What is a Growth Agency? And How to Choose the Right One

What is a Growth Agency? And How to Choose the Right One

Growth agency is a new term you might be hearing a lot lately. It’s going to become more popular here in 2019, so if you’re not quite sure what a growth agency is or does, you’re in luck! We’re about to break it all down for you.

What is a Growth Agency?

A growth agency is a partner whose primary goal is to help your company grow. Click To TweetLike everything in 2019, most growth agencies are going to be digitally focused. Unlike digital marketing agencies of the past that would specialize in one aspect of digital marketing — anything from paid and social advertising to content marketing — growth agencies are beginning to emerge as jacks-of-all-trades that function on a higher, more holistic level.

A growth agency will look at and improve all aspects of your digital and traditional marketing methods, but through the lens of overall growth. They’ll make every strategic marketing and sales move with the intent to grow each aspect of your company from the ground up.

Because a growth agency has such a big investment in their clients, the best ones tend to specialize in one or two industries that they know well, and have history delivering results for.

For us, that’s industrial manufacturing and construction.

What Does a Growth Agency Do?

A modern growth agency will help you grow your business in every possible way. This includes — but is not limited to — support in the following areas:

In a nutshell, it’s a growth agency’s job to partner with your sales and marketing teams to generate more qualified leads, nurture those leads effectively, and help you close on the leads you want for strategic, targeted, holistic company growth.

How Do I Choose the Right Growth Agency?

An agency that’s totally dedicated to your growth and success sounds pretty great. If you’re considering hiring a growth agency to help you boost your marketing and sales efforts, and grow your company overall, here are a few things to keep in mind while you search:

Look For a Team That Specializes in Your Industry

Like we mentioned before, a growth agency’s job is pretty big. They’re focused on growing an entire company that’s not even their own. There’s a lot to keep track of and a lot to remember. You need someone who understands your industry, your target buyers, and the ins-and-outs of your processes.

Most quality growth agencies focus on just two or three industries, so they can offer the absolute best service possible. Look for a growth agency who has worked with companies like yours before, or at least in your industry before. This will give you a leg up as you start to work together and expand.

Look for Numbers and Metrics

Growth agencies should function primarily on numbers. Once they know where your company is at, they should be able to offer up real, specific goals for your future together. They should set goals like:

  • How how many leads they’ll work to get, in a specific time period, like the next six months or year.
  • How many of those leads will convert to sales possibilities.
  • And how many of those sales potentials will close as customers.

Many inbound and growth agencies refer to these goals as SMART goals. SMART stands for Specific, Measurable, Attainable, Relevant, and Timely.

For example, a goal to “grow your business” is not a SMART goal.

A SMART goal might sound something like: Generate 30 new qualified leads in the next two months.

This goal is specific: it identifies one specific metric, new leads.

It is measurable: the goal is to generate 30 new leads.

Attainable is a difficult one to explain generally, but let’s say you had 15 leads in the last two months, but are now implementing calls-to-action and landing pages. 30 new leads would be an attainable goal based on your previous metrics, and the new actions you’ve implemented to boost that number.

This goal is relevant to your company growth, because more new, qualified leads means a greater number of potential deals closed.

Finally, this is a timely goal because it’s been given a specific timeline of two months. Without a deadline, it’s hard to say if you’re improving or not.

If you’re getting general goals that sound like, “Oh, we’ll help you grow your company this year” you might want to keep on looking. A great growth agency will offer SMART goals that provide tangible, measurable results.

Look For A Growth Agency With A Proven Strategy

Every growth agency will say their strategy is the best — it just comes with the territory. You have to do the work of making sure their claims are true. First, you need to make sure the agencies you’re looking at have actual, specific strategies that drive growth. Second, you need to make sure they work. Look for a growth agency with case studies, testimonials, or references from previous clients in your industry. Click To TweetThere should be some proof that they actually walk the walk.

One great way to know in an instant if the agency you’re looking at is legit? Their own business strategies. If they’re not implementing all of the strategies they say they’re experts in (website design, content marketing, pay-per-click advertising, case studies, etc.) you might want to keep looking.

Set Up a Meeting

Do your teams jive?

A growth agency is more a partner than a contractor. You’ll be working closely with them to develop content and strategize ad campaigns that align with your message and boost your lead gen potential. You have to like them, or at least feel like you can work with them on a regular basis.

It’s not uncommon for companies to talk to two or three growth agencies before settling on the best fit. If you’re having trouble choosing between agencies, an initial meeting with each team might help you make the decision.

If you’ve been considering hiring a digital marketing, inbound marketing, or growth agency, let’s talk. We deliver specific, measurable growth to clients in the industrial manufacturing and construction industries, and would love to chat about how we can help your company grow in 2019.

