By Mary Elizabeth Webb
Want to grow your business while saving time, money and get a great ROI to boot? Who doesn’t?
In order for a business to thrive in the 21st century, great marketing is as essential, if not more so, than the service you are offering. With the rapid explosion of apps, sky-high usage of the internet (31% of Americans are constantly online, while 85% of Americans are online daily), it can be daunting to think about how to track and engage potential new clients – particularly when you are focused on running your business itself.
That’s why outsourcing to a SaaS marketing agency like Wordsmiths, Inc., with expertise in everything from copywriting, SEO, graphic design, research, PR, analysis and content production, can be a pivotal step in getting your brand off the ground, helping to grow both your leads and revenue and make your business stand apart from the rest.
Let’s dive straight in, starting with demystifying what lead generation is.
What is a Lead?
‘A lead is an individual or organization with an interest in what you are selling. The interest is expressed by sharing contact information, like an email ID, a phone number, or even a social media handle.’Leadsquared ‘What is a Lead?’ by Rajat Aurora
A lead is like someone saying you have my attention. Do you want to hold it? Often, you don’t have the time. You’re busy focusing on your business and as Ciencemedium suggests, the relentless increase in competition results in an overload of information, making it challenging to target, track and engage prospective clients. What’s more, finding and nurturing leads that don’t lead to conversions wastes valuable time, money and effort. Thankfully, the experts can do this for you, with results.
How a SaaS Marketing Agency Can Help
72% of marketers believe content marketing increases engagement and leads. Great SaaS marketing agencies like WordSmiths know exactly how to engage your customers and make your business visible and authoritative. Connoisseurs of conversions, SaaS marketing agencies are passionate about attracting, retaining and growing your audience and will always prioritize increasing your leads and revenue through areas of expertise, such as:
· SEO – Selection of the best-ranking keywords and the use of comprehensive site audits to make your business fly straight into a first-page ranking site
· Online PR Management – Increase your exposure on high-ranking, highly-valued sites
· Content Marketing Strategy – They’ll tailor goals to your business, execute a 12-month plan, and constantly track efficacy through measurable results
· Guest Post Management – Grow your brand on sites with high-authority and commendation
· Reporting & Analysis – Accountability and regular demonstration of ROI
· Gated Content Creation – Create original eBooks to convert leads
Combining their experience in each of these areas, they’ll entice your interested leads with a trail of delicious bread crumbs all the way to the gingerbread house.
Why Inbound Marketing is both the Present and the Future of Lead Conversion
‘The days of telemarketing, unsolicited blanket email campaigns and expensive print ads are gone. In fact, only 18% of marketers feel like this type of bold, in-your-face marketing generates the high-quality leads that they need.’
Outbound marketing is where you go looking for leads, however the eruption of outbound marketing has created great irritation in the consumer. Are you often inundated with identical phone-calls and emails on a daily-basis? Do you find yourself disregarding them without a second thought? You’re not alone. As Heybuddy demonstrates, vast changes in the market, technology and the environment (as well the ability to block calls and emails) means that cold-calling and blanket emailing just don’t work anymore. Instead of gaining your trust and converting you from a lead into a sale, these types of attempts are more likely to drive you away.
While some outbound strategies take lots of time and effort and may yield no leads, inbound strategies allow you to engage an audience of people that you can more easily qualify as a prospect of lead,’ Hubspot ‘Inbound Marketing vs. Outbound Marketing by Brian Halligan.
In contrast, inbound marketing is where leads come looking for you. Through learning the needs of your desired target market, inbound marketing involves creating helpful, relevant content designed specifically to interest your leads, making it a valuable and memorable experience for them. In fact, according to the CMI, 80% of business decision-makers prefer getting information about brands from articles as opposed to adverts. And once they find your content engaging, they keep coming back to your site for more. Saas marketing agencies, like WordSmiths, use content creation and SEO to get a solid source of organic traffic, which then naturally converts by reaching the right people at the right time and bringing the right customers to you. Rather than a consumer’s journey beginning in a moment of irritation, they naturally find you as the result of their own interest.
Sound good? Let their results do the talking.
How SaaS marketing agency WordSmiths helped eCommerce site turn traffic into sales
WordSmiths started working with the eCommerce site 1937 Hemp Store in March 2020.
