It’s 2019. You’ve been told to drive more traffic to your website to increase the number of inbound leads. What do you do?
Most brand-side marketers (i.e. not in an agency) have a small team to support a growing list of marketing duties, from strategy to content creation to implementing marketing automation and aligning with sales. It’s a lot to handle, and some of these efforts actually require specialized skill sets, like graphic design, coding, video production, etc.
It’s virtually impossible for a handful of people on your internal marketing team to possess so many specialized skill sets or even to possess the time to manage all the many loose ends that make up a robust marketing campaign in 2019.
Think of it, you’ve got a website to manage, social media to post, audiences to develop, content to publish, reviews to aggregate, testimonials to capture, conversion rates to optimize, search terms to rank for, and so much more.
Face it. A partner could help you manage your time more efficiently, putting your brain and your institutional knowledge to work orchestrating marketing strategy at a high level. You need a partner that understands the ins and outs of inbound marketing, has ample resources to tackle problems, and has the specialists who can efficiently produce compelling content at scale.
You need an agency
But since it’s 2019 and you’d like to actually make money from your marketing, you don’t just need any agency. You need a HubSpot partner agency with expertise in leveraging marketing automation to drive measurable results from inbound marketing campaigns.
You need to keep your hands free so you can continue to move forward with new initiatives instead of being buried in manual marketing activities, like exporting lists of contacts who’ve opened emails and building follow-up campaigns. This sort of basic marketing task can be fully automated with marketing automation software from HubSpot, keeping you free to move on to other tasks.
Why a HubSpot partner agency?
It’s not what you know, it’s who you know, right? HubSpot technical support is among the best in the world, and they’ll gladly help you with any question you have the experience to know how to ask them. But go-to market strategy, in-depth analysis and assistance with campaign execution isn’t something that HubSpot support can provide.
Even if you have ace marketers on your team, odds are they don’t have the specific experience with HubSpot and marketing automation tactics to produce results quickly and efficiently. Having this sort of expertise at hand when your campaign isn’t yet generating the results you need can be the difference between a positive EOQ and a negative one.
What’s different about HubSpot agencies vs typical marketing agencies?
Every agency has creative resources, produces content, manages social media, etc. Why do you specifically need to work with a HubSpot partner agency, if the traffic is all coming from outside your website anyway?
The two pillars of successful inbound marketing campaigns are automation and optimization.
Automation—referring to marketing automation tools like HubSpot—enables you to accomplish many more marketing activities than you’d ever have time to do manually
Optimization is the practice of constantly testing hypothetical improvements to your marketing assets in a cycle where you test, analyze, refine and repeat tweaks to keywords, content offers, CTAs, email subject lines, ad creative, audience sets, and all the other elements of an inbound marketing campaign.
To be an expert in marketing automation and conversion rate optimization is surprisingly not all that common of a skillset for marketers. Inbound marketing techniques are still being adopted at an increasing rate by businesses globally, meaning that many more marketers have yet to master the unique skills required for inbound marketing campaigns.
What’s the difference between inbound marketing vs traditional marketing campaigns?
The HubSpot Inbound Marketing Sales Funnel (Source)
Traditional marketing campaigns focus on driving traffic to you with paid strategies and inbound marketing campaigns focus on attracting traffic to you organically. In practice there’s often a little bit of both approaches at work, but, in the strictest sense of the definition, “inbound” refers to enticing visitors by producing the best quality content on a given subject and therefore ranking highly in Google searches for related terms.
There’s more to inbound than organic search, such as leveraging social media, email marketing and so on; but in terms of driving traffic (and therefore growth), organic search is always the greatest contributing factor.
So the activities involved in planning and executing inbound marketing campaigns are very different than those of a paid campaigns, which focus mostly on messaging, creative design and audience development. Inbound marketing focuses on the following campaign planning methodology:
For more information on planning inbound marketing campaigns, follow HubSpot’s campaign planning guide.
Once you’ve determined that inbound marketing is a priority, you’ve got to evaluate your marketing team and assess its strengths and efficiencies.
Can your team spend hours carefully strategizing keywords, reviewing analytics and producing the massive quantity of fresh content that it takes to stay relevant in search?
Or are you going to have plenty of other things for your staff to do developing your messaging and campaign strategy, producing internal assets and aligning with your sales team?
Idea Grove is a certified Platinum HubSpot Partner Agency
If your business is like most organizations, there’s enough to do internally to move the business forward to warrant bringing on a certified HubSpot partner agency to support the work your team is doing, extend their capabilities and provide expert counsel.
If you evaluate your business and find that you’d like to learn more about working with a Platinum HubSpot partner agency like Idea Grove, please reach out for a free HubSpot audit and consultation.
Our HubSpot experts will review your portal and offer recommendations on ways to improve your inbound marketing ROI free of charge. From there you can decide the best plan forward for your organization and we’re here to support you when you need it.