It’s competitive for digital agencies out there.
With an estimated 250,000 marketing agencies in the UK alone, it’s ‘cray cray competitive’ to say the least.
This means that it’s more important than ever for agencies to stand out from the crowd and deliver more value than their competitors.
Today we’re going to tell you exactly how digital agencies can and are using marketing automation to win more deals, reduce client churn and increase their revenue. Most importantly, delivering even more value to their clients.
We’re that confident that it works, we built a complete product from scratch to do marketing automation for agencies.
How Many Of These Are True For Your Agency Right Now?
- We send out proposals but few get accepted
- We want to increase our revenue
- We would like to increase the life-time-value of our clients
If any of these are true, then this is the guide that you didn’t know you needed….
We’re going to start by discussing what marketing automation actually is and how it can be applied to marketing campaigns. Then we’ll finally get into how digital agencies can use it to grow their company.
Got your attention?
The Goal Of Marketing Automation
The main goal of marketing automation isn’t to try and just be smart and use the latest technology because it’s the ‘in thing right now’.
The goal of marketing automation is to actually let companies eliminate manual legwork. Automation can save countless hours of manpower, make businesses more efficient and most importantly turn more leads into customers.
It might sound a bit too good to be true….
But it isn’t.
Marketing Automation is a result of cause and effect.
If it wasn’t for digital marketing, then there wouldn’t be a need for it.
You don’t need us to tell you that digital marketing has seen phenomenal growth over the past 10 years and as a result is a primary source of revenue for many businesses.
If you sell digital marketing services, then you are probably noticing how conversations have been evolving over the past few years… Conversations are moving away from having to convince potential clients that digital marketing actually works and instead companies are approaching you directly for management of specific channels.
As a result, there’s been a huge influx of digital marketing agencies being founded.
Therefore for agencies to stand out from the crowd, they need to deliver more value. And it’s not just about delivering leads to clients either, it’s about making sure those leads turn into customers for them.
Enter Marketing Automation.
‘It ain’t no fad’
Marketing Automation isn’t a fad by any stretch of the imagination. To some it might even sound complicated and something to steer away from.
However you’d actually be correct in thinking that it can be implemented with limited expertise, whilst still delivering outstanding results.
It’s in hot-demand too :
This graph shows the search volume for marketing automation over the past 5 years,
It might sound complicated.
It might sound futuristic.
But it isn’t.
With a little bit of know-how you can be up and running and delivering results in no time.
Now’s the part where we find out how.
Companies Need More Than Just Lead Generation
Generating conversions (leads) is typically how digital marketing companies report their results to their clients.
The agency will send traffic to a website or landing page using Paid or Organic traffic and some of those visitors will then turn into new leads. Typically either through a form submission or a phone call.
At the end of the month, the agency will create a report of all of their ‘new business’ that they have brought into the company that month. They explain that they’ve increased their leads by 20% month-on-month and that they want to spend more on advertising this month to keep bringing in more results.
However, the client pushes back and the agency can’t understand why a business would do that when they’re providing them so many sales.
How many of these sound familiar?
- “I don’t know if your campaigns are making any money for my business”
- “The leads don’t want to buy“
- “I didn’t have time to follow up with them”
Well lucky for you we’re going to show you how to run and leap over these hurdles!
Typically there are two possible explanations for clients pushing back.
Firstly, your client isn’t actually geared up to handle leads coming in through email each day. What they’re actually used to is answering the phone, quoting a price and closing the sale.
What they aren’t used to chasing inbound leads to try and get them to buy. What ends up happening is the leads go cold and are no longer interested when the client gets round to speaking with them.
The second reason why a client might be reluctant to spend more money on digital marketing is because they don’t know whether or not these leads are turning into sales for them. Yes they understand that you’re generating leads for them, but this is already on top of all of the leads that they’re getting from organic, social media marketing and referrals. And they don’t know which channel is and isn’t making money for them. They know your campaigns are probably bringing in ‘some’ sales but they most of them couldn’t tell you an exact or even approximate figure.
Do either of those sound familiar? I thought so – it’s part of the industry. But it’s changing.
It’s no longer good enough to only generate leads for clients.
It’s now about turning those leads into customers.
And by using marketing automation tools, digital marketing agencies can now not only deliver leads to their clients but they can deliver customers too.
Example 1. Appointment Scheduling Automation
The first type of marketing automation that agencies can use is appointment scheduling for their clients.
Fortunately it doesn’t take much to guess what’s involved here… It’s the automation of new leads scheduling appointments.
Let’s start with an example for a teeth whitening service 😁 .
Prospect searches on Google : “teeth whitening service near me”.
They’re then taken to a landing page that gives them some details about their service and why it’s so good.
Although, rather than just showing a call-to-action along lines of ‘Request a Callback’ instead they can direct the prospect to ‘Schedule a Free Consultation’.
Once the prospect enters a bit of basic information, they can be redirected to a calendar where they can book a convenient day and time for their consultation.
This can be fully integrated with the agencies’ clients calendar so only days and times that are available will be given as an option.
Once the prospect makes the appointment, they’ll not only be sent a confirmation email or SMS message, but also several reminders to limit the risk of a no-show. And if the consultation time turns out to not be convenient for them, then it can be easily rescheduled with the same sequence of reminder emails again.
Sounds like alot of work right?
