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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    Digital Marketing For Manufacturers: Evenbound’s Exhaustive Guide

    Digital Marketing For Manufacturers: Evenbound’s Exhaustive Guide

    Digital Marketing For Manufacturers: Evenbound’s Exhaustive Guide

    If you’re new here, you’re about to learn a whole lot about digital marketing for manufacturers. If you’re not new here, then you know we’ve been working with manufacturers since day one. 
    In all of the years we’ve been supporting manufacturing companies with digital marketing services, we’ve used what we’ve learned to develop, publish, edit, and republish dozens of blogs about digital marketing best practices for manufacturers. 
    In this Exhaustive Guide to Digital Marketing for Manufacturers, we’ve gone ahead and pulled out just the very best blogs from our years of experience, and combined them into one comprehensive guide. 
    How to Use The Guide: It’s comprehensive. That also means it’s long. Read through it from start to finish, or use the menu below to jump to the topics you’re most interested in. 
    A Quick Note: The Exhaustive Guide to Digital Marketing For Manufacturers is split into inbound and outbound marketing sections. If you know us (Inbound + Outbound = Evenbound) you know that we believe inbound and outbound marketing together produce the highest quality results for our clients. Check out this blog for more info on the Inbound Marketing vs. Outbound Marketing debate. 
    Alright, let’s get to it!
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    Inbound Marketing for Manufacturers

    20 Blogs To Help You Get Your Manufacturing Company’s Digital Marketing Strategy Off the Ground

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    Word of mouth marketing just isn’t doing it for manufacturers anymore. I’m willing to bet that’s why you’re here.
    Maybe your company was the first to develop a revolutionary part or component. Maybe you’ve been on top of the industry for decades, but are starting to see the leads dry up. Whatever your concern, most manufacturers struggle with a common issue — your leads are looking for your products online now, and you just don’t have an online presence you’re proud of. 
    That’s where inbound marketing comes in. Inbound marketing: 

    • Helps you draw in more of the right leads
    • Boosts your digital presence
    • Improves your position in the market
    • Can get you in front of your competitors in search results
    If you’ve ever asked someone: 

    • How to get on the first page of Google
    • How to make your name show up ahead of your competitor’s
    • How to get the leads to call you
    Then inbound marketing is your answer. This guide to digital marketing for manufacturers starts with inbound marketing because that is the methodology that will set you apart online and help you draw in more of the right leads. 
    Each of these resources will help you improve on a specific part of your manufacturing company’s inbound marketing strategy, starting with how you define your buyer personas.
    Market to the right people:

    Start With Your Buyer Personas

    It’s hard to have a good digital marketing strategy if you don’t know who you’re marketing to. 

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    If you’re not very familiar with buyer personas, start with the first blog. If you’ve heard of them, but want help figuring out how to define them, go with the step-by-step guide. 

    Inbound marketing for manufacturers:

    The Basics

    Now that you know who you’re marketing to, you can dive into the how-tos of inbound marketing. 
    The goal here is to draw more of the right leads to your website and manufacturing company, so your marketing and sales team can focus their efforts on converting those leads to sales. 
    Here are some of the basics to know about inbound marketing: 
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    Convert More of the Right Leads:

    Functional Website Design & Intuitive Lead Generation

    Inbound marketing revolves around your website. Why? It’s the only space you own on the internet. 
    Your website is the place where you can convert all of those visitors into leads. To do that, it needs to be functional. A mix of lead generation strategies and website design tips can help you draw more of the right visitors to your site, and then convert them into leads.

    Bringing the Right People in With Lead Generation Strategies for Manufacturers:

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    Draw in Leads & Boost Your Digital Authority:

    Content Marketing

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    If your website is where you convert leads, your content marketing strategy is what gets them to your website in the first place. 
    There’s no doubt about it — content marketing is one of the most successful ways to draw the right leads to your site. When you put out high-quality content consistently over time, it has the added bonus of boosting your manufacturing company’s digital presence. (That means you rank higher than the competition.) Here’s how you do it: 

    Outbound Marketing for Manufacturers

    17 of our best outbound marketing blogs to help you draw in more of the right leads.

    The first section of this Exhaustive Guide to Digital Marketing for Manufacturers covered inbound marketing — how to pull in more of the right leads. This section will cover outbound marketing for manufacturers. 
    This section is all about how to get the word out about your company, in a way that makes sense to today’s consumer. 
    In the past, especially for manufacturers, outbound marketing had to do with a lot of cold sales calls and visits, and a lot of print marketing. Today, almost none of that is effective, and it’s a time drain for your sales team. 
    The new age of outbound marketing is all about getting your manufacturing company in front of the right leads in non-disruptive ways.

