The term “inbound marketing” has soured in popularity and stature ever since it was coined by HubSpot’s CEO Brian Hannigan in 2005.
So much so that it has ousted the traditional form of marketing through “buying, begging, or bugging” your audience for attention, instead, you’re taking the time to provide something of value so that you can earn their attention, and more importantly, keep it.
Meet Buyers Where They Are in the Journey … Using Inbound Marketing Methodology.
Strategy & Planning
The purpose of this exercise to distill each stage of the flywheel and realign your marketing efforts to maximize conversions. In this step, we analyze the current marketing and sales processes including HubSpot setup. We set expectations on campaigns, timelines, roles and responsibilities, and monthly metrics, etc.
All your inbound marketing actions should be taken with them, your buyer personas, in mind. Attracting your buyer personas requires a focused inbound marketing strategy that starts with thoroughly understanding your persona and their pain-points.
Content Creation and Review
Your content assets – including blogs, videos, infographics, eBooks, white papers, and other resources – need to not only draw your personas in but compel them to transition to the next step of the conversion process. We create a content calendar to lay out the content for each phase of the buyers’ journey that addresses the big question – how can we provide value to your target audience?
SEO Audit and Keyword Optimization
In order to drive qualified traffic to your site, we will audit your website for discrepancies and optimize it for improved search ranking performance. This includes user-friendly navigation, keyword density, backlinks, page titles, H1 header tag, body text, alt text for images, and tags, SSL certification, etc. While keywords will help visitors find your pages on search engines, usability and visual aesthetics will keep them there.
List Cleaning and Segmentation
It is often an overlooked part of inbound marketing implementation. A HubSpot study shows that targeting emails to specific buyer persona segments increase email clickthrough rate by 16%. This is because segmentation allows you to separate your audience into different buckets so you can send them content that aligns more closely with their interests. We use a third-party service, NeverBounce, to clean up your database in order to help enhance your lead quality and email deliverability rate.
This is where the magic happens where you began to have a more targeted conversation with your buyer persona, leading them further along the buyer’s journey by asking them their contact information in return. We will help you build the landing page assets on HubSpot or any other CMS using a standard or custom template.
Email Template Design and Workflow Creation
Email marketing is an important component of the lead nurturing process. A progression of emails with relevant, engaging, and helpful content is a great way to “nurture” the lead to help them become sales-ready. Our inbound marketing service includes building out the email template design, workflow optimization, and creation, A/B testing, email copy creation, and reporting.
By integrating your customer relationship management (CRM) software with HubSpot, you will get better insight on how well your marketing efforts are working in conjunction with your sales efforts. With this data you can work on refocusing those efforts that are less successful to create a strong, robust sales strategy.