10 Best Practices for a Lead Generation Website that Delivers Leads 24/7

10 Best Practices for a Lead Generation Website that Delivers Leads 24/7

10 Best Practices for a Lead Generation Website that Delivers Leads 24/7

Tired of working every day to bring in leads, only to find they’re not qualified, or aren’t ready to buy? Wish someone would magically drop lists and lists of qualified leads right in your lap? What if we told you that lead generation didn’t have to be so hard?

By making a few adjustments, it’s possible to design a website that qualifies and converts leads, and delivers them directly to your inbox. Sound too good to be true? Let’s talk about what a lead generation website is, and what best practices you can implement to develop a lead generation website that delivers leads right to your inbox 24/7. 

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What is a Lead Generation Website?

A lead generation website is a website that works to convert site visitors into leads. Unlike a traditional website, which might function as a digital brochure for your company, a lead generation website actively educates your visitors, and offers opportunities for them to learn more about your company, your products, and services. As those people travel through their individual buyer journeys, a lead generation website works to convert those who are qualified leads. 

There’s a lot to say about what a lead generation website is and isn’t, so for the sake of simplicity, I’ll boil it down to this: 

 A lead generation website is a website that is designed and optimized to actively convert visitors into educated, qualified leads. 

Why do you want a lead generation website, instead of a digital brochure?

Because when your lead generation website is up and running, it has the potential to deliver qualified leads to your sales team 24/7. There’s no lunchtime or out-of-office for your website. It’s working for you 100% of the time. If you can turn your website into a lead generation website, your company is looking at serious growth. 

01. Start with a solid website

I’m here to tell you that no one will convert on your site if it looks outdated or isn’t functional. 

The first step to a lead generation website is a website that actually works. If you’ve got problems with responsiveness, load time, or just general usability, you’re not going to get the amount of traffic you need to be able to convert quality leads. 

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02. Build trust

Once your website works and looks good, the next step is building trust. This doesn’t mean forcing the hard sell. At this point, you’re just trying to show visitors to your site (people who are nowhere near making a purchasing decision) that you’re a legitimate company with authority in your industry. 

This means showing them who your company is, what you’re about, and providing them with the information they need to make an educated purchasing decision. The two best ways to build trust are: 

  • Testimonials
  • An A+ About Page

Let other people tell your site visitors how great you are. Then, for the people who want to know who you are, show them with your about page. 

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Beyond those two things, you might also consider including any relevant business awards, certifications, or partnerships in visible places like your homepage. 

03. Make contact easy

Once your site works, and you sound legit, we can actually get down to some best practices for a lead generation website. 

One of the most important best practices is to make contact easy. Your site visitors should never have to wonder how to get in touch with you should they have a question. Make sure your contact button, whether it’s “contact us” or “we buy houses,” is in the top right of your nav bar. 

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Then, include other “contact us” opportunities throughout your site. Simple CTAs are one way to go, but just having your contact information in the sidebar or footer of your site can go a long way to make sure you never miss a contact opportunity. 

04. Consider your end goal first

When you’re working to develop a lead generation website, it’s easy to just throw CTAs, forms, and landing pages everywhere to see what sticks. 

But that’s not always going to deliver the leads you want. 

Before you jump into some of these next best practices for a lead generation website, take some time to think about what your end goal is. 

  • What kind of leads do you want? 
  • How do you want them to contact you — phone, email, schedule a meeting with sales?
  • At what point does your sales team actually want to connect directly with a lead?
  • Where does your company need the most support from digital leads? 
  • Do you need more leads in the awareness, consideration, or decision making phase of their buyer’s journey?

Answering these questions will help you determine where you need to put the most effort into your lead generation website. 

05. Add quality forms

One of the easiest ways to convert qualified leads on your lead generation website is to add forms. 

Forms, from a simple contact form to a more complicated request a quote form, give you exactly the information you need to determine whether a lead is qualified and is ready to talk to a salesperson. 

Each of these forms help convert leads in different ways. Click on any image to view it in a larger size. 

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Remember: Good lead generation forms only ask for the information you actually need. If you’ve got an entry-level contact form, you should only ask for a few things, like a name, email, and company name.

If you’re working on a longer form for an end-of-buyer’s-journey quote request, you’ll have a lot more fields, but it’s still important to only require the information you actually need.