    And you do that with modern marketing techniques like social media marketing and advertising, paid search advertising, and the big one — sales and marketing alignment. As always, let’s start with the basics: 

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    Outbound Marketing for Manufacturers:

    The Basics

    If you’re new to modern outbound marketing, these blogs will help provide a better picture of what great outbound marketing looks like and give you some tools to try out first: 
    Getting the Word Out:

    Social Media for Manufacturers

    Too often, we hear that social media just isn’t for manufacturers. Your product isn’t sexy or cool, and none of your leads are on social media. 
    Fortunately, you’re wrong. 
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    Social media has a range of uses for manufacturers, from helping you build brand awareness, to putting you in front of legitimate buyers and leads, to helping you hire more of the right people for your growing team. 
    If that’s a new thought for you, these blogs have a lot of helpful information that will show you not just why you should be using social media, but how you can leverage it for success. 
    Pulling in the leads you want:

    Paid Search Advertising and PPC for Manufacturers

    Inbound marketing is remarkably effective, but it can take some time to gain traction. Outbound marketing, on the other hand, has the potential to deliver immediate results. 
    PPC advertising, done right, is a great way to a) get your manufacturing company ahead of the competition in search results, and b) start drawing in more of the right leads, right now. 
    The Final Piece of the Puzzle:

    Bringing Your Sales Team On Board

    When your manufacturing company has a solid digital marketing strategy rolling, the final step is bringing the sales team on board. Aligning your sales and marketing teams to one set of goals will deliver significant ROI. 

    When both marketing and sales are working to the same goals, your efforts are laser-focused on just the tactics you know will pull in and convert more of those deals you’re looking for.  
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    And that’s it! With more than 35 resources and plenty of help on everything from defining your buyer personas to enabling your sales team, I hope you found a few blogs that helped you finesse your manufacturing company’s digital marketing strategy. 
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    Want to See Digital Marketing for Manufacturers in Action? Check Out These Case Studies

    If you’re not sold on digital marketing, or if you want to see some of these tips and tactics in action, check out these case studies. Each highlights how these digital marketing tactics produced significant results that contributed to a different manufacturer’s growth: 
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    Winner of HubSpot's Q1 2020 Grow Better Sales Impact Award

    Sales enablement and HubSpot services came together to help shorten the sales cycle for this industrial service provider. In one quarter, Vanguard Fire & Security saw 921 new leads, 96 new customers, and $2.8 million dollars in closed-won sales. 

    Check Out the Case Study

    angstrom web design

    Cleanroom Manufacturer Increases Leads & Conversions

    Consistent, ongoing inbound marketing combined with HubSpot’s robust CRM helped this cleanroom manufacturer see a 75% increase in new users, a 355% increase in conversions, and 337 new conversions — all contributing to overall company growth. 

    Check Out the Case Study

    binsfeld engineering

    Inbound Marketing Delivers Significant Boost In Digital Presence for Manufacturer

    After just one quarter of dedicated, strategic digital marketing, this manufacturer saw an 87% increase in organic traffic, a 172% increase in new contacts, and converted 10 new customers. For manufacturers who understand the struggle of a long sales cycle, this is a great case study to look at. 

    Check Out the Case Study

    geolean web page

    Digital Marketing for Manufacturing Consultant Drives Qualified Leads and Conversions

    If you’re interested to see how a complete digital marketing strategy can produce results for manufacturers in niche industries, this is the case study to see. In the course of an initial 12-month engagement, this manufacturing consultant saw 241 new conversions, a 166% increase in sessions, and a 178% increase in new users. 

    Check Out the Case Study

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    7 Business Blogging Tips To Help You Rank Higher

    7 Business Blogging Tips To Help You Rank Higher

    7 Business Blogging Tips To Help You Rank Higher

    So you started a business blog. You’ve got a lot to say, but more importantly, someone like me told you that if you start blogging, you’ll start drawing in more of the right leads. 

    I stand by that statement 100%. 

    But, if you started a blog and aren’t seeing the traffic or the leads yet, there’s probably a reason. It’s important to get the foundation and strategy behind business blogging right, so you put out content that delivers the results you want.

    Here are 7 business blogging tips designed to help boost your blog in search engine rankings. If you stick to all 7 of these tips, and blog regularly, you should start to see more of the right leads flowing in. If you don’t? Let us know — we’d be happy to take a look and offer some pointers. 

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    01. Don’t Talk About Yourself

    Let me be very clear here. Your blog should not be a highlight reel of your company’s greatest accomplishments. That’s just bragging, and it’s not going to do you any favors. 

    Your company’s blog should be useful to potential readers, and that doesn’t mean talking about how amazing your products, services, customer service, or company is. 

    If all you’re doing is talking about you, you’re not solving your customers’ problems. That means you’re not going to see traffic or leads. 

    The goal of business blogging is to provide your ideal buyers and visitors with the information they need to eventually make an educated purchasing decision. 

