4 Things Every Marketing Agency Should Tell You
A Marketing Agency can offer you services related to communication, branding, price, product, sales, and more. However, before making an investment, you should make sure that what you’re paying for will get your company the results you need.
I remember when we started using what our team now calls ¨Growth Hacks¨ for one museum in Amsterdam. The year was 2017 and we were looking at ways how to improve our website and its conversion.
Explaining the meaning and the importance of SEA or SEO to the investors was quite a heck of a challenge. Traditional marketing was certainly their favorite.
Press coverage, billboards, word of mouth, and flyers all around the city. If you can name it, we probably did use it. And The bill at the end of the month was insane…
Yet, in those early days, we were fighting against over 60 museums in the country, hundreds of event activities and for the attention of the tourists… and most of them doing exactly the same! Every summer was a ¨Prices Battle¨ for the best spots in town.
A winner action we took was installing a few routers in the front of the building and offering Free Wifi to one of the largest squares in the city with the potential to reach millions of visitors monthly, against the recollection of Data and a quick banner with a good discount voucher.
The strategy was great a new Lead magnet for those ¨Ready to Buy¨ tourists
Any Ready Buy potential client that may have to sit in front of the building while having a Heineken may have used it right away. Especially those families on a budget.
But what about the other 97% of the people:
- 20 % of the target audience were probably looking for a Wifi Hotspot just to get more information about which museums to visit in Amsterdam.
- 60 % of that market share even had a clear problem in mind but did not what to do to solve it. And the problem was: Where the heck should I spend my money in the next 3 days while walking through the city?
(If you want to know more about these % segments, check out my previous article about things to know before launching a campaign)
Back then we surely had no strategy about what to do with all that data, and certainly not about what to do with Search Engine Optimization or Email Marketing. We probably should have gotten more tips from a Local Marketing Agency about user experience, content marketing, and how to create a case study from it.
Since then, going forward to 2020, we have launched 2 Agencies, one called Serendipia in South America and one in Europe called Inspiral Growth. And there are tons of lessons to take from those experiences.
So here is my first tip:
Tip # 1: Build a database of potential clients and set an educational Funnel
In some companies, up to 40% of your sales could come from your email marketing campaigns. For that reason having an opt.in solution for your High-Value Content Offer is certainly needed. Take into consideration the 2 segments; the first are the people searching for information about your product or service.
And the second one is the people that are fully aware of a problem you could solve with your products, but they just don’t know you at all. Both segments certainly need more information about what you could deliver. And should be tackled by a sequence of emails that may move the needle to your advantage. Your Conversion rate could go through the roof with some growth hacking strategies on your landing pages.
Tip # 2: Better to be the first one testing it, than the last one using it.
Set a budget from the start for new ideas, especially around technology. Even if it is a small one, sometimes you don´t need a massive budget to try on a new experiment. Here is what you should know about Growth Hacking: It’s about testing and learning from each experience.
Many think that Growth Hacking is only about the new Hype word in Marketing, with quick hacks that will deliver you higher ROIs.
In my opinion, every business has new challenges and not everything can be solved with a quick checklist. Deeper Analysis is the name of the game. And a business culture, based on Experimentation, could help you there. As a growth hacker, taking risks on new experiments is how we create effective growth.
Tip # 3: Keep all the fishes swimming in the same direction
And by that I mean, make sure that all your channels, all your Call to Action links, and most certainly all your strategies are directed to a common goal. Having clear objectives may become your fastest way to clear out what is important and what´s not on your daily TO-DO List.
Take the example of the Growth Hack that I’m sharing with this article: The Ads Implementation service of Inspiral Growth. Certainly, there are thousands of companies out there that can do that for you. There are companies that even only specialize in this segment and have tons of more experience.
My goal here is not to tell you that we are the best. I’m here to tell you that if we do it, we will adopt this lead channel together with all your other current channels and make sure they all go for the same goal.
Tip #4: Get continuous feedback and don’t be afraid of the answers
“Success is not final, failure is not fatal: it is the courage to continue that counts.”
― Winston S. Churchill. And have the courage to gain as much feedback as possible on how to improve your methods. Most of us ( I include myself here) do not necessarily like to hear what we did wrong in the past. But please do care more about which lessons you could absorb from feedback, than how they make you feel.
Once we even launched a company called Selfiefeedback to help companies in this matter.
When onboarding a new client or a new brand we start by defining their DNA where we include questions like their vision, mission, features, and benefits. Something that I will address in our next article.
I would like to use this opportunity to mention that analyzing the DNA of your brand is continuous research as part of your marketing strategy. And you should use Feedback to keep subjects like USPs or Reasons to believe in your company in check!
If you want to share your feedback about these tips or articles, please use the comment section and I will make sure to keep them in mind for my next blog post.
