What is an inbound marketing agency; main image; illustration of people using a magnet as an office table

What is an inbound marketing agency?

Teodora Pirciu digital marketing, inbound marketing

If you’re looking to drive relevant traffic, generate leads, and increase revenue, an inbound marketing agency might be the perfect partner for your business. But what is it exactly, and how do you find the right one for your brand?

An inbound marketing agency helps you attract qualified leads for your business and grow your brand by ideating and implementing a comprehensive inbound marketing strategy—but how to find one is a tougher question to answer. 

This blog post will explore what inbound marketing is, the benefits of working with a digital marketing partner, and how to choose the right inbound agency for your business.

Why should you care about inbound in 2023?

Before we dive into the what, let’s first discuss the why. 

Your potential and existing customers love to do their homework before scheduling a sales call. In fact, your B2B buyers are likely to read 13 pieces of content before talking to a sales rep. Eight of them are created by you. Five usually come from third-party sources.

What does this tell us? You need an inbound strategy focused on creating and sharing valuable content aligned with your brand’s values and your audience’s specific needs. If you polish your message to match your audience, you can create a cohesive and consistent brand image that can be effectively communicated across various platforms. This will shape the conversation about your brand and guide how others perceive and talk about you online.

By actively managing your online presence with inbound marketing techniques, you build a cleverly crafted content journey based on actual data about your audience’s likes and needs. This approach aims to use self-education to convert complete strangers into inbound leads and, eventually, customers and promoters of your brand.   

If adopted correctly and with patience, inbound marketing can help pull customers to your business with maximum ROI.

Allbound: outbound and inbound marketing strategy

illustration of a man with arms outstretched, holding a magnet on one hand and a megaphone on the other hand

So, you may ask, how does inbound work? And where does outbound fit in?

The inbound methodology focuses on attracting and connecting with your target audience naturally and without interruptions. And the best way to do it is to use a data-driven approach to deliver value and be helpful so you can attract, engage, and delight your audience.

Inbound strategies rely on high-quality content that users love and gain value from to generate leads and nurture them. Content marketing is a long-term game that considers the buyer’s journey and its intricacies — a game in which you identify the questions to answer, the objections to counter, and the problems to solve before your potential and existing clients even know they have them.

People will use this content to learn how to solve their problems and think of you as:

  • An extremely knowledgeable resource when they need good information.
  • A source for high-quality products and services.
  • A provider of excellent customer support.

Does it mean content marketing will substitute traditional outbound techniques? Shall you quit your outbound efforts and put all your eggs in the inbound basket? Not really.

Digital marketing based on inbound methodologies takes time to be successful, so what’s the point of nurturing leads for the next five years if there’s no business to meet their needs by then? Companies must balance efforts and combine inbound and outbound channels with building omnichannel marketing strategies that deliver the right message at the right time.

When done right and put in the proper context, outbound marketing can still play an essential role in growing a brand and making it thrive. An inbound marketing strategist can leverage outbound techniques to build what we now call an “allbound” marketing approach that can generate more qualified leads and clients with expertise and creativity. This new breed combines traditional marketing channels such as TV, radio, and print advertising with digital methodologies (including paid search and social media advertising) to generate great results.

Your marketing team will increase demand for your products and services, bring in leads interested in what you have to offer, and speed up the sales process.

The role of an inbound marketing agency

illustration of a man with his shadow holding a big magnet, symbolizing an inbound marketing strategy.

An inbound agency will offer customized inbound services to help you connect with your audience. You can outsource one or all your marketing efforts, from generating high-quality organic traffic to nurturing leads to make them sales-ready — among a million other little things that can streamline your marketing processes.      

Simply put, an agency that speaks inbound will customize every step of the buyer’s journey to ensure your customers are well taken care of. 

Generally, inbound services include:

  • Marketing strategy development: Helping you define your mission, vision, and business goals, building data-driven buyer personas, conducting competitive analysis and positioning, defining messaging, and matching inbound campaigns to the right marketing channels for the best customer experience.
  • Content creation: Developing and producing blog posts, videos, social media content, webinars, ebooks, podcasts, and other forms of content to engage and educate your target audience. This is crucial for your company’s success, as 54% of decision-makers spend more than one hour per week reading and reviewing thought-leadership content.
  • Search engine optimization (SEO): Website development and optimization, keyword research (yes, it still matters in 2023), fixing broken links, and web structure optimization to improve search engine rankings and drive organic traffic.
  • Social media marketing and management: Ideating and executing social media campaigns to increase brand awareness, build customer relationships, and promote your brand.
  • Email marketing: Database segmentation and personalized email campaigns to nurture leads and drive conversions.
  • Lead generation: Developing landing pages, forms, and other lead generation assets to capture and qualify inbound leads.
  • Marketing automation: Setting up and managing marketing automation to streamline and optimize inbound marketing efforts.
  • Analytics and reporting: Tracking and analyzing marketing KPIs to measure the effectiveness of campaigns and inform future efforts.
  • Design: Creating visually appealing graphics, infographics, and other assets to enhance the user experience and tell your brand’s story.
  • Consulting: Providing expert advice and guidance on inbound marketing strategy and tactical activities.

Inbound agencies operate in analytics-driven marketing automation platforms, so they can always track efforts, measure results, and improve what’s not working. They also insist (almost obsessively) on marketing and sales alignment to provide seamless experiences and consistency every time your leads get in touch with your brand.

How to find the best inbound agency for your business

illustration of people using a giant magnet as a table having a meeting in front of a board showing an upward graph

Finding the best company to partner with can be challenging, especially in today’s ever-evolving business landscape. Here’s a framework that can help:

  1. Define your needs, marketing goals, and the specific areas where you need support. This will help you find an inbound agency specializing in the services you need instead of wasting time working on initiatives that won’t benefit you or your audience.
  2. Research agencies to find inbound marketing companies with a proven track record of success in inbound marketing. Check out their website and social media profiles, read client testimonials, and ask for case studies or examples of their work.
  3. Consider their culture and values. Working with an agency that understands your brand and goals can lead to a more productive and successful collaboration.
  4. Get a proposal to have an idea of their services, pricing, and approach to inbound marketing strategy and campaigns.
  5. Meet the team of marketing professionals you want to work with. This will allow you to ask questions, get to know your marketing manager, and see if you feel comfortable with their approach.

Final Thoughts

The inbound methodology is here to stay, and inbound marketing agencies exist to help you! High-performing agencies house competent writers, skilled designers and marketers, SEO specialists, and more. They combine their skills with intelligent marketing automation software and analytics to ensure your marketing strategy is right for your brand.

When choosing an inbound agency, defining your needs and considering the agency’s values and work history is essential. This way, you can find an agency that is the right fit for your business and can help you to achieve your marketing objectives. 

With that said, the best inbound marketing agencies are the ones that are a good match for your brand. Only then, can they truly become valuable partners for your brand. By aligning their expertise and resources with your brand’s goals and values, the right inbound agency will help you create a cohesive and effective marketing strategy that drives results.

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