4 Ways Inbound Marketing Agencies Focus Their Efforts with Landing Pages

4 Ways Inbound Marketing Agencies Focus Their Efforts with Landing Pages

Last updated on August 23, 2016 by Ted Vrountas in Marketing Agency Tips
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Ben Franklin once said: “When you’re finished changing, you’re finished.”

Little did our favorite kite enthusiast and volunteer firefighter know, the phrase could be applied to businesses in the field of marketing.

As a marketer, you have to be a trendspotter — a modern-day frontiersman. You have to identify all the new places where people are spending their time, explore them, and think of fresh, creative ways to engage people. You adapt to survive.

But, back in the 1990’s when people around the world were flocking to this cool new virtual network called “the Internet,” marketers hesitated to jump in with both feet.

They thought:

  • “Is this just a passing fad?”
  • “Why stray from traditional media when it’s the cornerstone of our business?”
  • “Can this really be scaled to the point that it’s worth investing in?”

We’ve come a long way since then. Today, digital dominates the marketing landscape, and to those in the industry, it comes as no shock.

Now people around the world are spending more time on the Internet, they’re spending more money on it, and they’re using it more often than ever before.

According to research:

These reasons, among others, are why 38% of marketers say they intend to shift more of their spend to digital channels in the coming year, and why Chief Marketing Officers believe that digital marketing will account for 75% or more of their spending by 2020.

As a result, online marketing services have become a staple offering of every agency, regardless of their specialty.

By the numbers, Smart Insights claims that the majority of marketers’ time across the board is spent on digital marketing activities.

This picture shows the demand for digital marketing skills needed at inbound marketing agencies in 2016.

That means copywriters are writing more for blogs than for billboards, designers are creating more Facebook banner ads than magazine spreads, and services that were little-needed ten years ago are crucial to marketing success today.

That need has spawned agencies that flourish with each new Internet connection — ones that specialize in services like web design, online content creation, and inbound marketing.

In the past we’ve talked about how landing pages can help content creators and web designers exceed their marketing goals going forward. Today, we’re going to focus on how they fit into inbound marketing agencies’ future plans.

What is inbound marketing?

According to HubSpot, arguably the world’s foremost authority on inbound marketing, the difference between inbound and outbound methods is this:

“Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.”

Organic techniques like SEO, content creation, and social media marketing are favorites of inbound marketers.

Today 3 out of 4 marketers across the globe prioritize an inbound approach to marketing, and the reason is simple:

This graphic explains that companies are three times as likely to have higher ROI using inbound marketing campaigns compared to outbound campaigns.

The State Of Inbound Report 2015

On October 13, 2015, HubSpot released its 7th “State Of Inbound” report, which surveyed nearly 4,000 marketers from around the world on their use of inbound marketing techniques. Respondents shed light on new trends, company challenges, and methods that continue to produce high ROI.

Here are a few important takeaways from the report:

1. Inbound marketing is the preferred method of small businesses

Inbound is the preferred marketing method for all companies that spend under $5 million annually and have under 200 employees.

This graph shows how inbound marketing is the overwhelming marketing strategy for companies with fewer than 200 people.

2. The top priorities for inbound marketers

Boosting leads and converting them continue to be top priorities for all inbound marketers, regardless of company size or type:

This chart shows that inbound marketing agencies' top priorities are increasing leads and converting them to customers.

This chart shows that for inbound marketing agencies, the top priorities are increasing leads and converting them to clients, regardless of company type.

Trailing behind those two frontrunners is, for most companies, “Proving the ROI of our marketing activities.”

Remember that. It’s very important.

As we’ll touch on later, ROI has a direct impact on your marketing budget — specifically whether it’s boosted or cut in the future.

3. The biggest challenges for inbound marketers

By company size, demonstrating ROI and securing enough budget are the number one and two challenges, respectively, that inbound marketers face today. Coming in at number three is “Managing our website:”

This chart shows that proving ROI is the biggest challenge for marketers when executing their campaign activities.

When divided by company type, we see that proving ROI is still the biggest challenge for inbound marketers, but here “Managing our website” and “Securing enough budget” swap places. And in both cases, “Identifying the right technologies for my needs” comes in at number four:

This picture shows that regardless of company type, proving marketing activities ROI is the biggest challenge marketers face with management.

The same can be said of inbound marketers in North America, who not only emphasize the same top challenges but also indicate that hiring talent is a bigger concern:

This chart shows that North American companies claim that proving ROI is the greatest challenge for marketing departments.

So what does all this mean for inbound marketing agencies?

