Growing Your Agency with Inbound Marketing by Amy Thompson at Engage 2016
Transcript of Growing Your Agency with Inbound Marketing by Amy Thompson at Engage 2016
Over the past decade,
there’s been a fundamental
shift in the way companies
reach their audience.
THENBrands were in control. Buyers were constantly
bombarded with billboards, commercials, and cold
calls trying to sell them a product.
NOWThe customer is in control. Buyers are tuning
out loud, interruptive advertising and consuming
information online.
The old
playbook is
BROKEN
.
86% skip
TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
The way people shop and buy
has changed dramatically.
Has your agency changed to
reflect buyer behavior?
Agenda
• Be Found
• Leverage the Power of Bullhorn
• Marketing Plan Checklist
Be Found
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer-Centric
SEO
Blogging
Attraction
Customer-Centric
INBOUNDTRADITIONAL
vs.
Website Optimization
• Mobile…no longer an afterthought
• SEO
• Design for your audience (pick one)
In order to attract customers,
businesses have to provide them with
something they will love.
What do your customers love?
Create Content
• Be the expert
• Doesn’t have to be perfect, start a conversation
• Create a culture of content creation
• Get social
Prioritize the Process
• Planning is key
• Dedicate resources and time
• Consider audience needs, timing
Leverage the Power of
Marketing Automation Strategies
• Lead Generation
• Candidate Nurture
Email Marketing
• Segment, Segment, Segment
• Shorter (and Simpler) Is Better
• Know Your CTA
• No Response Left Behind
Who are you targeting?
Email Marketing
• Segment, Segment, Segment
• Shorter (and Simpler) Is Better
• Know Your CTA
• No Response Left Behind
Lead Generation
Candidate Nurture
• Deepen Relationships
• Activate Passive Candidates
• Create Advocates for Your Brand
Candidate Nurture
• Deepen Relationships
• Activate Passive Candidates
• Create Advocates for Your Brand
Checklist□ Take a Fresh Look at Your Brand
□ Name Your Audiences
□ Develop a Content Strategy
□ Dedicate Time, $, and Resources