They laid down three key objectives:
1. Increase traffic and domain authority for the site.
2. Increase sales in a consistent and repeatable manner.
3. Increase retention signals to build the store’s returning audience.
What actions did they take to achieve these objectives?
First, WordSmiths built the website up to scratch so that it was well-recognized in the competitive digital market. As sales began to grow, WordSmiths began tracking performance on a monthly basis to ensure revenue was constantly recurring and to make sure they had a stream of returning customers, rather than stand-alone visits.
How did they achieve recurring revenue?
In a conversation, you naturally adapt to engage the listener, but online, it isn’t as easy to pick up on what the listener desires. This is why creating customer profiles is essential. First, WordSmiths ensured that the skeleton and flesh of the website were right by learning about the customer. Then, they employed the trusted art of storytelling to the website content. A common drawback of the blanket approach is that, more often than not, instead of appealing to everyone, it appeals to very few because it is so overtly generalized.
Consumers want personal, creative content that nourishes their specific needs, which are different to the needs of others. This is where a SaaS content-marketing agency like WordSmiths shines. Through creating measurable objectives, which were constantly revisited and reflected upon, working closely with the leaders of the company, responding to their needs, learning the customer profile and creative storytelling, WordSmiths created exactly the right content desired by the audience to make 1937 Hemp Store successful. Read the full story here.
What are the benefits of outsourcing to a B2B SaaS marketing agency?
When you are headfirst in your business 24-7, you often cannot see the thing you are looking at clearly. External parties have the benefit of seeing it afresh, as well as tried-and-tested strategies to identify what is working well and what definitely isn’t. More broadly, savings and gains, such as cost and efficiency, are a huge benefit of outsourcing. Here are some of the benefits of outsourcing to a B2B Saas marketing agency:
Top 8 Benefits of using a SaaS Marketing Agency
SaaS Marketing Agency Benefit #1: Lower Costs
As the costs are lower for outsourced marketing (you don’t have to employ a host of marketing professionals), you will be able to sustain it for longer, therefore making your business more and more successful. It’s a no-brainer, right? Repeat customers over a sustained period of time will become more invested in your service and brand, thus making even greater commitments to your business. Outsourcing enables you to develop greater interactions between yourselves and your customers, which creates greater investment and an all-round feeling of: ‘YES! Isn’t this why we went into business?’
SaaS Marketing Agency Benefit #2: Time-Saving
This is the textbook definition of cutting to the chase. They’re already experts in their field. Forget about having to research and pay for/create tools for analysis of your practices. They will do that for you, teaching you their methodology in the process. Your objectives will be achieved much more rapidly enabling a much faster route to results. You won’t have to spend time interviewing, hiring and training new employees. This will allow you to focus on what you do best.
SaaS Marketing Agency Benefit #3: Knowledge
SaaS marketing agencies like WordSmiths work very closely with their clients and through the benefits of sustainability, comes yet another one: You will learn invaluable skills from your outsourced agency. This leads to even greater efficiency, less risk and lower costs in the long-run.
SaaS Marketing Agency Benefit #4: Tools and Technology
Marketing agencies have many clients. Nissan, Sumo, Oracle and San Antonio Spurs are just a few who WordSmiths have helped to organically grow their business and retain their customers. The beauty of having many clients means the cost of the top-of-the-range technology and software Saas marketing agencies like WordSmiths have access to can be subsidized across their client-base. This makes it much cheaper for you to access without having the huge direct cost of accessing it directly. Meaning? You have the best of the best technology at a fraction of the price.
SaaS Marketing Agency Benefit #5: Trends
If there’s one thing you can always trust about great SaaS marketing agencies, it’s that they’ve got their fingers on the pulse. It is their purpose and lifeblood to know what is emerging, developing and just generally knocking everyone’s socks off (globally and locally). This is one of the most fundamental strengths outsourcing offers you – insight into what is working in both the global and local collective consciousness.
