What Makes For a Successful Campaign
There is no single inbound marketing tactic that works well on its own. Here’s what Bill Faeth shared with us about healthy inbound marketing ecosystems:
Inbound marketing can’t be segmented into separate categories, with each section holding independent power. While we rely on SEO to draw in visitors from organic search, that SEO doesn’t work if there’s no content. Without social media, blogs don’t reach new, interested people. And SEO, content, and social media are all completely useless without a lead generation process in place.
Search engine optimization is an integral part of effective inbound marketing. Using effective keyword analysis, well-structured site design and other SEO “best
practices” to launch your company to the top of search results will ensure that your content is being seen by the right audience and bring in the right leads.
With 67% of online adults using social media to share information, you can’t afford to neglect widely popular online communities such as Facebook, Twitter, and Pinterest. Additional resource: The Definitive Guide to Social Marketing.
By far the most common form of inbound marketing, blogging can play a powerful role in driving traffic and nurturing leads. Additional resource: The Social Marketers Blogging Cheat Sheet.
Take inbound marketing to the next level with online webinars and live events. Additional resources: Managing Successful Webinars: A Marketer’s Must-Have Checklist, The Definitive Guide to Event Marketing.
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Attract
Inbound marketing strategies that attract your target audience and buyer personas are tied to content creation and development. To reach your audience, start by creating and publishing content — such as blog articles, content offers, and social media — that provide value.
Engage
When using inbound strategies to engage your audience, ensure you’re communicating and dealing with leads and customers in a way that makes them want to build long-term relationships with you. When using these engagement strategies, inject information about the value your business will provide them with.
Delight
Delighting inbound strategies ensure customers are happy, satisfied, and supported long after they make a purchase. These strategies involve your team members becoming advisors and experts who assist customers at any point in time.Incorporating thoughtful, well-timed chatbots and surveys to assist, support, and request feedback from customers is a great way to delight these people.
We create and execute HubSpot CMS implementation plan for your company which will take your inbound marketing to another level. Implementing HubSpot will change the way your business handles many of your current processes. While change can be scary, this powerful marketing platform can improve your processes and provide you with the tools needed for revenue growth and success. HubSpot CMS integrates all your website tools in one place. Here are the biggest reasons why we see HubSpot being a better choice for B2B marketers.
HubSpot CMS is the base of your website.As it controls the visitor’s experience on site, including:
How moving from the funnel to a flywheel drives business growth and customer delight
Walk onto the marketing or sales floor of any modern office and chances are you’ll see a funnel, hear people talking about a funnel, or be asked to draw a funnel yourself. For years, companies have structured their business strategies around the funnel — and it worked. But recently, the funnel has begun to fail marketers, salespeople, and business leaders alike. Today, customer referrals and word-of-mouth have become the largest influence on the purchase process, which means the funnel has one major flaw: It views customers as an afterthought, not a driving force. You see, funnels produce customers but don’t consider how those customers can help you grow. That’s where the flywheel comes into play.
Attract
You don’t want just anyone coming to your website. You want people who are most likely to become leads and, ultimately, happy customers. How do you get them there? You attract more of the right customers with relevant content at the right time.
Engage
Use HubSpot Conversations to create lasting relationships with prospects on the channels they prefer — through email, bots, live chat, or messaging apps. Use the conversion tools — CTAs, forms, and lead flows — to capture the information of prospects visiting your site.
Delight
Use email and marketing automation as well as HubSpot Conversations to deliver the right information to the right person at the right time, every time. Use the Conversations inbox to align with your sales and service team members to create contextual conversations with the people you do business with.
When implemented correctly, the inbound methodology provides business leaders with a clear picture of where leads come from and how much it costs to acquire them. Inbound marketing will help your business or organization attract more visitors to your website.
What about visitors who aren’t ready to buy? Or those who aren’t ideal customers? Sales and marketing teams can filter strong prospects from casual searchers with qualifying offers that use permission marketing, such as a form submission. By gauging a visitor’s level and area of interest by offering help that requires filling out a form, your website becomes a lead-generation tool that helps separate real buyers from unqualified leads.
Many marketing teams that have not fully embraced inbound marketing use a variety of inbound tactics including advertising, search engine optimization, social media, and email marketing. By diversifying tactics, marketing teams strive to increase their chances of success, but often lack a cohesive way to figure out if those efforts are working.
Marketing teams that succeed with inbound marketing are able to plan holistic and measurable tactics. For example, by understanding the lifetime value of a customer and then creating a campaign that tracks how social media, a content offer promoted at a trade show, online advertising, and follow-up email marketing all work together, inbound marketers get a much clearer picture of what their return on investment is and how effective their efforts are.
Imagine if your website worked for you to generate leads even when your sales team was done for the day. How much would your sales team benefit by getting new, qualified leads complete with business intelligence including job title, budget information, needed products or solutions, and what solution the prospect currently uses?
Companies that use inbound marketing software get up to three times as many websites visits and nearly four times as many leads. Nearly half of all buyers view up to five pieces of content before engaging with a sales representative, according to online marketing website Demand Gen Report. Additionally, inbound marketing software can help companies gather a history of how each lead interacts with your company’s website or online properties, such as social media and email marketing.