Using marketing automation this can be configured once and it will just keep happening automatically until you say otherwise.
So for agency owners this takes the conversation away from “this is how many leads we generated” to “this is how many appointments you had as a direct result of our work”.
Ahhhh…. Automation 🙂
Why is this even necessary?
You’ve probably heard the statistic that if you don’t call a lead back within 5 minutes then your chances of qualifying them decrease by 80%.
Which is perfectly reasonable to expect if you have a dedicated telephone sales team that can do that.
But let’s be honest, alot of businesses don’t have that luxury and even more so when it comes to SMB’s that are trying to run their own business at the same time. Unless it’s their only job, they can’t just drop everything each time a new lead comes in.
So by implementing appointment scheduling for clients, agencies can actually take a weight of their shoulders and deliver the leads on a set day and time.
Example 2. Lead Nurturing
This is probably something you have heard of before, but might not have tried or know exactly what it is.
But don’t let that put you off.
Which isn’t something to be sniffed at.
Lead nurturing is basically a series of events that deepen the relationship between a company and a prospect with the end goal being to turn them into a customer.
Let’s go for another teeth whitening service example 😁 😁.
Your client has a great guide for keeping teeth white and they decide to make it available to download through their website.
A prospect enters their email and an automated email delivers the guide to their email address instantly.
For most businesses, that’s it.
They’ve got their new email subscriber. Which is great but if they only send out one email once every quarter then the client isn’t doing anything remarkable to try to move that lead towards being a customer.
Enter lead nurturing.
Marketers can implement email or SMS message sequences as part of a lead nurturing campaign that are sent out at specified time intervals. You could choose days, weeks or even months!
These messages will then nurture the lead to take them from top of the funnel closer towards the bottom.
The campaign could contain messages about the price of clients services, successful before and after images, safety clarifications and maybe even a special offer.
Each email can contain a call to action to (Can you guess what it is? Wait for it… Schedule a Free Consultation)and would direct them to their landing page for that particular service. Utilising what had already been created in the example above.
The reason that lead nurturing is effective is down to the fact that different selling points will capture different peoples attention. So using a sequence of messages allows you to share a variety of selling points in the hope that one engages the prospect enough to move them closer to becoming a customer.
Again, all of this can be fully automated without the client even needing to do anything. All of their appointments can be scheduled on autopilot.
One final and pretty awesome strategy for lead nurturing is that it can be effective to re-engage cold leads.
Remember those leads that registered for a webinar last year and hadn’t heard from anyone since?
A marketing automation platform will allow you to segment these users and then add them to lead nurturing campaigns to try and bring them into the sales pipeline.
Example 3. Automated Follow-Ups
Ah the Follow-Up… For some sales people it’s their biggest enemy and for others it’s the part they love to forget.
Thanks to follow-up automation, we can take care of both of these issues to give the client the best chance at closing the deal.
And here’s how it’s done.
For the forgetters and follow-up haters….
80% of sales require 5 follow-ups.
And when it comes to email, 70% of salespeople stop at one.
Hey it happens to the best of us.
Clients are swamped with running a business and other enquiries and completely forget to call their prospects back. By the time they do get back round to it, the lead has gone cold (sad face).
However, follow-ups can be completely automated so your clients don’t need to give them a second thought.
Using a marketing automation tool, you can trigger a series of emails or text messages to the prospect that are prompting them to take an action or at least reply.
They could be asking if they have any further questions or if they are ready to commit to buying. It could even be a follow-up automation for people that scheduled an appointment but cancelled and didn’t reschedule.
I’m sure you are able to imagine that for even just one person alone, doing all of these follow-ups manually for each and every prospect would take a ridiculous amount of time. It would probably be more than a full time job for most businesses.
By doing this time consuming process automatically, agencies are again taking the pressure away from their clients and delivering more sales to them as a result. Additionally making themselves an indispensable part of their team.
As you’ll be able to see, this isn’t just helping the ones that have forgotten or are too busy to call their prospects but it’s also helping the people who just don’t like doing follow-up calls – everything is done for them and they know that the people they do end up speaking to are interested in becoming customers based on their intent.
How Agencies Can Apply All Of This To Their Offering
Agencies can take advantage of this in a few different ways, whether they decide to include it with their service or use it as an additional revenue stream is completely up to them.
Here’s some possible scenarios
- Offer it to clients with their existing service
We started this guide about how competitive the digital agency space currently is. So having an additional selling point when you are pitching for work can make all the difference with the outcome. Some agencies choose to offer marketing automation included with their service. This route not only helps agencies stand out from the crowd but also charge higher fees from the outset.
- Sell it as an additional service
Some agencies decide to sell this as an additional service to their clients. Maybe potential clients aren’t ready to do this from the beginning of working together or it’s being packaged up to existing clients.
- Charge a Platform Access Fee
Using a marketing automation tool like Monty, the product can be fully white-labelled to match an agency’s branding. Doing this allows the agency to charge an additional platform access fee for using features like a Website Builder, Email Campaign Builder and CRM. Each time the client logs in, they see the agency’s branding which therefore strengthens their relationship.
Glad you decide to read to the bottom now?
I really hope this has helped further your understanding of Marketing Automation and how Digital Agencies can use it to primarily deliver more value to their clients but at the same time also adding additional revenue to their business.
If you have any questions, comments or thoughts then we’d really like to hear from you in the comments section below 👇🏼