SaaS Marketing Agency Benefit #6: Less risk
Hiring your own marketing team amasses both costs and risks, which may pay off, however, if you’re a small business or a start-up, this could be completely unaffordable and having a panoply of marketing staff could stunt your growth as a business. A SaaS marketing agency like WordSmiths have a surplus of marketing skills to bring to the table, such as copywriting, web design, graphic design, PR management, SEO, CMS, research, the list is virtually endless! Together, you have one impeccably talented and efficient, tried-and-tested marketing system.
SaaS Marketing Agency Benefit #7: Reflection and Adaptation
Remember 1937 Hemp Store? Perhaps the most crucial and determining factor of their success was WordSmiths’ planning, reflection and adaptation. Agencies constantly review how well their strategies are working, amplifying what is good and ditching what is bad. They see it all and implement effective strategies to constantly improve, therefore in this light, your business is constantly evolving.
SaaS Marketing Agency Benefit #8: Trusted Expertise
Often, companies lack the in-house expertise to run successful marketing campaigns. You know what successful marketing campaigns look like. Take Nike’s ‘Just Do It’ campaign. Three simple words, a command-turned-mantra for millions which first appeared in 1987 and continues empowering women and men alike on a global scale to this day. Here, marketing expertise resulted in one of the most ever-present and powerful campaigns ever launched, whose reach and resonation is both boundless and timeless.
In stark contrast, a lack of expertise can be disastrous. Forbes demonstrated how in 2014, while dealing with the tragedies of two flight disasters, Malaysia Airlines launched a contest to win digital prizes based on people sending in their ‘bucket lists.’ The result? People couldn’t help but see the allusion between the two and this left a bad taste in the mouths of many. With trusted marketing expertise, the ability to synthesise information and strategies holistically throughout a company, this could have been avoided.
So, having considered all of the above benefits, could there possibly be any negatives to hiring a Saas marketing agency?
As with anything surrounding business, all variables must be considered.
Things to consider when using a SaaS marketing agency
Credibility and Authority
‘We would not be in business if it wasn’t for content marketing. The content marketing strategy that WordSmiths, Inc. has put together and implemented for our eCommerce business is our primary source of sales.’ WordSmiths,Liliana Cisneros, 1937 Hemp Store’s CEO
Providing a service as vital as making a sinking-business-swim, you need look no further than testimonials. We call our businesses our ‘babies’ for great reason and our responses to saving graces always come from a place of infinite gratitude.
Credibility and Authority
Depending on where you’re at in your business, you might find cost is a challenge, however the adage ‘time is money’ is true for a great reason: Well-invested money yields glorious results. Mostly, costs are negotiable and with impassioned companies who understand where you’re coming from and what you can afford, you can usually compromise on a figure that suits both parties (have I mentioned WordSmiths?).
A final thought…
Why in its embryonic stages were you compelled to create your extraordinary service and business? What inspired such a massive undertaking and devotion that you believe the world wants and needs what you have to offer? What is the best way to ensure it is delivered? Can you currently achieve that as you are or could you back-burn a few low-priority money-sponges and pave the way for the greatest investment your company needs?
‘Our only security is our ability to change.’ John Lilly
Adapting and diversifying are essential to enriching our mind-sets, particularly if we want to succeed in a constantly-changing marketplace and world. If we stand still, we fall over (which seems contradictory as metaphor, but not in business). Business is about exciting people. Remembering what inspired those first steps taken into your beautiful path of creativity and innovation. Do you want to stand still, or jump into the future through allowing experts to pull out your best ideas and mould them into something that resonates with the exact people you want it to?
Outsourcing to a B2B SaaS marketing agency can save you time, money, enhance your knowledge, help you progress much faster and build stronger relationships with your consumers. It can increase your customer-base, generate new valuable leads and conversions, create sustained-growth and restore that spring in your step you had when you first started your wonderful business.
The last time I bought something after watching a TV commercial was in 1991: I was so mesmerized by the new “Cyndi Roller-Derby”, with her cute dress, tiny rollerblades, and shiny blonde locks, that I raced upstairs, raided my piggy bank and rushed out to the nearest toystore.
The last time I bought something after searching online and reading several reviews, articles, and FAQs was last week: I needed new pillows and, after a Google search for “the best pillows for stiff necks”, I found the perfect company who supplied me with the perfect pillows.