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Not sure if a growth agency is right for you yet? Not a problem. Take a look at some of our case studies and previous work for a few examples of the HA Digital Marketing strategy in action.

Optimizing Your B2B Manufacturing Website Page Content

Optimizing Your B2B Manufacturing Website Page Content

Last month, we talked about why inbound marketing matters for B2Bs, specifically industrial manufacturers, and in that post, how crucial it is for B2Bs to have digital content that is optimized for search (if you missed Inbound Marketing for Industrial Manufacturers, read it here). Your website is your company’s primary representation in the digital world, and it’s important that your content is optimized to best attract future customers.

In case your manufacturing page content could use a little love, here are a few tips to optimizing B2B page content for the clients you actually want:

Website Page Content Is Not Print Marketing Copy

Many B2B manufacturers make the mistake of treating their website like it’s a brochure or flyer. Some even go so far as to directly copy all of the content from their print marketing materials right onto their new websites. While you might be able to gather some useful information and content ideas from your current print marketing copy, you shouldn’t just copy it. It’s not designed for the way people read websites. Click To Tweet

Additionally, digital content has many more capabilities than print, including linking, embedding video, and searchability. These are all capabilities you should take advantage of, as interactive page elements like links and video work well to gain viewers’ attention.

How Do You Optimize Manufacturing Page Content?

Like all digital content, your website page content should use SEO principles, specifically, by including the keywords that relate to that page and your business. These should be words and phrases your ideal customers are typing in when they search for your products or services. (For more on why SEO matters for B2Bs, click here.)

But unlike blog posts, content offers, and other digital content, the purpose and tone depends upon the type of page:

  • Blogs and the like are primarily informative, used to refresh your site’s content, optimize your site for relevant keywords, and provide prospective customers with information they need about your product, service, or industry.
  • Website page content is also informative, but it’s more explicitly promotional—it informs prospective customers about your specific products and services, as well as your company itself. Your page content needs to tell website visitors what you do, what you sell, how you do it, and who you are, and you need to do it in a way that speaks to the kinds of customers you want to attract.

How?

To truly optimize your page content, you need to have comprehensive pages on your products or services. Click To TweetThose pages need to include the keywords your future customers are searching. You also need to segment your customer base and create paths specifically tailored to each type of buyer.

Check out how we’ve optimized our site for our target buyers: in the main navigation bar under “Who We Help” we have each of our client segments— Manufacturing & Industrial Marketing, Developer & Home Builder Marketing, and Professional Services & Small Business Marketing.

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For each of those segments, we have page content that addresses how our inbound marketing and growth services will help clients in those industries meet and exceed their marketing and growth goals. These pages include links to relevant case studies, testimonials, and clients who are in the specific customer segment, to demonstrate our experience in the needs of the industry.

If your B2B manufacturing website is outdated or failing to generate leads, your page content could be part of the problem. Evenbound has experience working with B2B and industrial manufacturing clients to optimize page content and implement inbound marketing practices and digital content strategy, and we can create a website that will generate leads and foster growth. Interested in learning more? Let’s start the conversation.

Not ready to chat yet? No worries! Check out the case study below to see how our process delivers legitimate results for our manufacturing clients:

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Manufacturers: How to Leverage Employee Experts for Quality Content

Manufacturers: How to Leverage Employee Experts for Quality Content

If you’re in a manufacturing enterprise that’s particularly technical in terms of the product or service offerings, you’ll need to get some of your information for content from subject matter experts within your organization. Your company probably has a lot of engineers who are experts at what they do and your company does, and some of their ideas could make for informative manufacturing content that your potential clients will love. But engineers aren’t writers and they have other stuff to do. So here’s how to get that content from them:

Enlist a Technical Writer

Technical writers, the people who write procedures, work instructions, and manuals, have experience both with writing and with technical terminology; it’s part of their skill set to translate technical jargon into words that lay people can understand. Also, they have a lot of experience working with engineers, so they can be helpful in gleaning content from them.

Conduct Interviews

Rather than asking your subject matter expert to write a blog post or white paper or page content for your website, instead, sit down and have a conversation with the expert in question. Ask them for the information you need rather than having them provide you with what they think you need. You might come up with even more questions through the interview process that will be questions that your ideal buyers have, so that you can tailor your content to tell your potential customers what they need and want to know.

Get Source Recommendations

If you don’t understand a particular process or product that your content strategy needs to address, get the experts in your company to tell you where to get the information you need. When they’re in full crisis mode on the plant floor or swamped dealing with a rush order, the people you need info from might not have time to talk to you. But they can point you in the direction of the information you need, saving them time but ensuring you aren’t stalled either.

