Talent & Office Manager, 7+ Years of Logistics and New Hire Management
June 12th, 2013
Once you've found the "right" inbound marketing agency for your company, you want to ensure that there will be long term success.
Not every agency you are going to work with is going to spend the time to ensure that your goals are being met, however, the right agency will.
To ensurethat you maintain the initial success of your inbound marketing campaign long term, here are three tips that will allow you to develop a relationship with your agency.
Long Term Success with Your Inbound Marketing Agency
1. Stay in Constant Communication
It’s critical to the success of any campaign that there’s a consistent line of communication, particularly in a retainer-based agreement.
The great marketing agencies will assign your company a dedicated account manager that will act as your main point of contact as well as extension of your marketing team.This creates an atmosphere of familiarity and consistency, which in turn, makes everyone more comfortable and in a position to succeed.
Weekly phone calls should be scheduled in order for both parties to discuss progress as well as any desired changes in the campaign or strategy.
2. Participate in the Creation of Content
The bottom line is no one knows your business better than you.
However, the value provided by an agency is that they know how to market that business. Therefore, a collaborative content creation process will allow you to put your best foot forward and offer both remarkable, resourceful marketing content.
Your agency should be working with you in the development of content. Everything from keyword analysis, identifying topics, to the writing and publication of that content.
In a study by The CMO Council, the five techniques for improving client and agency collaboration, output and performance was detailed:
71% of CMOs want to ensure that both teams are fully aligned and in sync with objectives and deliverables.
52% feel that clients and agencies need to identify and address points of friction and disruption.
To ensure long term success and that your agency is performing, 40% of clients want to use or develop performance scorecards or metrics.
Don’t just pay your agency every month. 39% of clients feel that they should continuously assess the competency and effectiveness of their agency.
3. Ensure You Receive and Review Analytic Reports
Be an active participant in your inbound marketing campaign.
Your inbound marketing agency should be sending you a monthly marketing report that outlines the particular marketing activities conducted that month as well as the a snap shot of the key performance indicators that will help you identify what’s working, what’s not working and ways to improve.
One of the main reasons why companies switch agencies is because they aren’t showing them the results. A consistent report on analytics will justify the time and effort you’re agency is putting into various marketing channels, to ensure that they’re achieving your marketing goals.
Some key performance indicators your agency should show you are:
Traffic to lead ratio
Lead to customer ratio
Landing page conversion rates
Social media reach
Still not sure if you should switch marketing agencies?
For more answers on whether you should keep your current marketing agency or switch to an inbound marketing agency, check out our newest Ebook. You’ll find all of the answers that you’re looking for!
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