    Which brings me to my next point:

    02. Do Answer Your Customer’s Questions

    As I said just seconds ago ^ business blogging works when you publish content that answers your customer or ideal buyer’s questions. 

    Believe it or not, when they’re looking for a product, they want to hear a lot more than flat, promotional, old-school marketing messaging. 

    Think about the last time you purchased something significant. 

    I’m willing to bet that at the very least, you read the product reviews before you made the purchase. 

    Here’s an example. Let’s say you’re trying to eat healthier but as a busy professional, you just don’t have time to think about shopping, finding recipes, and more. You’ve heard about services like HelloFresh and BlueApron, and want to try one out. 

    Now, if you’re new to delivered meal services, you’re probably going to do a little research first. You might wonder: 

    • What meal service is the cheapest?
    • What meal service is the healthiest?
    • What meal service is the fastest?
    • What meal service is the most customizable?
    • What meal service has the best reviews?

    You’ll browse around the web for a bit, looking for content that answers these questions, until you narrow it down to one or two options that sound best. Then, you’ll read the reviews for each, and search queries like: 

    • HelloFresh vs. Blue Apron
    • Sun Basket vs. HelloFresh
    • Daily Harvest vs. HungryRoot

    Finally, you’ll use all of that information you’ve gathered to make a purchasing decision. 

    And that, my friends, is how content marketing works. 

    The way your customers search for your product or service is no different than how we just decided on the best meal service for us. 

    When you write your business blog, you’re writing to get in front of those customers each time they ask one of those questions.

    But I’m a manufacturer. My customers aren’t asking those questions. 

    Wrong. 

    Even if you’re a manufacturer of something you don’t think is exciting — let’s say air compressors — business blogging will work the same as the little exercise we just did with HelloFresh. 

    Someone buying an air compressor wants to know: 

    • What are the best air compressors on the market?
    • What air compressors are the most cost-effective?
    • How much service will each type of air compressor need?
    • Is there someone in my area who can service my air compressor?

    Answer those questions with a well-developed blog, and you’re looking at a high SERP ranking that pulls in more of the leads you’re looking for. 

    Still not sold on business blogging for manufacturers or B2Bs? Check it out in action with this case study:

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    03. Do Pick Keywords You Care About

    If you want your business blog to rank higher, keywords are something you should care about. 

    The higher you rank, the more eyeballs on your site. And the more eyeballs on your site, the greater your potential to draw in and convert qualified leads. 

    But, how to pick keywords you care about?

    As a general rule of thumb, when you’re writing your business blog, you’re looking for keywords with high search volume and low competition. 

    These keywords are the low hanging fruit. Lots of people are looking for that information, but not many companies are supplying it. 

    Tools like Ubersuggest, WMS Everywhere, and Google Keyword Planner can help you find em. 

    But there are so many keywords. Which ones are best?

    True. Virtually anything can be a keyword. The challenge is choosing high volume keywords that are relevant to your company. 

    I’ll use an extreme (fake) example to illustrate. Let’s say you sell air compressors, but you notice the long-tail key phrase, “how to peel an orange” has amazing search volume and almost no competition.

    peeling oranges serp

    While you could probably write a blog about how to peel oranges that might rank, that keyword is not useful to you in any way. 

    Remember that you want to rank higher, but you want to rank higher for the right keywords. 

    You’re driving garbage traffic to your website that will never convert. 

    Instead, choose keywords that are relevant to your business, your industry, your products, and your services. 

    04. Do Read Competing Blogs

    Once you’ve chosen a keyword you like, go ahead and type it right into your favorite search engine. 

    Who is ranking at the top?

    What does their content look like? 

    What do they do well? What key points are they missing? Have they optimized their blog as best possible?

    To write blogs that rank highly, you have to beat out whoever is already ranking first. You need to know what they’re doing, so you can do it better. 

    Reading top-performing blogs also helps confirm search intent

    Reading competing blogs is also a great way to verify search intent on a keyword you’ve chosen. When you type your keyword into a search engine, make sure that the results reflect the information you were planning to include in your blog. 

    I’ll use a recent example. I wrote a blog about “the breakup email“. 

    business-blogging-examples
    the breakup email example

    Just looking at that keyword — with no context — you might think it’s about writing an email that breaks up with a romantic partner. 

    Actually, the search intent associated with that keyword is related to a sales breakup email — the last email you send a prospect after they’ve gone cold. 

    But, I wouldn’t have known that was the search intent until I searched it myself. 

    Matching a query’s search intent is another key to ranking highly on search engines. If your blog doesn’t match the search intent associated with the keyword you’re writing to, your blog isn’t going to do well, and even if it did, wouldn’t pull in the qualified traffic you’re looking for. 

    That’s why it’s so important to read competing blogs before you start writing. 

