Sharing is caring and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.
Major themes include:
Content Creation + Distribution- Create targeted content that answers prospects' and customers' basic questions and needs, then share that content far and wide.
Lifecycle Marketing- Promoters don’t just materialize out of thin air: they start off as strangers, visitors, contacts, and customers. Specific marketing actions and tools help to transform those strangers into promoters.
Personalization- Tailor your content to the wants and needs of the people who are viewing it. As you learn more about your leads over time, you can better personalize your messages to their specific needs.
Multi-channel- Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
Integration- Content creation, publishing, and analytics tools all work together like a well-oiled machine - allowing you to focus on publishing the right content in the right place at the right time.
We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Our ideal customers, also known as our buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built.
Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets - whatever information would be interesting and valuable to each of your personas.
You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.
The Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.
Completely Separate Tools
Most marketing tools are completely separate from each other, so you are forced to use an email tool over here, a content management system over there, and a blogging tool over there.
Every marketing tool has its own analytics, its own reports, and its own format. Trying to combine analytics into a single view takes a tedious amount of manual work.
Static Content Solution
Most content tools are static, showing the same webpage to every single visitor. The problem is, visitors are not static. They access your content from multiple devices. They come at it from a number of different channels. And as their experience with your company grows, their needs and interests change.
Unified Web and Email Analytics
HubSpot's integrated analytics contains data from all HubSpot tools, all in one place, so you can analyze and compare across all channels. See who clicked what, what they did on your website, and what they did over time, all in one contact view.
Personalized and Adaptive Content
HubSpot’s Content Optimization System, available at the professional and enterprise level, puts the visitor at the center of your marketing. It enables marketers to pivot their content around the devices their website visitors use and personalize content for visitors.
HubSpot's suite of tools work together seamlessly, letting you focus on your marketing content and performance, not on cobbling together different tools. We are fond of saying that “Fun gets done and Easy gets done” Hubspot makes it easy and fun to get your work done because you see the results almost immediately.
Will Inbound Marketing Solve my Lead Generation Problem?
Inbound marketing – Hubspot uses the graphic below to define the overall inbound marketing process. In their words, they say “Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.
I considered labeling this post/case study “Why your blogging isn’t working” but instead, I’m presenting the results for an HVAC client of ours in NY who had been using inbound marketing via Hubspot since February. I started doing this case study when I was asked.
We get this question a lot. Why should I work with HubSpot? Why do I want to pay for my website when I can create it for free on WordPress? Isn’t it the same thing as Marketo/Pardot/Lead Lander/insert your choice here. I have great answers to this question, but first, I want to set some context.