- What is a campaign? One of the most important aspects to explain to your customers are the critical inbound marketing terms they need to be aware of. While customers seem to be able to grasp the concept of TOFU, MOFU and BOFU, initially one of the first questions we receive is, "Okay, I get the funnel, but what is a campaign?" An inbound marketing campaign is the overall term for the content that will be created to promote a marketing offer. This includes the top, middle, and bottom of the funnel content, the blogging and social media efforts that will help to promote the offer, as well as the landing pages, call-to- actions and e-mail sends. Basically it's the blanket term for what is going on behind the scenes.
- Why can't I blog about my company? Blogging is one of the more critical components to an inbound marketing strategy. Many times customers are of the mindset that their blog is intended to promote their company only. They want it to include posts about their successes, how they stand out from their competitors, and reasons why they are the top choice. If you stumbled across a blog that only posted about how great they were, would you want to continue reading? When explaining the blogging process to customers, we often tell them that they need to write from the perspective of their target audience. Blogs are meant to establish a company as an industry thought leader, and are not an effective avenue to solely self-promote.
- Why don't I have results after a week? As we mentioned in one of our previous posts, it's important to establish expectations with a customer upfront. Search engine optimization takes time. It doesn't happen overnight. One of the most common misconceptions is that as soon as you start pulling out the big SEO guns, you will see results the next day. Leads won't just start pouring in as soon as you publish your first whitepaper, either. That whitepaper needs time to marinate, if you will. Following best practices such as promoting the whitepaper via social media, including a CTA for it within a blog post, things of that nature will help to increase your reach, but don't expect miracles in a day.
- Get them hip to the inbound marketing lingo. You've clearly explained the ins and outs of Hubspot to your new client many times before they start working with you. You've probably used the terms, top, middle and bottom of the funnel offers so many times that your head spins every time you say the words now. It's then assumed that because your new client so cheerfully nodded in agreement as you were explaining the process to them, that they fully understood exactly what you were saying. Therein lies the disconnect. Mitigate the problem before it arises by clearly defining the most critical inbound marketing terms. Consider giving your new client a written document in which they can reference in the future when you refer to these terms.
- Establish strategy meetings. A good inbound marketing agency will be able to advise their client on the regularity and method of strategy meetings. You know what works best for your agency and clients, and should decide on a schedule that makes sense for both. You may choose to establish an in-person initial meeting to discuss their campaigns or it could be that a phone call will work. Whatever avenue is chosen, make sure that the client is aware of when they will be hearing from you and what they can expect you to be saying when you do speak.
- Reiterate strengths. Although your client has agreed to work with the bright and shining agency that you are, it's always a good idea to remind them of your awesomeness. Print them out some case studies and support them with statistics from Hubspot. Giving them concrete examples of just what your agency has done with other customers and what you will be doing for them going forward, is a great way for them to get and remain excited about working with you.
- Ask them for their FAQ's. If you've read our other blog posts, you know exactly why we're telling you this. Their frequently asked questions will turn into the inspiration for blog titles that your agency is going to be writing for them. During your initial strategy meeting ask them to go back to their sales or marketing team, or even to come up with the questions on their own.
- Make a schedule. Your new client should continually be kept in the loop of your deadlines. Work together to create a schedule that includes frequency of blog and social media posts, campaign development, email management and lead nurturing. Make sure to keep the schedule flexible enough that there won't be a serious problem if the deadlines need to be pushed, but strict enough that your team will work hard to meet these goals.
ImageWorks has been carefully crafting its strategies for over 15 years. We would be happy to help you accomplish all of your inbound marketing goals.
If you happen to be a business-to-business (B2B) product or service provider with consistent traffic to your company Web site but your phone is not ringing, then you may have an issue with your conversions. That is, specifically, people see your information but they do not feel engaged.