How can i improve my agency’s inbound strategy?

[fatimahislam]

When carrying outan Inbound Marketing strategy in LATAMWith an agency, the ideal is that they propose one that convinces you 100%, however, there are times when this is not the case, either due to the agency's lack of experience, because they do not fully understand your industry or because they are simply not a good fit for your company.

In these cases, you may wonder how to improve your agency's Inbound strategy, since you are not satisfied.



In my experience, I would say that everything starts by understanding where the perception comes from. The most important thing is to really have concrete data that tells us if we are doing well or badly , and these are the KPIs of your strategy. A mistake that many companies and agencies make is defining too many KPIs with which the impact of each one is not clear, and this generates a feeling of uncertainty about whether we are doing well, badly, or if we could do better.

Some basic KPIs that need to be measured are: Sales bolivia whatsapp lead amount sold, number of opportunities generated, number of contacts generated, number of visits generated. However, this can sometimes be a bit grey, since many times the conversation will arise about whether the contacts are good or bad, or if the lack of sales is due to the low quality of marketing contacts or the areas of opportunity in sales management.



In our experience, this is solved by dividing the things we want to measure. To do this, we need to determine: What constitutes a good contact? Answering the phone cannot be one of those characteristics, since if we are looking to sell to someone with a good profile and who is busy, it is likely that they will not be contacted so easily. Here are some steps that can help define this:

Create a structure of properties that can pre-qualify the lead while it is being converted, and some properties that are raised from the lead once it has been spoken to. And with this, all the leads must be catalogued. In our experience, we do this with 4 groups:
Target Lead: The one who has the right characteristics to buy our product, service or solution.
Viable Lead: This is not the ideal prospect we are looking for, but it is someone who can buy, either to a lesser extent than we are looking for or at a lower price. However, it is someone the company would decide to sell to anyway.
Non-viable lead: Someone who does not have the characteristics to be able to buy.
Garbage lead: This is someone who is completely distant from the target: They are looking for something completely different, they are looking to offer a service or they are looking for a job.
Lead without contact: This is someone who, despite all attempts at contact, was never located.
Create a process of various touches to the prospect. It is said that a person today requires 7 to 10 touches to achieve an effective connection. Because of this, we need a process that ensures we achieve these touches. Something we like to propose is to define a process that includes calls, emails, messages or WhatsApps and content delivery to find different ways to connect with the prospect.


Once you and your agency have established an action plan, it's important to agree on how you're going to measure results, and how you're going to know how close or far you are from achieving them. It's also important to keep an eye on how the strategy is affecting sales results.



Another solution is to talk to other agencies: have meetings or consultations with them to find out how they measure results, what they take into account when planning a strategy and how they work, since this will help you compare and have a parameter of what your agency is not doing or how it should improve. Also, in case you realize that you would prefer to work with someone else, you will already have an idea of ​​how other inbound agencies do it.

Remember, a good agency is not the one that provides you with more creative marketing or more deliverables, but the one that generates more commercial results or company growth, both economically and strategically.

Always keep in mind that the growth of your company should be the priority of any effort you begin, and that you should take into account your objectives throughout each part of the process.



If you have questions about how to improve your agency's inbound strategy, you canschedule a consultationwith one of our consultants and we will give you an analysis of what we find so you can improve your results.