What to Expect When Hiring an Inbound Marketing Agency
Hiring an inbound marketing agency is a serious commitment to increasing your business. An inbound marketing campaign can extend for many months and can require significant resources as well as tight collaboration between the sales and marketing teams, so it is imperative that the choice of an inbound agency is made with a clear understanding of what to expect. Here are some things to expect when you hire an inbound marketing agency.
Expertise in inbound campaigns
A good inbound marketing agency employs people who have expertise in inbound marketing strategies and tactics. Inbound marketing is a delicate balance of actions, metrics, analysis and modification of tactics based on real-time results. An expert can manage and modify the strategies in order to deliver the best return on investment of your marketing dollars.
Inbound is an involved process. Look for people who have at least 3-5 years of experience in strategy development, audience selection, content creation, search engine optimization (SEO), web development and lead-nurturing. In addition, the people must work together with your team so that the messaging and actions produce the best results.
Strategic planning, personas, metrics.
The first few weeks of an inbound marketing program will be dedicated to developing a customized marketing strategy that fits your business. The process begins by getting a clear understanding of the scope of the project, the results wanted, the resources available and teams and stakeholders that will be involved in the project. This is followed by creating a detailed strategy including customer personas, content and conversion strategies, placement and promotion tactics, expected goals, key performance indicators (KPIs) and interaction policies and procedures for the marketing and sales teams.
The result will be a clear strategy targeting the most highly-qualified personas with content-based tactics to reach them and follow-up plans to track the results every step of the way.
Ongoing tracking, maintenance, measuring, reporting.
As the campaign moves forward, the inbound marketing agency will track and measure the data from the prospects through every step in the process. Meetings will be held regularly with your company to detail how the campaign is progressing and discuss changes that could be made to improve the results.
In addition, discussions will take place to narrow in on what is truly working. This may include lead nurturing through email, paid media marketing, retargeting, social media and other awareness strategies to get your company noticed by those that really matter. The inbound marketing firm will study and analyze the data collected and continue to refine and re-appropriate the methods to drive more leads. This process also improves lead quality.
The thorough research and implementation of the inbound marketing campaign will be well worth the results: the campaign will provide greater levels of traffic and more lucrative conversions than traditional outbound marketing tactics alone.
Would you like to learn more? KEO Marketing has a team of inbound marketing experts who can help you set up and run a very productive inbound campaign. For more information, contact KEO Marketing or call us at 888-702-0679.