Fewer fields = more conversions. 

06. Use conversion opportunities that address each stage of the buyer’s journey

If you’re looking to build a lead generation website that delivers leads 24/7, it’s best practice to implement conversion opportunities that capture leads at every stage of the buyer’s journey. 

For example, let’s say you’re a home builder. You’ll want conversion opportunities for:

  • People who are considering a new home (awareness phase)
  • People who are deciding between building or buying (consideration phase)
  • People who have decided to build and are looking for reputable builders in their desired location (decision-making phase)

If you only have conversion opportunities for people who are ready to build in your area, you’ll probably only get very qualified leads, but you won’t get very many. 

You’re missing out on those leads who are very likely to want to build in your area, but who just haven’t made the decision yet.

It’s a great best practice to ensure your lead generation website presents conversion opportunities to visitors in every stage of their buyer’s journey. This ensures your marketing pipeline is always full of qualified leads who are working their way up to a purchasing decision.

07. Create buyer persona and pillar page-specific content offers

When it comes to lead generation, there’s no best practice more attractive to a site visitor than a content offer. Guides, ebooks, and downloadable content are irresistible to a qualified lead. 

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Turn your site into a lead generation website by developing content offers that address the specific needs and pain points of your ideal buyer personas. And, round out your content strategy with content offers that bolster each of your content pillar pages. 

For example, if one of your content pillars is kitchen renovations, you should have a downloadable offer that’s relevant to that pillar. Something like a “What’s Your Kitchen Renovation Style Quiz” is attractive to that potential lead who is already reading other content on your site about kitchen renovations.

08. Consider live chat

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If the goal of a lead generation website is to deliver leads 24/7, live chat is one of the tools that will absolutely get you there.

It’s available all the time, and makes it easy for anyone who has a question about your products or services to ask that question, the minute they think of it. 

They get an answer, and you get a lead, even if it’s 2AM on a Saturday.

Learn more about live chat in this blog on Conversational Marketing.

09. Get creative with CTAs

Contact Us CTAs are important, but they’re also boring. The average internet user is almost blind to the “contact us” CTA because they see it on every site. While you need to have it, it’s a great best practice to also develop more creative CTAs. Check these out:

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As we’ve talked about throughout this blog, the key to a lead generation website is presenting conversion opportunities to anyone who is a qualified lead, at any point of their buyer’s journey. Think back to best practice #4: What are your lead generation goals?

If your sales team prefers to get leads via a call or to schedule a connect call on their calendar, develop that CTA!

Something that says, “Schedule time with our sales team” is considerably more compelling than “contact us”. It’s a lead generation best practice to include varied CTAs, so you provide your site visitors plenty of options, but also so you can see what they respond to most. 

10. Test and optimize, always

Our final best practice for a lead generation website is no surprise — test and optimize, always. 

If you’re looking for a lead generation website, it’s important to remember that your website is never finished. You should always review your data, test new CTAs, and implement new tactics to see how you can improve those conversion rates. 

If one content offer or CTA isn’t working, try something new. A successful lead generation website is always changing and optimizing to meet visitors’ wants and needs. 

Remember: Your Lead Generation Website Can Only Deliver the Leads

Before you go, I want to leave you with one important piece of information when it comes to building a lead generation website. 

Your lead generation website can only deliver the leads. 

It doesn’t matter how many leads that website generates if your marketing and sales teams aren’t equipped to handle those leads. 

Make sure you have the marketing and sales enablement strategies in place to ensure your team can nurture and sell these leads your website is generating. Otherwise, you’re generating leads no one will follow-up with, which means you’re not growing. 

Have a plan in place to handle inbound leads coming from your website, and your team will see significant results. 

Just not sure where to start when it comes to things like CTAs, contact forms, content offers, and other lead generation best practices? The Evenbound team is here to help. Get in touch. We’d love to help walk you through any of these best practices to building a lead generation website. 

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What is Google Analytics 4 (GA4)?

What is Google Analytics 4 (GA4)?

What is Google Analytics 4 (GA4)?

In case you haven’t heard, there’s a new version of Google Analytics out, and it’s different. Google Analytics 4 is creating a bit of a stir in the marketing community, so we thought we’d take a minute and let you in on everything we know so far. 

