What is a communications agency
A communications agency is the added value of your business.
In fact, it helps any kind of business promote itself with the best communication technologies.
In recent years, in addition to the well-known “communication agencies,” people have also begun to talk about “web agencies,” which are nothing more than the natural evolution of the communication agency in the digital direction.
In fact, as can be easily understood from the name, the latter have developed in the internet era and have within them professional figures purely specialized in the online world such as web designers, programmers, SEO and SEM experts, copywriters, content editors and social media managers.
What does a communications agency do?
The phases of work can be the most varied; there are phases of study, listening, planning and implementation of what is perceived and examined.
The communication agency, first, analyzes the market and consumer needs, identifies the company’s target audience; develops an advertising message and creates attractive content, ad hoc for that particular audience, following the most searched keywords.
This is conveyed through marketing or web and social marketing strategies, if it is a web agency.
It also deals with the creation and implementation of websites, social media management, creation of mobile applications, and takes care of the whole funnel.
The result of such work will be a studied positioning with measurable campaigns and activities, with clear objectives and a targeted and performing strategy that has as its mission the growth of its clients and the purpose of generating revenue and new buyers.
The working steps of a communications agency should never be less than 7 To make them more streamlined and understandable, we have also summarized them in this inforgraphic.
Consulting
It already takes place during the first cognitive meeting with the client and is very important to obtain much of the information regarding the company such as, for example, production processes, division of labor, strengths and weaknesses.
Subsequent meetings usually revolve around the discourse of communication and marketing. Last but not least, it is primary to understand the needs the client’s wishes and the available budget.
Analysis
Analysis is essential; without it, one could not proceed with the study of a communication strategy and consequently with the communication plan.
As a rule, market analysis is divided as follows:
- Demographic analysis: allows us to know the number of inhabitants of a given area, population density, occupations, income brackets, gender and age. With this type of analysis, the target audience, goals and volume, i.e., the number of potential customers, can be outlined.
- Competitor analysis: allows you to get an overview of businesses that offer similar services or products, their location, strengths and weaknesses, and many other details specific to each particular industry.
- Needs analysis: examines the needs of consumers and is the most complex, but decisive analysis for the success of a sound marketing strategy.
Communication strategy
Once the sender of the message has been analyzed and the recipient of the message has been outlined, all that remains is to devise and implement a communication strategy, which will then be conveyed through the channels – of the online and offlin – chosen.
And it is at this precise moment that all the figures that are part of the communication agency come into play, who, guided by the project manager begin to work in a coordinated way to achieve the established goals.
Storytelling
One aspect that should not be overlooked is the creation of storytelling through which to build or simply strengthen a brand’s identity.
The communication agency, at this stage has the arduous task of examining the message that the company wants to convey, trying to interpret it in the best possible way, branching it out through the most appropriate channels.
Sales
Here we come to the crucial point for which the above has been made so far.
The sale is, in fact, the direct consequence of the successful completion of the marketing activity put in place by the agency.
Post-Sale
Finally, there is the phase related to customer management and retention.
These two aspects are increasingly becoming a strong point of the customer journey-something that companies take quite a bit for granted and not all of them have implemented yet.
Feedback Analysis
This last step is essential to monitor the progress of the campaign and understand its relative strengths and weaknesses.
And it is precisely thanks to feedback analysis that, as time goes on, it will become easier and easier to understand which advertising media have better conversions and thus develop increasingly targeted and high-performing strategies.
How to open a communication agency?
First of all, before creating your communications agency, you will have to decide whether to open a sole proprietorship or a corporation and consequently in which tax regime to enter it.
After that you will have to register your business with the Business Register kept at the local Chamber of Commerce, register the business with the Internal Revenue Service and apply for the issuance of a VAT number.
The last step in the bureaucratic process will be to obtain a license from the municipality where your agency will be based.
But let’s turn to the subject of “expenses,” the sore point of any self-employed business.
In fact, in addition to the expenses of a normal VAT number, there are many underestimated expenses that affect every communications agency including:
- The internet connection that needs to be fast and professional
- State-of-the-art computers and monitors
- Ergonomic furniture complements designed for those who do very sedentary work
- Renting a room to work in, electricity bills, etc.
- Essential programs to work with, such as publishing software, SEO content management, video and graphics programs
- Budget for self sponsorships to get the word out about your new business
- Training/upgrading courses
Always keep one thing in mind: NEVER sell off your own work!
