I can’t tell you how many times I hear the “we’ll increase traffic and leads for you” pitch that every inbound marketing agency spits out. And yes, we are culprits as well!
But that’s just how we measure part of the ROI for our clients; it’s not all we do and we certainly don’t put a huge emphasis on it due to the fact that we can offer our clients soooo much more. In fact, in the grand scheme of things, traffic and leads don’t even really matter. (A universal gasp is now spreading across the inbound marketing world).
I can tell you about numerous instances where a decrease in traffic was actually better for the business than increasing traffic. One of my clients wanted more commercial traffic coming to their site but all they were getting was residential. So we switched up the strategy and voila, commercial traffic came and residential traffic stopped coming. It wasn’t really that easy or that quick but for the sake of this blog post let’s roll with it. But because the residential traffic stopped coming, their traffic numbers dipped and that was okay, in fact it’s what we wanted. Eventually we built their traffic back up with just commercial visitors but it took a lot of time and effort.
If you’re looking for an inbound marketing agency, you need to focus on the things that you really want out of any company you work with which is results. Traffic means nothing if it’s the wrong type of traffic. And the right type of traffic means nothing if it’s not converting to leads with awesome premium content. And leads don’t mean anything if they aren’t being nurtured correctly and moved through a sales funnel until they’re qualified to speak to the sales team. And sales qualified leads don’t mean anything if communication isn’t cohesive enough with your marketing team to where sales is being alerted and notified on the type of information marketing is sending them. And cohesive communication doesn’t mean anything… just kidding I can stop there.
Bringing in traffic and generating leads from that traffic is a huge part of what we do but it’s not necessarily all we do. So if an agency is laying it on thick with the traffic and leads bit ask them what else they can do for you past just traffic and leads.
For instance, our process is set up as follows. We create a buyer persona, build a complete strategy around that persona: content, emails, customer acquisition, customer retention, and analysis). So yes we bring traffic to your site and we generate leads from that traffic but that’s the very tip of the iceberg, it’s not even the fun part! For instance I just created a 42 email lead nurturing campaign… we don’t under-commit that’s for sure, our leads are well nurtured. And not just based off one tiny piece of information about them, we ask in-depth questions as they move through the funnel and move them from one lead nurturing group to the next based on the information they provide us.
As far as customer retention goes we provide things like list segmentation, lead scoring, referral programs, etc.
We segment closed customers by service, industry, pain point, software they use, product they purchased, type of offers they’re interested in, etc. Each customer segment receives not only a unique monthly email based on their segment but every interaction with them is customized due to the segmentation.
So really, if someone is telling you that they can increase traffic and leads for your business and gets flustered when you ask what the heck else they can do, then hang up and call me or call anyone here at OverGo or call another agency and see what they can do I don’t care just hang up that phone.
via Business 2 Community http://ift.tt/1mrGqL7
Aucun commentaire:
Enregistrer un commentaire