The Fundamentals of Marketing

A Simple, Yet Power Primer on HubSpot’s Inbound Marketing Methodology

Sometimes, a primer is all you need to get started

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As a small business owner, you know that attracting and retaining customers is key to your success.

Enter Inbound Marketing

One effective way to do this is through inbound marketing — a strategy that focuses on attracting, converting, closing, and delighting customers through the use of valuable, relevant, and consistent content.

The goal of inbound marketing is to attract potential customers to your website and other marketing channels through organic, non-intrusive means, and then convert those visitors into leads and customers through targeted content and resources.

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Introducing HubSpot

HubSpot is a platform that provides a range of tools and services to help businesses implement inbound marketing strategies, including tools for content creation, SEO, social media marketing, email marketing, lead generation, lead management, customer relationship management, and more.

HubSpot’s basic inbound marketing methodology is a four-step process that helps businesses attract, convert, close, and delight customers through the use of valuable, relevant, and consistent content.

How to Use Inbound Marketing to Grow Your Business

Here are the four steps of HubSpot’s inbound marketing methodology and some actionable steps you can take to implement each one:

1. Attract:

The goal of this step is to attract potential customers to your website and other marketing channels through valuable, relevant, and consistent content.

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For example, a company that sells organic skincare products might create blog posts about natural skincare ingredients, publish social media posts about the benefits of using organic products, and optimize their website for relevant keywords to attract people interested in natural beauty products.

• Identify your target audience and create personas to understand their needs and interests
• Create a content calendar and plan out the types of content you will publish (e.g. blog posts, social media posts, ebooks)
• Use SEO techniques to optimize your website and content for relevant keywords
• Publish valuable, relevant, and consistent content on your website and social media channels
• Use social media to engage with your audience and build relationships

2. Convert:

The goal of this step is to convert website visitors into leads by providing them with an opportunity to share their contact information in exchange for something of value, like a whitepaper or a free trial.

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For example, a software company might offer a free trial of their product in exchange for a visitor’s email address.

They might use forms, calls-to-action, and landing pages to guide visitors through this process.

• Use forms, calls-to-action, and landing pages to capture lead information from website visitors
• Offer something of value in exchange for a visitor’s contact information, such as a whitepaper or a free trial
• Use lead scoring and grading to identify which leads are most qualified and ready to buy

3. Close:

The goal of this step is to close leads into customers by guiding them through the sales process and providing them with the information and support they need to make a purchase decision.

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This might involve using lead nurturing tactics like email marketing and lead scoring to provide targeted content and resources to prospects based on their level of interest and readiness to buy.

For example, a company selling enterprise software might send targeted emails to leads with more information about the features and benefits of their product, as well as case studies and testimonials from other customers.

• Use lead nurturing tactics like email marketing and targeted content to guide prospects through the sales process
• Use lead management tools to track and follow up on leads
• Use sales enablement tools to provide sales reps with the resources and information they need to close deals

4. Delight:

The goal of this step is to turn customers into promoters by providing them with excellent customer service and support, as well as ongoing engagement through email marketing and other channels.

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This might involve using tools like customer relationship management (CRM) to track customer interactions and provide personalized support, as well as sending targeted emails with new product updates, special offers, and other engagement opportunities.

For example, a company that sells outdoor gear might send an email to their customers with tips on how to care for their products and extend their lifespan, as well as a special offer for a discount on their next purchase.

• Use customer relationship management (CRM) tools to track customer interactions and provide personalized support
• Use email marketing to stay engaged with customers and offer them new products, updates, and special offers
• Use customer service tools to manage and respond to customer inquiries and complaints

By following these steps, you can effectively attract, convert, close, and delight customers through inbound marketing.

By creating valuable, relevant, and consistent content and using the right tools and tactics, you can build relationships with your audience and drive business growth.