Some people claim that they already use inbound strategies because they have a blog for their own business. However, the difference between having a blog and an inbound strategy is huge. Inbound content does not create content just for the sake of it, and the topics covered in the texts do not focus on the company, nor are they intended to promote it directly.
For the inbound strategy, the content must help solve the problems and needs of a persona, have a respected focus and purpose. It means using all of your digital potential to attract people, generate australia contact data leads and support the sales team in closing deals.
Understand the importance of personas and content in the post: “Why personas and content are the soul of Inbound Marketing” .
Content Marketing is not Inbound Marketing
The Digital Marketing market (and others too) is full of people creating content. Those who work in the field already know that this is the reality. However, doing inbound, which is indeed a methodology, involves analysis, planning, metrics, sales goals, among other criteria.
It is a job that requires qualified professionals, with multiple skills and diverse profiles: designers, programmers, writers, media analysts, SEO, UX, BI specialists. In short, a multidisciplinary team to go through all the stages of Inbound (attraction, conversion, sales and loyalty). Does your agency do all this for you?
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5 basic questions to know if your agency really knows how to do Inbound Marketing:
Does she follow the methodology or simply accept its guidance?
Do you have a specialized team for the inbound phases or do you just have a “jack of all trades”?
Are the processes documented or do they change all the time?
Does it offer analysis (data, metrics) or does it work based on “guesses”?
Do you value frequency or only publish content when it is available?
If you still have doubts, read the post: “7 factors to evaluate when hiring an Inbound Marketing agency” .
What's the secret?
There is no secret. Inbound is content, methodology and process. Without these, you can even create content, but you certainly won’t create inbound. That’s why it’s so important for the client and agency to have mutual trust and dialogue.
This combination is so important that we even wrote a post: “Agency and client: the secret to success is dialogue” . The effect of this relationship will only generate positive results for both parties. If the relationship is not transparent, the results will be compromised.
Clients need to understand that no matter how much agencies say they know how to do inbound, specialists are essential. Here, an analogy with self-medication and searching on Google when we think we have an illness is appropriate.
You can even research the symptoms on the internet, but the diagnosis and prescription of appropriate medicines should be made by a doctor.
In other words, believing in the old story that everyone is a little bit of a doctor and crazy and making decisions based on this belief is a huge mistake. It’s much smarter to trust your specialist.
That way, you save time, money and improve results. But of course, make sure they are really specialists. That's the challenge! After all, no one wants to be treated by a fake doctor, right?