Traditional, intrusive outbound marketing tactics such as TV commercials, cold calls, paid ads, junk mail and billboards no longer work in this noisy, crowded marketplace we live in. Self-education and softer inbound marketing techniques such as FAQs, blogs, videos and customer reviews do work: Over 70% of consumers will make a decision to buy a product or service based on the content they’ve found, watched or read.
So, outbound is OUT and inbound is IN: But what type of inbound marketing content should you create? Where should you put it? And how do you get shoppers to see it?
An inbound marketing agency will give you the answers to all these questions, and more. But with over 5,523 inbound marketing agencies out there, some charging between $4K-15K per month for their services, is it worth hiring one?
Let’s find out as we work our way through this Wordsmiths, Inc. post and cover the following topics:
- What is an inbound marketing agency?
- What does an inbound marketing agency do?
- 4 reasons to hire an inbound marketing agency
Ready for some self-education?
What is an inbound marketing agency?
An inbound marketing agency hires experts in all jurisdictions of inbound marketing and offers this expertise out to companies who need help and support with their inbound marketing activities.
But, before we get deep into what an inbound marketing agency is and what they can do for you, let’s quickly recap on what inbound marketing is.
Inbound marketing vs outbound marketing
The days of telemarketing, unsolicited blanket email campaigns and expensive print ads are gone. In fact, only 18% of marketers feel like this type of bold, in-your-face marketing generates the high-quality leads that they need.
Outbound marketers spend time and money chasing customers down and trying to push them into a sale with loud, intrusive marketing tactics such as TV commercials, billboards, cold calling and print ad campaigns.
By contrast, inbound marketers simply create and supply the relevant information to the right people, at the right time, in the right way.
This unintrusive marketing approach appeals to shoppers because the informative content offers them value. It doesn’t rush or push them into making a decision and it places the ball firmly in their court: Which is empowering, right?
Plus, if your content is right, your customers will come to you. And, because they’ve made the decision to choose you, it hasn’t been thrust upon them, they’ll be a better, higher-quality lead.
Now we’re clear on what inbound marketing is, we need to know how and where an inbound marketing agency fits into the picture.
What does an inbound marketing agency do?
As we’ve established, nowadays, customers prefer to self-educate themselves before they make a purchase. They want to find the information they need themselves and be in control of what, when, how and where they get their marketing messages.
So, inbound marketers need to create the right types of high-quality content and place it in exactly the right places so that their target audiences can find it, engage with it and act upon it.
I mean, how hard can that be?
Well, let’s see:
- Can you create, update and maintain an effective content strategy?
- Can you write informative, interesting and topical blog posts and publish them at least once a week?
- Do you know how to create and continually optimize web page copy?
- How about building engaging landing pages that generate interest and click-throughs?
- Have you got time to conduct interviews with customers and write them up into case studies?
- What about video production, do you have the skills and expertise to record, edit and publish top-class video content?
- Do you know how to get the maximum amount of engagement from your social media posts?
- Do you have the tools to report on key metrics and assess performance against objectives?
Let’s be honest, you could probably do most, if not all of these things. But have you got the skills, experience and time to make sure that the content you create and publish gets results? How do you know if something is working or not? That the work you do is effective at attracting, engaging and delighting prospects?
This is where hiring an inbound marketing agency will pay for itself three times over.
An inbound marketing agency is jam-packed full of experts in every inbound marketing discipline. From writing informative blog posts and creating engaging social content, to developing a long-term content strategy and reporting on key performance metrics.
They know exactly what content to create, how to get it in front of your prospects, how to engage them in the content they’ve created, and how to test, analyse and optimize it to make sure it performs against key metrics.
An inbound marketing agency can help its clients develop an effective content strategy that will increase visitors, prospects, leads and ultimately sales.
Take WordSmiths, Inc. for example. Specializing in SEO, guest posting, PR management, content marketing development and strategy and reporting analysis, they’re an inbound marketing agency that works with a variety of top brands such as Nissan, Sumo and Oracle to attract, retain and grow their customer base.
They spend time getting to know you, your business and your target market. They conduct research into how your prospects behave online, what their goals are, and what content they like and don’t like. They then build-out a strategy that’s aligned with your wider business goals and start creating effective content that will attract, engage and delight new customers.