    05. Don’t Write for Length

    Now that you’ve settled on a keyword and cyberstalked your competitors to see how you can beat them, it’s time for the actual writing portion of your business blogging strategy. 

    Blog length is a contentious subject in the SEO world. 

    I don’t care if you think your blogs should all be 500 words or 2,000, Google and SEO webmasters everywhere have confirmed — word count is not that big of a deal. 

    If you’ve told your content writers that your business blogs should always reach a certain word count, you’re missing the point.

    From Google’s John Mueller himself, helpful and in-depth content is the real goal. 

    John Mueller-Google-Tweets

    That doesn’t mean make your blogs longer. That means make them better. 

    If you’re answering a simple question like, “what is a search engine”, you don’t need 1500 words to do it. 

    If you’re offering a “Complete Guide to Marketing Your Construction Company”, you’ll probably need considerably more than 500 words to deliver on the promise your title is selling. 

    Great business blogging is about writing on one topic, thoroughly. 

    Instead of writing your business blog according to a certain word count, try a different tactic. 

    How to write comprehensive business blogs without getting hung up on word count

    • Choose your topic — “How to Carve a Pumpkin”
    • Make a list of all of the questions someone might ask when they’re getting ready to carve a pumpkin and the steps that go into the process:
      • What pumpkin is best to carve?
      • How do I prep the pumpkin for carving?
      • How to scoop out the pumpkin
      • Choosing a design for your pumpkin
      • Carving your pumpkin’s design
      • How to make your carved pumpkin last
    pumpkin-business-blogging-example
    business-blogging-carved-pumpking
    • Cut out any steps that might not be relevant to the question you’ve set out to answer.
    • While those might be related to your original question, they’re not exactly relevant to the problem you’re trying to solve — don’t make your job harder than it has to be!
      • Now that you’ve decided what’s relevant and what’s not, each of those questions and steps you kept become H2s and H3s in your blog. 
      • You’re done writing when you’ve finished writing each of those sections — not when you hit a certain word count. 

      Clearly, not all topics will be as long as the “how to carve a pumpkin” example. Some might be considerably shorter, and some might be much longer. 

      The point is that whatever you write, your blog posts should be comprehensive, and cover the topic you’re focusing on with complete, helpful content. 

      06. Don’t Get Too Hung Up on the Details

      Oke doke — you’ve written the blog. Now just publish it! 

      One of the biggest problems we come across as an agency is companies that get tunnel vision when it comes to publishing “perfect” blogs. They go back and forth for months on one piece of content, and nothing ever gets published. 

      Yes, you want your blog to sound like your company. Yes, you want to put out quality information that is helpful to your readers. 

      But no single blog is going to accomplish every single marketing goal you have. 

      A blog is just that — a blog. It’s an informal piece of content designed to help your ideal customer make an informed purchasing decision. 

      It’s never going to be the end-all-be-all marketing content that educates your reader, sells them on your brand, and converts them into a sale. It’s one tool in a complete arsenal of marketing tactics. Business blogging is designed to increase brand awareness and lead generation. 

      That’s it. 

      All of your other marketing and sales tactics should pick up the slack from there. Let your blogs do what they’re designed to do — draw in more visitors with helpful content.

      Too many companies put so much weight into the importance of every single word in a blog post that they spend hours editing and rewriting a blog that will never see daylight. That’s just a waste of time. 

      Set a reasonable goal for each blog. Hint: it should be about education or lead generation. 

      If the blog you’ve written achieves that goal, that’s it, you’re done. 

      Post it, and move onto the next blog and the next goal. 

      While you do, the first blog you’ve posted can generate leads and interest. 

      Okay, rant over. All I want you to know is that posting good content is more important than not posting excellent content. Get blogs out there. You can always edit and optimize them later if you need to. 

      07. Put a CTA On It!

      Business blogging gets eyeballs on your site. 

      You have to have a plan for those eyeballs once they make it to your site. 

      CTAs, or calls-to-action, are key. 

      Once you have a new visitor on your site, if they’re qualified, you want them to keep reading your content and progressing through their buyer’s journey with the content you’ve developed for them. 

      The best way to do this is to get their contact information. When a visitor is reading your blog, you know they’re interested in what you have to say. Including calls-to-action that are relevant to what they’re reading is the best way to convert that visitor into a lead, and keep delivering them quality content that pulls them through their buyer’s journey. 

      Every blog you write should have at least one CTA or conversion opportunity. 

      Take a look at our blog structure. 

      HubSpot-Business-Blogging-Example-CTAs

      If you’re on a desktop, every time you read one of our blogs, you’re hit with a “Let’s Talk” conversion opportunity at the top of the blog. 

      In this image, you can see I’ve also got a relevant CTA at the bottom of the first section. Since this blog was about HubSpot, it made sense to offer up one of our case studies about work we’d done with a client on HubSpot. 

      business-blogging-cta-example

      As you scroll down the page, you also get a pop-up asking you if you want FREE marketing tips delivered directly to your inbox. Who doesn’t?

