CTM Blog


Digital Marketing Attribution: Helping Agencies to Differentiate Themselves

by Erika Rollins

Read Time 4 Minutes

Marketing, PR, and ad agencies know how to differentiate—it’s what they do. The truth is that many agencies are so focused on helping clients differentiate themselves, that they lose focus on their own needs. Often, agencies go for years without finding a niche, an offering, or a voice that sets them apart. 

However, there are ways to start to stand out from your competitors and fine-tune your marketing messages. Digital marketing attribution is an important part along with other tools. So, we’ve laid out 4 ways that agencies can set themselves apart this year:

Engage in Digital Marketing Attribution

You may think you have the best ads and campaigns but if you’re not tracking all of your efforts with digital marketing attribution you really don’t know. Gaining insight into what ads, campaigns, channels, and messages are driving high-value conversions and which aren’t can help agencies differentiate themselves from the crowd.  Taking a look at which are resonating most with prospects and customers will help you determine which of your messages as well as offerings most interests your audience. 

Use AI for Content 

Artificial intelligence (AI) is revolutionizing the way organizations do business. AI can help your agency stand out from your competition in a few ways. One great way is through your content. Creating SEO-focused content that illustrates your team’s thought leadership abilities is a way to brand your agency and stand out. 

AI-powered content creation tools help teams create great content readers want. Tools like Semrush’s conversational AI content writing tool helps writers to know key details to create the best content. When you use this in conjunction with digital marketing attribution tools, you can see the content that converts the best.

Utilize AI for Automation

AI not only helps make digital marketing attribution more valuable, but conversational AI tools like virtual agents and ChatGPT also help automate numerous repetitive processes. Virtual agents provide round-the-clock customer service, and tools like AskAI provide immediate answers to preset questions and quickly sort mounds of data highlighting the most valuable. This information prompts immediate follow-ups leading to exceptional customer service experiences.  Providing the best possible customer service experience is a sure way to set your agency apart from the rest. 

Not only can you use these conversational AI tools for your agency, you can do the same for your clients ensuring their success and yours. Using digital marketing attribution tools with marketing automation tools ensures your clients and theirs have the best experience possible. 

Offer Access to Data

Most marketers get tons of data. But what you do with that data is what really matters. There are a couple of ways to use data as a differentiator. First, you can specialize in research, collecting, and studying consumer and market info that clients crave. You can then use this information to drive strategy and create interesting, valuable thought leadership articles.

Second, you can layer on to your digital marketing attribution efforts and find better, more comprehensive ways of tracking customer journeys. Many marketers miss offline data such as text or phone calls. When you use call tracking and dynamic number insertion, you get closed-loop attribution and data on all of your campaigns and customer interactions. This is the kind of data that your average CRM often neglects. When your agency is able to provide your clients with digital marketing attribution data and offline attribution data, you’ll be offering something valuable most other agencies don’t have. 

Focus on an Industry

Focusing on the advertising and marketing needs of a specific industry might mean drawing from a smaller client pool, but it also generates greater demand from that sector. Prospects will trust that you understand the trends and challenges they’re navigating, and your industry-specific experience will be more valuable than that of broad agencies. It will also be much easier to target your marketing and outreach efforts, such as attending relevant industry conferences or writing a guest column in an industry publication. You can use data from digital marketing attribution to determine which industries drive your highest value conversions and become lifetime customers. 

Try a Unique Staffing Model

Rather than having a small full-time staff, try collecting a network of unique contributors with specialized skill sets and disparate styles. You’ll keep your creative fresh, your perspective diverse, and your customers surprised—in a good way.

Consider Performance-Based Pricing

Instead of presenting yourself as a boutique provider with matching prices, why not base pricing on results? Cover your costs, of course, but focus more on the engagement and conversions you’re creating for your clients. Building a pricing model around leads generated, click-throughs, and calls sent to your clients proves your ability and can go a long way to building a solid rep that drives more clients your way. With digital marketing attribution and call tracking as part of your strategy, you can determine where most leads are coming from, and the pain points they are trying to solve. 

With this information, you can prove ROI time and time again for your clients and change your pricing model. It’s also a novel way to pitch yourself as both different and very confident in your results.

In the end, clients want results more than they want an “agency experience.” Finding meaningful differentiation that connects with real client needs is the key to a successful long-term client/agency relationship.

Learn more about how CallTrackingMetrics is helping agencies use digital marketing attribution and call tracking to showcase performance and optimize marketing ROI.