Before understanding what an inbound marketing agency is, we need to know what actually is inbound marketing. Even after several years of its existence in the marketing world, many marketers are still skeptical about its effectiveness and certainty. This is mainly because they are afraid of disruption that this transition may cause to their currently working system.
Consumers today are blessed with lots of information due to the internet, and make purchasing decisions after careful research. To cope up with the changed consumer behavior, marketing needed changing its course. Nowadays, smart marketers are embracing inbound marketing rapidly.
Inbound marketing is about pulling consumers like a magnet instead of pushing bulk content on them. Simply put, inbound marketing uses helpful and relevant content to attract the right audience to your business. A cleverly crafted content journey based on actual data will bring the right strangers to your website. Afterwards, it converts them into paying customers and promoters of your business.
According to HubSpot, the pioneer in inbound marketing, there are four key stages namely Attract, Convert, Close, and Delight in the inbound marketing methodology. The good news is that these fundamentals are applicable to any business. If adopted properly with patience, inbound marketing will surely pull customers to your business with maximum ROI.
Inbound Marketing vs. Outbound Marketing
As the name implies, inbound marketing makes your marketing strategies come in to you. It is all about attracting and connecting with your target audience naturally and without disturbing them. Using content marketing approaches wisely, inbound strategies market high-quality content that users love and that ranks well in search engines.
So, content produced based on real-time data plays a pivotal role in inbound marketing. This analytics-based marketing method lets you monitor and control steps in every stage of the process.
In contrast, with the advancement of technology, outbound marketing, also known as traditional marketing, is increasingly becoming obsolete because buyers today are empowered with the rapid progress of digital technology. And, this enables them to discard noise in the marketing world and only pay attention to things they are interested in. Thus, outbound marketing--an interruption based marketing--is no longer effective.
Thanks to digital analytics tools, inbound marketing processes are accurately measurable and result-oriented. HubSpot reports that it costs 61% less than traditional marketing. In fact, outbound marketing is insanely expensive. On the other hand, inbound generates much higher ROI compared to outbound marketing.
Role of an Inbound Marketing Agency
Businesses have started shifting their marketing budget from outbound marketing to result-focused inbound marketing. But inbound marketing practices require a good number of skills such as content writing, SEO, blogging, website design, social media management, marketing automation, Customer Relationship Management (CRM) setup and management, etc.
Lack of skilled content writers and inbound strategists in their marketing team has been preventing them from implementing inbound marketing on their own. This is where an Inbound Marketing Agency comes to the rescue. Because they offer a good number of inbound services that include traffic generation, lead generation, and customer acquisition.
In short, a marketing agency that adopts inbound marketing fundamentals for themselves and their clients is called an inbound marketing agency.
They generate traffic with the help of blogging, SEO, website design, and social publishing. For generating lead, there are things like Calls-to-Action (CTAs), landing pages, etc. Finally, in order to maximize conversion from leads to paying customers, inbound marketing agencies use email marketing, marketing automation, and a CRM platform.
As inbound agencies usually operate in an analytics-driven marketing automation platform, they make all your marketing efforts inbound with engaging content in each stage of inbound marketing.
How to find the right (write?) one for your business
Not all agencies provide total inbound services because of their area of specialization. Some also provide tailored and expert solutions according to your business needs. For example, if you need premium content for your website, blog, social media, and other purposes, you should look for an agency who is an authority on “write” kind of services.
When it comes to partnering with an inbound marketing agency, you should take content writing and content marketing into consideration, as this is the central part of the inbound marketing ecosystem. One should focus on agencies that have proven track records of creating and marketing premium content that engages and converts.
When hiring an inbound marketing agency, single out the one that is good at developing competent and clever content. Several researches show that agencies with talented content writers do better than others. Admittedly, not all inbound agencies are great at content creation, so choose carefully.
Finally, if you don't have an in-house team of inbound marketers, it is always a good idea to take help from an inbound marketing agency. High performing agencies house competent writers, skilled marketers, SEO specialists, and more and use intelligent marketing automation software.
Inbound experts suggest that you should focus on creating high-quality content to educate and delight your targeted buyer personas. Eventually, this will drive qualified prospects to your website and keep them coming back for more before they buy.