In a nutshell, inbound marketing agencies are likely going to be called upon a lot more to help businesses…

  • Boost lead generation
  • Convert leads into customers
  • Prove return on investment
  • Identify emerging technologies
  • Conserve budget
  • Hire top talent

So if you’re a member of an inbound marketing agency that’s facing the same challenges, or you’re struggling to keep up with the increasing amount of clients who need help solving theirs, you’ll want to consider using landing page software like Instapage. And this is why:

1. Generate more leads, and convert them into customers

Salesforce conducted a worldwide survey and learned that 90% of marketers believe landing pages are an effective online marketing channel. What they’re most effective at is generating leads and converting them.

In fact, that’s their only purpose.

Persuasive elements like compelling headlines, testimonials, authority badges, and strong calls-to-action are what make landing pages so great at achieving their goal.

They’ve been used by Uber to build a user base that dwarfs its competitors, and many other well-known businesses have increasingly leveraged them to generate leads and conversions, like Salesforce, Microsoft, Zillow, and Yellow Pages.

Whether you want to bring in more clients for your own agency, or boost leads and conversions for other businesses, Instapage can help you create a persuasive landing page in under fifteen minutes with a simple and straightforward design-friendly builder:

This gif shows how to click and edit pictures and headlines with Instapage's landing page software.

2. Prove ROI with powerful analytics, get a budget increase

Did you remember what we told you?

If not, here’s a refresher: The number one challenge and third priority of inbound marketers is proving ROI.

With the impact it has on their budget, it’s no wonder it’s ranked so highly.

According to the report, 67% of those who proved their high ROI got a budget increase:

This chart shows that when marketers can prove ROI to management, they are awarded a higher budget the following year.

That makes it all the more important that you take advantage of powerful analytics tools like the one we just released, and use it to:

  • Set display rate percentages
  • View conversion rates over time
  • Select date ranges
  • Compare conversion rates vs. unique visitors
  • Track mobile and desktop traffic
  • Protect your data with a two-step deletion process
  • View graphs that allow viewing variants

Data shows that marketers who check analytics often and keep track of key data are more successful:

This chart shows the more often marketers check their marketing analytics, the greater ROI they enjoy.

So monitor analytics regularly, track key performance indicators, and compile your data to prove you’re generating a higher ROI if you want to secure enough budget for the coming year.

3. Identify emerging technologies

New marketing technologies are popping up every day, and chances are, both you and your clients are going to experiment with more than a few before you find the best fit.

Maybe your clients prefer MailChimp for email marketing while you’d rather use Constant Contact.

Perhaps you believe Salesforce’s CRM to be a better solution for your business while customers think ZOHO works best for their campaigns.

And maybe your clients have built their website on WordPress while you built yours using Drupal.

Regardless, with Instapage, it doesn’t matter. All of the new marketing technologies we just mentioned integrate with Instapage’s software.

And they’re not the only ones.

Other industry favorites like Google Analytics, GoToWebinar, and Kissmetrics all seamlessly work together to help you and your clients track and nurture leads all the way to the bottom of your marketing funnel and beyond.

4. Save money, hire fewer employees

We also learned from HubSpot’s report that three of the biggest challenges inbound marketers face:

  • Hiring top talent
  • Securing enough budget
  • Training their team

The 48% of inbound marketers who work at companies with less than 10 employees aren’t likely to have a dedicated web designer on staff to build landing pages from scratch. And securing the tens of thousands of dollars it can take to hire top talent to do so can be near impossible:

This chart shows that companies with fewer employees don't have a dedicated web designer on staff and their need for an easy landing page software is highly beneficial.

We recognize that challenge, too, which is why we made Instapage affordable and easy to use.

Instead of paying top dollar for new hires or training materials, with Instapage you and your staff can confidently create landing pages in as little as fifteen minutes the first time you use the software (that’s how long it took me my first time).

Because in-house staff is writing most of inbound companies' content, it makes sense to remove the need for IT and web development by teaching your content creator how to build landing pages using fully customizable software:

This graph shows the distribution of different people who are tasked with writing marketing content, with "staff" being the number one source.

By doing so, you eliminate the need to pay for web design and IT, and can therefore offer prospective clients an even more affordable rate for landing page creation and management.

Do more with less for your inbound marketing agency in 2016

Landing page software can have a significant impact on every one of inbound marketing agencies’ priorities and challenges going forward.

Use Instapage to begin generating more leads, converting more visitors, and proving ROI to secure a bigger budget for your agency in 2016.

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