It’s hard to find a marketing agency you love. As CEOs trying to successfully run our companies, finding reliable agencies that can produce results and work well with our internal marketing teams can be difficult. There are thousands of online marketing agencies, and each one claims to bring better results than the next. How do you separate the wheat from the chaff and identify the truly successful marketing agencies you want to work with?
HubSpot marketing agencies have quickly built a reputation in the digital marketing world for their ability to generate proven marketing success for CEOs who value ROI and trackable marketing results. How do we do this? Our online marketing agencies are built to serve the customers’ needs. We know that inbound marketing works when executed properly. We also know that CEOs need a unique approach in the agency/customer relationship - one that focuses heavily on proving effectiveness, working well with internal teams, and generating a positive, long-term ROI in a reasonable amount of time.
Are you looking to hire a new inbound marketing agency to create a campaign for your company? Here are three reasons why you should consider a HubSpot marketing agency first.
We Create Strategies That Focus on ROI
If you’ve spent any time talking with online marketing agencies, you will quickly realize that few agencies focus on ROI (return on investment). Why? Simply put, most marketing agencies don’t have a process for bringing their customers a return on their investment. We’ve hear of lots of marketing agencies saying it’s “impossible” to show return on investment with marketing. They will tell you to invest thousands of dollars into their social media management strategies or their “viral” campaigns that they promise will bring thousands of visitors to your site. But when it comes to tracking how many of those visitors convert into customers, they have no plan or process to prove their success. This is simply bad marketing - and good agencies know how to track success.
If your digital marketing company has the right software and processes set up, it’s easy to show return on investment. HubSpot Marketing Agencies like Honeycomb can literally see the entire customer journey from first contact to close of contract (and everything in between). We place tracking pixels on your leads’ computers so we can track all of the activity they make (in face, we just placed a our tracking pixel on your computer when you came to this blog post!).
Another important part of tracking ROI is understanding the value of a customer to your business. If your digital marketing agency does not ask you the Lifetime Value of a Customer, Average Purchase Price, Cost of Customer Acquisition, and Average Number of Customers Per Month, then walk away. Marketing agencies need to know these numbers because it informs how many customers they need to bring every month to obtain a positive ROI. If your marketing agency is charging you $10,000 a month for their activity, they should know that an average customer is worth $5,000 to you - and therefore needs to convert at least 3 customers each month to maintain a positive ROI for the customer.
We Educate Your Team On Inbound Marketing
The principles of inbound marketing are a valuable piece of knowledge your team needs to have. When you begin a new marketing campaign, it’s important to keep your entire team engaged and excited. We’re not just talking about your marketing department, either. Sales needs to know exactly how inbound marketing works because their leads are being nurtured through that process before they ever have a conversation with a sucessful sales rep.
Good HubSpot Marketing Agencies take the time to inform and educate your team about inbound marketing. Many of your team members may know how social media, email marketing, or SEO functions. But few to none understand how inbound marketing takes all of the facets of digital marketing and makes them work together to convert visitors to leads and leads to customers.
At Honeycomb, this looks like preparing web conferences at the beginning of the relationship with our customers and demo-ing exactly what the customer’s inbound marketing funnel will look like. We’ll explain how writing business blogs that are optimized for search engines helps generate qualified, organic traffic to the customer’s website. Next, we’ll walk through the role of call to actions (are you wondering - what is a CTA?), how to optimize your landing pages, and how to build smart forms. We want our customers to know how these variables contribute to the lead conversion funnel. Finally, we’ll go into the back end of the marketing campaign and show the team how email nurturing is used to subtly direct leads through their buyers journey to the eventual conversion into a customer.
We Use Data To Prove Our Marketing Activities
Let’s be honest: Marketing agencies that don’t use data…are not very good marketing agencies. Before digital marketing created the space for macro- and micro-data reporting, marketing didn’t use data to prove the return on investment. How can you determine whether a radio ad was effective in driving new sales? Better yet, how do you know whether the radio at a 3PM converted more customers than the radio ad at 9PM?
HubSpot Marketing Agencies use data gathered from HubSpot, Google Analytics, and other reporting tools (Like Shopify if you are selling via e-commerce) to track lead activity, conversion rates, and other value pieces of data. This data shows whether or not the marketing work being done is in fact effective. It also allows the HubSpot marketing agency to not only report on marketing activities, but also gives us the ability to make decisions and changes based on real results. If we see that an email is not performing as desired based on the reporting data, we can change the content, subject, or design to test variables for improved effectiveness.
What are the important pieces of data to prove marketing effectiveness? Honeycomb uses three major data points to determine success: Website Traffic, Converted Leads, and Close MQLs (Marketing Qualified Leads). We always shoot for a 20-25% month over month increase in traffic. Our goal is to convert between 1-3% of these visitors into leads. And our final goal is to close 4-8% of those leads into MQLs, which get sent to the customer’s sales team.