      And finally, at the bottom of the blog, the reader is hit with one more CTA relevant to HubSpot. 

      All of these CTAs are relevant to the reader, and they’re fairly unobtrusive, too. 

      It’s a suggestion — “Hey! If you want to learn more about this, we’ve got plenty of info.”

      But without a CTA, your readers don’t have much incentive or much opportunity to stick with your content. 

      Yes, most people want to optimize their business blogging strategy to rank higher. But a high ranking blog doesn’t do you much good if it’s not converting your visitors into leads. 

      If you’ve followed and implemented steps 1-6, you’re going to see more qualified traffic headed to your site. Step #7 helps ensure you’re able to capture those leads and continue nurturing them until they’re ready to make a purchase. 

      Business blogging is one of the most surefire ways to help your site rank higher, draw in more of the right, qualified leads, and boost your company’s authority in your industry. But, you gotta do it right. 

      There’s a lot that goes into the content strategy and production of any business blog. The best way to cut through the noise is to remember that blogs are for people. Search engines and content creators alike are always looking to put the very best, most informational content into the hands of readers. If you can do that, above all else, you’ll start to see your business blog creep up in the SERPs

      Struggling to gain traction with your business blog? Can’t figure out the right keywords, or just can’t seem to rank? We’re here to help! Our team of strategists and SEO experts would be happy to take a look at your content strategy and offer a few suggestions for improvement. Get in touch. 

      And if you’re still not sold on content marketing, I’d encourage you to take a look at this case study: 

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      Build A Growth Marketing Strategy For Your Construction Company [5 Steps to Serious Results]

      Build A Growth Marketing Strategy For Your Construction Company [5 Steps to Serious Results]

      Build A Growth Marketing Strategy For Your Construction Company [5 Steps to Serious Results]

      Many construction companies reach a sticking point in the life cycle of their business. Maybe business is fine, but you’re no longer scheduling bigger and bigger jobs. Maybe your yearly revenue has started to flatten, maybe you’re having trouble expanding outside of your current region, or maybe you just can’t seem to break into that higher investment market you’re looking for.  

      If your construction company has reached a plateau, and you’re just not sure how to break out of it, growth marketing might be an ideal solution. Growth marketing is a marketing methodology that focuses on helping you apply your time and resources to the channels, platforms, and tactics that will deliver the best results according to your company’s growth priorities. 

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      Today, we’re going to dive into the five steps of building a growth marketing strategy for your construction company. 

      The goal?
      To help you:

      • Figure out what your goals are
      • Determine what marketing tactics can help you achieve them

      • Develop a growth marketing plan you can continue to optimize over time for continuous, sustainable growth for your construction company. 

      This blog will give you an actionable plan you can use to build a growth marketing strategy that delivers the results your construction company is looking for. Let’s start at the beginning of any good plan — Step 1.

      Step 1: What Does Growth Marketing Success Look Like for your Construction Company?

      Growth looks different for each construction company. The key to a successful growth marketing strategy is first identifying what success looks like to you. 

      Maybe you want to: 

      • Build more projects
      • Sell more building materials
      • Open up more locations
      • Grow your company’s presence in the market

      While all of these are great goals, only one or two of them likely apply to your construction company.

      Maybe your marketing team is great at pulling in qualified leads, but you’re having trouble getting those leads to convert quickly. 

      Or maybe you have all of the projects you want in your current region, but you want to grow into another part of the country or state. 

      Whatever is challenging your construction company — identify it. 

      Then, determine what success would mean to you, specific to that challenge:

      • Would you like to grow your commercial projects by 10% this year?
      • Maybe you want to expand into two new states this year.
      • Or maybe you want to improve your presence in the market for a specific type of project, product, or service.

      By identifying what success looks like to your construction company, you can work to build a growth marketing strategy that will deliver the kind of success you’re looking for. 

      Once you know what success looks like to you, it’s time to sit down and put some hard numbers to that end goal.  

      Step 2: Set SMART Goals that Identify Key Growth Metrics for Your Construction Company

       

      If I’ve said it once, I’ve said it a trillion times. Set SMART goals that will help bring your construction company closer to that ultimate success you outlined in Step 1. 

      We’ve written a lot about SMART goals, from why goal setting is essential, to how to set SMART goals. They are crucial to a growth marketing strategy that actually works to put your construction company on top. 

      It’s important to remember that SMART goals shouldn’t be your end goal or your definition of success. Instead, think of SMART goals like stepping stones. They each work to put you closer to your end goal, but instead of taking one big leap, you break that big overarching goal down into smaller steps that are measurable and attainable. 

      If you want to reach one yearly revenue goal, what kind of sales numbers will you have to reach each month to achieve that yearly goal? 

