.

Mike Kingerich defines it as:

a resource that provides a wide variety of marketing services under one umbrella that a business typically does not have in-house expertise in.  The agency has numerous client goals, but the ultimate goal is to help you increase your product and service sales through their efforts.

Examples of digital marketing services

Website Design

If you are reading this, then of course you know what a website is. If your business does not have a website, pause and put on your to do list ‘Design website’.

Let me explain

First, having a website that is well optimized, makes you look professional.

Also, it takes your business global and opens up new doors of opportunities. That means, anyone anywhere in the world, could see your product or service, and contact you for a sale or partnership.

In fact, a website in today’s world is regarded a basic component of every business.

If you have one, but it’s not giving you any results, sorry about that. But please remember this, a website that is not being managed, is like a fully stocked shop that is always closed.

But, I’m here to help you.

So let’s go to the next service that an agency can offer you.

Search Engine Optimization (SEO)

Brian Dean, a modern day genius in SEO defines it as

…the practice of getting targeted traffic to a website from a search engines organic rankings.

So, if you have a website that is not producing results, you can consider talking to your agency for this type of service.

You should however bear in mind that SEO is not a one-time event. It will take at least six months, at best one year to start seeing some results.

Search Engine Marketing (SEM)

Let’s say you have a website but it’s not giving you the desired results. A digital marketing agency can pay Google to display your website right on the first page anytime someone searches for some specific keywords.  

For example

When I search for ‘trade online’ in Google, here’s the results I got:

Google search results for ‘trade online’

You would notice that the first search result, has ‘Ad’ right before the web address. This means that the company has paid Google to show their website first for the keywords I searched for. And their site will automatically show up before the other websites that have not paid for such services. This is called Paid Ad. (In other words called Pay-Per-Click).

This is a very fast way of getting your brand before your target customers.

It is a VERY effective means of online marketing. But don’t forget, you will pay for the ad as well as the agency’s service cost. (In most instances the cost will be a lump sum)

Social Media Marketing

Most digital marketing agencies in Ghana now offer social media marketing as a major component of their strategy.

Facebook, LinkedIn, Instagram, Pinterest and Snapchat are some of the most common social media sites mostly used in Ghana.

With the right strategy in place, social media could be a goldmine for your business.

Here’s why

Facebook alone has close to 5 million active users in Ghana.

Facebook user statistics in Ghana. Source

And almost 83% of such people are between the ages of 18 and 44. You would agree with me that this age group represents the active consuming population. And I’m pretty sure most of your clients are within this age group.

However, it is important to know which social media platform is best for your business. And that’s where the digital marketing agency comes in.

So hiring a digital marketing agency in Ghana to do your social media marketing for you, would not be a bad idea at all.

Other digital marketing services

Other equally important digital marketing services include the following:

  • Email marketing
  • Content marketing
  • Video marketing
  • Youtube marketing

Some expertise in digital marketing

Perhaps you are thinking of forming a strong in-house digital marketing team. Or, you are interested in knowing what kind of expertise typical digital marketing agency in Ghana has.

So let’s take a look at some important expertise in the field.

  1. SEO experts (On-page expert, Off-page expert, technical expert, and content expert)
  2. Copywriters and editors
  3. Graphics designers
  4. Website designers
  5. Social media page managers
  6. Research and data analyst
  7. Video/audio producers
  8. Social media strategists

The list goes on and on. But it doesn’t mean every digital marketing agency has all the expertise mentioned. The type of service they deliver and the structure of the agency, determines who they include in their team.

How to choose the best agency for your business

By now, it should be easier for you to make the best decision on who deserves to work with you.

So let’s go straight to the point.

First, launch your search engine. Say Google, and type in your search query.

Search results for best digital marketing agency in Ghana

In the example above, the first two results gives you a list of digital marketing agencies in Ghana.

You can check out the list. But here’s a SECRET:

If a digital marketing agency cannot rank on page 1 or 2 of Google, DON’T hire them. If they cannot rank on page 1, then how on earth can they make you rank high on search engines. You know the answer.

Also, in some instances, your search might display one or two Ads before the organic search results. Again, don’t go for the Ads.

Wondering why?

Let me explain.

A great digital marketing agency should be able to rank on page one of Google search organically (without ads). Let’s face it, if the agency is promising to help you show up on the first page of search engines, but they cannot do that for their own website, then why should you trust them.

If you need an agency to run Google ads for you, then it’s understandable to choose an agency that is shows up in the ads section of the Search Engine Results Page (SERPS).

So now that you know the two don’ts, let’s move on.

Shortlist at least five of the top results in Google. And review each agency’s website to see which one can give you desired results based on what you’ve learned so far.

Next, shoot each agency an email…

But before you do that, review the following IMPORTANT factors with your team first:

  • Goal – Do you want to educate your target audience about your product/service, sell, engage with existing customers, or launch a product? Make sure it’s clear
  • Budget – ‘Oh but their price is what matters’. True. But you cannot bite what you cannot chew. So have a fair idea of how much your business is willing to commit into digital marketing.
  • Target audience – any proper agency will ask you questions about who your target audience is. Of course, I’m sure you know who your audience is, but having some more details such as age, sex, location, industry and interest would be very helpful.

Now you are ready to send each agency an email. Simply request for a proposal, set up a team to review the proposals and invite at least three of the agencies for a quick presentation. The presentation could be done at your agency’s premise, or virtually using a tool like Zoom.

It is extremely important not to go in for the cheapest. Because in the digital world, you actually get what you pay for. For example, if you want to know the cost of designing a website in Ghana, check out this link to get a fair idea of how much to budget for it.

Also, if anyone promises to give you an overwhelming results within one month, think twice.

Except for one time services like website design, nearly all digital marketing strategies that guarantee amazing results, take at least six months.

Even if you are running Google ads, it is important to be patient enough so that your data could be analyzed over a period of time.

One last thing

During the presentation, find out what form of report they will be providing to you. And how often the agency will report to you.

Graph showing digital marketing report

Unlike traditional forms of marketing, digital marketing reports should have analytic data on results.

Digital marketing reports usually should have graphical representations detailing demographics of people reached, the actions they took, age group, sex and other important data.

The agency should also be able to put this report in perspective. What I mean is, the data should be analyzed to give meaning to the reader on what happened, what it means, and possible trends in the future.

Conclusion

Today, we learned what it means to outsource your business’s marketing to a digital marketing agency.

By now, you know the type of services a digital marketing agency in Ghana can offer for your business. And how to choose the best agency for your business.

It is very important to remember that irrespective of the agency you choose, you should first have a goal in mind.

Also, make sure the agency has a good online reputation by using the strategy outlined above.

Finally, know your budget. And prepare for a long term investment if you want to get a outstanding results.

Now I want to hear from you.

How helpful was this article and do you agree that outsourcing to a digital marketing agency is the best way to go? Share your comments below.

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