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What is HubSpot Inbound Marketing?
Inbound marketing is a business stockholder database package methodology that aims to attract customers through valuable content that aligns with the needs of your target audience and inspires long-term experiences and relationships.
It is not just a methodology, but also a philosophy that involves a change in the way a company does marketing and sales.
Inbound marketing has 3 stages: Attract, Engage and Delight. It involves attracting the right visitors to your website, converting them into leads, closing the sale as customers through marketing automation techniques, and getting them excited to buy further services and promote you to their contacts as brand ambassadors.
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Common Problems HubSpot Inbound Marketing Solves
When it comes to implementing a strategy for growth, HubSpot inbound marketing is an investment that will help you increase brand awareness, preference, and ultimately, revenue.
Problem: I need to generate more leads
Inbound marketing is a long-term investment that builds on itself over time. Your results will multiply many times over as you become more adept at creating and curating content that naturally attracts organic leads.
Problem: I need to increase brand awareness
Up to 93% of purchasing cycles begin with an online search. If your business appears at the top of search results, or is active on a searcher’s social network, you can organically increase your brand awareness. To do that, you need to make sure you have the right content and messaging to appear on these key inbound channels.
Problem: I want to improve my brand preference
Al educar, entretener e interactuar con clientes potenciales antes de que estén pensando en hacer una compra, genera confianza y aumenta la probabilidad de que lo elijan cuando estén listos para comprar. Nunca subestimes el impacto de convertirte en una cara familiar.
Problema: Gasto mucho en publicidad pagada y mi costo de adquisición es alto
En Impulse vemos que muchas empresas se han vuelto muy dependientes de la publicidad digital. Según Semrush, de los 120 ecommerce más exitosos de la región, solo el 9.7% de las visitas vienen del tráfico pagado, versus el tráfico directo que representa más del 50.4%, por buscador (SEO) 25.1% y el tráfico de referencia 12.2%.Si bien el tráfico pagado es necesario, que esto no se convierta en tu caballito de batalla y única manera de adquirir nuevos clientes, porque a mediano y largo plazo aumenta más el Costo de Adquisición del Cliente (CAC).
ROI de un exitoso programa de HubSpot Inbound Marketing
El inbound marketing de HubSpot es único en el sentido de que generalmente tiene un costo inicial menor que otros esfuerzos de marketing, y puede tener un ROI realmente impresionante cuando se usa correctamente.
El Inbound Marketing le trae clientes potenciales. El inbound marketing genera tres veces más clientes potenciales por dólar que los métodos tradicionales (Content Marketing Institute).
El inbound Marketing reduce el costo de adquisición del cliente. Las empresas que dependen principalmente del marketing entrante ahorran más de $14 por cada cliente recién adquirido (HubSpot).
El Inbound Marketing tiene un ROI comprobado. El 44% de las marcas que usan software de automatización de marketing ven el ROI dentro de los seis meses, mientras que el 75% ven el ROI después de un año (Groove Digital Marketing).
¿Cómo aplicar e implementar el inbound marketing?
En el Inbound Marketing, cuanto más invierte, mayor es su retorno. La creación de contenido impactante se trata de inteligencia y compromiso más que de presupuesto. No se puede tirar dinero al contenido y hacerlo efectivo, hay que poner la cabeza y el corazón en ello. Aquí le mostramos cómo empezar:
Paso 1: Defina su buyer persona y objetivos de Inbound Marketing
Identifica a su HubSpot Buyer Persona o público objetivo y aprenda todo lo que pueda sobre ellos. No puede escribir contenido para informar a sus clientes hasta que conozca verdaderamente a su audiencia.
hubspot inbound marketing buyer persona
Paso 2: Proporcione contenido en cada etapa
Preemptively answer the questions your customers are likely to have at every stage of their buying journey Why should your audience listen to you? The concept of what we call transformational inbound marketing goes beyond traditional inbound marketing techniques. Unlike traditional inbound, transformational inbound leverages valuable content to attract and retain customers throughout their entire lifecycle. It also places a greater emphasis on personalization and relevance.
hubspot inbound marketing buyer journey
Step 3: Choose your delivery platforms
The more valuable the content you create for your audience, the more likely you are to win them over as customers. Determine the best way to reach them, whether it's through Twitter, Linkedin, Facebook, your blog, or more.
Resources to promote inbound marketing
Step 4: Create and run your content calendar
It’s important to create a schedule that consistently generates new, relevant content to continue engaging your audience. By maintaining a steady stream of content that addresses your customers’ questions, problems, and pain points, you’ll stay relevant and build your brand as a trusted thought leader.