Use a Review Panel

When you’ve written something without the prior input of a subject matter expert, to glean more information and fill in the gaps in your knowledge and understanding on the subject, get your engineering team or the experts on the topic to look over what you’ve written. They’ll tell you if you got anything wrong and help you add anything you might have missed.

Developing a content strategy for a B2B or industrial business can be a challenge, but it’s one that’s so important to staying on the bleeding edge and remaining competitive in your industry in the digital space. If you’re ready to amp up your content strategy and boost the ROI of your marketing efforts, it’s time that you get in touch with Evenbound.

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Email Marketing for Real Estate Developers

Email Marketing for Real Estate Developers

An effective email marketing strategy is very important for home developers looking to sell lots and fill developments quickly. Email marketing functions for developers in two ways: 1) you can let consumers know about your development before you even break ground, making the selling process much smoother for you, and 2) it allows you to hold on to consumers who may not have been ready to purchase a home in one development, but who may be perfect buyers for the next.

When done properly, email marketing has wonderful potential to get your company in front of the right consumers, at the right time. It’s a wonderful addition to any inbound or outbound marketing strategy because it speaks directly to your target buyer. Here are a few key things to know about starting an email marketing campaign for your real estate development company:

Know Who Your Ideal Buyer Is

The first and best way to email your subscriber list effectively is to know who they are. It sounds basic, but you’d be surprised at the number of weird spammy emails the average consumer gets in a day. Know a little something about who you plan on sending that newsletter to, and you’ll see better results all around.

  1. Create buyer personas. For most real estate developments, buyer personas are actually pretty easy to pin down. You already know most of the information: the average income of your typical buyer, the average age, marital status, etc. Pool all of that information into two or three buyer personas, and then segment your email lists accordingly. That way you’re always sending out relevant content to the right buyer persona. That will help keep your number of “unsubscribes” low.
  2. Remember that you can’t make everyone happy. When you start sending newsletters out to a list of email addresses, you’re bound to get a few “unsubscribes”, and that’s okay. Not everyone is a perfect fit for your real estate development, and your goal should be to keep the ones who are a perfect fit on your email list. If you’re selling a real estate development for empty nesters, you shouldn’t be upset about a 20-30 year old unsubscribing. They weren’t a good fit anyway. Instead, focus on creating emails that speak directly to those empty nesters your community is built for.

Speak Solutions, Not Services

Email marketing campaigns that get ignored often have almost nothing to do with the buyer. If you’re just talking about how wonderful your development is, most consumers are going to hit the delete button before they even make it through the headline.

Successful email marketing campaigns are ones that consumers actually want to read, and choose to stay subscribed to.

Yes, you build wonderful homes, and your developments are gorgeous and highly exclusive, but think of that from your buyer’s perspective. Why would they want to move into your development? What problems do they have that your developments solve? Do you offer maintenance-free living? A community center? Close proximity to a golf course, lake, etc?

Instead of talking about your development directly, think about the problems your development solves for the people who live in it. Put those solutions in your email campaigns, and you’ll start to see better subscription and bounce rates.

Though your email marketing campaigns are meant to convert people to make a purchase, you have to talk about something more than the homes you have for sale if you want to convince people. Your homes might be beautiful, but so are a lot of others — what makes your development or community stand out for the residents? How do your homes improve their quality of life?

Keep it Low-Key

Don’t email too much, and don’t email too often. Keep emails short, sweet, and helpful. Play your email campaign casual. It’s no surprise that the decision time for purchasing a new home is long, and for most consumers, no manner of persuasion will get them to buy a new house before they actually have the money to do it. Instead, keep yourself on their radar by continuously providing helpful content that they actually care about, in a way that’s not pushy.

Definitely keep your CTA at the end of every email and newsletter you send out, but try not to send out more than one email a week to regular subscribers. If you’re following up on a lead, that might warrant a few extra emails a week, but if they decide they’re not ready to buy, don’t continue to harass them.

Instead, add them to your regular newsletter, where they will occasionally receive delightful content about choosing the right home, decorating a new home, or knowing when it’s time to purchase a new home. When they do decide to buy a home, you’ll be the first person they call, because your name will be fresh in their minds from your consistent, but casual, emails — emails they genuinely liked!

In the end, an effective email campaign is all about being pleasantly persistent, but not pushy. Keep offering up content that your buyers genuinely want to hear, and they’ll know that you’re truly there to help them — rather than just sell them something.

If you like the idea of email marketing for your development or development company, let’s talk! We’re experienced real estate marketers who understand how marketing a development is different from marketing a home building company. Check out the case study below to see how we generated $9.5M in sales revenue for one developer in just 24 months.

