growing your agency with inbound marketing by amy thompson at engage 2016

Growing Your Agency with Inbound

Marketing

Amy Thompson

[email protected]

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

• Email

• 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

Checklist□ Take a Fresh Look at Your Brand

□ Name Your Audiences

□ Develop a Content Strategy

□ Dedicate Time, $, and Resources