The Full-Service Online Marketing Agency That Makes You Feel Like a Superstar

In the never-ending struggle to succeed in today’s digital world, it’s extremely rare to find a marketing agency that offers a complete service set. More and more brands are focusing on inbound marketing, or using digital marketing to engage customers rather than pushing product in the traditional sense. As a result, the role of the traditional advertising agency is changing, and so is its name.

Old advertising agency structures oftentimes prove to be completely untenable in today’s digital world. The rise of digital marketing, social media, and content strategies has all but eliminated the role of the ad agency as we know it. In this new world order, marketers must be their own chief marketing officers, overseeing marketing strategy, performance, and measurement. The traditional marketing agency just doesn’t seem to fit anymore.

To better serve their clients in this new digital marketing direction, top marketing agencies are adapting, transforming, and evolving. One agency that’s been aggressively pursuing this direction is Havas Worldwide. It was founded in 1911, and is currently the 4th largest advertising agency in the world.

Why Go Digital With Marketing?

As already mentioned, inbound marketing is all the rage today. If you’re unfamiliar, inbound marketing is a marketing approach focused on creating relevant and valuable content that draws in the right audience and encourages them to take action.

Traditional marketing is still very much alive and well, of course. But if you want to truly succeed in today’s ever-evolving digital world, you must adopt a more inbound approach, especially when developing your marketing strategy and preparing to implement your plan.

Here are a few reasons why inbound marketing makes so much sense, and why you should give it a try:

1. Authentic.

With inbound marketing, your focus is on engaging and inspiring your audience, rather than pushing a pre-designed ad or marketing campaign on them. As a result, you can be sure that what you share and the methods you use to attract your audience will be organic, or at least well thought out and well planned. This gives your marketing an authentic feel that resonates with potential clients and makes them more inclined to work with your brand.

2. Scalable.

Developing a sound inbound marketing strategy is the key to creating a scalable and effective marketing plan. You wouldn’t put out an ad in a national newspaper without a clear idea of how many people will actually see that ad versus how many people will see it in comparison to other types of ads. The same goes for a company blog or Instagram account. You need to know how many views and likes you’re getting versus the average for your industry so you can determine whether or not you’re even making an impact.

Other types of marketing, such as TV commercials or radio spots, don’t offer you that level of precision. You can’t say with confidence that your investment will result in an increase in sales.

3. Flexible.

Working in a traditional agency structure doesn’t work in the same way it used to, especially with the rise of inbound marketing. You might be required to work on various campaigns and clients, which doesn’t leave you with much time for the other important aspects of your job. Inbound marketing makes collaboration easy, as you don’t need to keep track of time or resources as much. Changes can be made on the fly, as new ideas arise, and everyone pitches in, contributing their skills and experience.

4. Innovative.

Traditional marketing agencies are all well and good, and they still offer a lot of value. But with the rise of inbound marketing, the value that you add must be innovative and fresh, otherwise you’ll become obsolete. An important aspect of inbound marketing is brainstorming new ideas and tactics, as well as testing and implementing new strategies, all of which require a tremendous amount of creativity.

5. Focused On The User.

When you work in a traditional agency structure, your focus is on the product, rather than the user. You might work on a variety of projects, each with their own unique requirements and goals. In order to meet those goals, you might be forced to utilize an inefficient process, duplicating some of your tasks and limiting your ability to be as creative as you can be. With inbound marketing, your focus is on the user, and the product naturally follows.

6. Entrepreneurial.

If you’re looking for a steady job with health insurance and a pension, you might be inclined to work in an agency setting. However, if you want to be a serial entrepreneur, working in a traditional agency setting might not be the best fit. Inbound marketing is all about finding the right balance between business and pleasure, and being passionate about what you do. This leads you to continually strive for excellence and seek out ways to improve, rather than focusing on what you can get away with.

7. Transparent.

When it comes to business, many people prefer to do business with someone they know will be upfront and honest with them, rather than try to play games and conceal things. With inbound marketing, you want to be sure your audience knows exactly what you’re doing and why you’re doing it. If they have any questions, you’ll be able to provide them with the answers they need, rather than trying to trick them into believing your campaign is going to have a certain outcome. This makes for a much more trusting and friendly relationship between your brand and your audience, and it also makes for a more effective campaign, as the results will be much more tangible.

Developing A Successful Inbound Marketing Strategy

So, you want to try out inbound marketing. What comes next? How do you go about developing a successful inbound marketing strategy? The first step is to create a solid business plan, outlining your goals and the method you’ll use to reach them. From there, you can flesh out the different components of your plan, including the type of content you’ll use to attract and engage your audience, and the types of social platforms you’ll use to spread the word.

When developing your business plan, you must consider a variety of factors, both within and outside of your control. For example, you can’t control how people will perceive your product or service. However, you can control the tone of your message, the content you provide, and the methods you use to attract and engage your audience.

Within your control are things like your budget, the time you have to devote to the project, and the skills you have at your disposal. Outside of your control are factors like the type of equipment you need to get the job done, whether or not the media you use is free, and whether or not your competitors are already engaged in similar activities.

Once you have a clear picture of what you’ve got going for you, and what you need to do to make it work, you can begin to develop your content strategy. Your strategy will answer the question: ‘”What content do I need to create, and how do I need to create it, in order to reach my target audience?”‘

From there, you can map out the different stages of the buyer’s journey, identifying the different types of content required to reach each individual audience member. You can also determine which one of the following approaches will be the most efficient:

  • Educational
  • Entertainment
  • Informational
  • Promotional
  • Social
  • Transactional
  • Shopping

Once you’ve established your content strategy and plan of action, it’s time to begin creating content. Once you have some material to work with, you can begin to iterate and test, determining what works and what doesn’t. You’ll want to constantly be seeking feedback from potential customers, as well as from other experts in your field, in order to continually improve your material and approach. With continuous experimentation comes continuous improvement, and you’ll soon find yourself driving towards better and better results, rather than just treading water.

Creating Valuable Content That People Want

As we’ve established, inbound marketing is all the rage today. This approach emphasizes creating valuable, engaging content that draws the right audience and encourages them to act rather than simply being informed of a product.