      Those monthly sales goals are your SMART goals. Make sure to dive into these goals, and put specific numbers to them that your sales and marketing teams can easily measure. 

      And most importantly, make sure your SMART goals contribute to what you’ve identified as “successful growth” in Step 1. For example, if you identified that successful growth means completing 10 more commercial building projects than you completed last year, your SMART goals shouldn’t have anything to do with opening up a new location. 

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      Step 3: Does Your Construction Company’s Website Support Your Growth Goals?

      You’ll notice that most of these steps have a theme. Every aspect of your construction company’s growth marketing strategy should be aligned to your Step 1 definition of growth success. 

      Your website is no different. 

      Let’s use the goal from Step 2 as an example. Your overarching definition of success would be building 10 more commercial projects this year. That means you need to complete between 2 and 3 commercial building projects a quarter. 

      How does your website factor in here? 

      For this example, your website should work to help you convert your ideal lead for that specific type of project. Key website conversion features for this goal would include: 

      • Landing pages that speak directly to that ideal buyer’s pain points, questions, and concerns. 
      • Calls-to-action that make it easy for that ideal buyer to get in touch with your sales team. 

      In addition to key website conversion features, it’s a good idea to implement nurturing & relationship-building website content that helps pull that ideal buyer through the sales cycle quickly by answering their questions and addressing any concerns they might have about starting this type of commercial building project.

      There are hundreds of ways you can adjust your website to capture more of the right leads, according to your construction company’s specific growth goals. These lead generation tactics for construction companies are a helpful place to start. Keep your SMART goals in mind, and implement the tactics that are most relevant to those goals, and you’ll have a website that’s set up to convert the leads that will drive your growth marketing success.

      Step 4: Invest in Marketing Tactics that Will Support Your Growth Goals

      Your website is in charge of converting the right leads. If you’ve completed Step 3, you’re set up to convert the leads that will contribute to your construction company’s strategic growth. 

      Now, you need to invest in the marketing tactics that will support your growth marketing goals and bring in the right leads. 

      Having a well-rounded marketing program is important. I’d never tell you not to invest in content or email marketing. But, when you’re marketing to reach specific growth goals for your construction company, you should put more effort into some marketing tactics than others.

      Let’s look at a couple of examples of what I’m talking about here. 

      Example #1 

       

      Your Construction Company Wants to Grow Your Market Presence

      If your construction company is looking for ways to command a greater portion of the market, your growth goals are likely centered around KPIs like brand awareness, consumer engagement, and increasing your authority in the market. 

      Tactics that would support your construction company’s growth goal to improve your market position might include: 

      • Content marketing to increase your domain authority with rich, quality content that shows both search engines and your ideal buyer that your construction company is the go-to resource for your industry. 
      • PPC advertising to increase brand awareness for key construction services and products you may not already be known for. 

      Tactics that would not support this growth goal would be: 

      • Email marketing
      • Content offer development

      Even though email marketing and content offers are great growth marketing tactics, they’re not supporting your current growth goal of increasing your position in the market. While you should keep developing content offers and email marketing to your leads, neither of these would be your focus in achieving this growth goal. 

      Your time, resources, and money are better spent on growth marketing tactics that get the word out and improve your authority among consumers who don’t already know about your brand. 

      Example #2

       

      Your Construction Company Wants to Grow Business by Shortening the Sales Cycle

      Many construction companies struggle with a long sales cycle. If you’re a commercial construction company, you know those projects are long, involved, and require sign-off from many decision-makers. Your growth goals are focused on getting more sales, in less time, and better nurturing the qualified leads you have in your pipeline. 

      Marketing tactics that would support your growth goal of shortening the sales cycle include: 

      • Email marketing delivers more of the right content to your prospective buyers. 
      • Sales enablement supports your sales team with the tools and content they need to make more positive touchpoints with sales leads, in less time. Sales email automation, automatic notifications, and prospecting sequences are all tactics that will support this growth goal. 
      • Marketing workflows also work to provide the right message, to the right person, at the right time, which works to shorten the sales cycle. 
      Marketing tactics that would not support your growth goals include: 

      • Social media marketing
      • PPC and social media advertising
      • Guest blogging
      • Broad-topic content development

      Again, these marketing tactics are awesome, but they’re not relevant to your current growth goals. If you want to close more of the leads already in your pipeline, then inbound tactics that pull in more leads isn’t the way to reach that growth goal. 

      Instead, we’ve recommended marketing tactics that help your sales and marketing teams engage better with the qualified leads you already have. If you already have a rich pipeline, you’ll see more ROI and benefit from tactics that help your sales and marketing team maintain better engagement with the leads you have. 

      The key to choosing the marketing tactics that align with your growth goals is looking at your KPIs (Key Performance Indicators). Choose marketing tactics that feed into those KPIs, whether that’s boosting conversions, improving traffic rates, or closing bigger sales. 

