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Megan Prangley
by Megan Prangley
on December 15, 2017

So, you’re thinking about partnering with an inbound marketing agency? Smart choice, agencies have certifications, the training, the skills, and the right know-how to connect you with your target market. How do they do it, you ask? Inbound marketing; a detailed process that helps your business grow. Keep reading for a few specific examples.

Identifying Personas

An inbound marketing agency takes the time to identify your bread and butter clients, also known as your “target personas.” A persona is a fictional representation of your ideal customer. It's usually recorded in a detailed document that highlights this person's job, where they spend time online, and what drives their online habits. It may seem like a great idea to advertise to as many people as possible, but in reality marketing to your specific niche will result in higher quality leads. Partnering with an agency helps ensure you know your target market like the back of your hand; ensures you are speaking their language and know their pain points. An agency can help you conduct accurate research to create and pursue your target persona.

Developing Content

Once you have identified 3-5 target personas, an inbound agency helps you create content that converts those strangers into leads. Today’s consumer does the majority of their searching online before they make a purchase. In fact, Google gets over 100 billion searches a month! (Mashable, 2015) An inbound agency helps develop content in a format your target persona likes to digest and that answers their questions to help them navigate the buyer's journey.

Developing content requires time, creativity, attention to trends, and writing prowess. Many businesses attempt to create regular content themselves in the form of a business blog. However, blogging and content creation is generally the first marketing task that falls to the side when things get too busy. That’s why many companies turn to an agency to ensure they’re producing interesting and helpful content for their target personas on a consistent basis.

Avid Distribution

Creating great content that is tailored to your target personas and filled with detailed research is just the start. There's no point in creating great writing if no one can find it. An inbound marketing agency helps businesses put their content and website pages in front of the right people through SEO tactics, social media distribution, email workflows, and PPC strategy.

Utilizing social media is an important way to share your content, as well as knowledge from industry influencers. Your personas expect your brand to be on social media. So, if you’re not, it’s a warning sign that your business is dated and perhaps out-of-touch with today's business landscape. LinkedIn, Facebook, Instagram, etc. are all utilized by your target market every day. Did you know 72% of adult internet users use Facebook? (Pew Research Center, 2015) It’s free to sign up and publish interesting content on these platforms drives engagement with your customers outside of when they are doing business with you. An inbound agency helps you share posts regularly to connect with your target market.

Email marketing automation is another way to help share your content with your leads. After you’ve gathered site visitors' information through your targeted content, an agency can craft an email marketing campaign to further nurture leads. Email workflows are complicated, but an inbound marketer can help set it up so your sales funnel never runs dry.

Thinking about starting a workflow yourself? We have a whole eBook about that right here.

Analyzing and Refining

Agencies know how to analyze and re-target marketing campaigns to ensure success. Even if things are going well for lead generation, they could always be going better. Subject lines, blog topics, images, social media platforms, personalization options, and much more are all possible topics for analysis.

Inbound agencies know how to effectively run tests and have the software necessary to track past actions. Without tracking clicks, open rates, blog views, sessions and more there’s no way to make SMART goals for improvement and future growth.

A SMART goal is one that is specific, measurable, attainable, relevant and timely. That means you need specific data; using the HubSpot dashboard is a great way to gather your benchmark data for marketing goals. An inbound agency can help you develop a goal for a more successful quarter, below are a few specific elements agencies use to target your customers online:

  • Visits - Is your website getting enough traffic? Focusing on visits is important if your website is new or if you’re receiving under 10,000 visits a month. According to HubSpot, 70% of companies exceeding their revenue goals report attracting more than 10,000 visitors per month. (HubSpot, 2015)
  • Contacts - Sales funnel keeps running out? Not getting enough leads? Gaining more contacts is a common focus for companies who desire more leads and traffic to their content.
  • Customers - Want to close more deals? Gaining customers is the end game for businesses who have a solid traffic, but want to convert more leads into actual customers.

Inbound is a lengthy, complicated process, but with the help of an agency who knows their stuff you can effectively connect with your target persona. It takes time and skill to create content that speaks to your leads, and analysis is an ongoing process that can always be fine-tuned. Partnering with an inbound marketing agency ensures your marketing goals never get put on hold.

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