Inbound Marketing is customer focused. It's all about creating marketing that people love, not interrupting, understanding the buyer's journey, and getting found and chosen by your potential customers, when they have an actual need.
It's entirely possible to implement an Inbound Marketing strategy without using tools such as HubSpot. So why use it and how does it actually work? Find out in this post.
Setting the stage: Traditional marketing vs. Inbound Marketing
Inbound marketing services is customer-focused. It’s helpful. Consider this - wouldn’t you prefer to deal with a business that is focused on your needs instead of their own? So do your prospects. Instead of trying to sell strangers a product they don’t necessarily want, drive them to the point they will want to buy the product, and want to buy it specifically from you.
- Instead of buying display ads, create a business blog that people would look forward to reading.
- Instead of interrupting people with television ads, create videos that potential customers want to see.
- Instead of cold calling, create useful content so that prospects can contact you when they want more information.
The inbound methodology is broadly divided into four stages:
The idea is to turn strangers --> visitors --> leads --> customers --> promoters
Let's portray this using an example:
Attacting and converting:
This is Gabi. He represents one of Bold Digital's target customers.
When Gabi has a problem, he will usually try to solve it by researching Google. If we created content that helps with the problem and is optimized for SEO, Gabi will hopefully find our blog post.
Once Gabi gets to our blog post he will click on the CTA that will lead to a landing page that will help us generate a lead by inviting him to download a special content offer (read this if you'd like to learn more about how to create attention grabbing persuasive CTAs).
If Gabi will find the content offer compelling, he will fill out the form within the landing page, and a magic moment will occur - he will convert from a stranger to a lead.
How does HubSpot help in this process?
First off is the Keywords tool. The tool allows us to identify which phrases to target to get in front of the right qualified traffic.
Integrating your blog using the blogging tool allows us to efficiently create content and make sure the posts are optimized to get found and drive more qualified traffic. This will drive better leads and ultimately drive more sales.
The contextualized calls to action tool helps convert your visitors into leads.
The Landing pages tools helps us create unique pages that are optimized to convert visitors in to leads.
Closing and Delighting
Using the workflows tool we can define trigger events and push the prospect down the buyer’s journey. In Gabi's case we can decide what email to send him after receiving the eBook and becoming a lead.
Here is an example of an email sent to Gabi 2 days after receiving an eBook – it is designated to drive him down the funnel and eventually close him as a customer. The HubSpot email tool enables us to track and optimize our email marketing efforts, allowing us to integrate the most relevant emails in our workflows. (Read this if you'd like to learn pro tips on email marketing that will boost your performance).
Smart CTAs help us to push Gabi down the buyer’s journey. Since Gabi is a lead, we would want to use CTAs that are aimed at turning him into a customer (such as inviting him to see a product demo or download a case study).
When Gabi is ready to be transferred to sales, they will be able to see their entire engagement history enabling smarketing.
Note that this is truly contextual marketing - once Gabi becomes a customer, we do not stop there. Our goal isn't just to close customers- our goal is to have happy customers who will be potential brand ambassadors. Delight stage CTAs would invite Gabi to attend events, answer customer surveys and so on (to learn more, make sure to read these customer retention tips that are miserably overlooked).
The marketing dashboard enables us to track results, report them back to you and work with you to continuously improve over time.
Ok, but why HubSpot?
As you've just witnessed, using HubSpot covers all four stages of the inbound methodology. This isn't normally the case.
Email marketing automation tools only help once a visitor has converted into a lead.
Other automation tools help turning strangers to visitors, and converting them to leads. No other tool provides a holistic solution. HubSpot is also the pro's choice:
The Inbound Methodology is constructed of four stages.
It is customer focused and as such, requires placing the right content at the right place at the right time. Inbound Marketing is about providing value and understanding your prospects. It's about win-win long lasting relationships with relevant customers who you can truly help.Inbound Marketing with HubSpot will enable you to holistically implement af full inbound strategy effectively.
Be sure to contact us with any questions/thoughts.
If you'd like to evaluate whether or not HubSpot is a good fit for you, be sure to schedule a free consultaion with one of our experts.
Good luck and happy marketing!