The primary benefit of using the HubSpot inbound marketing methodology is that it helps you attract a greater number of qualified leads and convert them into customers. By creating and distributing content that is of genuine value and relevant to your target audience, you can draw in prospects who are already interested in what you have to offer.
But that’s not all. One of the beauty’s of this approach is a commitment to providing helpful and engaging content throughout the customer journey; this helps you nurture leads over time, build relationships, and encourage loyalty. Over time you should expect larger, regular, or more frequent purchases. Finally, by focusing on customer delight, you can create a positive customer experience and foster long-term relationships with your customers.
In order to do this successfully, you really need to know your customer…
Attract
You can attract customers with content by creating and distributing content that is valuable and relevant to your target audience. This could include blog posts, whitepapers, webinars, and other content formats that are designed to draw in prospects.
Convert
You can convert leads into customers by providing helpful and engaging content that is tailored to their needs. This could include case studies, product demos, and other content that is designed to help leads make an informed purchase decision.
Close
You can close customers by providing helpful resources and content that is designed to help them make the most out of their purchases. This could include user guides, FAQs, and other content that is designed to help customers get the most value out of your product or service.
Delight
You can delight customers by providing content that is tailored to their needs and interests. This could include personalized emails, product recommendations, and other content that is designed to help customers get the most out of their relationship with your brand.
Optimizing content for search engines involves using keyword research, content optimization, and link-building tactics to help your content appear higher in search engine results pages (SERPs). Keyword research involves researching and finding relevant keywords and phrases related to the content people seek. Content optimization involves optimizing your content to include these keywords to help search engines understand what your content is about. Link-building involves building links to and from your content to help search engines understand its relevance and importance.
HubSpot recommends that businesses use social media to establish a presence on multiple channels and engage with followers by creating content tailored to each channel. For example, on Twitter, businesses should create content that is brief and to the point, while on Facebook, businesses should create more visual and engaging content. Additionally, businesses should respond to comments, questions, and reviews promptly and use social media to drive traffic to their website. Finally, businesses should use social media to promote their content and products to reach a wider audience.
As a HubSpot Partner Agency, we’ve discovered ways to put this power tool to work across the entire lifecycle of content marketing to amplify the “inbound” component. Here’s how:
Research
HubSpot can be used to research and analyze customer data to identify trends, preferences, and opportunities. This could include tracking website traffic to see which content and pages are performing the best, examining conversion rates to identify where customers are dropping off in the conversion funnel, and analyzing email open and click-through rates.
Deploy
HubSpot can deploy campaigns and content across multiple channels. This could include creating targeted email campaigns, launching social media campaigns, and optimizing content for search engines.
Evaluate
HubSpot can be used to evaluate the performance of campaigns and content. This could include tracking metrics such as website traffic and leads generated, analyzing open and click-through rates for emails, and measuring the engagement of social media campaigns.
Re-Deploy
HubSpot can be used to redeploy campaigns and content based on the performance data that has been collected. This could include optimizing content for better results, testing different campaigns and formats, and adjusting targeting to ensure campaigns reach the right people.
