7 Signs it’s Time to Work with a Digital Marketing Agency

Whether you sell B2B or B2C, digital is a growing piece of your marketing pie. More than 81% of the B2C buyer’s journey and 94% of the B2B buyer’s journey includes some form of online research which means your digital presence plays a starring role. When it comes to turning your website into a lead machine, there can be a lot of levers to pull and often it can be helpful to have an extra hand knowing which levers to pull and when.

Whether you’re just getting started in your online marketing program or your well down the path, there are a few telltale signs that it might be time to outsource some, or all of your digital marketing.


How to Know When to Partner With a Digital Marketing Agency

Sign #1: Your Only Conversion Point is a ‘Contact Us’ Form

Making sure there is an easy way for your website visitors to get in touch with you is great! But more often than not – most website visitors aren’t ready for that level of commitment. The reality is around 98% of website visitors aren’t going to convert. Which means in order to make your website perform better, you need to offer other reasons to become a lead. Sign up for an email newsletter, download a premium piece of content, get a discount. There are all sorts of low friction offers you can provide that lets your website visitor take baby steps on their way to becoming a customer.

Sign #2: Your Sales Team Thinks All Your Leads Suck

There have been volumes written about the battle between sales and marketing. You can read about this tortured relationship here, here and here if you’re inclined. But at the end of the day, sales and marketing need each other to be as successful as they can be and in return drive growth for the organization. At Lake One, we bridge the gap between these two functions with a  Sales and Marketing SLA – an agreement of what constitutes a lead, how they are handled by the two teams and what roles and expectations are in place for both functions in support of lead generation, nurturing and the close. In addition to the SLA, having regular sales & marketing feedback sessions on what’s coming in from sales and what marketing is working on can go a long way in getting the two teams to work together towards the same goal.

Working with a Digital Marketing Agency can Align Your Sales and Marketing Team

Sign #3: You’re Not Really Sure What to Track

If your reporting dashboard is a 15-page conglomeration of random metrics, it might be time to get an outside perspective. Setting SMART marketing goals that align with your business objectives is critical to setting the direction marketing should go. It defines the most important metrics to monitor but it also helps you focus your resources.


If You Lack Marketing Strategy, It's Time to Work with a Digital Marketing Agency

Sign #4: You Struggle to Quantify Marketing’s Impact

If you can’t identify the impact marketing is making on your organization, it can be easy to decide to just stop it all together. That’s risky business. Often, the inability to measure marketing’s impact is an effect of #3 above, a misunderstanding of what to measure. Once you have a marketing program aligned around your business goals with metrics that follow, it becomes much easier to see how marketing is contributing to the overall momentum of your organization.

Sign #5: You’re Budget is Basically a Shrug Emoji

When marketing budgets are a moving target, it’s often a result of not knowing where the biggest bang for the buck is going to come from. Numbers 3, 4 and 5 are all related. Bad metrics and goals lead to a lack of quantifying impact which leads to difficult budgeting cycles. If your organization isn’t able to identify the opportunity and allocate dollars, it might be time to get an outsider who can help you quantify.

Sign #6: You Lack Marketing Muscle

One of the easiest signs your organization is in need of some outside help – is your organization lacks internal marketing muscle. And we’re not talking assigning marketing as a fractional role to someone who is kind of good at social media in your organization. We mean someone who gets to know your buyers and their research patterns, your competitors and can identify opportunities. Someone who can consistently execute marketing, reviewing performance over time and adjusting as you go. One of the biggest pitfalls organizations make is holding out for a marketing unicorn – those rare marketing generalists who can do a little bit of it all.

Signs Your Company Needs to Partner with a Marketing Agency

Sign #7: You’re Not Sure of the Right Tools and Technology for Sales & Marketing

In 2011 there were around 150 pieces of marketing and sales technology – martech. In 2018 that number ballooned to around 7,000. There’s a tool for everything and for every business. It can be really overwhelming to wade through that and not end up with random acts of technology getting thrown at marketing and sales problems with the belief that the technology will solve your issues. Outlining a sales and marketing stack starts with identifying your sales and marketing process and identifying the tools and technology that are right-sized for your needs and your organization. If you’re not sure about where this process starts – an outsider can help you document a marketing plan to attract and convert potential new customers and architect a sales process to nurture them through the buyer’s journey. Then and only then should you select and implement the technology to drive efficiency in the sales and marketing process.

What You Really Get From an Outside Perspective

There are all sorts lists like this on the internet, the reality is you probably know if you need an extra set of hands with or without this list. Ultimately it comes down to resources – human and financial. An outside perspective can help you align your goals, execute consistently and get scale without the investment in building an entire marketing team as you’re just starting to get the marketing momentum going. Over time as the program is successful  – you’ll naturally bring pieces of the program back in-house to build the muscle internally.

No matter where you are in your growth journey, we’d love to hear from you. Contact us today!


4 Signs Your Construction Company Needs a Marketing Strategy

When it comes to construction, it can be easy to fall into the “when people need us, they’ll find us” mentality. Whether you sell your services direct to consumer or B2B as a subcontractor or direct to commercial project managers, there are a few sure-fire signs it might be time to revisit your construction marketing strategy and to invest in building a modern marketing strategy for your construction company.

