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Why SMA Marketing transitioned into an Inbound Marketing Agency

Jun 12, 2015
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inbound Agency - SMA MarketingSince 2009 Shelley Media Arts has been providing digital solutions to help businesses grow online. Our main focus was on proving web design, video production and SEO services to local businesses here in the Melbourne, FL area. While we were growing, it was mainly through a small, but enthusiastic referral base. In 2015 I went all in with my agency and was determined to grow and create a lead generation process that would enable long term success of my agency and allow me to offer this scalable process to other businesses looking to grow. The big question as "how was I going to accomplish this." 

This post in a part of the continuing case study we are doing on our agency. To read parts one and two use the links below.


Making the transition to focus solely on my small business as the only source of income for my family was terrifying to say the least. But it was also put a sense of urgency in me that I had not had prior. I knew something needed to change, but I wasn't sure what. As I began to research I came back to the concept I had embraced only in part a few years back. The more I learned the more I knew it was going to be inbound marketing or bust for me and my agency. The transition from a web design / SEO firm into an inbound marketing agency has actually been surprisingly smooth and yielded results way quicker than I imaged. 

It All Started With Building My Brand

I have been teaching on the importance of branding to local businesses for years, but realized that I hadn't taking the time to do the work for myself. So I gave my whole agency a face lift. I tweaked my logo, redesigned my website and even changed my domain. I wanted my brand to quickly connect the visitor to how my inbound marketing agency could help them overcome their online marketing challenges. I realized our name, Shelley Media Arts, gave some implication of what we did, but by abbreviating our official name and using SMA Marketing instead, visitors have a much clearer vision of who we are and what we do. This was our first step towards shifting to Inbound

How SMART Goals Shifted My Thinking

Tweet: “If you don't know where you are going, you'll end up someplace else.” - Yogi Berra. Just because you want to get somewhere really bad, doesn't magically get you there. With out clear direction, you'll end up somewhere else. Setting SMART goals helped me to develop a specific, measurable, attainable, relevant and time bound plan to transition my firm into an inbound marketing agency here in Central Florida. With out these goals, all of this would only be a dream. Goals are the foundation to your plan!

Need help creating your SMART goals? We have a free template to get you started - Click Here.

How Do I Qualify and Quantify My Analytics?

Analytics are the backbone to any successful marketing campaign. But just having the numbers doesn't do anything for you. It's what you do with the numbers and the information they give that matters. The problem is, I found out that even though I was good at tracking and reading the numbers, I was missing a lot of important information and as a result, I was missing out on opportunities. By embracing an inbound approach to reporting, I have a better idea of who I am targeting and what that represents in monetary value to my agency.

Realizing The Real Power of Being Social

People do business with people they like. Being an expert in a field definitely helps, but being an expert who people like will get you way further. Using social more effectively has not only increased my agency's voice, but also our bottom line. Being social works, but you have to remember to actually BE SOCIAL! Don't just sell. Connect, add value and focus on building a trusted network of dedicated followers. 

Learn how to prospect for leads on social media with the help of our free social media prospecting workbook. 

The Tools Don't Do the work, but They Sure Do Help!

While all of this is possible using a variety of great tools, one of the main catalysts for me was implementing Hubspot. When it comes to providing a diverse, connected and effective tool set, nothing out there beats them. It's important to remember though, the tools are not marketing robots. We had to put in the work, but having all our resources under one roof saves our agency time and money. Check out their free trial and if you need help, just comment below or email us here. We are both Inbound and Hubspot certified. 

By transitioning from an SEO firm to an inbound marketing agency we have shifted the future of SMA Marketing.  Half way through the year we are on pace to more than double our revenue this year. This approach to internet marketing works for more than just agencies. If you are looking to increase your leads and hit your revenue goals this is for you too! Just to show you how passionate I am, I'm offering a free assessment of your companies current online marketing strategy and will give you tips on how to achieve your goals faster using inbound marketing.

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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