The New Marketing Environment
Until the digital era, the majority of all marketing and advertising strategies were based on interruptive, or outbound, marketing. This approach has a company broadcasting a one-way message to a broad audience, seeking to stand out from the clutter of all other advertisers to engage a prospect. These efforts are based on getting attention by interrupting the individual watching television, driving, reading, or engaged in other activities.
Since its founding in 2006, HubSpot has been a leader in the rapidly evolving world of inbound marketing. Instead of the traditional one-way outbound efforts, inbound marketing is based on the concept of two-way, interactive conversations with prospects and customers. This transformative approach is made possible through the tools provided by online communications.
If your firm is like most, you moved slowly, even reluctantly, into the world of digital marketing. This means you currently have a website, use some email marketing, and at least dabble with social media. Just a decade ago, a simple website could involve an investment of several thousand dollars. Most companies settled for getting their brochures online and had little interactivity.
Understanding and Using the Tools
While online marketing expert Seth Godin refers to inbound marketing as the greatest gift ever given to small businesses, it is not a gift without challenges. With the rapidly evolving capabilities and tools for digital marketing, companies seeking to tap into its power find the need to master a new vocabulary, new concepts, and an almost overwhelming array of resources dealing with:
Dynamic, responsive Website and email
Analytics and metrics
Social media platforms and messages
Responding to this challenge, companies such as HubSpot have developed methods and tools that allow companies to leverage the power of inbound marketing without committing the resources to monitoring and responding to the constantly changing digital marketing landscape.
Hubspot inbound marketing has played a key role in bringing the power of digital marketing to many companies, from the smallest entrepreneur to Fortune 500 firms. HubSpot continues to lead with innovations and by constantly updating its tools and products. It offers an affordable monthly subscription approach to aid companies in developing and implementing inbound marketing programs. The entire focus is on achieving a desired ROI on such efforts.
Eating the Elephant
Overcoming the perception of inbound marketing as a complex and intimidating resource, HubSpot places a high priority on education. Even before signing up as a customer, anyone can visit the site and gain a number of insights and obtain helpful information. This is provided by video tutorials and downloadable ebooks. There is also a no-risk trial allowing prospects to actually use many of the HubSpot tools.
Built on the concept of helping users digest the subject one bite at a time, HubSpot inbound marketing is based on a work flow that includes:
Attract the suspect
Convert to a qualified prospect
Close the customer
Delight and support the customer
Extend the customer lifecycle
The key to the HubSpot approach is offering a methodology to integrate the various elements of digital marketing into a consistent, easy-to-follow approach that moves quickly to actionable marketing strategies.
Covering the Basics of Hubspot
An example of the HubSpot approach is its focus on keywords. You don’t have to be an experienced online marketer to know keywords are fundamental to your desire to attract qualified visitors to your site. HubSpot’s tools start you off with a process for easily finding and evaluating various keywords appropriate to your website, social media pages, and marketing goals.
Once you have updated your keyword lists, you are taken to a location to aid in your blogging efforts. This resource starts by asking if you are already blogging or just starting. This is an important tool, especially for those who aren’t practiced bloggers. The functions include grading your post and looking for such things as links.
Many will find the next step, using social media, to be a welcome resource. You simply add and/or create your social platform pages and start the process of adding your post and monitoring your results.
As you complete these important basics, you come to the third module, Convert. This is where you focus on the all-important goal of converting the traffic you generate to paying customers or subscribers.
In Module Four you find a number of straightforward tools to evaluate the success of your efforts. The rankings and analytics help to adjust your aim and make your marketing efforts more efficient and effective.
Making the Investment
If you recognize the importance of adding effective inbound marketing techniques to our overall marketing budget, you’ll find HubSpot an affordable and useful resource for bringing multiple tools under one umbrella. You can sign up for the free trial and speak to knowledgeable HubSpot personnel to evaluate its potential value to your company.