Inbound Marketing Methodology

So, why use inbound marketing?

Inbound marketing methodology is simply the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

inbound marketing methodology


Attract More Website Visitors

Inbound marketing is all about attraction and pull, not forcing information on people.  Attracting more website visitors is not as easy as buying an ad, a listing, or paying a monthly fee to an SEO consultant.  Be wary though; building a growing stream of website traffic is one thing, but people will bounce off of your website if they don’t find what they are looking for!  That’s where inbound marketing comes in.  We start by helping you define the persona you want to attract.  A buyer persona is a representation of your ideal customer.  We can help you create valuable content, landing pages, and calls-to-action tailored to your personas.   Good website design is critical to reduce bounces!  There are ways we help you improve website design with better navigation and user experience that make customers want to spend more time on your website and help them find what they need after they land on your website.

There are basic things that many companies are not doing such as: having a mobile responsive website, having a call to action on all blogs and webpages, and missing key components to improve on-page SEO (Search Engine Optimization).  Mobile is the fastest growing browser in use, and 57% of mobile users say they won’t recommend a business with a poorly designed mobile website.  Having a call-to-action on each page and blog gives a next step to website visitors, allows you to gather key information on them, and allows you to provide added value such as downloads or educational content.  Also, a call-to-action should be more personalized than just “contact us”.  With smart forms and content you can customize call-to-action to be relevant for each website visitor depending on the context and their buying stage.  Lastly, SEO is important to ensure your pages rank in SERPS (Search Engine Results) for the keywords that are relevant to your business and buyer personas.  We ensure you are following best practices for on-page SEO for each and every page/blog you have.  Also, since Google and other search engines are evolving we ensure you have great content so that pages are valued and continue to improve in rank organically over time.

The bottom line is that we are marketing metrics driven, but we also focus on quality over quantity.  This means creating and sharing quality website content to attract quality website visitors.  Many agencies or SEO consultants sell advertisements or listings and charge by the number of impressions you get.  An impression is the count of the number of times your ad or link is presented on the page in front of a person.  Impressions don’t buy products and services, PEOPLE DO!  There is no substitute for quality content that informs, educates, and inspires people!  In summary, well defined personas, great website design, SEO friendly pages, and awesome digital content will help the right people find you!

Convert More Leads

Converting more leads is the one thing that many companies overlook when doing digital marketing or buying advertising campaigns.  Now that you have them on your website you need to get them to take the next step.  This is called a lead conversion.  Conversion happens when a website visitor submits an information form to get something of value to them such as a free ebook, whitepaper, information guide, or free assessment.  Impressions are one thing, but how many leads are you converting from those clicks and impressions? And are those quality leads?  The goal of lead conversion is to fill the middle of the funnel with qualified leads.  After all, website visitors should convert to contacts, contacts to marketing leads, marketing leads to sales qualified leads, and then sales qualified leads to customers.  We help you understand your customers’ buying process so you can tailor valuable inbound marketing campaigns and offers to your specific buyer personas. Lead nurturing is what happens after the initial lead conversion.  We help you setup emails and offers pre-programmed to automatically send to leads at prescribed time intervals or when they trigger an event by visiting a page or some other event.  Lead conversion and lead nurturing require great landing pages, calls-to-action, great content, and automated email campaigns.  The HubSpot platform provides the basis for creating and managing your content and executing and measuring success of inbound marketing campaigns.  We help you plan and execute the right mix of content and promotions to help you achieve your lead conversion goals!

Once a visitor is converted to a lead we determine the buyer stage.  The buyer stage determines where they go in the lead nurturing process, or if they are ready for the sales process.  If they are ready to purchase, then we use marketing automation triggers and email notification to ensure they are routed to a salesperson ASAP.  In summary, a critical and unique part of inbound marketing is lead conversion and lead nurturing.  And the best part, since the HubSpot marketing automation platform is integrated into your website you will have the best marketing analytics to report measure success as well continually improve your inbound marketing campaigns!

Close More Sales and Get new Customers

Close more sales by helping your sales team focus their energy on the most qualified sales prospects.  Inbound marketing will help you provide a consistent flow of qualified sales prospects to help keep your sales team happy and achieve or exceed their sales quotas.  Our experience in enterprise sales and solutions selling can help you establish an integrated, repeatable, transparent, and high performance sales process.  We help you integrate sales and marketing so that you will be able to improve your sales forecast and ensure a smooth handoff between marketing and sales.  The HubSpot platform can integrate tightly with your CRM (Customer Relationship Management) system for seamless reporting and minimal administrative effort to support your sales process.  If getting more customers and sales are your goals then we help you plan, execute, and exceed those goals!

Delight Customers

Often the most cost effective source of new business growth is through customer referrals or upselling existing customers. Delighting customers used to be about just having the best product or service.  However, so much of a company’s service relies on digital content.  As product lifecycles shorten and customers become more web-savvy they require more and more ongoing education, support, and information about your products/services.  At the same time, in this ‘social media’ world customers seem to become more disconnected with companies and brands. We can ensure your customers have a consistent and valuable experience even after the sale, and ensure constant contact with your customers.

There are many tools and services we provide to help you delight your customers such as social media (using HubSpot’s social inbox), events (GoTo Webinar, Google Hangouts, WebEx), email campaigns, and smart content.  Smart content (using HubSpot’s COS – Content Optimization System) allows you to tailor website content to the stage of the website visitor.  For example, if your website visitor is an existing customer, you wouldn’t want to offer them a free trial at the end of your blog post.  The HubSpot COS and smart content allows you to show the free trial to new visitors and maybe a case study or eBook to an existing customer.  Delighting customers shouldn’t be the job of customer service.  We ensure your digital content is aligned and optimized to deliver a seamless customer experience before, during, and after the sale!