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5 Mistakes You’re Making with Your B2B Blog Content

5 Mistakes You’re Making with Your B2B Blog Content

Digital content writing can be tough. Not only do you have to write well and be engaging and compelling, you have to know what your intended audience (a.k.a. potential customers and leads) is searching for, what they want to know, and how to get them motivated to act on what they’ve learned and get in touch with your people. We see B2Bs missing the mark with their content all the time. Here are the five mistakes you’re probably making with your B2B blog content right now:

1. Too much jargon

You are probably an expert on the products or services that your company provides; you probably know all the industry terminology and abbreviations, too, and use them in your daily conversation. But your customers, especially the kind you’re trying to reach—new customers—probably don’t know the industry jargon. Using too much jargon without properly defining it will confuse your readers and potentially cause them to navigate away from your blog to more understandable and accessible content available elsewhere.

2. Missing content for stages of the buyer’s journey

Customers go through a buyer’s journey when making purchase decisions: the awareness stage, where they become aware of their need for a product or service; the consideration stage, where they consider various suppliers/service providers, price points, product/service offerings, etc.; and the decision stage, where they make a purchase. If you don’t have content geared toward leads in each stage of the buyer’s journey, you’ll miss opportunities to reach leads in certain stages, resulting in lost customers.

3. Missing content for some buyer personas

You might have content that is geared toward buyers of your product, but do you have content geared toward all the potential leads who may have interest in your product? Even if the majority of your business comes from one specific market segment, chances are that you have secondary and tertiary audiences for whom your product or service has value as well. If you’re not reaching out to those audiences as well, you’re missing out on conversion opportunities, as well as the opportunity to diversify your customer base to mitigate dependence on volatile industries.

4. No calls to action

You’re writing blog content because you want your reader to do something. In general, that something is to purchase from your company, but each blog post has its own specific and content-related goal. If you have a blog post on “How to find the right supplier of X component,” it should at some point direct readers to learn more about how your company is the right supplier of that component. For content geared toward prospects in the decision stage of the buyer’s journey, calls to action should direct them to request a quote or to set up an appointment with a sales contact. This is how you turn your blog readers into actual paying customers.

5. Not making content locally-relevant

For a lot of businesses, even B2Bs, location matters. If your operations are housed in a certain location, and that location is beneficial to your customer base or desired customer base, you should incorporate that into your content. For example, if you’re a Tier I or Tier II automotive supplier and you’re located in Michigan, that’s something you should absolutely be using to your advantage, as the Big Three are headquartered in Michigan and many of their warehousing and manufacturing facilities are in Michigan and surrounding Midwestern, Rust Belt states.

If you’re ready to enhance your digital presence and step up your contact game, it’s time to get in touch. Evenbound has expertise on the content strategies that will increase visitors, conversions, and leads from your digital content and boost your digital marketing ROI. Don’t believe us? Check out the case study below:

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How to Write Compelling Service Pages for your Law Practice’s Website

How to Write Compelling Service Pages for your Law Practice’s Website

For your clients, the legal field is a vast and confusing place. After all, there are some lawyers who deal with personal injuries, some with workers’ compensation, some with estate law, some with property disputes, and others with criminal cases—and you know we haven’t even touched on every type of law or lawyer in that list. That’s why service pages are so critical a component of a law practice’s website, because they help your potential clients understand what it is that you do and how you can help them. Here’s how to write services that will be compelling to site visitors and help convert them into clients.

What are the elements of an effective service page?

A service page needs to do four things: define the service, show the value of the service, explain your process for providing that service, and explain why your firm is the right one to provide the service. So, if one practice area of your firm is medical malpractice, your should have a service page defining medical malpractice, explaining how claimants can receive compensation for their injuries if they win or settle the case, how the process of starting a case works, and why they should choose you to represent them.

Why is defining the service important?

Yes, legal services are complex and not easy to boil down into accessible, easily understandable information on a standard website page of approximately 300 to 500 words. But your site visitors are looking for information about whether or not they even have a case and should get in touch with a lawyer. You need to define what medical malpractice is or what workers’ compensation is, otherwise, you’ll only reach people who already know about those things, and that they have a claim—and you’ll miss out on a ton of possible clients.

Why your firm and not the other guys?

Potential clients aren’t just looking at you, they’re looking at other law firms too and comparing them. That’s why your service page should highlight why your firm is the best choice. Maybe it’s your winning record or the amount of money you’ve won for your clients. Maybe it’s a special service you offer, like having attorneys that speak both English and Spanish if you practice in a predominantly Spanish-speaking area of the country or in immigration law. Think about what your audience, your desired clients, are looking for in an attorney and highlight those qualities on your service pages.

If it’s time to rewrite your service pages (or write some for the first time), get in touch with Evenbound. We’ve worked with law firms to create service pages for all areas of their practice that convert site visitors into clients.

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