4 signs your construction company

It’s feast or famine when RFPs come

If the flow of RFP requests feels a little too boom and bust for your tastes, building a marketing plan can help you flatten out the peaks and valleys. Building a more stable, steady and scalable flow of business opportunity will help with employee retention as well.


If your marketing strategy thinks about the needs of your buyer before they pick up the phone, you’ll be doing yourself a big favor.  CLICK TO TWEET.

Tapping into inbound marketing can help your construction company build a pipeline of prospective clients that marketing can work on nurturing and getting sales-ready.

When you Google yourself – nothing happens

Virtually every need we have  – starts with an internet search of some sort. Have a weird symptom, Google it. Wondering about the last minute gift idea for someone – Google it. This applies in the construction world too.

If you Google your company name and nothing comes up – you definitely need to think about mapping out a marketing strategy, particularly to tackle local search opportunities through Google and Yelp listings.

But if you’re looking fill up that pipeline like we just talked about. Google a symptom someone might have that would lead them to hire a construction company – maybe they need to do a kitchen remodel. What kind of question would they have? Google it and see what shows up on the first page.

These kind of searches are also important to your construction company and your new, modern marketing strategy too.

You’re not really sure how many leads you get from your website

A modern marketing plan should be measurable. If you’re not really sure how many leads you got from your website last year – it’s probably time to think about a marketing strategy – and an update to that website.


A modern marketing strategy should seek steady improvement month over month, quarter over quarter and year over year. But if you’re not able to give a benchmark – don’t fret. Make sure you have a website with landing pages built to convert, then make sure you have a way to measure the views and conversions you’re getting. It could be as simple as a spreadsheet to start. Pull views out of Google Analytics, check how many submissions you received and then check in with sales and talk through the quality of the leads.

It’s not clear from your website why clients should pick you over the competition

Why do you get up every morning? What inspires you to go to work. Why does your construction company exist? These questions are a few that author Simon Sinek poses as he helps people and brand get to their Why – the Why do we exist. Every brand has a why. The why is what makes us buy from one company versus another. If it’s not clear on your website why someone should work with your company – it might be worth revisiting your marketing strategy starting with brand and starting with why you’re all there in the first place.

Last word

There can be many reasons you might be thinking about building a modern marketing strategy for your construction company. These are just a few of the highlights. No matter your reason – modern, scalable marketing is intended to help your construction firm weather the ups and downs of the industry by building a pipeline.

What reasons do you have for building a marketing strategy? Leave us a reply or contact us if you’d like to talk about getting started on your plan. 


New call-to-action

Credit Unions: Help out Millennial Dads

I’ve written in the past about how credit unions can better reach millennials. The truth is, the millennial opportunity is a well-known one for credit unions. The generation shows a high loyalty for socially responsible, community-oriented brands and are willing to spend more supporting those brands. Contrary to popular belief, Pew Research indicates their top priorities are being a good parent among other family-oriented concerns. Credit unions and millennials should be a match made in heaven.

credit unions help millennial dads

However, credit unions continue to struggle to reach this elusive segment. Within the generational cohort exists an emerging new segment that could be a new opportunity for credit union marketers: the millennial dad.

Redefining the role of dad

With 100 million millennials in the U.S., many are growing into adulthood and with this aging demographic cohort comes a new definition of dad. Many studies find millennial dads to be far more involved in household shopping and decision making as well as spending more time with their kids and involved in the family planning process than their predecessors.

Pew research echoes this changing trend in “dad” across demographics with the number of stay at home dads doubling over the past 20 years.

Dad trends

With this shift in the role of dad comes a new opportunity for credit unions to be present and help a new generation looking for the information to plan their family needs.

The online super-dad

According to a report from Google,

“88% of millennial dads feel it’s at least somewhat important to be ‘the perfect dad’, a higher percentage than millennial moms feel about their own role.”

Among the largest opportunities for credit unions are location-based searches, think banks near me, financial advisor near me etc.

“Near me” related searches across demographics has increased 34x since 2011, doubling since last year alone according to Google Trends data.

The way millennial dads go about achieving their “super dad” goal is being involved and finding the answers to ‘go’, ‘do’ and ‘buy’ moments instantly, online. But the same report finds that nearly 70% of millennial dads feel there isn’t enough content online that answers their questions while being dad focused.

Read: content that answers “what dad’s can do to prepare for baby’s college fund,’ etc.

Credit Union Content Marketing Opportunity

Credit union’s have an opportunity to be present for a new generation of millennial super-dads by creating and producing the content they’re seeking in a dad- friendly, dad-centric way. With nearly 60% of millennial dad’s using smartphones to conduct their searches, mobile friendly content is crucial. These ‘do’, ‘go’ and ‘buy’ moments represent micro-moments and winning them with millennials create lasting loyalty.

Credit Union Takeaways

  • Millennial dads are an emerging market opportunity
  • Reach them with dad specific content that empowers them in the family planning process
  • Build content mobile first