While there’s a lot still to come from Google on this new GA version, here’s the basic breakdown of what Google Analytics 4 is and what’s different about it:

What is Google Analytics 4?

Google Analytics 4 is Google’s most recent version of Analytics, which started rolling out mid-October 2020. This new version of Analytics builds on Google’s App + Web system released in 2019 and aims to provide a more comprehensive, customer-centric view into your analytics. Most marketers and webmasters agree that Google Analytics 4 (GA4) is developed out of necessity, as more privacy restrictions are imposed on data collection, and as more users opt-out of cookie usage. 

This version of Google Analytics is designed to be “future proof” and relies on machine learning to fill in the gaps where businesses may be losing insight as we all work to protect our data and privacy. 

Like its predecessor, the App + Web system, GA4 also aims to provide a more comprehensive look at your data across your website, apps, software, and more. Here’s what Google has to say about this new version of Google Analytics:

If you want to know more about GA4, from how it’s different to how you’ll use it, the Evenbound team has you covered. Here’s our quick, comprehensive breakdown: 

What’s different about GA4?

There’s a lot that’s different about Google Analytics 4. To understand some of the new features and differences, it’s helpful to understand where GA 4 is coming from. There are a few fundamental shifts in how Google Analytics 4 is approaching data and providing analysis, and as far as we can tell, it’s bound to provide a range of useful insights, once we all get used to the new look and features.

Here are a few of the key shifts that make Google Analytics 4 different from previous versions:  

  • Built with machine learning at its core. GA4 is designed to be more intelligent than any of its predecessors. Machine learning is the main form of data measurement, and GA4’s robust AI uses “modeling” to make assumptions about user behavior based on existing data.
  • Focused on giving you greater insight into the customer journey. The final big perspective shift associated with GA4 is an increased focus on the customer journey. GA4 focuses less on individual metrics across different pages and devices, and more on the end-to-end customer journey, providing deeper, more comprehensive insight into how your customers are interacting with your digital platform from start to finish.

To give you a basic understanding of how Google Analytics 4 properties are different from traditional Analytics, take a quick look at these dashboards. The first is what you’re used to, and the second is a GA4 dashboard. Notice anything different?

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A few of these modules are similar, and some are even the same. The biggest change you should notice right off the bat? The menu change. Look at all of the options available to you in the GA4 property. They’ve got options like: 

  • Acquisition
  • Engagement
  • Monetization
  • Retention
  • And so much more!

Let’s dive into a few of the new insights and features that Google Analytics 4 provides.

What new features are included in Google Analytics 4?

There is a lot that’s new, a lot that’s different, and even some features you may have grown to love in your Universal Analytics account that you won’t find in GA4. While we can’t cover them all, these are the big, notable new features and changes to be aware of: 

  • GA4 automatically alerts you to significant trends in your data. From purchasing trends to new, intuitive reporting like churn probability and revenue predictors, GA4 is designed to use machine learning to help you stay ahead of your customer’s wants and needs. 
  • Better audience building for remarketing and returning visitors. Segment your data by audiences to better analyze why some customers aren’t engaging or why some audience segments tend to spend more. Admins can even remove a user from specific lists from within GA4 to ensure your data is always accurate. 
  • Codeless event tracking is one of the new features we’re most excited about. Instead of adding code or script to set up an event in your Analytics account, GA4 automatically tracks events for you and enables editing, tracking, and fine-tuning of those events directly within the UI. 
  • A new take on User Acquisition Reports. GA4s user acquisition reports have a greater focus on the entire customer journey. For example, the new user acquisition report allows you to see what channels are driving new customers, while engagement and retention reports give greater insight into what actions those customers take once they land on your site. 
  • GA4 integrates efficiently with Google Ads. Google Analytics 4 is designed to offer deeper integration with Google Ads, so you can get a better picture of your audience, and tailor your ad campaigns to fit. 
  • No view level section. Where traditional Analytics offered three levels — Account, Property, and View — GA4 only has Account and Property levels. 
  • GA4 is a “flat model” that prioritizes a granular approach to your customer data.
  • Data streams are used in place of old views and segments used in traditional Analytics properties. 

 

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What does this mean for your traditional Google Analytics properties?

There’s a lot going on with Google Analytics 4. There’s a lot to learn, and there’s a lot that Google hasn’t even finished yet. So what are you to do with your Google Analytics account in the meantime? 

