- Digital Marketing
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Even though it is a necessity in today’s market, creating a game marketing strategy may seem unnatural to you if you are a mobile game developer. Luckily, you don’t need to do all the hard work yourself, as you can employ the services of a mobile game marketing agency who understands the market and knows the right strategies to get your game in front of the right people.
In an article outlining Essential Tips on Choosing the Right Marketing Agency for Your Business, Forbes Agency Council stated that, “Choosing the right marketing agency to work with your business is as important as picking the right partner. They need to be a good fit and mesh with your personality. They need to see your company vision and be able to execute your ideas with ease.”
In an ideal world, finding the perfect game marketing agency would be as easy as 1,2,3, but unfortunately it can be hard to find the right game marketing company that understands you, your game, knows exactly how to take the bull by the horns and make your user numbers increase in a reasonable amount of time. As Sajeel Qureshi points out on the Huffington Post, “Self-proclaimed ‘experts’ are everywhere, but you don’t know where to turn or which agency is the right fit for you.”
Oftentimes, developers can run into issues when it comes to dealing with a cross-industry marketing agency, simply because the right boundaries and expectations have not been set from the beginning. The scope isn’t clear, nor have you understood what exactly it is that you want out of the relationship. There is also a big chance that they don’t understand the gaming industry well enough, so you find yourself hitting your head against a brick wall time and time again.
It is possible that there comes a time when you believe that the agency is not doing enough for you and those mentally defined targets are not being hit. You must consider whether it’s time to cut ties with your agency and hire someone internally to do the game marketing work for you or do you move on to another agency and start again?
In Sajeel Qureshi’s Huffington Post article, he advises that, “The marketing agency you pick in the future should have a focus on your specific industry vertical to help you get new customers and become proven commodities at winning businesses for customers in a particular industry.”
To put it simply, dealing with a specialized digital marketing agency rather than a ‘jack of all trades’ agency is going to get you better results since they deal with your niche on a day-to-day basis and live and breathe your industry.
While there are not as many game marketing agencies as there are digital marketing agencies, you will still find that there are companies that are only in it for the money versus those that are truly passionate about taking your game to the next level and finding the right players.
Look for agencies in your city, but don’t forget that in this age of technology and with the power of the internet, you can deal with an agency remotely. Research a company and see what you can find out about them – check their website and find out what they offer. Do they sound like they know what they are talking about? Do they sound passionate about gaming? If you have acquaintances in the business, see if they can make any suggestions.
When you’ve decided on an agency to inquire with, get in touch and set up a meeting. You may be lucky if they offer a free consultation so you can get a true understanding of what they can offer before making a commitment.
When you meet with a game marketing agency for the first time, they are going to tell you about their company and the services that they offer. A good agency will want to learn about you, your game and your vision, so that they can put a marketing plan in place. Before attending this meeting, you should take some time to prepare yourself, so you can respond to their questions and get the information that you want from them.
There will probably be many questions that you want to ask them, but we would highly suggest that you include these following questions, so you can ensure you are getting all the information that you need and understand what they will provide to increase customers and sales for your game.
Anshul Sushil, founder and CEO of Boring Brands, shares some insight in this article: “One common thing that many companies complain of is that agencies over-promise experience but staff a junior team to manage your account and deliver results. Always ask about who will be responsible for developing and pushing out your marketing campaigns. You will naturally want only the experienced marketers staffed on your account to ensure you get the desired results.”
He also makes a good point about understanding the agency's culture. That small talk before and after a meeting can say a lot about them and help you to decide if their culture is in line with yours.
Knowing how much you should be spending on your marketing campaigns is a kind of catch 22. You don’t want to spend too much in case your strategies don’t work yet you don’t want to spend too little and miss out on potential reach to attract new customers. According to FrogDog.com’s 2011 article on How Much Should Companies Budget for Marketing?, “As a general rule of thumb, companies should spend around 5 percent of their total revenue on marketing to maintain their current position. Companies looking to grow or gain greater market share should budget a higher percentage – usually around 10 percent.”
Of course, this is not a hard and fast rule, as these figures are for six-figure revenue companies and may not suit you if you are just starting out and your revenue is low. This may be a hard concept to grasp at first since in both situations you are only making $5000, but $55,000 of revenue means that (a) your game is in front of more people gaining exposure, (b) there is a higher chance of attention from the media and potential investors, and (c) you’ll also have the chance to improve your product through customer feedback.
Game marketing agencies can work on a number of payment plan options:
To understand the payment structures that an agency uses, you should inquire at your first meeting.
Here at Game Marketing Genie, we can take the guess work out of the equation with a free consultation, so you can find out if our team of specialists can deliver what you are looking for. We can provide you with a full-service package or satisfy your niche needs in PR, ROI boost, SEO & ASO, growth hacking and much more.
When you sign up for your free consultation, you’ll get a 1:1 meeting with one of our dedicated and passionate professionals who will put together a game marketing proposal to suit your needs.
Book your free consultation today! Click here.
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