How to select an industry target for your inbound agency

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Inbound marketing agencies can get noticed, charge more and deliver better results if they specialize in a specific industry or market segment. This presentation covers the business elements to evaluate when looking at your current customer base and selecting a target industry for your agency.

Marketing Business Technology

www.contentmarketingblueprint.com
CMB Partner Office Hours
How to select an industry target for
your inbound agency.
Every Tuesday @3pm Eastern
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Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: CMB Partner Questions

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Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

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Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

www.contentmarketingblueprint.com
What is the CMB Community?
A team of inbound marketing agencies that sell and deliver services using
the Content Marketer’s Blueprint.
Join the Conversation:
@CMBlueprint or +ContentMarketersBlueprint

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question:
How do I select an industry to specialize in?
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First: Why do we
specialize…

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Step 1: Evaluate your
current clients.

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Evaluate past success and
challenges to identify an
industry.
What companies have you had
success with?
Examples:
 Education
 Ent. Technology
What companies have been the
most challenging and why?
Examples:
 Education was very difficult to
actually be successful with: lots
of red tape around content
production and website
modifications.

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Evaluate cash flow
 What do they sell?
 Is it something that is expensive to
own?
 Is it a want or a need?
 Seasonal revenue? Year-long? One
time fees?
 Recurring fees? If recurring, then at
what rate?
 Is the industry protected: (eg.
Pharmaceutical – very little foreign
competition)
 Are these companies growing?
Goal is to find a steady cash flow to support and grow your
inbound program.

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Evaluate profitability
 How much revenue do they bring in?
 What are the costs of running that kind of business?
 What is the lifetime value of a new customer?
Lifetime value of a new customer will be the key to making
the financial case for inbound!

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Good fit for inbound?
 Lifetime value of new customer*
 How much information is needed to make a purchase*
 Is the market saturated with content?
 Is the company differentiated? (Do they have something
to say?)

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Step 2: Evaluate their
network

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What to evaluate
 Lifetime value of customer
 How involved is the sales
process?
 Growth potential of the
company
 Growth potential of the
industry
 Network and reach

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Step 3: Build your
engine

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How to attract and close your
targets.
Awareness
• Blogs
• Whitepapers
• Interviews
Consideration
• Brochure
• Services overview & pricing
• Case study
• Webinars
Decision
• Buyer persona development
• Content Marketer’s Blueprint

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Conversion rate experiment
Conversion rate | New Contact
Rate

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HubSpot’s prospect fit matrix
Used to evaluate your current
prospects.
 Business characteristics
 Contact characteristics
 Online behavior

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Next Session: Tuesday May 27th
@ 3:00 PM
“Using CMB’s lead quality report to sell
inbound retainers”
Sign up at:
www.contentmarketingblueprint.com/2014-
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TL;DR. These are the three themes that stood out to us over the course of last month. 1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly. 2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth. 3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.

How to Use AI to Write a High-Quality Article that Ranks

minatamang0021

In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines. Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.

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How to select an industry target for your inbound agency

1. www.contentmarketingblueprint.com CMB Partner Office Hours How to select an industry target for your inbound agency. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com

2. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: Topic Introduction 15 minutes: Open Discussion Extra time: CMB Partner Questions

3. www.contentmarketingblueprint.com Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor

4. www.contentmarketingblueprint.com Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB

5. www.contentmarketingblueprint.com What is the CMB Community? A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s Blueprint. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint

6. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article

7. www.contentmarketingblueprint.com Today’s Question: How do I select an industry to specialize in? www.contentmarketingblueprint.com

8. www.contentmarketingblueprint.com First: Why do we specialize…

9. www.contentmarketingblueprint.com Benefits of specializing.  Differentiates your brand and your messaging  Helps you get found  Allows you to charge more  Allows you to shorten the learning curve with new clients  Leverage your contacts to gain momentum

10. www.contentmarketingblueprint.com Step 1: Evaluate your current clients.

11. www.contentmarketingblueprint.com Evaluate past success and challenges to identify an industry. What companies have you had success with? Examples:  Education  Ent. Technology What companies have been the most challenging and why? Examples:  Education was very difficult to actually be successful with: lots of red tape around content production and website modifications.

12. www.contentmarketingblueprint.com Evaluate cash flow  What do they sell?  Is it something that is expensive to own?  Is it a want or a need?  Seasonal revenue? Year-long? One time fees?  Recurring fees? If recurring, then at what rate?  Is the industry protected: (eg. Pharmaceutical – very little foreign competition)  Are these companies growing? Goal is to find a steady cash flow to support and grow your inbound program.

13. www.contentmarketingblueprint.com Evaluate profitability  How much revenue do they bring in?  What are the costs of running that kind of business?  What is the lifetime value of a new customer? Lifetime value of a new customer will be the key to making the financial case for inbound!

14. www.contentmarketingblueprint.com Good fit for inbound?  Lifetime value of new customer*  How much information is needed to make a purchase*  Is the market saturated with content?  Is the company differentiated? (Do they have something to say?)

15. www.contentmarketingblueprint.com Step 2: Evaluate their network

16. www.contentmarketingblueprint.com What to evaluate  Lifetime value of customer  How involved is the sales process?  Growth potential of the company  Growth potential of the industry  Network and reach

17. www.contentmarketingblueprint.com Step 3: Build your engine

18. www.contentmarketingblueprint.com How to attract and close your targets. Awareness • Blogs • Whitepapers • Interviews Consideration • Brochure • Services overview & pricing • Case study • Webinars Decision • Buyer persona development • Content Marketer’s Blueprint

19. www.contentmarketingblueprint.com Conversion rate experiment Conversion rate | New Contact Rate

20. www.contentmarketingblueprint.com HubSpot’s prospect fit matrix Used to evaluate your current prospects.  Business characteristics  Contact characteristics  Online behavior

21. www.contentmarketingblueprint.com Next Session: Tuesday May 27th @ 3:00 PM “Using CMB’s lead quality report to sell inbound retainers” Sign up at: www.contentmarketingblueprint.com/2014- webinars

How to select an industry target for your inbound agency

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