When you think of driving leads for your agency or business online, what comes to mind?
I bet it's the usual suspects -- SEO, paid search, content marketing -- all of which are important and can be fantastically profitable.
But what if you could build something new to give your clients an advantage?
Building your own tools can help bring in a serious influx of leads for your agency.
When I say "tool", that doesn't mean you have to build an enterprise level piece of software -- a tool can be anything that provides value to your target audience.
These tools offer prospects a free service, and in return, your agency identifies qualified leads. For example, HubSpot’s Website Grader has been used over 4 million times.
But Why Should You Build Your Own Tools?
Upon first thinking of building a tool, many people are put off for various reasons:
- Will it be too expensive for our agency?
- What exactly should we build?
- Will take up too much of our time?
- What if it doesn’t get traction?
These thoughts are natural, but you need to approach building tools from your target audience's perspective, and capitalize on your expertise.
Think about it: if you create something that provides mouthwatering value to your clients, while also highlighting how well you know your service, you’re setting your agency up to deliver major results.
Instead of focusing only on the challenges, consider
- How can our agency give clients results and benefits as quickly as possible?
- We want to turn the people using our tool into clients, so how can we make a tool that is relevant to our agency’s core business?
- How can we make sure the people using this tool see tangible results?
If you can get these things right, you could be on your way to developing a winning tool for your client.
Collaboration is Key
In an agency environment, you have a lot of talent in one place, and a lot of opinions concerning what’s valuable to a client or prospect.
Tapping into this pool of knowledge can help your team choose what to build and how to make it a success for you and your clients.
Assuming you have web development resources, you will want to make the project as engaging for the person building it as possible.
This can’t be seen as just another development project -- you need to earn buy-in from everyone involved.