Marketing a mid-sized B2B company takes a lot of time and effort. You can't just assign the task of marketing your business online to employees with other responsibilities - you have to establish a team that is dedicated to launching and maintaining your online marketing. The thing is, even a small team of in-house marketers may not be enough to effectively manage your marketing efforts.
In this case, you should strongly consider the professional assistance of a marketing agency. Not sure if you actually need the help of an agency? The following are a few signs that your in-house marketing team is in need of outside help:
1. You're not getting any leads
A lack of leads can be the result of a number of different issues. These can include:
- You're not attracting visitors to your site - If nobody is visiting your website, then you can't get new leads. Boosting web traffic is essential to gathering new leads. To increase your visitors, you'll need to implement a regularly updated blog, make sure your site is optimized for search and maintain a social media presence.
- You're not guiding your visitors properly - If you are getting plenty of visitors, then one of the problems might be that they don't know what to do. Your site has to be easy to navigate and user-friendly. It should also contain calls-to-action on every page to provide direction to your visitors.
- You're not offering visitors anything of value - A visitor isn't going to hang around for long if you have nothing to offer them in the form of content. Relevant and informative content is a must if you expect to keep the attention of any visitors.
An agency will implement numerous strategies to ensure that your company gets more exposure and, more importantly, the right kind of leads.
2. Marketing efforts aren't yielding results
If you're pouring resources into your website, email newsletter and your social media pages, but your sales are stagnant, then something is wrong with the way you're marketing your business. An agency has access to advanced analytics that allows them to pinpoint where things are going sour so that they can make effective adjustments without completely overhauling your marketing efforts. Plus, most marketing agencies can give you an idea of expected ROI from online marketing to guide your investment to the most effective marketing channel or strategy.
If your team isn't sure if marketing is yielding results, an agency may also recommend a marketing automation tool that will give you transparency into what is working and where your marketing dollars are best spent.
3. You're not using the latest marketing techniques
How do you know if your team is using the latest marketing techniques or not? Ask them what the latest marketing techniques are. If they don't know, then odds are your company isn't using them. Marketing agencies have their finger on the pulse of current online marketing strategies. In fact, they are often ahead of the game in terms of predicting what strategies will take off, thereby keeping your efforts from falling behind the competition.
In case you're wondering, some of the latest marketing strategies include:
- Omni-channel marketing
- Mobile optimization
- Video content marketing
- Location-based marketing
While this may not seem like a big deal, online marketing changes quickly. If your team is investing time in outdated techniques, especially in SEO or social media, there may be a chance that their efforts are being wasted. Being on top of the latest strategies means having the ability to place money where it will work the hardest for you.
4. Your leads keep falling through
What good is a lead if you aren't able to convert it? There are a number of problems that could be causing the inability to convert your leads. At a very basic level, maybe leads are turning away at your landing pages. This could mean there's an issue with your landing page content or your opt-in form. If leads are getting to sales and then failing to qualify for a sale, then there's a quality issue which could stem back to content strategy or promotion.
It's also important to understand that leads that are captured have to be nurtured. If you don't build a relationship with your leads, they will fall through. You need to build an email campaign that revolves around the nurturing of your leads - an email campaign that is segmented and personalized. It's a long-term process that requires a lot of effort - especially since you're not done even after you've made the first sale.
Many mid-size businesses need agency help in setting up this strategy, especially in marrying marketing and sales for the best results. Having an outside perspective, even if just for strategic planning, can help your company put marketing back on track.
5. Your marketing team keeps missing deadlines
If your marketing team is missing deadlines on a regular basis, then there's a problem. Either their workload is too heavy and they can't handle everything within the time frame required (which is common among smaller teams), or they are having trouble with certain tasks because they don't know how to accomplish them.
Missing deadlines can really affect your marketing efforts. For example, publishing blog content has to be done on a strict schedule so that readers know when to expect it. The more consistent your publishing efforts, the better the results. If your marketing team miss those scheduled days, you're going to lose readers. An agency can help offset some of the workload for your internal team and can also teach your staff new skills in the process. It's a win-win for both your employees and your business' bottom line.
If you are experiencing any of these issues, then you may want to seek the assistance of a professional marketing agency. A marketing agency can help you develop a marketing strategy that's customized for your business from the ground up. They can also provide assistance by training your marketing team or by simply taking over specific tasks to help lighten the load. Whatever kind of help you need, working with a professional marketing agency will be incredibly beneficial to your bottom line.