Five Ways to Grow Your Agency with Inbound Marketing

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1 Five Ways to Grow Your Agency with Inbound Marketing

2 The inbound marketing opportunity for agencies The way B2B prospects research and buy products has changed dramatically over recent years. Prospects are now firmly in the driving seat with instant access to a vast array of web content from a myriad of sources, including the blogosphere and social networks. 70% Smart inbound marketing gets your clients content found in the earliest stages of the sales cycle. This fundamental shift presents a great opportunity for marketing agencies, as your clients struggle to realign their programs and budget to fit this new paradigm. When buyers search the web, your clients content needs to be found at all stages of the buying process. When they turn to peers for information or advice, the brands you represent need to be part of the conversation. Make that happen and you create a sustainable stream of high quality, inbound leads for your client. It s no surprise that in this brave new world traditional outbound marketing campaigns like direct mail and advertising are becoming less effective and more expensive. As your clients search for ways to maximize their marketing budgets, your agency can offer high-value inbound marketing solutions that are a win for them and for your business. Here are five ideas for strategic inbound marketing services your agency can develop to drive new revenue today: 70% of buy cycle is completed before sales engage Forrester

3 CONTENT CREATION & STRATEGY 1. Content strategy and creation Successful inbound marketing starts with a great content strategy. This means getting a deep understanding of what information prospects are looking for, where they re looking and the terms that they use to search on. PROFESSIONAL -GRADE LANDING PAGES WEBSITE ANALYTICS To get this insight, use an inbound marketing platform that provides detailed information about who is visiting your clients websites, the content they consume, and the keywords or referrals they used to get there. With this intelligence you can provide a detailed content strategy and plan--including recommendations on which keywords to target. With this information in hand your agency is in a great position to create or manage the creation of the content outlined in your plan. 3

4 PROFESSIONAL WEBSITE -GRADE ANALYTICS LEAD INTEL & SCORING 2. Professional-grade capabilities Having great content is critical, but if no one can find it that won t help your clients inbound marketing efforts. Your agency may have shied away from offering services because of a perceived lack of technical expertise. Look for an inbound marketing solution with tools designed specifically for B2B marketing professionals. These platforms will enable non-technical staff to perform an audit of your clients web properties and make detailed recommendations to improve ranking. Key facets of a professional-grade solution include:»» Detailed recommendations to fix problems with on-page content, enabling your agency or your client to quickly make changes.»» Analysis of inbound links and suggestions for appropriate sites to garner new inbound links.»» Ongoing ranking reports of targeted keywords for your client s site and their competitors.»» Detailed reports on the visits, leads and value from your efforts. Optify is the platform we chose to grow our and Social Media business. Since we ve started with Optify, we ve grown our and Social Media services by 200%. We have also become more efficient in streamlining our service delivery. Gregg Groenemann, CEO of N2O Marketing 4

5 SOCIAL MEDIA MANAGEMENT SOCIAL CAMPAIGNS CAMPAIGN ANALYSIS & 3. Social Campaign Measurement You may be already executing social media campaigns for your clients, but struggling to find an efficient way to measure and prove their effectiveness. Just reporting on the number of Tweets or LinkedIn followers doesn t tell the story your clients need to hear. Ensure that the social media measurement tool you use enables you to report on visits, leads and even sales sourced by social media channel and discreet campaign. Look for an inbound marketing solution that gives your client rich information as to the effectiveness of their social media campaigns. 5

6 COMPETITIVE ANALYSIS INSIGHT & INTELLIGENCE WEBSITE ANALYTICS 4. Marketing insight and intelligence reports Offer your clients a real value-added service by providing insight into the makeup of their web site visitors and leads. Sophisticated inbound marketing solutions provide behavioral data for both anonymous and known visitors. With this data you can provide insight as to which web pages, content assets and forms are getting the most traction, as well as understanding how many touches are required to convert a visitor to a lead. Look for solutions that append standardized firmographic data to a lead s data record. By analyzing data points such as company size, industry, and location you can provide your client with valuable insight into their lead pool information that is key in guiding their future marketing strategies. LEAD INTEL & SCORING Provide valuable intelligence on the profile of your clients web visitors and leads 6

7 WEBSITE ANALYTICS ROI LEAD INTEL & SCORING CAMPAIGN ANALYSIS & 5. Consolidated ROI reporting As marketing budgets continue to be tight, being able to offer ROI reporting can really differentiate your business. Inbound marketing efforts need to be compared to any outbound campaigns in play, to give a complete picture of the relative efficiency of each channel. Professional-grade inbound marketing platforms provide landing page and form support for outbound programs such as direct mail, PPC or advertising. This will enable your agency to provide detailed ROI reports across all of your clients marketing activities, and make recommendations as to which programs should continue to be funded and at what level. Some solutions even support integration with CRM systems allowing you to provide closed-loop reporting on campaigns, including details such as cost per opportunity and cost per sale. We are extremely pleased. Optify has helped us quantify our offerings, given us insights that would have taken hours for us to create for our clients, and helped us generate positive results for them. Ashley Rio, Director of Marketing Strategies, KathodeRay Provide hard ROI data on your efforts to help retain current clients and win new business. 7

8 Build an inbound marketing lead machine Using the right platform, your agency can build a scalable inbound marketing machine to help you win and retain more business. Feed the machine with an effective mix of high-value service offerings and generate a sustainable flow of high-quality inbound leads for your clients. SOCIAL MEDIA INSIGHT & INTELLIGENCE CONTENT CREATION & STRATEGY ROI Your New Inbound Marketing Services PROFESSIONAL LEAD INTEL WEBSITE LANDING -GRADE & SCORING ANALYTICS PAGES CAMPAIGN COMPETITIVE SOCIAL MEDIA ANALYSIS & ANALYSIS MANAGEMENT Inbound Marketing Platforms 8

9 READY TO GET GOING? Request a demo Sign-up for a free trial Contact our partner account team at Take your agency business to the next level With clients scrutinizing every marketing expense it s imperative that your agency finds new ways to deliver high-value, strategic service offerings. Inbound marketing provides a great opportunity for you to differentiate your business and gain market share in a segment that s exploding. With the right inbound marketing platform your agency can develop new, high-margin services that will attract and retain new clients and deepen the relationship with your existing clients. Optify Partner Program The Optify Partner Program enables marketing agencies to leverage Optify s world-class inbound marketing software to grow revenue, increase efficiency and reach new clients. With Optify your agency can use a single platform to deliver professional-grade, social media, lead generation and marketing analytics all without the need for a team of technical experts. Find out more about Optify s partner program 9

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