Outbound marketing used to be the choice of the digital strategies of marketing and advertising departments of most enterprise until the digital era took over. Now inbound marketing is proven to be returning more leads compared to the traditional ways.
Based on the référencement naturel survey on SEO, SEO leads have 14.6% close rate compared to the 1.7% close rate of outbound leads. These numbers are certainly promising given that the average searches per month on the web are at whooping 12 billion last year in the US alone, thanks to more than one search engine marketing agency this has been possible. If you leverage on Inbound Marketing using the tested tools in the market, you will be ensured of breaking through the market and distance yourself from your competitors.
The Science behind Inbound Marketing
Now, we must admit, that Hubspot is slaying the market for the inbound marketing offers. Despite its competition between higher-end serving tools like Marketo, Pardot and Eloqua, Hubspot is still a force to behold when it comes to small and medium company clients.
The Hubspot as a company have grown by 50% last 2013. By 2015, in third quarter, the company boasted of 47.71 million in revenues with a gross profit of 35.23 million. Compared to higher end Inbound marketing tools and Marketing Automation tools, Hubspot took the top spot. See the shares below.
In a recent survey, 92.3% of Hubspot users increased their traffic, 40% of them by at least 75% while 85% of companies that used inbound marketing increase traffic within 7 months. Now, how did this breakthrough in the digital strategies came through? Where have the old and traditional outbound strategies placed itself in the market?
The old method of buying ads, buying email lists and troubling unwilling customers were a bit obsolete if done all by itself. Without the aid of inbound tricks, outbound strategies will be returning little leads. It’s due to the fact that most people today would employ ad blockers to stop search engine ads from popping up.
So the idea is to let everything go organic. Pull customers to your company and product through content. Attract buyers through siphoning their interests to your carefully laid out landing pages so that it will convert and close the deal. Now, Hubspot has this methodology: attract strangers, convert visitors, close the lead, delight the customers and have them become your products promoters in the end.
This is their cycle.
Image Credit: HubSpot
Now, with this methodology, what strategies will probably work?
Common Inbound Marketing Strategies
As you see in the above methodology, each strategy is placed strategically in each stage. The attraction of strangers is through the use of blogs, keywords and social publishing. When they become visitors they will be tried to be converted through landing pages’ forms and call to actions.
The thing is you need to get past first the stage of attraction. This is where psychology lies. Attracting customers to contents that they feel they can relate to is very valuable in your click through rates. It’s one of the main reason why personalization.
There can be a major challenge after this stage. How do you close it and make visitors converted to be your leads? Once you have them as leads you can use now the CRM and the email for your next step.
Once they become your customers there’s so much you can do to let them stay. How? Delight them. Use surveys, smart content (content is king) and social monitoring. You can experiment on how to make them stay at this point until they become promoters of your products.
In between these stages though are hard works you need to do. You just can’t create simple content, they have to be based on your customer needs and they need to be of high quality. You also need your landing pages to be well thought of (this would warrant another article on do’s and don’ts). And how do you construct emails? Or how do you leverage marketing automation?
In the end, you measure. You measure, analyze and report.
Here are most common inbound marketing tools and strategies:
- Blogs. It’s the best way to attract customers. Companies make theirs educational as well as personalized based on the needs of their clients.
- SEO. SEO has certainly changed its landscape since the overhaul in the search engine algorithm these past years. But picking keywords, optimizing pages, creating content and building links around buyer needs is still working.
- Pages. Designing your pages matters.
- CTA. Call to actions convert. They are tested and proven to generate leads.
- Form. Forms are your manna in this business. They capture client information.
- Landing pages. Now, as said, your landing pages can make or break your chance of capturing the lead. It is where your call to actions is located. There things you can include in it and things you should not put in it.
- Contacts. The contacts from the form gathered should be kept in one database. A good, all in one tool can certainly offer these things in just one dashboard. You can create different buyer personas based on your contacts and leverage on this knowledge for conversion later.
- Email. With email you can further follow up visitors who failed to answer to your other strategies. Due to your buyer personas, you can personalized your emails and send customers some relevant content. If it worked, your customers will be ready to buy after some coaxing.
- CRM. Customer Relationship Management is crucial in keeping your prospects engaged across every channel.
- Marketing Automation. Marketing automation on the other hand as a tool is good for lead nurturing that is based on customer needs still. It helps ease out hard work and keeps your operation run smoothly. But of course be careful, you might want to avoid the marketing automation fail that has been seriously serialized all over the internet now.
- Survey. How will you know your customer’s needs when you don’t ask them, really? Use feedback and surveys to you advantage.
- Social Monitoring. Social media matters. Keep social media pulse ready for us. Listen out and act on it.
Hubspot as a Tool
Hubspot offers a wide array of tools for your digital strategies. With the focus of marketing on inbound strategies, it certainly will be going a long way.
HubSpot is focused on helping users. It contains condensed service. It contains lots of tools that will help website rank better compared to competitors if used wisely. HubSpot too has its other support services in form of HubSpot Certification on Inbound marketing. It also has its yearly Inbound conference that gathers thousands of marketers every year.
Inbound marketing using HubSpot may not come as an easy answer to everything. Often, there will be challenges; one of this is the constant changing of digital marketing landscape. But upgrades and innovations on tools also happens, you can be safe on that.
If you find that Inbound marketing is a need in today’s digital marketing landscape, then you’ll certainly find HubSpot to be affordable and wise use of resource. It brings every tool you need in one umbrella, one dashboard.