      Step 5: Set Checkpoints to Analyze and Optimize Your Growth Marketing Strategy

      The fifth and final step of building your growth marketing strategy is to analyze and optimize.  Just like Rome, a high-quality growth marketing strategy wasn’t built in a day. Regular analysis and optimization, over time, will help you reach that overarching success goal you set in Step 1. 

      The fact is, no quality marketing strategy is going to deliver everything you want immediately. That’s why we set SMART goals. 

      Each of those SMART goal stepping stones helps you progress closer to your goal, but they also are a helpful checkpoint for analysis and optimization.  When you reach one SMART goal, you shouldn’t just set a new one and move on. 

      Instead, when you reach your SMART goal or come to the end of a  month or quarter, take the time to see how you did. 

       

      • Where was your growth marketing strategy effective?
      •  Where are you falling short of your growth goals?
      • Is there a particular tactic that’s driving great results for your construction company? Maybe next month or quarter, you lean in a bit more. 
      • If there’s a tactic that’s not working well, analyze why. 
        • Is it the wrong tactic for your specific growth goals? 
        • Is your construction company having trouble implementing it successfully? 

      The more opportunities your sales and marketing teams have to align and identify what’s working and what’s not, the more capable your construction company will be of adapting your growth marketing strategy to deliver your team the very best results. 

      Growth marketing is a strategic way to look at where your construction company is at, and develop specific goals and marketing tactics to reach those goals. With a tailored-to-you approach, you can put more of your efforts into the tactics that can deliver the results you’re looking for. 

      If you’re stuck on any part of building a growth marketing strategy for your construction company, let us know. From goal setting to strategy implementation, developing and deploying tailored marketing strategies to deliver business growth is what Evenbound does best. We’d be happy to help walk you through the process or answer any questions you might have. 

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      A Quick Guide to 5 Types of Digital Marketing

      A Quick Guide to 5 Types of Digital Marketing

      A Quick Guide to 5 Types of Digital Marketing

      Evenbound-2019-135

      When it comes to digital marketing, there’s a lot of confusion. Is inbound marketing also digital marketing? Is content marketing digital marketing? What about outbound marketing? 

      There are so many different types of digital marketing, and the differences between digital marketing and inbound marketing and every other type of marketing you can do from your computer aren’t always clear. 

      Let’s get that straight right now too. 

      If you’re totally new to the industry, you might want to check out this inbound marketing vocab list to bring you up to speed. 

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      5 Types of Digital Marketing

      Think of digital marketing as a huge umbrella. 

      It encompasses every marketing strategy you can implement on a digital platform. If you can do it, or see it on a smartphone, tablet, computer, or Elon Musk’s spaceship, it’s digital marketing. 

      Inbound marketing is a methodology, a specific way of marketing, that draws people into your company. 

      The goal is to draw people to your website or platform with great content and positive, helpful interactions. In an age where consumers value agency, inbound marketing allows the consumer to navigate to the information, decide what information they’ll read or download, and then make a decision based on what best suits their needs

      If you offer the best content, the most information, and have quality, positive interactions, you’re the company most likely to come out on top.  

      Inbound marketing, though, is just one type of digital marketing. Here’s a look at all 5 types of digital marketing we’re going to talk about today:

      01. Inbound Marketing

      Inbound marketing is primarily used in a digital capacity, where your website functions as the central hub to which all traffic is drawn. 

      Most inbound marketing tactics are relatively inexpensive and rely on organic results, rather than paid ones. Inbound marketing and digital marketing serve different goals, but can work together beautifully to deliver the results you’re looking for. 

      02. Content Marketing

      Content Marketing is a marketing tactic that supports an inbound marketing strategy. Used most often on digital platforms in the form of blogs and content offers, content marketing works to draw in qualified potential clients by offering up high-quality content that answers people’s most pressing questions about your product or service. 

      03. Social Media Marketing

      Social Media Marketing is a marketing method that uses your social media platform to provide quality content to your followers. Social media advertising is the paid version of social media marketing. 

      04. Email Marketing

      Email Marketing has been used since email came out. For many, it’s those spammy emails you get from Target and Art Van about their latest sales. Email marketing that’s done with inbound marketing methodology at heart helps nurture leads by providing the relevant content leads are looking for, when they need it. 

      05. Outbound Marketing

      Outbound Marketing is any type of marketing that shouts or advertises your product. (Don Draper, we’re looking at you.)

      In the digital marketing world, outbound marketing means paid ads, social media advertising, and pay-per-click. 

      While these methods are all still under the digital marketing umbrella (and very useful in specific situations), they don’t fall under inbound marketing because they push your product to people, rather than pulling them into your website naturally. 

