5 differentiators of an Inbound Marketing agency
Posted: Thu Dec 12, 2024 4:47 am
Traditional marketing agencies and Inbound Marketing agencies have differences and similarities. In this blogpost we look at how different their processes and results are.
Table of contents
By now, most of us who do marketing know car owner database package about “traditional” digital agencies or media centers, whose core is based on publishing and advertising on social networks or Google, but how much do we know about Inbound Marketing agencies? Today I want to tell you the 5 main differences I discovered between an Inbound agency and a traditional digital agency.
1. Type of relationship with the client
Both Inbound and Outbound Marketing have sales as their objective, but their marketing methods and actions are different. So is the type of relationship that is formed with customers by applying these strategies.
Traditional digital marketing seeks to reach the right people at the right times, through increasingly powerful segmentation tools that facilitate this process. There doesn't seem to be anything wrong with this, does there? Yet there is.
Even when people have shown interest in our product and/or service, they are not always looking to buy and feel inundated with advertising. Proof of this is the number of people who use ad blockers and prefer to pay for services like YouTube or Spotify premium to stop receiving ads.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-1
Inbound Marketing, on the other hand, seeks to attract customers by offering quality content created for the purchasing stage . The main difference is that it seeks to generate a relationship with the user organically, appearing when they show interest in us and not the other way around. The intrusive factor is completely eliminated. In this way, the user feels accompanied and guided throughout their entire purchasing process.
inbound marketing what is it
2. Customer segmentation
Both types of agencies aim to reach the people most likely to become a client, but the “how” they do it is very different.
Traditional digital marketing agencies use the tools specific to each medium: Google, Facebook, Instagram, LinkedIn, Twitter, Display, etc., to make segmentations as fine as possible and, in this way, try to be less intrusive. But those of us who have worked in a traditional digital marketing agency know that sometimes this is not possible.
The platforms tell us that the audience we are targeting is very small (between 50,000 and 500,000 people), and therefore the advertising is more expensive, forcing us to impact a larger audience in which there are people who do not belong to our target.
It's common to be tempted by mass reach, but how many of those people can we actually convert into customers?
On the Inbound Marketing side, we create buyer personas or fictional representations of your ideal buyer, based on quantitative information (demographics, industry, position) and qualitative information (challenges, culture, habits).
Once the buyer persona has been defined, a content strategy is created based on the data collected and also on the buyer persona's life cycle (subscriber, lead, opportunity, customer, evangelist).
We then cross-reference the data, supported by a CRM or marketing automation tool, which can show us valuable information to the buyer persona, in an automated and personalized way, allowing us to fine-tune all our strategies so that they feel cared for and in two-way communication.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-
3. Campaign lifespan
In traditional digital marketing, the scope and duration of the campaign will depend on how much money you have to invest in a given period. The positive side of doing it this way is that you will have an immediate result and you will be able to make decisions in real time.
Inbound Marketing is the opposite. The results are long-term and require content creation work . However, the results last over time and do not disappear when the campaign ends.
The work done with content will make your brand's website better positioned compared to your competition. In addition, content can continue to help you get leads and convert customers, months and even years after the campaign has ended.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-3
4. Methodologies
For traditional digital marketing agencies, there is usually no definitive methodology. The methodology of the most purchased media is usually adopted: Google and Facebook. In my experience, the methodology I have seen used most frequently is that of Avinash Kaushik, well-known analytics guru and creator of the SEE, THINK, DO, CARE methodology .
This methodology is similar to that used in Inbound, with the difference that it is media-focused, while Inbound is content-focused . For example, for the See stage , advertising is purchased in media such as YouTube and Google Display, while for Think , advertising is on Facebook and for Do , on Google Search. For example, for the Care stage , remarketing strategies are used.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-4
For its part, the objective of Inbound Marketing is to attract new prospects to the company, interact with them on a large scale and delight them individually . All the information is supported by a CRM like Hubspot, which saves the information of each client with: name, surname, company and data that is considered important.
In addition, the sales team is involved through Smarketing strategies that help integrate tasks with the Marketing team, obtaining a better sales ratio, which, as we know, at the end of the day is the most important thing for our clients.
