The roles of the agency and the client in an inbound marketing program are somewhat different than those in a traditional client/ agency relationship, reflecting the way inbound programs are created and executed. This page gives you a glimpse of how we “do things”: the typical engagement process, how we work together, and what you can expect long term.
Like manufacturing companies leveraging Lean methods, Weidert Group takes an approach, called Agile, that ensures streamlined and structured processes, consistent quality and optimum results. Agile has its roots in the software industry, where practitioners needed to solve for over-budget, past-due-date projects that were often found to be ineffective in satisfying customer requirements and goals. The Agile marketing methodology evolved to address these issues for marketers and is now a platform to improve execution and results.
It used to be that a marketing plan was developed prior to the start of a new year, and followed until the end of the year. Too often, Q4 rolled around and the plan had failed to generate the outcomes hoped for. With Agile, we modify and improve marketing activities based on continual learning – insights related to market dynamics, competitors’ activities, or the way prospects are interacting with the website and content – so that we’re always solving for what’s occurring. This way, the right work gets done first – work with the best potential for moving the needle. And clients have an “always optimized” website and inbound program.
Using Agile, we perform work in continuous improvement cycles, where data (coming from your website, emails, and social media) is used to initiate changes that affect the performance of the entire program. We don’t rely on opinions or do something because “that’s what we’ve always done in this situation”; we rely on observation and analytics.
Finding your best prospects and marketing to them is far more effective than casting a very broad and general net. For example, you’ll get more qualified leads by developing an inbound program designed to attract “agricultural equipment OEMs with revenue of >$50 million in the Eastern U.S.” than you would by targeting “agricultural OEMs” because your website, your content and your nurturing tactics will all be more credible, relevant, and valuable.
An entire team works every day on your program, fueled by the power of multiple perspectives and skills focused on results. Each person on your team (typically there are 6 or more) understands your business, your customers, your goals and your challenges. Essentially, you have your own marketing department (or supplement to yours) whose job it is to get you qualified leads and customers.
Is your business a good fit for inbound marketing? Some of the questions we ask in order to determine whether or not we’re a fit are about the size of your market, the price of your product, the length of your prospects’ buying cycle, lifetime value of customers, your willingness to commit to the process, potential ROI, budget, long-term commitment and more. Once we determine that, in fact, inbound will help grow your business profitably, and on a scale that supports our involvement, we’ll work on a comprehensive plan that’s aligned specifically to your business goals. We don’t do cookie-cutter solutions; every client’s needs are different.
The relationship starts by putting together your team – a primary consultant (your day-to-day contact and manager of your program) along with an inbound marketing specialist, a dedicated web developer, a writer, a designer and others. This is your team, and each member is responsible for understanding your business, your program, and your goals. We then have a kick-off meeting to introduce you to the nuts and bolts of your process, and to our people.
The next step is to develop your Inbound Marketing Plan & Playbook. This asset contains all of our findings from a deep dive into your business (learning more about the nuances of your markets, your hurdles, your customers and prospects – your everything), as well as our detailed plans going forward, including how we’ll execute social media, what types of content we’ll create, what kinds of video you’ll leverage, how often you’ll blog, etc.
The foundational work also includes creating your first set of content – what we call a campaign. The campaign includes social media and emails to promote the content and get prospects to convert into leads on your website in order to access the content. Another integral part of this phase is making sure your website is “inbound ready.” That means making sure you have a marketing automation platform in place (such as HubSpot), landing pages, email templates, and all the other components needed to make the program work.
You can expect regular contact with your team and others (our president is always available to talk, as is anyone else in the agency), with these being the primary touch points:
Often requires daily (or more) contact in order to execute the different elements of your program. These are different for every client but typically include:
And regular communication. Our teams hold weekly status meetings (more if you want or need them) to discuss progress and touch base on outstanding items. But communication is essentially ongoing – we respond quickly, we answer questions thoroughly and we offer insights when we see a need for changes to be made to your program.
Every 90 days, we quickly assess and fine tune your inbound program based on what we see is working, what’s not, and new challenges and opportunities you may be facing. Sometimes little change is needed and the roadmap for the next 90 days is very similar; other times we’re taking bigger steps to optimize performance or pursue emerging opportunities.
We get very excited explaining the tremendous opportunity inbound marketing represents to companies just like yours, and how effective it is in generating qualified leads, then turning them into customers. If you’re curious, reach out and we’ll set up a time to talk. The best part? It’s free and without any obligation on your part.