Four marketing actions to attract the right prospects to your website and convert them into customers and promoters of your business.
Inbound marketing is a data-driven approach to marketing that focuses on four key marketing actions:
We don't look to attract just any visitor to your website. We focus on the people who are most likely to become leads and customers of your business. By understanding who your "ideal" customers really are, the right content can be created and shared to attract similar prospects to your website and brand.
Inbound tools used to attract the right visitors include: keyword research, blogging, SEO, social media publishing and optimized webpage content.
A conversion takes place when a website visitor provides his or her email address (and other information you may request) in exchange for something of value to them such as eBooks, whitepapers, attending a webinar or requesting a consultation or estimate.
Inbound tools used to convert visitors into leads include: calls-to-action, landing pages, forms and the Contacts database.
Turning leads into customers takes place through a process known as "lead nurturing." First, leads need to be segmented based on their interests and where they are in the buying cycle. Next, the right content is provided to them at the right time to help move them along toward their purchasing decision. Leads can be numerically "scored" to determine when they are ready for follow-up by your sales team.
Inbound tools used to close leads into customers include: lead scoring, static and smart contact lists, workflows, email marketing, lead nurturing emails and integrating your customer relationship management (CRM) system with your HubSpot portal.
Delight customers by turning them into promoters of your brand and establishing an ongoing relationship that will result in repeat business.
Inbound tools used to transform customers into your brand's promoters include: surveys, social media monitoring, smart calls-to-action, workflows and smart text emails.