If you’d like to find out a little more about Wordsmiths, Inc. and what they could do for you, why not drop them a line here?
In the meantime, let’s look closer at the capabilities that an inbound marketing agency like Wordsmith, Inc. can offer…
4 reasons to hire an inbound marketing agency
Imagine a storm took out the power in your apartment block. To fix it, would you go into the communal fuse box and fumble about with the wires yourself, or would you call in an expert who knows what they’re doing?
The same approach applies to hiring an inbound marketing agency to help you generate red-hot leads.
Reason to hire an inbound marketing agency #1: They are experienced, skilful experts
As we’ve established, inbound marketing is an umbrella term that covers a myriad of different types of marketing disciplines. And, an inbound marketing agency has specialists in every single one of these disciplines: From writers, videographers and web designers to UX, social media and SEO experts.
Whether it’s writing or web design, these specialists have been hired because they’re the best at what they do. They have a ton of experience and are highly skilled in their specialist areas.
Agencies can be cut-throat and competitive. They’re known for hiring only the best and cutting the deadwood out, in a flash. If they hire below-par people that can’t produce results for their clients, this reflects badly on the agency. There are no second chances in the marketing agency game, it’s too competitive. So, if you hire an inbound marketing agency, you can be sure that you’ll be getting the creme de la creme.
Reason to hire an inbound marketing agency #2: They meticulously track performance
The only way to tell if something is working or not is to set a benchmark and carefully monitor progress, right? But this continuous monitoring can be time-consuming, and it can also be difficult to tell if a piece of content is struggling or if it simply needs more time. And, how do you know if the content you’re creating is helping to develop and grow your business?
An inbound marketing agency has the tools, knowledge and time to be able to track every single piece of content that’s been created, analyse its performance and establish ways to continuously optimise it to make it as effective as possible.
They can also tie these performance metrics in with your own company-wide goals so you can clearly see how their work is affecting your wider business.
Reason to hire an inbound marketing agency #3: They are cost-effective
So, inbound marketing is a no-brainer: it gives you a higher ROI and leaves you with more budget to invest in a new website, a paid acquisition strategy or…an inbound marketing agency!
Hiring an inbound marketing agency takes the cost benefits of inbound marketing to another level.
When you consider that the average company spends around $4,000 to hire a new employee, and it takes an average of 24 days before a position is filled, it’s actually cheaper to employ an inbound marketing agency than it is to hire a whole new in-house marketing team.
“A full marketing team requires several professionals. You’re looking at roughly five or six positions to fill, which means five or six extra employees to add to your payroll (salary plus benefits). You’ll also need to fund the supplies and resources they need to perform their roles — i.e. computers, programs, applications, modules, cameras and other video production equipment, etc...” – Medium, 5 Benefits of Hiring an Inbound Marketing Agency
Plus, with an in-house team, you have to spend time and money trying to recruit specialists in each area of inbound marketing. And, once you’ve got your team, to keep their skillsets relevant and effective, you’ll have to invest in regular training, seminars and conferences, and also pay for updates to the programs and applications they’re using. Also, to prevent them from jumping ship, you’ll have to work hard to retain them with perks, bonuses and salary increases.
With an inbound marketing agency, it’s just one monthly cost to pay for. You’ll get instant access to the best of the best, and you’ll be able to rely on the agency to keep their knowledge, skills and equipment up-to-date.
Reason to hire an inbound marketing agency #4: They free up your time
As a business owner or marketing professional, you want to focus on the tasks that will grow, expand, and improve the business. But if you want to execute a successful inbound marketing strategy you’ll also need to be all over tasks such as copywriting, graphic design, content management, SEO, data analysis, and social media management.
That’s a lot.
Inbound marketing agencies take the pressure, stress and responsibility out of creating effective content that generates leads. They spend time planning, creating, implementing, analyzing, tracking and optimising your inbound marketing content. And they are under immense pressure to deliver results that push your business forwards.
With all that off your plate, you have more time to focus on those higher ROI tasks that will drive you and your business forwards.
So there we have it: That’s what an inbound marketing agency can do that you, unfortunately, can’t!
Have you worked with an inbound marketing agency before? What was your experience? Let us know in the comments below!