While it’s likely that Google will eventually phase out older versions of Google Analytics, even they are recommending that users keep their existing traditional Google Analytics properties for now. Experts recommend you start by setting up a new Google Analytics 4 property to run alongside your existing properties and start collecting data as soon as possible.

Not sure how to set up your GA4 property? If you want us to help install Google Analytics 4 for you, we’re offering this service for free until January 31st! Schedule time with an Evenbound expert.

This will allow you to play around with these new features before you need to make the transition. Setting up your GA4 property will also ensure you’re gathering data now, and give you access to any new features Google rolls out as they continue to grow this new version of Google Analytics. 

GA4 is a big change for the SEOs, marketers, and webmasters who love the functionality of their existing GA account. Luckily, we’ve got some time to get used to it. If you’ve got questions about this new version of Google Analytics, we’re here to help! While we’re all learning about these new features together, we’d be happy to walk you through any questions you might have about setting up or using this new version of Google Analytics. 

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5 Reasons Your Construction Company Needs Content Marketing

5 Reasons Your Construction Company Needs Content Marketing

5 Reasons Your Construction Company Needs Content Marketing

There are a lot of marketing tactics out there. For construction companies, tools like paid advertising and email marketing make a lot of sense. They’re tools with tangible results that are easy to measure. What’s more, everyone else is using them. It’s simple to justify a tool that you can see your competitors using on a daily basis.

One marketing tactic that your construction company should be using, but probably isn’t?

Content marketing. 

If I’m starting to lose you, stick with me. 

Content marketing sounds like a lot of work, but it is actually one of the best, most successful digital marketing tools available to you. And for most construction companies, it’s pretty affordable.

If you’re new to the idea of content marketing, or if you’ve heard of it before and just aren’t sold, take a look at these 5 reasons your construction company needs content marketing. 

01. You want to see your name on the first page of Google search results

If you hope to see your construction company on the first page of Google for a relevant keyword, content marketing is what you need. There’s nothing that is more effective at boosting your website’s SERP rankings than quality content development. 

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02. You want more qualified leads (and you want to big on bigger, better projects)

Content marketing draws in organic traffic. 

Organic traffic = leads. 

When you implement a strategic content marketing plan that’s designed to help you rank well for keywords that are relevant to your ideal buyer’s most common questions and searches, you can start to draw in more qualified leads who have an interest in the kinds of projects you want to bid on. 

For example, let’s say you want to build more apartment buildings. Your content marketing strategy should be focused on topics relevant to those types of projects. Content about building an apartment building, what permits to pull, what order to schedule subcontractors, etc, will only pull in leads who are interested in those topics. 

That’s what I call a qualified lead. 

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03. You want to stand out in a crowded construction industry

Construction is a notoriously competitive industry. In general, you’re restricted to a certain service area, which means there is a finite amount of work that you can compete for. 

Quality content marketing helps you stand out in that crowded market in two ways: 

1. It positions you well on search engines for relevant topics — pulling in more qualified leads

2. It builds your authority in the market — the more authority you have, the higher you’ll start to rank for topics related to your construction company.

Authority can be a complicated subject, but it helps to think of it like this: the more helpful and comprehensive your content, and the more content you have that answers the questions your ideal buyers are asking, the more authority your website will gain. 

When search engines assign your website more authority, you’re more likely to be a top result for searches like “commercial construction company near me.” 

04. Your sales team is sick of answering the same questions over and over

Another reason your construction company should consider investing in content marketing? Your sanity. 

All jokes aside, I’m willing to bet there are a few questions your sales team hears from nearly every prospect. 

When you create content that answers those questions, you not only save your sales team the work, but you can also gain some serious SEO cred. 

If your sales team is hearing one question over and over, it’s likely that prospects are typing it into search engines as well. If you can write helpful, relevant content around those questions, you’ll save your sales team the headache, while drawing in more of the qualified traffic you’re looking for. A win-win!

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05. You want to shorten your construction company’s sales cycle

Content marketing is essential to digital lead generation, it’s true. But one aspect of content marketing many construction companies forget is its ability to nurture leads for you. 

Today’s consumer does a majority of their research online before they even consider talking to a salesperson. 

For construction projects, that means they’re researching top companies in their area, getting a sense of the type of work you do, the projects you’ve completed in the past, and more, all before they ever pick up the phone. 