      As we’ve all learned, outbound marketing doesn’t have to be bad or annoying to consumers. Outbound marketing advantages actually do exist — outbound marketing can help you get more of the right people to your website, right now. It just costs a little bit of money. 

      But it is good to remember that outbound marketing is separate from inbound marketing. 

      While inbound and outbound marketing can and do work together seamlessly, they have opposite goals. Inbound marketing aims to pull people in, and outbound marketing works to push a message out. 

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      How All 5 Types of Digital Marketing Can Work Together to Drive Leads

      Now that we’ve got clear definitions of what each of those types of digital marketing are, and how they’re different, it’s important to know how they all fit together. 

      And more importantly, how they can work together to drive leads. 

      Let’s start with inbound marketing. 

      Inbound Marketing Frames Your Digital Marketing Strategy

      Inbound marketing is the foundation of your digital marketing strategy. It provides the guidance your digital marketing strategy needs by dictating how you market. The inbound methodology gives you the foundation you need to truly build a digital marketing strategy by forcing you to answer questions like: 

      • Who do you want to market to? Your ideal buyers, defined by buyer personas.
      • How do you want to market? By pulling leads in with great content.
      • Where do you want to market? On your website, which you’ve designed to be a lead generation tool.

      Once you have the answers to these questions, you have a foundation to build the rest of your digital marketing strategy on. 

      Content Marketing Delivers the Value You Need to Pull in Leads

      With your inbound marketing framework in place, you can start to develop content that’s geared to your buyer personas. 

      Content marketing strategy helps you deliver value to those leads, and when written or developed for keywords, it helps your website rank higher on search engines. 

      The content you create works to: 

      • Help you rank for keywords
      • Increase your site traffic
      • Pull in more qualified leads
      • Nurture those leads through the buyer’s journey

      The more aligned your content strategy is with your inbound marketing strategy, the more leads you’re going to pull in.

      Social Media Marketing Amplifies Your Strategic Content

      Once you’ve spent a ton of time developing content that you know will speak to your ideal buyer, you can amplify it with a social media marketing strategy

      Your social media platforms enable you to share your message with your followers on Facebook, Linkedin, Instagram, Houzz, Twitter — whatever social media platform you have the greatest foundation on. 

      Social media marketing takes all that hard work you’ve done creating content, and broadcasts it to an even greater audience that you’ve already curated. Your followers on social media are people who already have an interest in your product or service. That means your content should be hyper-relevant to them. 

      The better you’re able to promote your content on social media, the more qualified leads you’re going to pull into your website. 

      Email Marketing Nurtures Leads for your Sales Team

      Your content marketing and social media marketing efforts are driving a ton of people to your website. Thanks to your inbound marketing strategy, you’ve optimized your website with calls-to-action, landing pages, and forms that are capturing qualified leads’ contact information. 

      Email marketing helps you take that contact information, and turn it in into something valuable — an email list. 

      With that contact information, you can enter those leads into email marketing campaigns that are specific and relevant to their unique pain points. 

      Maybe you have a regular newsletter. Maybe you’ve got unique email marketing campaigns set up and segmented to address each unique buyer persona. 

      Either way, your email marketing strategy uses more of that great content you’ve been creating to keep building relationships with and nurturing those leads. By answering their questions and solving their pain point, you’re keeping those leads warm and in your sales funnel, until they’re ready to talk to your sales team. 

      Outbound Marketing Pulls in Qualified Leads, Now

      The only downside to inbound marketing, and the digital marketing tactics that support it, is that it can take a bit of time. 

      Content has to be indexed by search engines before it can climb in rankings, and that can take time. 

      Outbound marketing solves that lag by delivering the qualified leads you want to your site, right now. 

      When done well, by identifying long-tail keywords with buyer intent, and by targeting your social media advertising audiences intuitively, outbound marketing is a great way to draw in only the right leads, right now

      And it serves the secondary purpose of helping you build brand awareness. The more recognizable your brand, the more likely people are to follow your blog, sign up for your newsletter, and follow you on social media. 

      And as your digital platform grows, you’ll only continue to pull in more and more of those qualified leads you want. 

      Digital Marketing Delivers Leads

      So there you have it. That’s how all 5 of those types of digital marketing can work together to deliver leads. 

      When you implement a digital marketing strategy that’s founded on inbound, and supported by digital outbound marketing tactics, you develop a lead generation machine that’s always working to draw in qualified leads for your company. 

      It’s a long, complex process to both understand and implement, but we can say from years of experience — it works. 

      Not sure about digital marketing? Sounds great, but also like a lot of work? Yeah, we get it.

      We’ve helped dozens of clients implement a digital marketing strategy from the ground up. We can help you too.

      If you have questions about where to start with your digital or inbound marketing strategy, or if you think you’d like a bit of help getting started, let’s chat. A quick conversation can help you align your efforts in no time. 

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