A Blueprint for Success: Transforming Internal Marketing for an Agency
Situation:
The agency I worked for needed to grow, but traditional sales methods like cold calls and in-person networking were not enough to effectively sell digital marketing services. There was a need to shift towards a more cohesive and integrated digital marketing strategy.
Task:
I was tasked with revamping the agency's internal marketing strategy to improve lead generation, client engagement, and overall business growth.
Actions:
To achieve this goal, I implemented a multi-faceted approach of in-person events, public speaking, and direct mail pieces with omnichannel digital support through blogs, display and paid search ads, organic and paid social, and webinars. By creating this “marketing ecosystem” I was able to leverage data from all our marketing and sales activities to refine our target personas, offerings, and marketing mix.
Introduction of Agile Methodology and HubSpot CRM: First, a coworker and I introduced the agency to agile project management methodology to streamline our processes and implemented HubSpot as our CRM solution. This was crucial for managing and nurturing leads effectively.
Collaboration with Sales: Collaboration with the sales team was essential to understand our target customers and industry segments better. We developed lead scoring and email marketing campaigns based on different conversion paths. For instance, we created segmented email streams tailored to specific conversion paths, such as online experience and drip campaigns versus trade show meetings or mailed care packages.
Content and Email Marketing: Next, we focused on content and email marketing. We produced blog posts and webinars showcasing our expertise and knowledge of current events in marketing and PR. These posts helped drive organic traffic and establish our authority in the industry. As well as giving us a reason to reach out and address topics that were relevant to our current and prospective client meetings.
Digital Advertising: We also launched targeted paid search, display, and social media ad campaigns to reach potential clients in our preferred industry segments. In addition to boosting posts and promoting the content and webinars we were creating, I promoted our in-person appearances to increase engagement and attendance at those events. Using data from HubSpot and other analytics tools, we refined our targeting, landing page offers, CRO, and optimized ad spend and channel mix.
Public Relations and Events: Public relations and events were another key component of our strategy. We developed PR strategies to enhance our visibility and credibility in the industry. We organized and participated in public speaking engagements and industry events to showcase our expertise and connect with potential clients. Additionally, we hosted quarterly client meetings and showcases where we presented industry news, tips, and highlights of our best work, maintaining client relationships and demonstrating ongoing value.
Search Engine Optimization: Search Engine Optimization (SEO) played an important supportive role in all of the other tactics in the marketing mix. For example, I was able to leverage the target keyword lists for our content marketing initiatives but also in the paid search ads. Then I created A/B tests on ad headlines to improve our click-through rates on our organic search listings. PR was essential to creating backlinks from reputable sources while also engaging in link-building activities.
Analytics and Continuous Improvement: Lastly, I set up comprehensive analytics and tag management to track the performance of our digital marketing efforts. Regularly reviewing data allowed us to identify areas for improvement in both marketing and sales strategies, as well as generate hypotheses to test. We adjusted our marketing tactics and ad spend based on seasonality and other factors to ensure optimal performance and cash flow.
Results:
These efforts successfully transformed our internal marketing strategy, leading to significant business growth. We developed a sustainable ecosystem combining digital and real-world marketing and sales tactics, allowing us to engage with our target audience more effectively. Lead generation and conversion rates improved through targeted email and drip campaigns, industry-focused and topical content, and strategic use of the HubSpot CRM. Client retention and lifetime value were enhanced by maintaining strong relationships through regular communication and value demonstration in addition to positioning the agency as a thought leader in the industry, attracting new clients and expanding our market presence.