If you have content ready and waiting for them, you’re getting ahead of that sales cycle.

By developing content that answers their questions, showcases your best projects, helps prospects get a good sense of how long their project will take, and what they’ll need to have before they can get a quality bid from you, you’re setting your sales team up for success. 

Content marketing tools like: 

All work to take the pressure off your sales team.

When they have content they can send to prospects who aren’t quite ready to make a decision — or better yet, when you’ve automated workflows to nurture those leads without a single sale person having to step in — you’re working hard to pull prospects through your sales cycle faster, and with fewer repetitive tasks for your sales team. 

Work smarter, not harder! Let content marketing work for you, and for your sales team. 

If your construction company is looking for ways to get ahead of the competition, boost your digital presence, and draw in and close more leads, faster, then content marketing is a surefire way to help you get ahead. 

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If you’re ready to jump into content marketing, but aren’t sure where to start, I’ve got resources for you: 

And if you get stuck, the Evenbound team is always happy to help! Feel free to get in touch with any questions you might have, content marketing related or otherwise. 

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In-House vs. Agency Marketing: Which is Best For You?

In-House vs. Agency Marketing: Which is Best For You?

In-House vs. Agency Marketing: Which is Best For You?

Whether you’re a manufacturer, an e-commerce retailer, a housing developer, or a dentist, marketing is important. It’s what gets your company’s name out there, and it’s what brings in the leads you need to grow. 

So, it’s not a big surprise to hear that you need marketing. 

How you implement marketing is the tougher choice. 

Depending on your industry and your business size, you’re probably looking at either in-house marketing support or hiring a marketing agency. Whether you’ve just started your search, or aren’t sure which direction to go, this blog breaks down the in-house vs agency marketing comparison, so you can make an educated decision based on your company’s marketing needs. 

In-house vs. Agency Marketing: What’s the Difference?

The two most popular ways to effectively market your company are to hire someone in-house or to hire a marketing agency. The most basic difference between the two options is who you hire.

When you choose to hire in-house for your marketing team, you find and hire a new employee who works in your office, and whose sole responsibility is marketing your company. 

When you hire a marketing agency, you’re working with a team of marketing experts to develop marketing strategies that will help your company reach your goals. 

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In-house vs. Agency Marketing: The Breakdown

If you’re just here for a quick assessment, take a look at this chart. 

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In-House Marketing

Basically, an in-house marketing team is best for the company that wants constant, immediate contact with your marketing support.

It’s good to know that this quick communication doesn’t translate to fast turn-around time.

Remember, you just have one, maybe two people on staff. Though you can talk to them at the office, they might not be able to implement your plans instantly, because they probably have a lot on their plate. 

Marketing Agency

A digital marketing agency is best for the company who wants a comprehensive marketing strategy and is looking for expert advice on every aspect of it.

Agencies have specialists on staff for everything from SEO to content strategy, social media, PPC, and even email campaigns.

With the added capacity, a marketing agency can typically implement a wider breadth of marketing campaigns faster than a one or two-person in-house team could. If agility is important to you, a digital marketing or inbound agency might be the better option for you. 

Still stuck? 

That’s chill — I’ve got a complete breakdown just waiting for you. Let’s go step by step through some of the most important points that could sway your decision between in house vs. agency marketing. We’ll start with expertise, but feel free to use the menu below to navigate to whatever you’re most interested in. 

Expertise: Your Team vs. A Team of Specialists

If you’re investing in marketing, you want someone who knows what they’re doing. In-house vs agency marketing each offer a different type of expertise. 

In-house marketing: Your team

  • You hire someone who works on your team to market your company. They are personally invested in the company and have a very close understanding of your brand. 
  • They’re just one person. While they may have marketing expertise in a wide range of marketing subjects, they’ll have to apply that knowledge broadly, across a range of marketing tactics.

Marketing agency: A team of specialists

  • When you hire an agency, you have instant access to a team of marketers with specialized expertise in every marketing channel you’re interested in. From PPC and paid search specialists to SEO wizards and content strategists, you have access to a breadth of knowledge that’s as deep as it is wide. 
  • If you choose to work with an agency, you will have to bring them up to speed on your brand and your products.
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Time-to-Onboard

Another big consideration to make when evaluating the decision between an in-house marketer vs. a marketing agency is how long it will take to onboard, and how long it’ll take to see results. The process of hiring a marketing employee or hiring a marketing agency will take time, but after you’ve completed the process, a team of marketers is going to be able to get to work a bit faster than a single marketer would.

