Ever wondered what an Inbound marketing agency does? Simple, they help companies generate leads, increase sales and strengthen loyalty using the power of the internet which ultimately maximizes their return from digital marketing as well as marketing in general.
Inbound Marketing plays out mostly on the Internet because its the place where customers seek out information as well as advice and sources of supply and recommendations.
The challenge with the Internet is the diversity of channels and fast pace of change which is why technology and service companies have evolved to address these challenges, but not all are made equal.
Inbound marketing is predominantly service led like all marketing, so there are key things that a good Inbound Marketing agency will be doing to improve your digital marketing.
Here are some key parts of what they will be doing.
Defining Your Unique Positioning
No marketing works well unless you can clearly communicate the reason that people should be doing business with you.
Businesses are also organic and constantly evolving so this should be defined within the context of where your business is today and where its going.
Once your positioning in the market has been defined further clarification of how you are going to establish and communicate it will be needed next.
Establishing A Web-Presence
Online, everything hinges around your website.
Its the core platform that will be used to translate traffic into leads, allow you to publish content so that future and existing customers can understand what you can do for them as well as measuring your progress in a meaningful way.
The right platform also needs to be determined on which your web-presence will be established and ideally your core online marketing activity and analysis will occur.
Describing Your Customers And Points Of Influence
Marketing is about building relationships and engaging people and you can only do that when you understand them and can describe your products and service in a context they can relate to.
The beauty about this kind of online or digital marketing is that it can influence more than just customers and gives you a platform to take a stand on issues positioning you as a leader not just another supplier.
Setting SMART Goals
On every project success is different. Once you’ve defined it you’ll need to establish what you’re going to measure it against and how you expect your marketing will transition from areas you no longer wish to rely on.
Measuring things like conversions, sales, referrals, media enquiries, subscribers, downloads and on-going engagement from new and existing customers will help you determine if real goals are being achieved.
Executing Marketing Activity
Most online activity will revolve around content and the different media and how its distributed as well conversations and how they’re monitored and engaged.
Establishing what content should be produce and how your going to make sure that it gets found is one step, however you should also be doing things like digging deeper to establish some market polarisation where you can appeal strongly to a specific set of potential customers.
Defining The Marketing Spend
What gets spent on marketing should be defined by your goals, the competition you’re up against and what you need to do in order to achieve those goals and overcome any market resistance.
Each will have a cost and an associated return on investment which in many cases can be compared to existing or past marketing activity.
Managing The Project
Once everything is set, things need to actually start happening. Timing will be important so aligning yourself with other events in the market can help boost the impact.
The customer will need briefing and training so they’re own team members can be involved and more activity and results achieved.
Its then a case of launching each platform as well as publishing and broadcasting content.
Activity is great, however if you don’t know what its producing it could be a waste of time and money.
Detailed metrics that show results in a meaningful way like leads, sale and loyalty will be crucial in determining where you invest time and money as well as how you evolve your marketing strategy to achieve the goals.