In a context where the internet has taken over the purchasing process, we have all had many doubts about digital marketing.
How are the Digital Marketing services?
Inbound marketing fits perfectly into that context for
agencies and consultancies.
Imagine that it is possible to create a digital strategy where company X
will shake their hands and take them for a walk step by step in the purchase process
to their clients, driving each stage, doubt and conquer.
That is the context of Inbound Marketing in the face of so many marketing methodologies.
Why sell the Inbound Marketing service
For the agency, what are the benefits? We can name 2 main ones.
Deliver measurable results
The first is the focus on sales results. Inbound Marketing
facilitates return on investment. That is, if you prove how
lucrative has been your strategy, what reasons would the client have for
Finish the contract?
The second is the same opening of the market that the work with
Digital marketing of results. You become a provider of opportunities
of business for your clients – much more strategic than a supplier
But what exactly is your agency selling?
A predictable and scalable growth machine. looks like a product of
dreams, right? Really, we have had a lot of success with our agencies
to generate visitors
You will have to build authority through content,
promote it on social networks and also with paid ads.
-To transform visitors into Leads
-To transform opportunities into sales
Future projections of Inbound Marketing
Inbound Marketing has already proven that it is a methodology that works and
that delivers measurable results to those who apply it.
Even though it is quite new, it is already a strategy present in various
companies on the planet. However, precisely because it is still a novelty,
there is much to develop.
Therefore, it is never too late to invest in Inbound Marketing and what the
future may bring are even more possibilities.
Furthermore, with the evolution of the increasingly mobile internet, we will be
able to have a personalized and frequent relationship with the client,
as more and more people use different online channels –
on different devices – as a form of communication and search for
I implemented Inbound and I already have results, how to take the next steps?
Then you have already started to implement your Inbound Marketing strategy.
You are already making a presence in the social networks in which you are
your audience, you are already generating valuable content for your target audience,
and you have even started generating leads for your business.
Suddenly, a question arises: now, where to go? What are the next
steps to continue running your machine and outputting the results
What does your company need?
When we have already done the basics, we are already generating Leads, we have a
Marketing and Sales machine and we already have it working well, we want
But from there, this path is no longer so clear. Then,
what should we do to grow in a volume that can keep up with the
day with the needs of the company? That baseline, those steps
Of course, they certainly don’t work alone anymore.
It is necessary to go further. To begin with, do an exercise: close your eyes and
Visualize what your company’s Digital Marketing operation will be like in 2
years. That flows? What’s going on? How is it working?
It is very possible that you can visualize your company mastering a series of
keywords in Google, viralization of content and a «rain» of Leads:
everything is growing, everything is working.
The big problem is knowing how to get there, how to do it. When we think of the
sales team, we know that the escalation process is easier, since
basically it is to increase the number of vendors. Of course it is
possible to make things more complex, but, in general, the pattern repeats
And in marketing? In marketing, everyone does something different… So,
how to build a structure and make it work to carry marketing
to the next level?
Although it has reached a good level of maturity in this regard, it has already
faced many pains while traveling on this path. So he
goal here is:
Collaborate so that those who are still in the first steps can have
a vision of what is to come;
Make sure that those who have already taken the basic steps and have already
begun to face some problems can see new paths, be
able to put this into practice.
Lesson 1: It is an illusion to think that a minimum team and basic investments
They will scale easily. Many people sell Digital Marketing as something that
can be done at almost no cost and, in fact, it is possible to start doing things
interesting with few resources: you can create good content and start
with a little money.
But from the moment the ROI (return on investment) is demonstrated,
from the moment you see that things work and you see that they really
you need to create a structure, naturally it will need more investment.
A small team will not be able to handle all the work and you will not be able to satisfy the
demand from the sales team.
So that you can get an idea, in RD Station, the CAC (cost of acquisition
per customer) is practically divided between Marketing and Sales, and various
North American benchmarks have a division roughly like this (such as
maximum 40% and 60%, respectively). It is very difficult to have a small cost
of marketing and to be able to scale the results.