In-house marketing: 

  • Hiring. You’ll have to advertise your position, run through interviews, and ultimately hire someone. Then, that person will have to get up to speed with your company and begin implementing marketing tactics. 
  • Just one person. Most companies start an in-house marketing team with just one person. While you get the benefit of your very own, personal marketer, that also comes along with the drawback that they’re just one person. It could take months for them to strategize and build out every marketing campaign you have in mind. 
Marketing agency: 

  • Finding an agency. Just like hiring an in-house marketer, you’ll still have to interview and assess a few different agency bids before you can choose a marketing agency that’s right for your company.
  • More hands on deck. Once you’ve chosen an agency, the onboarding process is much faster. Since your marketing agency has more people to support your marketing efforts, they can get started with more campaigns, more quickly. That means faster returns for you.

Communication

Communication is important to your marketing strategy’s success. Your marketing team has to understand your brand, your company, your audience, and of course, your goals. Having a clear path of communication is essential to ensuring that your marketing team is implementing tactics that deliver the kind of success you’re looking for. 

In-house marketing: 

  • Your team is in the office. You don’t have to worry about a lag in communication, if you need something done, you can just walk over to your marketing manager’s desk. 
  • Your team is small. Remember that quick communication doesn’t mean quick implementation. Just because your marketing team is in-house doesn’t mean they’ll have the capacity to complete every task right now. (We’ll talk more about capacity next.)

Marketing agency: 

  • You communicate with an account manager. Most digital marketing agencies will have one dedicated account manager assigned to your company. That person will be your point of contact, and they’ll relay any of your requests to key specialists on the team. 
  • Communication can still be efficient. Most marketing agencies have a time limit that keeps them accountable to their clients. If you’re working with a quality agency, you shouldn’t have to wait longer than 48 hours to hear from them. And again, they should have the capacity to handle most reasonable requests quickly, which brings me to my next point: 
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Capacity & Scalability

How quickly your marketing team can get something done is important. If you want to implement a holiday campaign, you shouldn’t have to bring it up in June to make sure it happens by November. Your marketing team’s speed is directly related to its capacity. Scalability matters here too — if your company has a degree of seasonality, you’ll likely want to scale marketing services up or down depending on your current needs. 

In-house marketing: 

  • Capacity and scalability are directly related to how many employees you have. If your in-house team is just one marketing manager, they’ll have less capacity, and won’t be able to take on additional work easily. Scaling down isn’t easy either. 

Marketing agency: 

  • Capacity is given. The point of working with a marketing agency is that you’re essentially hiring an entire team to support your company. They’ll have the capacity to take on more work should you need more service.

  • Scalability is simple. Whether your company needs more or less support, it’s as easy as making a call to your agency account manager. Put more of your budget to PPC one month, or scale up all efforts to gear up for a particularly busy season. 

Keeping Up with Industry Trends

Life moves pretty fast. Especially when you’re working in digital marketing. You want marketing support that is on top of industry trends, so your company is always following marketing best practices that put you ahead of the competition. 

In-house marketing:

  • Your in-house employees are busy. Especially if you have a small team handling your entire marketing strategy, it’s likely that they have limited time to research, take classes, and make sure they’re always following best practices. 
  • You’re their only client. With an in-house marketing team, it’s easy for creativity to drop off. While your marketing team is full of amazing, creative people, they’re always looking at ways to market you, which can cause your strategy to stale over time. 
Marketing agency: 

  • Marketing is your marketing agency’s only job. An agency lives and dies by its ability to deliver results for clients. That means keeping up on industry trends and best practices is essential. A quality marketing agency makes time for continued education on staff because it is necessary for their success. 
  • They see different marketing tactics in action every day. Because a marketing agency works with a range of clients, they’re always testing new marketing strategies, implementing new tactics, and keeping their marketing practices fresh. They can bring everything they’ve learned working with other clients to your marketing strategy.

