How long does it take for marketing to make an impact?

Marketing is a long-term investment. Developing a marketing strategy and conducting research takes time but laying this groundwork leads to better outcomes. Depending on the tactics deployed, companies can see a measurable impact in six months or less. That said, an ongoing marketing program is most valuable for your company or cause.

What marketing tactics should I use?

Every business is unique, as are its goals. The tactics recommended in a marketing plan should reflect the communication preferences of the target audience(s) and the goals of the organization. Further, they should be appropriate for the nature of your work and the content that your company is creating. You want to allocate your resources – internal, external, and financial – to the marketing activities that will make the biggest impact on your bottom line.

How do I find the right marketing agency?

Simply put, this isn’t one-size-fits-all. You want a partner who shares your vision and will be your biggest champion.

Is inbound marketing only for businesses or can nonprofits benefit from this strategy, too?

Many nonprofits find themselves trying to answer this question. Inbound marketing can help nonprofits with donor and volunteer acquisition, as well as support education around mission, vision, and outreach. For more information on how inbound marketing can help nonprofits, click here. And, if you’re thinking about hiring an inbound marketing agency, you’ll want to ask these key questions during the vetting process.

Should I hire an agency that only serves my industry or an agency that serves diverse industries?

While there isn’t a right or wrong answer to this question, there are a few things to keep in mind. An agency that works in one specific sector, let’s say real estate, for example, may be simultaneously representing competing businesses with common goals. While they have an incredible depth of industry knowledge to share, that knowledge and tips for success are potentially being shared with your competition. A marketing agency that works in multiple verticals is both a specialist and generalist at the same time. They have industry expertise, but they also have a more global marketing perspective to share. While the decision to work with an agency that serves one or more industries is largely personal preference, the most important part of the agency selection process is finding a team with whom you can collaborate seamlessly to implement a marketing plan that makes a measurable impact on your organization.

How do I know if my marketing is working?

Clearly defined KPIs (key performance indicators) are one of the most important components of a marketing plan. Without measurable goals and agreed-upon metrics for measuring your progress towards achieving them, it will be nearly impossible to determine the success of your campaign(s). Part of developing an effective marketing strategy is determining how you will achieve the goals that have been set. Once the program has launched, keep a close eye on everything from email open rates and website clicks to online form submissions and incoming sales inquiries. Evaluate progress on an ongoing basis and be mindful of when the outcomes indicate a need to shift your approach.