The Inbound Marketing Process

A roadmap to Internet supremacy

Outbound marketing techniques, such as, television commercials, radio spots, print ads, website popups, and Google AdWords are costly, sometimes annoying, and are difficult to measure ROI (return on investment). In 2006, HubSpot’s inbound marketing methodology became the most powerful way to approach business online.   HubSpot’s inbound marketing methodology focuses on publishing new content developed in a manner to attract targeted buyer personas.

inbound-marketing-attract-iconAttract

Publishing content specifically targeted to your buyer personas will attract traffic with visitors of similar interests.  Buyer personas share the same goals, challenges, pain points, as well as personal and demographic figures. Understanding your targeted persona will be the foundation of your marketing strategy.

  • Blogging

    A blog is the nucleus of inbound marketing. Studies have proven that blogs the number one method to attract new online business. Publish unique, interesting, educational content that your audience will enjoy.

  • SEO

    Search Engine Optimization begins with keyword research.  Determining what keywords attract the most amount of visitors with the least amount of competition for those keywords.  Once you have written content based on the defined keywords, you must carefully structuring your content on your website, so that search engines can organize and display your information most effectively.

  • Social Publishing

    Now that you have written your blog post and optimized it for search engines, it’s a perfect time to share your awesome content with your social media accounts.  HubSpot’s automated social media publishing tool allows you to post to your social accounts automatically and at a specified time and date.

inbound-marketing-convert-iconConvert

Now that you’ve attracted visitors to your website or blog, your objective is to fill out a form with their contact information.  Your contact list is the most valuable information, as an online marketer.  In order to get a visitor to fill out a form, you need to provide something of value to your variety of personas.  White papers, eBooks, and case studies are examples of downloadable content that help establish a targeted contact database. Below are tools that help convert visitors into leads.

  • Forms

    Design a simple and attractive landing page with a short form to convert your visitors into leads.

  • Call-to-Action

    Call-to-actions are buttons or link that persuade a visitor to download content or attend a webinar.

  • Landing Page

    Once the visitor clicks on the call-to-action the visitor is sent to a landing page.  The landing page’s goal is to get a visitor to fill out a form and become a contact and eventually a qualified lead for your sales department.

  • Contacts

    Your contacts are stored and can be analyzed from HubSpot’s dashboard.  This information allows you to communicate with your leads via email and social media and if done correctly, improve conversion rate.

inbound-marketing-close-iconClose

At this step, the goal is to turn leads into customers using HubSpot’s inbound marketing automation software tools.

  • CRM (Customer Relationship Management)

    This is the hub for all your contact and pipeline information to provide and share realtime with your sales team.  HubSpot’s API integration architecture allows integration with third-party software like Salesforce, for a more robust inbound marketing platform.

  • Email

    Create a campaign of emails, with an email marketing calendar and send targeted emails to your leads.  Send something informative, creative and interesting to entertain and educate your potential customer.

  • Marketing Automation

    After a lead downloads a white paper or eBook, about a specific topic, product, or service, a tailored automated email is sent with relevant information and updates.  Ultimately, guiding your leads through the each lifecycle stage and closing the deal.

  • Closed-loop Reporting

    The reporting tool allows detailed analyzation of your marketing efforts to determine what techniques and content is most successful. A/B testing data can also be analyzed to measure and track page views, session duration, bounces, behaviors, and conversion rates of two or more landing pages or email campaigns.

Delight

At this step, the goal is to turn leads into customers using HubSpot’s inbound marketing automation software tools.

  • Social Monitoring

    This tool monitors keywords on social media and allows the user to prioritize conversation streams using a color-coding system.

  • Smart Text

    Customize content to your contacts based on their interests and issues.  Introduce new products and information and updates on their previous purchases.

  • Smart Call-to-Action

    A smart call-to-action can be tailored to the buyer persona and a specific step in the lifecycle stage.

  • Surveys

    Ask your customers for feedback about their experience with your product or service.



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