Recent IMPACT case studies revealed important traits or characteristics every business should understand before hiring an inbound marketing agency.
It’s clear the internet is full of one hit wonders and schemes that promise massive exposure using temporary band-aid methods. However, IMPACT’s clients have expressed that a high level understanding, action based planning, and brand focused processes are the must have characteristics of a legitimate inbound marketing agency.
The Importance of High Level Understanding
When it comes to inbound marketing, both concepts and application stray far from traditional mass marketing perspectives. A mass marketing approach in the digital arena has proven costly and highly ineffective. Consequently, the inbound marketing agency should embrace tailored or customized inbound marketing plans. One size fits all just won’t cut it because every business is unique in its own right.
Agencies that fail to express the importance of learning your business should raise a red flag. A high level understanding provides the foundation to create a plan tailored for an individual company as opposed to a company type, industry type, or marketing type.
The Importance of Action Based Planning
Often times inbound marketing firms pitch greater expectations then they can actually deliver. However, a legitimate inbound marketing firm understands the value of underselling, over-delivering, and listening.
When choosing a marketing agency or firm you must be confident that they can carry out the plan. If a plan cannot be executed after multiple rounds of consulting, your business will lose money and momentum in the online arena.
It truly is an art for service based companies to build actionable marketing plans, and while these agencies are few and far between, they should in fact be a prerequisite for all businesses who are in the market for an inbound marketing firm.
Here’s an excellent example how an inbound marketing client can benefit from action based planning. Say the client’s primary focus is to build improved social media, create a unified brand online, and improve the company’s virtual hub. After using an inbound marketing agency effectively, the company should be able to achieve the following:
- Solidified social media identity by doubling their fan and follower base using inbound marketing strategies strategies.
- Improved social media engagement through the use of content marketing, social media marketing, design, and offline marketing techniques.
- Increased website visitors.
Let’s be perfectly clear– these achievements would not be possible if the inbound marketing agency did not have the ability to create, manage, and implement feasible action based plans. So before you hire an inbound marketing agency take a look at their track record. Have they been able to get the job done? Do they have testimonials?
Your brand should be the epicenter of every campaign. A legitimate inbound marketing company embraces your company brand because they understand the importance of brand recognition and brand consistency in business. Here are just a few common examples of how clients benefit from an inbound marketing strategy.
1- Client Problem: Inconsistent and outdated branding.
Solution: Create dynamic graphics, consistent color scheme, and design across all inbound marketing mediums as well as traditional offline marketing materials.
2- Client Problem: Lacking brand consistency.
Solution: Revamp social media and website to create a consistent image across all inbound marketing mediums through the use of design and graphic principles. Increase brand recognition through social media outlets and solidify the brand through website engagement.
When engaging with an inbound marketing agency, you should make sure of the following:
- They take the time to ensure a high level of understanding of your company and its goals.
- They’re focused on the preparation and delivery of action based planning.
- You’re brand is the primary focus and epicenter of any campaign discussed.