Digital marketing is the most effective method for growing nearly any business. Today, every company needs a digital marketing strategy to find success beyond a small circle of clients. The problem is that most companies don’t know how to market themselves. This is especially true for many digital marketers who don’t know how to showcase their skills. Enter the marketing portfolio.
What Is a Marketing Portfolio?
A marketing portfolio is just what it sounds like — a collection of skills and services that digital marketers offer their clients. You, the marketer, create pages outlining the various marketing skills you bring to your new clients. You may be a freelance blogger, a social media content creator, or a technical writer. You might run a small marketing company offering SEO strategy, data analytics, and branding. Maybe your business does it all.
Your portfolio should outline what you can provide for anyone who visits your website, how those services are robust, and why your client needs them. Any digital marketer worth their cost should have a showcase of their unique benefits and past successes. Your marketing portfolio will be a page, or pages, on your website that can also be utilized as a landing page.
This way, you can direct all potential clients to that landing page, and they can get a good idea of what you offer. It also allows your existing clients to refer you to anyone looking for services like the ones you offer. Gone are the days of manila folders and stapled-together packets. You need an up-to-date digital marketing portfolio like the ones you see below.
The Full Range
For digital marketing agencies that offer the full range of services, you want to show your clients on one page what they can expect from you. Take a look at Marketing Hatchery as an example. They provide everything a business client could need and are not industry-specific. Their target audience, as they say, is simply “Results-oriented clients who need a partner they can trust.” If you’re looking for results from your marketing, Marketing Hatchery is here to serve.
When you scroll through the page, you’ll see what they’re providing. They say they can improve your ranking on Google, design a brand for you, drive your target audience to your website, create engaging content, and even perform regular audits on your site. You can click a different landing page for more details on these services. You can also read client testimonials, their blog, and subscribe to their newsletter. A marketing company utilizing a complete marketing strategy!
This is the type of marketing portfolio to strive towards if you’re a full-service agency looking to attract new clients and new employees or freelancers who can contribute to your business. The Marketing Hatchery page is also built so they can create social media content that links back to this page. It is an authentic example of the top of a sales funnel.
Highlight the Client
In contrast to a full range of services, you might showcase your portfolio through work you’ve done for various clients. While Blackhawk Digital Marketing displays its full range of services on its homepage, its client-specific pages give businesses a real-life look at what Blackhawk has done for other companies. On this page, Blackhawk lays out the client, the challenge this client presented, and the solution Blackhawk came up with, complete with images.
Pages like these are helpful for potential clients because they give them a sense of what their business might look like. They are also relatable so that the client can see themselves in the struggle of another company. The idea is to get your target audience to think, “If they can do that for this business, they might be able to help me with mine.”
It’s short, sweet, and impactful. The call to action is at the bottom of the page so that if this page resonates with a potential client, they can “Get started.”
The Case Study
To enhance the client showcase even further, Conversion First Marketing provides its clients with case studies. This page focuses on Chem-Dry of Brentwood, establishing the challenges and solutions and further breaking down the results. This gives potential clients a sense of what to expect if they work with Conversion First.
This page is shorter than Blackhawk’s, but it is more impactful in many ways because it offers something tangible — performance data. While Blackhawk calls their client-specific pages case studies, proper case studies like the one provided by Conversion First give results. It’s one thing to show clients what you do. It’s another to show clients what they’ll get in return based on your proven track record. Now that’s powerful.
In the end, these web pages are all examples of digital marketing portfolios, and, as you might have guessed by now, every marketing agency in the modern market needs a digital marketing portfolio. You don’t have to offer the full range of services, but you have to have a web page that lets your potential clients know exactly what problems you solve, your solutions, and the results of your labor.
Start with a website that establishes your brand and services, then build out your marketing portfolio. Your pages will grow as your business does, and you will eventually be able to offer your clients everything they might need to market their products and services. Then, you can show your target audience the results you’ve gotten from all your hard work and generate even more customers. It’s the ideal marketing strategy for any marketing agency.
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