The marketing landscape is always changing, and for those of you working in the industry, this comes as no surprise. However for individuals who are looking to get started with marketing but don’t know where to start, working with a full-service inbound marketing agency or HubSpot certified partner may be the best approach.
A full-service inbound marketing agency can help businesses in a number of ways. You can expect to find blogging services, search engine optimization, social media marketing and various forms of content marketing housed under one roof. In today’s blog, we’re giving you the ultimate inside scoop when working with a full serviced inbound agency—making you look good from the inside out.
Getting to Know Your Company’s Wants and Needs
Most full-service inbound marketing agencies start with a sit-down consultation in order to better understand your target audience and your company's future direction. In doing so, an agency can best use their knowledge to devise a marketing strategy that fits your wants and needs.
Marketing is not about your agency winning awards. It's about your organization winning business.—David Meerman Scott
The Inbound Marketing Process
Over the last decade, inbound marketing has seized the throne as the most efficient online marketing method around. Inbound marketing focuses on creating engaging content and getting that content out to potential customers online—utilizing tools like search engine optimization, email marketing campaigns, and social media marketing.
Everything that a full-service inbound marketing agency does is intended to increase awareness about your company and move potential customers from curious onlookers into sales-ready leads. This is accomplished through creating content that's relevant and engaging for potential customers at all levels of what's known as the sales funnel.
Creating Targeted Content
In fact, inbound marketing is necessary at every stage of the sales funnel, because customers have different needs as they transition from leads to prospects and from prospects to customers (and hopefully repeat customers later on). A full-service inbound marketing agency understands this process and tailors your content to your customers' current needs and their position in the Sales Funnel:
Stage 1: Awareness
Stage 2: Education
Stage 3: Evaluation
Stage 4: Engagement
Stage 5: Commitment
Stage 6: Purchase
Stage 7: Repeat Customer
An inbound marketing company knows how to generate and convert leads—whether that's creating and distributing "top of the funnel" content for potential customers who've just heard about your company or creating more niche "bottom of the funnel" content for sales-ready leads who are ready to buy.
It's important that customers not be treated in a one-size-fits-all way when it comes to content marketing. Why? Because doing so would be overwhelming or annoying for customers less advanced in the sales funnel and underwhelming for sales-ready leads who are interested in a specific solution than doing more research on a topic they already know plenty about.
Customers at the awareness stage of the sales funnel need to know that you exist in the first place. This is where social media marketing, advertising, and email marketing come into play. These kinds of marketing techniques are provided by a full service inbound agency and is aimed more for reaching a large number of customers, both current and potential.
Tough Love Tip: To be relevant is to be real. Don’t be robotic. Don’t bring the back end to the front for all to see.
However other customers who still need more time to think about a purchase, i.e., examples of the evaluation and engagement stages, their needs might be better served by receiving a free demo or more niche specific information.
With that in mind, an email marketing campaign would be a great place to offer demos or coupons to customers at this stage in order to get them thinking more seriously about purchasing from your company.
Generating Qualified Visitors
From the beginning, though, an inbound marketing agency will be concerned with generating qualified visitors. Blogging, social media marketing, and search engine optimization are all relevant services at this stage and can help increase awareness—framing your company in the best light possible for your business.
These services really pay off since three-fourths of customers don't go beyond the first page of Google's search results, which speaks for the need for intelligent search engine optimization. There's a growing recognition that inbound marketing is essential for generating qualified visitors—especially with over 80% of companies saying that their social media presence was critical to their business.
Turning Visitors into Leads…into Customers
Also, a full-service inbound marketing agencies know how to turn your visitors from your website into sales-ready leads. Getting more leads often depends on making the right content like white papers, eNewsletters, and infographics and offering them at the right time—i.e., when customers are intrigued but aren’t quite ready to buy.
How do you know your content is relevant? Increased social traffic, social engagement, and higher quality leads.—Jason Miller
More qualified leads might even receive demos or a complimentary ebook as a quid pro quo for their contact information. Landing pages and calls to action (CTAs) ensure that leads at this stage will likely be persuaded to move further down the sales funnel. And, email marketing and automated email marketing drip campaigns are useful for personally reaching out to sales-ready leads and turning them into buyers.
Going from Qualified Leads to Repeat Customers
Finally, inbound marketing agencies also have specialized knowledge in lead generation, lead nurturing and demand generation. In fact, a full-service inbound marketing agency knows how to turn qualified leads to repeat customers, and then evaluating whether everything is proceeding according to plan with tracking and analytics. And lastly, from there, an inbound marketing agency's use of marketing key performance indicators (KPIs) ensures that you're efficiently meeting your marketing and overall business goals. This last step is accomplished by aligning the benchmarks that were laid out in the goal setting and planning stages alongside your overall results.
Success is making those who believed in you look brilliant.—Dharmesh Shah
An inbound marketing agency is to make you look good in the most effective, successful light possible. From your content to your products and services, inbound is all about creating an holistic approach from the back end to the front—from our team to your audience. And as an inbound marketing agency, we make you look good.
For us, it’s not just about the numbers. It’s all about using those numbers to create mini miracles for your audience on a daily basis.—Direct Images Interactive
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