I’m hesitant to use the word strategy in this headline. It’s such a drab, generic word to use in regards to marketing. Perhaps that’s why it’s used so much. It can cover a wide expanse without offering much granular detail, safely covering a lot of bases. Strategy by definition is a plan of action or policy designed to achieve a major or overall aim. So, with that I’ll share Leighton Interactive’s inbound plan of action or policy designed to achieve a major or overall aim for our clients.
It Starts With People
Think of the people in your office or business. Your employees are part of your team for a reason. If you didn’t directly hire them, someone else in your company did based on criteria, qualifications, and best fit. That’s exactly how we handle our new business. Just as you wouldn’t hire the wrong fit, or someone who left you with a poor first impression, we choose to partner with clients we feel fit the best. Fit is a bit subjective, but it mainly relates to our set of values, our own business goals, and the industries we serve. There is nothing more crucial to business than the human element. I’d venture to say there’s nothing more crucial to the world than the human element, but I’m going to focus on marketing. I spend a large portion of my career meeting new people, learning about new businesses, and being exposed to new challenges. I likened account management to dating once.
But, not every single one of those interactions led to new business or a new partnership. And that’s okay. When Leighton Interactive becomes your marketing partner, we are all in. Our relationship and influence on your business sort of infiltrates everything else you do. Because we care. We want to know when you open a second location. We want to know when you promote your intern. We want to know when you have to make hard decisions, and celebrate the good ones, and how you feel about the business you’re in. And because of the depth of our relationship, and the scope in which we’ll work together, that “fit” has to be there. It has to be there nearly right off the bat. And if either of us feel that it’s not, hey. That’s okay, too.
So Where is the Strategy?
So far I have only talked relationships when it comes to our inbound strategy. And, that’s kind of the point. Nothing else will happen if there isn’t that mutual connection and respect between our two companies. I want nothing more than to see you smash your goals. I also want nothing more than to convince you into believing you can hit those goals, no matter how lofty or scary. And goal setting is a big part of our strategy. A huge aspect of inbound marketing as a whole is deciphering what personas – or target audiences – define as their pain points. As in, what prompts these individuals to take their “pain” – or problem that needs addressing – to Google.
The same goes for you, and your company. We will work together to determine what your pain points are. Whether that’s having a great brand that no one knows about, or a brand-new website that isn’t generating leads, or even being unable to hire the right kind of people. As someone in business, you always have a need, or are seeking a solution. My job is encouraging you to be honest about that, and together, figuring out how we’re going to solve it. That takes the right kind of fit. It starts with people.
On Being Maniacal in Pursuit of Goals – Including Yours
Leighton Interactive is agency that proves our work works. The inherent definition of our brand statement is about results. Because when we agree to team up together in order to help alleviate your pain, it’s about the goals you have and what it will take to hit them. Sometimes, what it takes is shitty. Shitty, as in hard or uncomfortable. For both of us. And that’s kind of where the rubber meets the road, so to speak. That’s where the initial fit is tested. You have to trust me, and what my company is doing on behalf of yours. Your first reaction might be denial or non-acceptance of what I propose. Change is hard, I get it. But, I need you to be okay with it. Your goals need you to be okay with it. You don’t have to like it.
It’s really easy in marketing – or in any business relationship – to let fear dictate the course, or alter the plan of action. I firmly believe that’s where a lot of potential is lost, and relationships get beat up. What we have together was built on fit, trust, and mutual respect. It’s easy to come in when things are tough, guns blazing, pointing out each and every little thing that hasn’t gone according to plan, or right. It’s so easy. But that’s so bad. On behalf of Leighton Interactive and myself, I always have your best interest in mind and heart. There’s always a long run and a short run in goal setting and the pursuit of results. I just read a blog on topic by Seth Godin, and thought it to be the perfect summation of Leighton Interactive’s inbound strategy:
As the Vice President, I build strong, personal relationships with each and every client that partners with Leighton Interactive. I love helping clients achieve their goals, dreams, and visions in ways they never thought possible. My daily schedule consists of meeting with clients, communicating client information to the inbound marketing team, and managing account managers. When I'm not busy with client work, I love to relax and spend time with my two amazing kids.