A marketing agency will have to make promises. That’s what your contract is—a list of promises that the agency will need to be able to deliver by a certain time. But if your contract ever makes any promises when it comes to sales, that agency is definitely doing it wrong.
A marketing agency can be your biggest partner when it comes to growing your business. That team can help develop inbound marketing campaigns that drive traffic to your website, generate higher-quality leads and encourage those leads to become customers—but they can’t guarantee that you get sales. There are a variety of factors that are out of their control that might inhibit their efforts: new search engine algorithms, past black-hat SEO activity, changes in your specific industry and sometimes even the abilities of your sales team.
Instead, the agency that you choose should promise you these four things to maximize the possibility of inbound success:
ONGOING CAMPAIGN OPTIMIZATION
While a marketing agency can’t predict what new algorithms are being developed, they can be constantly watching for the latest news. Being in tune with what’s going on in the tech industry allows marketing agencies to change their campaigns in real-time, ensuring that they’re updated to maximize their potential. Your marketing agency should give you an idea from the beginning of anything that might change in the industry during your contract, or at least give you an idea of how they handle those changes from the moment you sign.
SEO-FRIENDLY CONTENT, SPECIFIC TO YOUR INDUSTRY
In recent years, search engines have become smart enough to be able to tell the difference between marketing professionals trying to trick them and those that are creating quality digital content that people will want to read. That’s why creating content that contains keywords in just the most important places is crucial to your marketing. It gives search engines just enough information to rank you appropriately while remaining focused on delivering only the best experience to your readers.
IN-DEPTH INDUSTRY AND COMPETITOR ANALYSIS
Developing a great marketing campaign starts with a pretty hefty amount of research. If the marketing agency you’re talking to doesn’t mention anything about the research they are going to do, that’s a pretty big red flag. It’s standard for agencies to do an extensive amount of research to get to know your business, your industry, and your competition. Without this information, it’s almost impossible to create a good marketing plan that positions you as an authority in your industry. Before you sign your contract, ask the agency what their research process is and the types of information they look for when developing their marketing strategies.
CRM INTEGRATION AND LEAD NOTIFICATIONS
You might already be using a customer-relationship management (CRM) system. But once the marketing-qualified leads start rolling in, it becomes more important to utilize one. Your sales team and marketing agency should work hand in hand to ensure that all prospects are being appropriately nurtured. CRM systems allow everyone to get in touch with prospects at the right time and in the right way to help nurture those leads into sales. And with notifications set up to let everyone know when a new lead is gained or when a lead has become a customer, everyone can stay focused on the same goal: selling your product or service.
At the end of the day, it’s up to you to choose the marketing agency that is the best fit for your business. But if they mention any of the above in your initial conversation, they definitely are doing it right.
For more information about inbound marketing, reach out to our team online or give us a call at 407-637-2833.
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