According to the latest Top Agency Trends Report from Agency Spotter, marketers and brands search for different services depending on the time of the year. Knowing which services to offer and emphasize at different times of the year could help your agency stand above your competition. These search trends, based on seasonality, come down to a couple of different factors based on what companies are looking to accomplish at different times of the year.
The report covers marketing services trends based on data from more than 120,000 unique users and three years, data on service seasonality, the top 25 agency services being searched, and the rise of project-based engagements.
Let's dig in.
Marketing Services Searched More in the First Half of the Year
As companies begin the new year, they are looking to establish initiatives that are relatively quick fixes and do not take as much time to implement. Business leaders often take a look at their marketing data from the past year and see which areas need more attention or may have fallen down the to-do list.
Looking at the Trends Report, we can see that services like content marketing, PR, SEO, data analytics, shopper marketing, and events all perform better in the first half of the year. From the top 25 agency services for 2016, content marketing took the 7th spot as the most searched service from marketers all year. Interestingly, if you divide the list into H1 and H2, you can see that content marketing was 9th in H1 but did not even make the Top 25 in H2.
Content marketing is becoming increasingly important for all companies to utilize because it helps attract and inform customers and potential customers. But if you think about it, companies don’t generally set a content calendar at the end of the year -- they tend to do that at the beginning of the year. Same thing goes for SEO and PR.
Check out the list below to see which keywords fall off or perform better at a certain time of year, and then optimize your site accordingly.
Agency Services Perform Better in H2
Taking a look at the data, services like ecommerce, branding, UX design, email marketing, and CRM automation all perform better in the second half of the year. These align with initiatives that take more planning and are services that many companies want to have ready before the start of a new year.
Design-based services like ecommerce, branding, and UX all have to do with experiences that directly interact with customers. A website redesign or branding makeover are usually planned in the middle of the year so that companies are ready to debut their new look in the new year.
As you can see in the report, ecommerce went from 18th most searched in H1 to 5th in H2, branding from 12th to 6th, and UX took the 9th spot despite not even appearing on the H1 list.
Services Shopped Consistently Year Round
There are also agency services whose demand remains stable throughout the year.
The big services like advertising, web design, digital, social media, and marketing perform all year. Use this data to better understand the behavior of your customers and when they are searching.
Finally, here are the biggest shifts from 2015 to 2016:
Knowing what services perform better throughout the year can help your agency strategically position business development, staffing, and other factors to help your agency rise above the competition. For more information about the marketing service industry, download the free Agency Spotter Agency Trends Report.
Originally published Apr 6, 2017 5:00:00 AM, updated July 28 2017