Lesson 2: Having more resources also requires more work and is not a guarantee
of success. It is dangerous to have money to spend, as it is very easy to spend
in nonsense and things that do not work. Therefore, it is necessary to analyze
to make a decision.
An example was when we had to make a difficult decision: although the
blog had some problems that needed to be corrected, we opted for
focus on increasing the frequency of educational materials, since
generated most of our Leads. In practice, the rate of blogs
had a 5% conversion, while some landing pages had a
Therefore, it is necessary to understand which improvement actions should be prioritized
and which ones should be maintained in the long term.
Lesson 3: The volume alone does not solve. We have been experiencing
a market maturity and, consequently, there are many more people now
doing Inbound Marketing than a few years ago. This increases competition.
When RD Station started talking about Inbound, there was hardly any other company in
Latin America to do that. Today there are hundreds of sources on
the subject, which generates an excess of information, and it is easy for people not to
can stay focused.
So for people to keep their attention on your business, you need
a lot of quality. You need your content to be better and better, more and more
Lesson 4: Role specialization. The content is an input, but
you also have to worry about distribution. It’s no use thinking about
email marketing, SEO and social networks if you do not have a good
support content. It’s also not enough to create great content if you don’t
you can distribute it well. You need to balance the two, and the more
specialized, the better.
Therefore, RD Station has established a Growth Hacking team to
study ways to improve the performance of broadcast channels,
that the content team is focused on ensuring that the material gets out
People need to think of actions that make a difference in
content distribution. The RD Station team serves to think about
how to grow long-term distribution using our channels.
Another issue is the difference between general and specialized work. With
generalist work (done by more generalist professionals), although
can generate results, over time they will stagnate.
So, you need specialized and in-depth work (performed
by more specialized professionals) to make a difference when
you reach that level of stagnation.
Lesson 5: Your market is not infinite, the conversion rate matters
You don’t want to grow just thinking about adding volume; It is also necessary
think about increasing the conversion rate, optimizing processes and rates of
sales. In the end, this will help you sell more in the same way.
Basically, increasing conversion is about better understanding what prevents
Have your potential customer buy and deliver something that solves this problem.
Therefore, you must first accumulate as much relevant data as possible.
possible (on landing pages, in conversations, comments, data from
interaction with your company, etc.).
You can also use automation to try to optimize this
Lesson 6: Relationships are online/offline relationships
Online and offline actions have a great impact on each other. An example
is the RD Summit itself or RD on The Road in Mexico City and Bogotá, a
offline event, but of which many of the attendees know, and even
buy tickets online.
Therefore, creating the RD Summit was also a great Digital Marketing action
for us. Many links are being generated pointing to us,
lots of partnerships, lots of co-marketing. That is why it is interesting to think about
offline formats that can also contribute to digital marketing.
Lesson 7: You are growing, your collaborations will be more relevant
As you grow, your collaborations also become more relevant.
We at RD Station, when we go to associate, we always look for partners
that have a base as relevant as ours. It works like a street
double meaning: just as they can help us with their base, we know that
we can help them too.
And you can also do segmented co-marketing, even with partners who don’t
have a base as big as yours: it is possible to share in alliances
smaller, but they contribute to the total result.
Another important thing to understand is that from the moment you win scale
and you have the ability to do collaborations, always, always you should
do it. It is a commitment that helps and leverages the company a lot.
Lesson 8: There is no formula that always works. There is no formula
magic that works forever. There is no trick, suggestion or magic that
will apply to your website and that it will bring a mega result and that will follow
running forever. If you simply copy the «silver bullets» that
others are doing, it will soon stop working and no longer make sense.
It is essential to innovate and find new tricks.
For example, we recently carried out the “Sales Funnel Benchmarking”,
a simple tool that indicates and compares your Marketing metrics and
Sales with companies in your same segment. He has a good commitment and
exchange, and it has generated a great result for us. We run from it
common, we spent little and it worked.
The above tips are not something that will be implemented overnight.
tomorrow and you will get results. But they are part of a plan to give you
customer success, so that more and more people can grow, improve
and have good results.