What An Inbound Marketing Strategy Looks like

The proven methodology for growing your business in today’s online world.

What Is Inbound Marketing

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Terminology

Inbound Marketing – Inbound marketing is a strategy that works to earn the attention of ideal customers and using content to attract them to your website in order to generate leads and sales.

Buyer Persona – Semi-fictional representation of your ideal customer, based on market research and real data about your existing customers.

Buyer’s Journey – The three stage purchasing journey your buyers progress through before converting. The stages are awareness, Consideration, and Decision.

Lead Generation – The process of converting website visitors into new leads.

Inbound Sales – Inbound sales, like Inbound marketing, maps the sales process to the buyers purchasing behavior, focusing on addressing individual prospect’s pain points and helping them solve those pain points.

Why to Consider An Inbound Marketing Strategy?

An Inbound marketing strategy aligns with today’s buying behavior, making it smarter and more cost effective than outbound marketing.

Inbound marketing is 10x more effective for increasing:

 Website Traffic

 Sales

 Lead Generation

 Loyal Customers

What is Inbound Marketing?

Inbound marketing is about attracting customers through relevant and helpful content that educates, informs, equips and adds value at every stage in your customers buying journey. Inbound marketing utilizes tools such as blogs, search engines, and social media to help potential customers find you.

Whereas traditional marketing adds to the noise of trying to fight for the attention of your potential customers, inbound marketing is about creating content designed to address their problems and in so doing, you attract more qualified prospects, while building trust and credibility.

The Inbound Marketing Methodology

Inbound marketing by far is the best way to take individuals from complete strangers of your business to customers and promoters of your business

Inbound Marketing Strategy

As buying behavior continues to change, so do people’s expectations and how they choose to communicate with your business. Inbound marketing helps businesses adapt to this change and enhance the entire customer experience.

The 4 Phases of the Inbound Marketing Methodology

Inbound Marketing Strategy - Attract

If you want to attract the right customers to your website, you need to pull them in by creating relevant content when they are looking for it. The goal is to attract those who will most likely become your best leads, and eventually happy customers.

How to attract visitors

Blogging

Blogging is where inbound marketing starts and is how you’ll start attracting your ideal customers to your website. The best way to get found by these prospective customers, is to create educational content that answers their questions.

Content Strategy

Today the buying process begins online. Your prospective customers are online searching for answers to their questions. It’s more important than ever that you show up when and where they are searching. To do that, you need to develop and implement a strategic content strategy.

Social Media

Remarkable content is what makes any inbound marketing strategy a success. Social media is how you share this valuable content and engage with your prospective customers. Social media also allows you to put a human face on your business.

You’ve done the hard work of attracting your prospective customers to your website, now it’s time to focus on lead conversion. You do this by providing valuable content that will be both relevant and interesting to them. This opens the conversation on their terms by them either requesting your content through a form, setting up a meeting, or sending you’re a message.

How to convert leads

Forms

Forms are a vital part of the lead conversion process. When a prospective customer fills out a form, a transaction takes place. It’s an exchange of their valuable information (i.e. name and email) for your valuable content.

Meetings

Deals are won through meetings and speaking with people either on the phone or a virtual meeting is part of the process. Providing prospects an easy way to book meetings will ensure that your calendar stays full and you win new customers.

Messages

Conversational marketing is a form of fast, one-on-one messaging that’s reshaping the way companies handle lead conversion and customer service. In its most effective form, it’s a seamless blend of intelligent chatbots and human helpers who support customer engagement.

CRM

Keeping track of your leads is vital to your sales success. Having easy access to this data is just as important. Having a CRM in place is a great way to keep a centralized database of contacts you can use to interact with your perspective customers all the way through their customer journey.

Inbound Marketing Strategy - Close

Now that you are attracting your ideal customers and turning them into leads, it’s time to start closing them into customers. Having the right sales tools is important at this stage. This can make the difference between closing leads into customers or losing them.

How to close sales

Pipeline Management

Do you know how effective your marketing efforts are? Do you know which marketing activities are bringing your best leads? Is your sales team closing those best leads into customers? When you use HubSpot’s CRM tool you’ll know exactly how well marketing and sales are doing.

Lead Nurturing

Like any good relationship it needs to be nurtured. The best way to nurture leads is to continue to deliver content based on pages they’ve visited, content they’ve read, and offers they have downloaded. Good nurturing adapts the message to what’s relevant to them and helps to win them as customers.

Email

Just because someone visits your website, downloads content, or reads your blog, doesn’t mean they’re ready to buy. This is where email can help. Send a series of useful and relevant content to begin building trust and moving them towards becoming ready to buy.

Inbound Marketing Strategy - Delight

People have very high expectations. Inbound is about creating remarkable customer experiences. By engaging customers more, delighting them, helping them become successful, they will buy more, stick around longer, and be more than happy to tell others about your business.

How to delight customers

Customer Hub

Keeping your customers happy is what turns them into loyal fans and promoters of your business. Creating happy customers is about understand them and helping them succeed. The Customer Hub gives you the tools you need to get to know, connect and help your customers succeed.

Smart Content

Delivering sales content to customers doesn’t go over very well. Using smart content prevents the delivery of CTAs or content intended for prospects to customers. Smart content delivers different content based on their lifecycle stage and buyer persona.

Conversations

People love to message these days. This means that your prospects and customers not only want to interact with you through messaging, but they expect you to respond back to them. With HubSpot you can keep track of all these conversations and start engaging in more meaningful ways.

The Inbound Essentials

Inbound marketing depends on a strong foundation of the following essential components.

 Buyers Personas & Buyer Journeys

Buyer personas are fictional representations of your ideal customers. Buyer journeys are the typical steps they take towards becoming your customers. By having well defined buyer personas and journeys, we can align your content strategy with your prospects pain points, interests, and behaviors.

 Remarkable Content

At the center of inbound is content. Content is the fuel that drives inbound and is the primary vehicle we use to help you achieve all your marketing goals. The content we deliver depends on your audience and includes things like blog articles, videos, podcasts, guide books, and more

Inbound Website

Inbound websites focus on lead generation and conversion, delivering valuable and relevant content to visitors, provide great user experiences, are personalized to each visitor and where they are in the buyer’s journey, and are constantly updated, maintained, and improved.

 Website & Marketing Analytics

By tracking your website and marketing performance, we know exactly what is working and what’s not. Tracking allows us to make more informed decisions about how to improve your marketing efforts and removes the guesswork, allowing us to focus on achieving your sales goals faster.

It just takes that first phone call.

Want help with your inbound marketing or sales efforts? Need help with HubSpot? Looking for inbound marketing and/or sales consulting or coaching? Let’s see if we can help.

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