Do you have a digital marketing agency and want to know what strategies to follow to achieve success? Do you want your company to grow and be sustainable? The three keys to achieving this are held by José Luis García-Morato and Pepe Huertas, CEO of one of the five best SEO agencies in Spain: Dobuss.

The digital marketing agency, recognized as one of the best Social Media Agencies in Spain, SEO and Google Partners Premier 2023, was born 11 years ago and today has a staff of 70 professionals and growing. «José and I started alone, offering an advisory and strategy service, and outsourcing the operational part of marketing. As we grew, we hired different professional profiles, the seed of the seven current departments," explains Pepe.

Key 1: Loyalty

During its history, one of the three key factors in the growth of this digital marketing agency has been the loyalty of its clients. As José Huertas highlights, «there are many agencies whose sales funnel is always in the first stage, the acquisition stage. They are not sustainable companies. Establishing medium-long-term relationships with clients and achieving recurrence in services is essential for business development.

In this sense, it is difficult to build loyalty, according to the CEOs of Dobuss, if the customer centricity approach is not worked on. “We have to understand that we are an extension of the client's commercial department. When they hire you it is so that their bottom line is better and your objective as an agency should be that. If we do not put the client at the center and there is no direct alignment with their objectives and interests, the business relationship will never be lasting,” adds José Huertas.

Likewise, Dobuss highlights that the customer profile has changed in recent years, now having increasing marketing knowledge and demanding more ambitious objectives, especially when it comes to large companies.

Key 2: Professionalization and training

On the other hand, for José Luis García-Morato, the formation of the team of a digital marketing agency is another of the key factors to grow in the sector. «If there is not constant recycling, as the months go by the equipment is less effective in providing a good result to the client. We must always incorporate updated knowledge in different areas," he explains.

The qualification of the staff goes hand in hand with training, since, “although we were born with many professionals with a junior profile, we currently have a markedly senior team, with extensive experience, necessary to cover larger, more powerful projects. To respond to clients with a certain level,” adds José Huertas.

Key 3: Measure results

Finally, the most important factor: results. Here, the CEOs of Dobuss propose a double measurement, the internal one of the agency itself, whose “processes and data must be controlled to ensure its profitability. If we do not know what we spend our time on and we do not invest in resources, tools, structure, etc. “We cannot be sustainable,” they acknowledge.

And, on the other hand, the measurement of the clients' income statement: «their ROI, the return on investment. In our case, each strategy we implement is designed to drive the client's business towards success, with measurable results that translate into web visits, sales and recognition," says José Huertas.
The role of AI

It may be surprising that Artificial Intelligence is not among the three keys that Dobuss CEOs point out. For this agency, as José Luis García-Morato clarifies, «AI has to be a tool that helps improve processes, be more productive, competitive and allows us to focus more on the strategic part than on the operational part. "We are integrating it under this criterion in all departments."

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