Clearly, the first few years will have a limited profit margin, but that is the normal progression of any business.
Make yourself known, work well so that you build a good reputation that will allow you to grow with clients and thus earnings.
What are the professionals who work in a communication agency?
Here they are listed.
Junior/ Senior Account
The account is the figure who connects the client and the agency, he/she is in charge of managing the contacts between them, trying to meet the needs and requests of the client with the work of the agency. He has a strategic role in that he must be able to understand and interpret what the client wants and be able to rework the information in a creative and communicative way.
After doing this, he must draft the communication plan.
Adv specialist
This figure is responsible for managing campaigns on the various platforms chosen, whether they are in the offline or online worlds
Project manager
This is a very technical professional figure whose job is to manage all the agency’s digital projects.
Strategic planner
It is not present in all communication agencies, but it should, as it is a highly strategic figure, purely focused on the analysis of consumer insight with the aim of defining a targeted strategy. This role is widely used for new product launches or to relaunch products of big international brands.
Creative director
The director leads the creative team and outlines and defines the creative footprint for the agency. He listens, proposes and directs his team’s ideas to the best possible choice.
Content manager
Handles the management and sometimes the production of content. Creates the editorial plan, outlines the storytelling and oversees the production of content to be published on the different platforms
Copywriter
This figure is in charge of writing content that differs each time according to the message to be disseminated, the target audience to be addressed and the communication channel chosen.
Art director
The art director is the one who directs the visual and graphic part of a project or advertising campaign and has the arduous task of translating the themes expressed by the copywriter into unique images. This is precisely why, in most agencies, the two find themselves working closely together
Web designer
This is a figure who specializes on the creation and makeover of sites and apps and everything related to the front-end. In most cases he is in charge of controlling the user experience on them.
Graphic designer
The graphic designer works with both text and images. He is in charge of the general layout and design of advertisements, websites, and magazines. He also deals with the choice of fonts, size colors, headlines and text
Video Editor
Professionalism very similar to Graphic designer, dealing with video editing and 3D modeling
Social Media Manager
This is definitely the professional figure that has been introduced most recently within communication agencies, he is in charge of managing social profiles, writing the plan and editorial calendar. If it has the skills, it will also deal with SEO AND SEM.
Press office
As can be guessed, these are figures who maintain relationships with journalists, influencers, newsrooms, and TV. They are in charge of writing and issuing press releases, maniacally checking their actual publication.
Developer
Usually developers are divided into web and software developers, and often in an agency the two figures overlap.
Small tip, if you are looking for staff, but don’t know where to start, search Linkedin for the figure you are missing, or post a job offer directly on your IN bulletin board.
We’re going to discover hot water, but good old word of mouth is always useful for getting the word out far and wide with the help of friends, family, former colleagues and clients.
It is certainly also the most convenient means, but it is not very measurable and especially not very fast or targeted toward your target audience. In fact, one of the main mistakes you make is not knowing how to accurately target your ideal customer.
Okay, now you must be wondering how to identify him: try to draw him, put it in black and white for whom and with whom you would like to work, how you think you can reach him, what his source of information might be, what he wants, what he is afraid of and instead who/what he trusts.
Another good method – given also the work you do – is to advertise, DESIGN A COMMUNICATION STRATEGY for your Agency, use your website and Blog section, to increase visibility on Google search results and acquire new clients.
Fundamental is the creation of a modern, flexible, SEO-optimized, high-performing website.
Keep it updated over time with quality content pertaining to your communications agency business.
In fact, having an up-to-date blog with news and information on target is a plus point for you to broaden your user base.
Once identified, you should find it easier to decide how and where to track it down: Facebook, Linkedin, search engine placement and/or adv, advertising on local TV/newspapers, networking during trade shows, and so on.
Without even talking too much about it, create a specific, clear and targeted message that provides value and highlights the successes you have achieved with your work.
In conclusion, periodically check how much you spend and how much you get back from each operation; therefore, eliminate those with little profit and direct the budget to those that, instead, perform better.
Do the work you love and do it better than others.
We don’t feel like giving you any more advice or any more information before jumping into the amazing world of communication, whether online or offline.
As in all fields, results come with time, perseverance, tenacity, skill and love for what you do.