Cost

The biggest sticking point when it comes to choosing between in-house vs. agency marketing is cost. No matter what, you’ll pay a salary and benefits for an employee, and a retainer fee for your marketing agency. Which costs more? Let’s take a look: 

In-house marketing: 

  • You pay a salary. When you opt for in-house marketing, your expense is equal to the salary of any marketing employees. This includes their salary and their benefits, and it is a fixed cost. 
  • You pay any ad spend. On top of the employee’s salary, you’ll also pay for any ad campaigns you run.
Marketing agency: 

  • You pay a retainer. When you work with a marketing agency, you pay a retainer for marketing services received. Generally, these are fixed retainers, though they can be changed or adjusted according to your company’s specific needs. For example, if you had a little extra room in the budget one month, you could put that money towards an additional marketing campaign. 
  • You pay ad spend. You’ll also pay for any ad campaigns you run with the marketing agency. That ad budget is separate from your retainer fee.

Return on Investment

If the cost section didn’t exactly answer your question about how much it costs to hire someone in-house vs. a marketing agency, that’s because it depends. You might spend between $50,000-$70,000 to hire a marketing manager, and an equal or even greater yearly spend on a marketing agency.

It can be hard to judge what the actual cost of your marketing support will be until you look at the returns. 

In-house marketing:

  • You’ll only return as much as your in-house team can put in. If you just have one person on staff, it can take some time to get PPC campaigns, regular content development, email campaigns, automated workflows, and SEO updates to your website, and more going. 
  • If you’ve got just one person on staff, you’re only going to see returns from what they were able to get going, and it can take as long as a year, or more, to have completely optimized campaigns running.

Marketing agency: 

  • Greater capacity = greater results. No matter how much you spend on an agency (as long as it’s a good agency), they’re able to deliver results faster, because they are more specialized and have more manpower. That means you’ll see greater returns from a marketing agency, and you’ll be able to grow faster. 

In-house vs. Agency Marketing: Where Did You End Up?

At this point, you might have a clear picture of what your company needs, or you might still be stuck. 

Either option is fine. 

Every company functions a little differently and has slightly different marketing needs. Obviously, the Evenbound team is a fan of marketing agencies, because that’s what we are. But, you should know that a lot of our clients have in-house marketing pros, and they still work with us to support that in-house team. 

If you’re having trouble deciding whether in-house or agency marketing is right for you, it’s possible that both might be a better fit. The benefit of working with an agency is that we scale our services to accommodate your business needs.

If you’ve got a kick-ass social media person on-staff, they might benefit from support in SEO or PPC, so they can focus more of their time on what they do really well, and what’s delivering serious results for your company. 

In the end, the choice comes down to what your company needs, and the method that will help fill that need in the most productive and efficient way. If you can’t figure out what you need, or you know that an agency can help support your already busy team, Evenbound is here to help

Decided a digital marketing agency is right for you? Here are 8 Questions to Ask a Digital Marketing Agency before you sign with them.

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Digital Marketing vs. Growth Marketing: Which Delivers the Greatest ROI?

Digital Marketing vs. Growth Marketing: Which Delivers the Greatest ROI?

Digital Marketing vs. Growth Marketing: Which Delivers the Greatest ROI?

Welcome to the world of marketing — every agency has a different claim to fame, and everyone calls their marketing strategy something a little different. With terms like inbound marketing, growth marketing, digital marketing, content marketing, and even growth hacking, how are you supposed to know what’s what, and which of all of these terms are right for your business?

We’ve been systematically tackling some of the most common marketing terms, so if you’ve got questions on outbound marketing vs inbound marketing, digital marketing vs inbound marketing, or inbound marketing vs. content marketing, be sure to check out our blog

In this article, we’re going to take a look at digital marketing vs. growth marketing. 

Digital marketing has been around for a while, but growth marketing is a newer term that’s getting a lot of buzz, especially if you call it by its cool name — growth hacking. Sounds mysterious doesn’t it?

It doesn’t have to be. 

If you’re looking to grow your business by bringing in and closing more qualified leads, faster, you’ll need to know what both growth marketing and digital marketing are, how they differ, and how they can work together.

But you’re probably most interested in which delivers the greatest ROI — I’ll get to that too. Let’s jump in: 

Digital Marketing vs. Growth Marketing: What’s the Difference?

