If you're familiar with Inbound Marketing, you know that the idea is that by creating good and strategic content, you'll be knocking on the sales guy's door and not vice versa.
So why would you still need to have paid services if leads were magically supposed to come out of thin air and a good content offer?
Search Engine Optimization takes time, and it can take months for true Inbound Marketing results to come to fruition. Starting out with paid services like AdWords or Facebook ads brings in a boatload of leads while your long-term marketing plan is still developing. These leads mean your marketing and sales teams will stay busy.
As the number of leads continue to grow, your agency needs to scale up to best meet your needs by using a Growth-Driven Retainer.
Months 1-3 | Getting Started
As mentioned above, getting your website to the top of Google search results might take a while, so use some paid advertising with Google and Facebook to bring in leads in the meantime.
Make sure you have really solid landing pages that are optimized for high conversion rates. Analyze all leads along the way so you can better optimize your marketing and ultimately develop a better future plan.
Months 3-6 | Proof of Value
As the leads begin to trickle in from advertising, add in some more traditional inbound methodologies like blogging, social publishing, and SEO.
Develop strong email campaigns and workflows that keep your customers engaged and invested in what you're doing.
Months 6-9 | Upgrade to Growth
Keep on keeping on! Your customer base continues to grow and you're seeing more and more leads coming in from traditional Inbound Marketing.
Now that you've gotten a better idea of what works for your business, keep creating good CTAs that get high conversion rates. Secondly, it's time to automate your marketing. Schedule social media posts, strategically position workflows and emails for maximum engagement, and be prepared for scalable growth.
Months 9-12 | Retention and UpSelling
By now, Inbound Marketing and Advertising are running like a well-oiled machine. Your ROI has been increasing now that you aren't spending as big of a chunk of your budget on technology.
Focus on higher level technology that covers predictive lead scoring, email sequences, and sales automation. From here on out, there is no set technology that you should or shouldn't adopt.
Depending on your business, you might need to integrate with Shopify, sign documents with PandaDoc, conference call with AirCall, or analyze email with Postalytics.
If you want to learn more about Growth-Driven Retainers, or you want some more background information, visit our comprehensive resource on the subject.