Table of contents
By now, most of us who do marketing know car owner database package about “traditional” digital agencies or media centers, whose core is based on publishing and advertising on social networks or Google, but how much do we know about Inbound Marketing agencies? Today I want to tell you the 5 main differences I discovered between an Inbound agency and a traditional digital agency.
1. Type of relationship with the client
Both Inbound and Outbound Marketing have sales as their objective, but their marketing methods and actions are different. So is the type of relationship that is formed with customers by applying these strategies.
Traditional digital marketing seeks to reach the right people at the right times, through increasingly powerful segmentation tools that facilitate this process. There doesn't seem to be anything wrong with this, does there? Yet there is.
Even when people have shown interest in our product and/or service, they are not always looking to buy and feel inundated with advertising. Proof of this is the number of people who use ad blockers and prefer to pay for services like YouTube or Spotify premium to stop receiving ads.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-1
Inbound Marketing, on the other hand, seeks to attract customers by offering quality content created for the purchasing stage . The main difference is that it seeks to generate a relationship with the user organically, appearing when they show interest in us and not the other way around. The intrusive factor is completely eliminated. In this way, the user feels accompanied and guided throughout their entire purchasing process.
inbound marketing what is it
2. Customer segmentation
Both types of agencies aim to reach the people most likely to become a client, but the “how” they do it is very different.
Traditional digital marketing agencies use the tools specific to each medium: Google, Facebook, Instagram, LinkedIn, Twitter, Display, etc., to make segmentations as fine as possible and, in this way, try to be less intrusive. But those of us who have worked in a traditional digital marketing agency know that sometimes this is not possible.
The platforms tell us that the audience we are targeting is very small (between 50,000 and 500,000 people), and therefore the advertising is more expensive, forcing us to impact a larger audience in which there are people who do not belong to our target.
It's common to be tempted by mass reach, but how many of those people can we actually convert into customers?
On the Inbound Marketing side, we create buyer personas or fictional representations of your ideal buyer, based on quantitative information (demographics, industry, position) and qualitative information (challenges, culture, habits).
Once the buyer persona has been defined, a content strategy is created based on the data collected and also on the buyer persona's life cycle (subscriber, lead, opportunity, customer, evangelist).
We then cross-reference the data, supported by a CRM or marketing automation tool, which can show us valuable information to the buyer persona, in an automated and personalized way, allowing us to fine-tune all our strategies so that they feel cared for and in two-way communication.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-
3. Campaign lifespan
In traditional digital marketing, the scope and duration of the campaign will depend on how much money you have to invest in a given period. The positive side of doing it this way is that you will have an immediate result and you will be able to make decisions in real time.
Inbound Marketing is the opposite. The results are long-term and require content creation work . However, the results last over time and do not disappear when the campaign ends.
The work done with content will make your brand's website better positioned compared to your competition. In addition, content can continue to help you get leads and convert customers, months and even years after the campaign has ended.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-3
4. Methodologies
For traditional digital marketing agencies, there is usually no definitive methodology. The methodology of the most purchased media is usually adopted: Google and Facebook. In my experience, the methodology I have seen used most frequently is that of Avinash Kaushik, well-known analytics guru and creator of the SEE, THINK, DO, CARE methodology .
This methodology is similar to that used in Inbound, with the difference that it is media-focused, while Inbound is content-focused . For example, for the See stage , advertising is purchased in media such as YouTube and Google Display, while for Think , advertising is on Facebook and for Do , on Google Search. For example, for the Care stage , remarketing strategies are used.
5-differences-between-a-traditional-marketing-agency-and-an-inbound-marketing-agency-4
For its part, the objective of Inbound Marketing is to attract new prospects to the company, interact with them on a large scale and delight them individually . All the information is supported by a CRM like Hubspot, which saves the information of each client with: name, surname, company and data that is considered important.
In addition, the sales team is involved through Smarketing strategies that help integrate tasks with the Marketing team, obtaining a better sales ratio, which, as we know, at the end of the day is the most important thing for our clients.