The biggest difference between digital marketing and growth marketing is methodology. Digital marketing is a set of marketing tactics that are applied digitally. Everything from SEO to email marketing to PPC and digital advertising is considered digital marketing. Growth marketing is a marketing methodology that places a high value on goal-setting, data analysis, and testing & experimentation. Growth marketing often uses a number of digital marketing techniques, but its primary goal is to deliver measurable growth for your company. 

Let’s take a deeper look at both digital marketing and growth marketing and the difference between them. 

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What is Digital Marketing?

Like I mentioned, digital marketing is a set of marketing tactics. There are no “rules” to digital marketing, and no methodology that necessarily guides it. 

There are many types of digital marketing, which makes “digital marketing” a great, umbrella term that means any kind of marketing action you take online or on a digital platform. In general, digital marketing encompasses marketing tactics like: 

Basically, if it’s a marketing effort, and you implement it on a digital platform, it’s digital marketing. What digital marketing doesn’t have is a methodology, or a mindset behind the tactics, that guides how you implement each of these marketing tools to deliver success to your business. 

What is Growth Marketing?

Growth marketing has the methodology that digital marketing lacks. Growth marketing is a way of marketing, rather than a set of tactics. It’s an approach to marketing that’s designed to strategically grow your company according to a specific set of goals. Your growth goals might be: 

  • Revenue centered — you want to achieve a certain revenue number by the end of the quarter or year. 
  • Industry centered — you want to grow your company’s presence in a certain industry or market. 
  • Company centered — you want to grow your company or your dealer network to a certain size in the next quarter or year.

With specific, measurable, attainable, relevant, and timely goals (SMART goals — see what we did there?) in mind, you can apply a range of marketing tactics — digital or otherwise — to help you achieve those growth goals. 

Growth marketing provides the framework your company needs to put strategic growth at the center of your marketing strategy. It places specific emphasis on: 

  • Making data-driven marketing decisions
  • Using experimentation and testing to boost company growth
  • Marketing tactics that boost revenue and overall company growth. 

    While digital marketing offers a set of marketing tactics, it’s not a methodology that brings strategy to your marketing decisions. Growth marketing, on the other hand, starts with strategy and enables you to implement the marketing tactics that support your company’s specific growth goals. 

    (If you want to learn more about setting up a successful growth marketing strategy, check out this blog on 7 Steps to Developing a Growth Strategy That Delivers Results.)

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    Digital Marketing vs. Growth Marketing: Which Delivers the Greatest ROI?

    Now that we’ve got a better understanding of both digital marketing and growth marketing, it’s time to get to the important point for you — which delivers the greatest ROI?

    While ROI is entirely dependent on how your company implements and optimizes marketing strategies, I can say with a high degree of confidence that growth marketing will deliver the greatest ROI. 

    Why not digital marketing?

    It comes down to the strategy portion of growth marketing. 

    You can absolutely implement a range of digital marketing techniques and see serious ROI. But, when you implement those same digital marketing tactics with a growth marketing mindset, your company is more likely to see the return you’re looking for. 

    Why? 

    Because you know what you’re looking for. 

    Growth marketing forces your company to set clear, specific goals that you can measure constantly. If one digital marketing tactic — say email marketing — isn’t pushing your company to your growth goals, you know you need to either change your approach, or put that time, money, and effort into a marketing tactic that will get you to your goals. 

    Growth Marketing Uses Digital Marketing Tactics to Reach Your Goals

    One last thing you should know to have a clear understanding of digital marketing vs. growth marketing — growth marketing and digital marketing aren’t mutually exclusive. 

    Here’s a handy example that does a great job of illustrating how these two marketing schools align. Pretend you’re headed on a road trip:

    Digital marketing is the wheels of your bus, the fuel, and the engine powering you to that strategic growth goal. Your growth marketing strategy is the map you use to identify that destination and make sure you’re still on course. 

    So, when your company adopts a growth marketing mindset, you’re not throwing digital marketing out the window. You’re just using those digital marketing tactics more strategically, in a way that optimizes your budget to get you exactly the results you’re looking for, from the first time a visitor lands on your website, to retaining and upselling existing customers. 

    In the end, though digital marketing and growth marketing are two different schools of thought, you need them both to achieve success in today’s digital world. Digital marketing and growth marketing go hand in hand. 

    New to growth marketing? A growth agency could help. If you’re looking for ways to grow your company, the Evenbound team has plenty of answers.

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