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7 Insights Into Marketing To Grow Your Agency In 2022

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7 Insights Into Marketing To Grow Your Agency In 2022


95% of agencies met or exceeded revenue goals for 2021 by focusing on profitable service offerings.

Will 2022 be another great year for agency growth?

We believe it will be, especially if your agency matches and exceeds what your competition may be doing.

In this article, we’re going to share key findings from CallRail’s 2022 Outlook for Digital Marketing Agencies report that will help you grow your agency and stay ahead of competing agency trends.

1. 86% Of Agencies Added A New Service Offering – You Should, Too.

To stay competitive, agencies pivoted towards their most profitable service offerings and added new services to address their client’s needs.

In 2021, the service offerings considered most popular were:

  • Social media marketing (reported by 34% of agencies).
  • Full-service digital (29%).
  • Website design and development (25%).

While website design and development dropped in popularity from 2020 to 2021, it remains the third most popular service for the past two years.

Social media marketing and full-service digital took the number one and two spots from 2020’s most popular services, SEM/paid advertising and SEO.

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Why Are Agencies Adding These Services?

One likely explanation for the shift in service focus from SEM to social media marketing is the increase in social media users last year.

According to the latest social media statistics, 400 million new people signed up for at least one social networking site in 2021.

These insights can help your agency discover what services your competition may be adding, allowing you to add them as well.

2. 32% Of Agencies Report Social Media Marketing As Most Profitable Service

Consider adding social media marketing to your agency’s service offerings, if you have not added them already.

In addition to being the most popular service offering, social media marketing is also considered to be the most profitable service offering by 32% of agencies.

This is followed by full-service digital (reported as most profitable by 28% of agencies) and website design and development (24%).

3. Agencies Spend 20 Hours On Marketing Strategies Each Week Per Client

Is your agency spending too little time on your clients’ strategies?

Agencies reported spending an average of 20 hours each week on marketing strategies and tactics per client.

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How about the other time spent managing clients?

Agencies reported spending an average of:

  • 76 hours for account management and communications.
  • 56 hours for reporting.
  • 16 hours for agency administration.

These numbers can serve as benchmarks for your own agency’s productivity and ROI.

Believe your clients’ accounts could be performing better? Check your time spend against these benchmarks.

While finding more efficient ways to manage and communicate with clients would help ROI, the number of hours spent on reporting can have a positive effect.

4. 86% Of Agencies Listed Client Reporting As An Essential Service

In terms of client growth, reporting is crucial.

Agencies that did not meet or exceed client growth goals were 15% less likely to consider client reporting as an essential service.

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Fact Checking: Get Your Facts Right

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Fact Checking: Get Your Facts Right

In the last decade or so, the concept of “fake news” has become a major thorn in the side of consumers and content writers alike.

Digital marketing experts who write SEO content at the enterprise level might not consider themselves journalists or news reporters – but there’s a greater overlap between the roles than many people realize.

Like journos, enterprise SEO content writers need to earn the trust of their audience by demonstrating authority, relevance, and experience.

And while you might think that, as a content marketing specialist, the only person you’re serving is your client or employer, the truth is that good SEO content provides just as much service to consumers.

You’re not just advertising to people; you’re helping them find answers, information, and solutions to their problems.

That’s why, for SEO content writers, getting the facts right is crucial.

“Fake news” has eroded a lot of people’s trust in media. Online content, in particular, is always fighting an uphill battle due to the oversaturation of the digital space – and the sheer amount of misinformation that finds its way into blogs and social media sites with little quality control.

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Today, fact-checking is arguably more important than ever before.

One little mistake is all it takes to lose a consumer’s trust forever.

But what does it mean to get your facts right? Is it just ensuring every name is spelled correctly, and every claim has an attributed source?

Both of these things are an important part of SEO fact-checking, but they’re only a small piece of a large puzzle.

Enterprise SEO Fact Checking Best Practices

Fun fact: Even when consumers don’t know you’re lying, Google does.

Web pages with deceptive, inaccurate, or poorly vetted content are penalized and less likely to appear in search results.

Want to avoid the wrath of the almighty algorithm? Here’s what you need to do:

Get The Basics Right

A few paragraphs back, I mentioned that fact-checking isn’t limited to correctly writing people’s names, ages, positions, and pronouns.

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Nevertheless, getting the basics right is still important. If you can’t do at least that much, then you won’t be prepared to do more in-depth fact-checking.

It’s especially important to get this information right when you’re quoting multiple people.

Not only do you need to attribute quotes and ideas to the proper sources, but you also have to make sure the information they shared with you is accurately reproduced.

Double Check Everything

If you get a quote from someone that says the sky is blue, go outside and look up, just to be sure.

Okay, that might be an exaggerated example – but you get the point.

Double and triple-check everything.

If you find a useful quote or statistic online, track down the original source. See if you can find other reliable web pages with the same information.

Don’t be afraid to do a little research yourself. Crunch the numbers and try to find corroborating evidence.

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Never take anything at face value.

Go To The Source

Speaking of tracking down the sources of stats and quotes: That’s a cornerstone of fact-checking so important, it merits expanding on now.

Have you ever had a teacher or professor tell you, in no uncertain terms, never to use Wikipedia as a source?

Well, that’s just as true when writing enterprise-level SEO content. Wikipedia might be useful in pointing you toward helpful sources, but it shouldn’t be your primary text.

Nor should any second-hand source. If another web page states something as a fact, confirm where it got that fact.

If it’s a disreputable source and you parrot it, then you become a disreputable source, too.

Understand The Information

Content writing – especially at the enterprise level and especially in an agency (rather than in-house PR team) context – often requires authors to cover many different areas of expertise in many different industries.

It can be tempting to regurgitate and plagiarize information that already exists, but if you do that, you won’t be able to offer any meaningful insights.

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You have to understand the information you’re relaying.

That will help you spot contradictions and factual errors and demonstrate genuine authority.

Is AI Automation The Future Of Fact Checking?

Enterprise-level content fact-checking requires a lot of time and effort, but cutting corners is a recipe for disaster.

Fortunately, just as it has with many other aspects of SEO, AI automation may soon be able to simplify the process.

U.K.-based independent fact-checking organization, Full Fact, has been leading the charge in recent years to develop scalable, automated fact-checking tools.

Full Fact’s efforts have already garnered the attention of the biggest names in search engine technology.

In 2019, the non-profit organization was one of the winners of the 2019 Google AI Impact Challenge, which provides funding for potentially revolutionary automation research projects.

Full Fact’s stated goal is to develop AI software capable of breaking down long content pieces into individual sentences, then identifying the types of claims those sentences represent, before finally cross-referencing those claims in real-time with the most up-to-date factual news data.

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Though Full Fact is still years away from achieving its goal, the benefits of such a breakthrough for SEO content writing are self-evident.

That said, you don’t have to wait for the future to use AI automation and other software tools to help you fact-check.

For example, the Grammarly Plagiarism Checker not only identifies duplicate content taken from another source but also highlights portions of text requiring attribution.

Commonly used enterprise SEO tools like Semrush, Ahrefs, and Moz, meanwhile, can be used to investigate a domain’s authority, helping you decide which sources are considered reputable.

Fact-checking in today’s oversaturated news and information marketplace can be intimidating at first glance. But the number of resources available to content writers is growing by leaps and bounds every day.

Making full use of these resources better enables you to win consumer trust in an age when that kind of trust is a very delicate, precious, and valuable commodity.

More resources:


Featured Image: redgreystock/Shutterstock

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