How to know if you should change your inbound marketing agency?

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When working with ainbound marketing agency in LATAMYou can expect your company's positioning to improve, sales to increase, your customers to become more loyal, and overall your business to grow. However, sometimes, the agency may simply not meet expectations or deliver the expected results.

It is very important that when executing any inbound strategy you are very clear about how you are going to measure the results, and this is the main mistake a company makes, not being clear about how to know if your strategy is moving forward or not.

Once you have defined the KPIs, it is important to monitor the progress of the results and be clear about the time your agency projects to reach the stated objective. And if you notice that the results are not arriving in the expected time, it is time to start looking for reasons.

Now we come back to the question: how do I get my inbound agency to improve its results?


The quick answer is, identify what the problem is, in our experience bolivia whatsapp lead the problem can come from two or three main reasons:

The agency is not working on what was proposed.
This is a common reason for agencies that have grown rapidly and are struggling to deliver services to all of their clients in a timely manner, primarily due to flaws in their scalability strategies.

This is the easiest to identify, as it seems that we constantly have to be running around the agency and it seems that things are not moving forward, we do not see deliverables and we have to constantly refer to the proposal to see what they owe us.

The fact that the agency is late with deliverables means that the strategy does not advance and therefore results do not arrive.

In general, what we need to do in this process is to go back to the objective and determine what the main priorities are, beyond the deliverables. This is to ensure that the most important things do not go undone for any reason.



Some of the things that can bring faster results are:

Adjustment to conversion landing pages.
Setting up or creating paid campaigns on Google.
Conversion route guidelines or remarketing on social networks.


The agency is working on what was proposed, but is not strategically identifying what the client needs.
This is very common in medium-sized agencies, which already have established processes and a continuous line of operation. This is perhaps the most common problem that clients face, and in this case there are usually results, but they are far from the goal and are usually much slower than expected.

This mainly happens because agencies, when establishing processes required by their growth, fall into doing inbound or digital marketing, as if it were a cooking recipe. And while a process is effective in achieving a repeatable objective, each client is a world and their needs are not necessarily the same as those of the company next door.

This is a problem that will be difficult to overcome with the current agency, since in these cases most of the agency representatives do not have the capacity to carry out these strategic plans, which ends up trying to escalate the problems with the owners or directors, however, the latter do not have the time to carry out the strategy as such, which causes everything to constantly stop.

In this case, the important thing is to go back to the basics and define the goal, what the main priorities are, and thus stop doing things that just don't work, and focus on actions centered on a result that can be measured and thus optimized.



Some of the most common things that a marketing agency does are:

SEO: Pages are often only half-optimized, and truly effective keywords are not taken into account.
Content creation: In this case, agencies often create blogs or downloads without thinking about the end user, without thinking about SEO and without understanding whether any potential client would search for it or use it.
Guidelines: Most agencies use guidelines to generate volume, but few have a strategy designed to really offer value to the potential client, and with this generate higher quality prospects and not just better CTRs or a greater number of unimportant KPIs.


The agency is taking the right strategic direction and is working on the planned deliverables, but its priorities are not clear.
This is also a very common case and it happens because the agency does not understand your specific industry or your line of business. This is perhaps the least serious problem, and what is missing is the time to be able to explain to your agency and your executive a little more about your company, your industry and your potential clients. In this case, nobody knows your company better than you, and in itself, for the strategy to work, your agency is needed, to the same extent that you and the people in your company are needed.



How can I improve my agency’s Inbound strategy?
Consider your buyer persona as the center of all planning. This is because very comprehensive strategies may be generated that are not reaching your company's target audience, which would be wasted efforts.
Analyze what content is relevant to your industry. As the Internet grows and consumers become more informed, the type of content your target audience wants to consume often changes. They may now want to resolve more specific questions, or compare prices, for example. This is why your agency must commit to focusing on what new content is of interest to your buyer persona, and not just consider the typical content about “what is” and “what is it for” of your product or service.
Ask them to use tools like Semrush to see which keywords your company has ranked for, what position they are in, if those they are interested in ranking for are losing relevance, or if they are ranking for some keywords that are not relevant to the type of client you want to attract.
That there are quarterly strategic meetings to constantly redefine objectives based on what has already been accomplished, how to convert more leads, better train the sales team, and that it is clear that the focus is not being lost on what is important to achieve in terms of objectives.
Finally, the sales team should work to provide feedback to marketing so that they know what kind of leads work and which don't.


Process to change Inbound agency:
First make sure you have control and access to all work generated by the agency, as well as ownership and control of your Hubspot portals, ad portals, and any other platforms you are using.
Second, have a direct, concrete conversation in which you try to avoid conflict, this will help make the transition much easier.
Make a list of things that went wrong and that need to be improved.
Find two or three proven agency options that can replace your current agency.
Contact these agencies and ask them about themselves, their experience and their process. Tell them about your challenges, your objectives and give them context for the change.
Look for them to present you with a solution based on their challenges and objectives, and not just their credentials. This is important because you will be able to see if they understand your business. If they don't understand it in the sales process, where they have an interest in converting you into a client, they will never understand it.