Here at Indago Digital, whether it be Finance, Travel or Hospitality, our clients range from most verticals where digital client acquisition is key. This can become an issue when targeting new potential organisations that benefit from our services and expertise.
From my experience – (and I think we would all agree here…), if you are looking for great results in any aspect of business or life, you go to a specialist. Not only from the field required but also in the specific area or line of the work that needs to be done. Whether getting a tooth replacement, fixing your car, getting legal advice or digital marketing.
I can confidently say that working with an agency that may also run your competitors is a huge plus rather than a negative for you. No matter how it may be perceived at times.
Vertical Experience
If you take finance, for example, it’s a tricky vertical for electing to run paid search campaigns. Keywords are costly, and Google often comes up with new limitations and targeting prohibitions.
We have identified unique strategies for our clients in the same-day loan space that let us get around certain limitations. We have identified these solutions from trial and error and from thinking outside the box using the features google offers us when running a paid search ad. More importantly, we have been able to do this by understanding the vertical/industry we are targeting exceptionally well.
And I can assure you – that not all agencies out there utilise our tactics.
For our clients in this space, which are several, working with us is giving them an advantage, allowing them to get better results.
Every website is different.
If you look at SEO, anyone that has a basic idea understands that SEO has three specific areas to it;
Technical, Content and Link-building. websites' results are Tremendous when we run audits for our potential clients. Some websites have results that are never the same when substantial technical problems must be addressed to improve their ranking. Others need evergreen content or a tremendous distributable content idea to help them get better links and improve their domain authority. Even a brand has weight when it comes to SEO, so no campaign can be the same or get the same results. Even if the exact same work were done to each website, you would never achieve the same outcome. Focusing on best spoke strategies unique to each client’s needs is critical to delivering results and a long-term relationship. This is why it doesn’t matter if you are in the same vertical.
Agencies don’t favour one client by using another’s data
Being an extensively data-led digital marketing agency, we know that data doesn’t lie and can be quantified and analysed thoroughly.
I would suggest this is where most potential clients feel worried and concerned. What if the agency used our data to favour one of our competitors?
From an agency perspective, first and foremost, we sign NDAs for each client, so we are legally obliged to keep your secrets safe. But above all – we strive to do our best and prioritise doing the right thing for our clients. But butWe not only want to get them the best results in the market and treat their business as we do ours with immense love and respect.
Yes – sometimes the same ideas might be suggested, such as our digital office walk-through. Strategies that have worked will be proposed again – like a content hub. But the ultimate goal is always – maximum results.
Going back to my previous point, no website or brand is the same. Having strong knowledge in a vertical will only benefit your business as it adds essential in-depth understanding.
The answers to questions such as:
- Who your clients are, or
- How to target them
Written by
Gary Nissim