Step 5: Analyze the results and optimize your inbound marketing program
There are a variety of metrics to choose from when measuring the success of your inbound marketing efforts. Whether you decide to analyze SEO rankings, inbound links, or the number of articles published, these resources will give you valuable insights into the performance of your campaigns. Set aside time for analysis on a weekly basis.
HubSpot Inbound Marketing vs Outbound Marketing
hubspot inbound marketing vs outbound
For years, most marketing and/or sales managers relied on trade shows, mass emailings to purchased lists, cold calling, outsourced telemarketing, and advertising messages in traditional and digital mass media to attract customers.
That is, “outbound marketing” methods, where a marketer pushes their message to a large audience in the hopes that it will resonate and save their month, but without a clear objective and without knowing if those consumers were ready to buy.
These techniques are becoming less effective for two reasons:
Firstly, consumers have become more demanding and are now the ones who direct their own purchasing process, not the other way around. They research what they need to know about a product via the Internet and make their own purchasing decision without the need for a salesperson.
Secondly, the consumer has figured out new ways to block interruptive messages using caller IDs, spam filtering and ad blockers. This was realised back in 2005 by Brian Halligan and Dharmesh Shah, who decided to create the concept of Inbound Marketing to support how marketing and the consumer have evolved thanks to technology and the internet, mainly blogs and social networks.
Inbound marketing methodology: Learn the 4 stages
four pillars of hubspot inbound marketing
1. Attract
One of the basic principles of Inbound Marketing is not to go out and find prospects who don't need your product, but to put yourself in front of those who are already looking for it. Before generating those valuable leads, you must first think about how you are going to drive the right traffic to your website.
Remember that inbound focuses on offering assets that educate and guide prospects so that, when they feel ready, they buy your product or service.
2. Convert
The next step in the pillars of Inbound Marketing is to make sure you have a way to capture traffic and convert it into leads in order to obtain contact information from your visitors.
We know that they often won't give you information freely, so what you need is to offer something of value in return, proportional to what you're asking for. Premium or additional content, such as eBooks, white papers, registrations for seminars or webinars, etc., works very well for this.
When you provide your visitors with quality content that is aligned with their interests, you will have a higher chance of converting them into potential customers. We are referring to all formats: blog posts, videos, infographics, quizzes, ebooks and whatever your creativity tells you!
Remember that your consumers will only give you permission to communicate with them if they know they will gain something valuable in return. In the words of Seth Godin: "The advertiser has to compensate users, explicitly or not, for paying attention to their messages."
3. Close
Now that your website is a lead generation factory, it's time to take those leads to your sales team to convert them into paying customers. At this stage, Marketing Automation comes into play, which consists of implementing techniques in the middle and bottom of the sales funnel, to - in an automated way - close sales.
It is made up of the following techniques: Lead Scoring and Lead Nurturing, which basically consist of classifying leads to identify who is closest to making a purchase. In this way, content is delivered to them in an automated manner according to their stage in the buyer's journey.
4. Delight
This step will determine whether your business scales and whether those customers who bought your product choose you again and eventually become ambassadors for your brand. The idea here is to get them to come back by sending more personalized, valuable offers.
At Impulse, for example, we send emails and newsletters just for our customers. They receive exclusive offers, discounts, premium content, and more that we know they really value.
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Inbound marketing strategies with HubSpot
Now that you know what HubSpot inbound marketing is and how it works, let’s dive into the best inbound marketing strategies for your growth.
1. Maximize your SEO results with keyword optimization
You need to understand SEO to achieve success with your startup in today's search-driven market. The most important things you need to focus on are basic on-page SEO and backlinks for your site and its content.
How do you do that? Keyword optimization. You want to find specific long-tail keywords that you would like to use to target your content.
The more specific someone is in their search, the more likely they are to know what they want and be closer to becoming a customer. Here is an example from our client, San Angel Inn Hospital.
Seo Impulse inbound marketing
2. Survey your current customers and prospects
The easiest way to get to know your target market is through a survey. This doesn't have to be complicated. If you already have an email list, you can send them a simple form through Hubspot CRM.
For this to work, you only need to ask one question: “What is your biggest problem?” Your goal is to understand the problems they face so you can create compelling content that speaks to their deepest interests.
3. Create and share engaging content
The quality of the content you create is the most important feature of your inbound marketing strategy. If you create generic, self-serving articles and videos, you will never see success. No matter how much you promote this content or how you designed it to rank well in search engines, you will struggle to find new customers and clients.
Best-in-class content marketers work tirelessly to tailor their content to the target audiences they want to attract, and where they are in the customer journey.
