Marketing with a Magnet, Not a Sledge Hammer
Instead of buying ads, buying email lists or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord.
Use CONTENT like blog posts, social messages and website pages to get in front of qualified leads online.
The appropriate CONTEXT will position this content in a way that pulls the buyers through the sales funnel and personalizes marketing at scale.
The Inbound Philosophy
Consumers buy differently than they did ten years ago. Buyers are well-informed and often start with Google when researching options. There is a history of deceptive advertising, and consumers are skeptical.
Interruption doesn’t work. The media landscape is insanely cluttered – more types of media and a higher volume of each.
Crazy Fact: In 2014, there were 1,500 stories competing in your personal Facebook News Feed at any given moment.
But now technology has allowed consumers to avoid interruptive brand messages and seek out the information when they’re ready.
Instead, align your content with your customers’ interests to ‘earn permission’ to market to prospects and convert them into leads and close into customers. Once there, continue to delight them with this content.
The Inbound Themes
Content Creation creating targeted content that answers your customers’ basic questions and needs.
Lifecycle Marketing recognizing that people go through stages as they interact with you, and that each stage requires different marketing actions.
Personalization and Context as you learn more about your leads, you can better personalize messages to their specific needs and interests.
A Multi-Channel Presence + Integration approach people where they are, in the channel they want to interact with you. When everything works together, you can focus on publishing the right content in the right place at the right time.
Build trust with your audience, create a brand they love and outsmart (don’t outspend) your competition.
Inbound marketing helps businesses attract, convert, close and delight visitors, leads and customers through a variety of channels such as social media, blogging, SEO, landing pages, forms and email.
Visualize it as a sales funnel:
It is a step-by-step methodology:
STEP 1: Attract Strangers and turn them into website visitors. You want to attract people that will potentially become leads. Attract your ideal customer or buyer persona by creating valuable content.
STEP 2: Convert Visitors into leads by gathering their contact information by offering them something in return.
STEP 3: Close Leads into customers by nurturing them with email marketing and social media interaction.
STEP 4: Continue to delight customers and turn them into promoters through tailored messages and engagement.
Use the Right Tools to Get Results
ATTRACT: Blogging, Social Media, Keyword Optimization, Site Pages
Crazy Fact: Companies that blog get 55% more website visitors, 434% more indexed pages and 126% more leads than those who don’t!
CONVERT: Calls-to-Action, Landing Pages, Forms, Contacts Database
CLOSE: Lead Scoring, Email, Marketing Automation, Closed-Loop Reporting
DELIGHT: Social Media, Email and Marketing Automation
Did You Know?
Social media has a 100% higher lead-to-close rate than outbound marketing, and social media use has increased 356% since 2006 – 4.6 average hours per week is spent on social media.
On average, website traffic can increase 185% after reaching 1000 fans on Facebook.
How Inbound Works with HubSpot
Analyze which of your marketing activities are driving the highest ROI in terms of visits, leads and customers with Sources Reports.
Keep an eye on Competitors and how you compare on key metrics with Competitor Analysis.
View every asset of your inbound marketing campaigns in one screen and report on progress across every channel in your Campaigns Reporting.
Understand the activities of your contacts. Discover how much revenue is generated through different channels and segments of your marketing.