SEO. PPC. Social Media. These are completely different things, right?

Well, they each have unique components, and they each require a specific kind of expertise. But they are one and the same–digital marketing. You could even take it one step further and call it just marketing.

To be successful, you don’t just need SEO. You’re not going to get by with only social media. You need digital marketing and all of its applicable subdivisions and channels.

Hiring a digital marketing agency to handle your SEO is a great way to get expert help without the high cost and headache of using in-house staff. But what if your digital marketing partner also offers social media or pay-per-click advertising (PPC)?

Each Segment of Your Digital Marketing Becomes More Powerful When They Can Work Together

As long as a digital marketing company isn’t offering services where they have little expertise, there are several advantages to having the same agency handle multiple aspects of your digital marketing. That’s because each segment of your digital marketing becomes more powerful when they can work together.

The various subdivisions of digital marketing aren’t separate from each other. There’s overlap. Social media can influence SEO and vice versa. PPC needs someone who knows what they are doing, but it’s going to be even more effective if that person knows some SEO and social media, or has access to an expert in the office who can offer guidance.

Benefits of Hiring a Full Service Internet Marketing Agency

When you hire one company for all your digital marketing needs, then you get to enjoy several advantages, such as:

  • Centralized communication. You can relay information about your business to one group of people, one time, instead of having to repeat yourself to different partners.
  • Cohesive and consistent strategy across all channels. The team can work together so all aspects of marketing are working to accomplish a common goal. Each employee has been trained in a similar way and understands the overall strategy.
  • More resources available to you. A full service digital marketing agency will have employees on staff with a wider range of knowledge, developers on hand, and a team of copywriters, etc.
  • Checks and Balances. Not only do we have employees who are experts in each aspect of digital marketing , the team also provides different perspectives to create a well-rounded and targeted effort.

Let’s take a look at one important part of any client-agency relationship: the onboarding call. When you get together on a conference call or in person to exchange information, you have the unique opportunity to give your campaign direction and set a good tone for months to come.

When you work with a full-service digital marketing company, it can make things easier in the initial stages of a campaign. At Leadgenix, we’ve found that when we’re doing SEO, social media, and PPC for a client, it’s easy to take all three aspects and work on them together as a unified strategy, rather than tackle each one separately.

A Unified Strategy Will Help Your Digital Marketing Campaign Create More Success

After the onboarding call and beginning stages of the campaign, the different areas of digital marketing can really start to enhance each other. For example, creating new content on your website in the form of a company blog can benefit your SEO, but a timely blog also presents a great opportunity to promote yourself on social media.

When you hire a digital marketing company to handle both SEO and social media, one blog post does double-duty; it will be optimized to show up on Google searches, and it will be tailored for spurring social engagement. And when people share your blog with their friends on Facebook, that’s good for SEO, too.

Keyword research is another example of the benefits of hiring a full-service digital marketing firm. An SEO expert knows how to conduct keyword research to find the best words and phrases to target for your website (you know, the words and phrases your customers are typing into Google).

If your PPC team has access to the in-depth keyword research compliments of the SEO team (they’re in the same office after all), they can integrate them into your paid advertising campaign. And your social media team can take a look at those keywords and use them as inspiration for Facebook posts or targeted tweets.

Dangers of Hiring Multiple Companies to Manage Digital Marketing

Unfortunately, when it comes to digital marketing, it’s really easy to do things that hurt SEO. That’s why communication between all your marketing efforts is so crucial.

When you hire multiple companies to handle your digital marketing, you’re risking certain pitfalls that could be avoided if everything were done under one roof. One of our clients recently had a PR company that was putting up all kinds of duplicate content on their site (which may have been good for public relations, but it’s terrible for SEO). Thankfully, we were able to catch it before it did too much damage to our client’s Google rankings. We took their PR content and optimized it for SEO, so it could benefit their overall marketing efforts.

Communication between companies isn’t always easy. Most of the time, the client doesn’t facilitate working together across multiple partners. Potential pitfalls include:

  • Overlap and confusion about who is doing what
  • Wasted time coordinating and communicating with a variety of providers
  • Missed opportunities
  • Different companies trying to steal business from each other, instead of focusing on the whole strategy

Of the pitfalls I listed, missed opportunities may be the most frustrating. When we see clients doing things with their other marketing efforts that could have benefited their SEO, too–well, let’s just say it would have been nice to know.

In addition to all the dangers I’ve mentioned above, hiring multiple companies can be confusing for a client. For example, when you’re receiving reports from multiple partners, it’s difficult to tell where leads are actually coming from. Everyone is going to try to take the credit for leads. For example, a banner ad might create customer awareness leading eventually to a Google search and a click to your website. The agency who created the banner ad will want to take credit for that lead, but so will the SEO agency who helped you rank well in that Google search.

Who takes credit for what shouldn’t be the focus of your digital marketing efforts. When you have one company handling your SEO, social media, and PPC, then you can focus on what’s working, what isn’t, and how to achieve your overall marketing goals.

Should I Ever Hire Multiple Companies to Manage Different Aspects of My Online Marketing?

Although there are several dangers to hiring multiple online marketing companies, there are plenty of examples demonstrating when it can work to your benefit. After all, no single agency can provide you with a one-size-fits-all solution to all your marketing needs. Your company is unique, and requires a strategy tailored to your situation.

Size is perhaps the biggest factor. How large your company is, as well as how many resources you have, will play a big role in how you divvy out your marketing efforts. It may be beneficial, for example, to bring all your marketing efforts in-house where you can have absolute control. It may also make better sense to have the majority of your digital marketing in-house, with a few tasks outsourced to other companies.

Another time it may be better to hire multiple companies is when you need a specialist, or when you operate in a highly technical industry. A full-service digital marketing company may not have the high level of industry expertise that you need to be successful.

Web development is another area that might benefit you better if you separate it from your other digital marketing efforts. For example, user experience testing is more effective when it’s conducted by people who weren’t directly involved in creating the website.

SEO, PPC, & Social Media Work Best When They Work Together

No matter how you divide your marketing efforts, make sure that your partners communicate with each other. And when it comes to most SEO, PPC & social media, it’s always better when they are unified under a single roof. That way, there will be fewer missed opportunities and a more cohesive strategy.

Megan Rothey
Megan is an Digital Marketing Manager at Big Leap who loves coming up with strategies that help businesses grow. She has a fondness for SEO since that was her focus when she entered the digital marketing industry. She is a board games master, a tennis enthusiast, and she adores her husband.