It’s all about Inbound Marketing & Automation – Outbound is OUT!

Drew ClaytonHubspot, inbound marketing

The internet has come a long way and if you haven’t got a website asset to leverage your brand, company, products or services – you’re business will fall short in terms of your competitions Inbound sales.

A Hubspot consultant from StartaDesign advised that, “A heavily weighted outbound sales strategy;  cold calling and purchased email marketing lists is a million miles from today’s inbound sales and marketing strategies that help to attract the right customer; instead through content marketing, social media distribution, messaging and by nurturing the a visitor and helping them throughout the buying process.  Interrupted marketing through an aggressive telephone sales-centric approach is less effective with today’s savvy buyers and consumers”

Today, all the power has shifted to the buyer and it is the internet that has been the enabler for buyers behaviour and influence.

Is your business  struggling to generate high quality leads and have an ineffective inbound marketing capability?  Do you have an ineffective, sales-driven approach to lead generation, and a website that offers little or nothing in the way of attracting visitors?

If this sounds like you, then you can benefit from the inbound philosophy and cutting edge tool stack from Hubspot CRM sales & marketing automation platform.

6 Steps to Enabling Your Business for Hubspot Inbound Marketing Platform

 

1. Choose the Right CRM Platform

There are a number of CRM (Customer Relationship Management) solutions available.  Hubspot is one of many, but we think it excels in organising, tracking, and nurturing your leads and customers.

2. Get Your Marketing and Sales Departments Together

Without sales and marketing working together, you will find it almost impossible to devise a cohesive inbound sales strategy.  It is important to understand when a marketing lead becomes a sales responsibility for all scenarios.  Customer services, customer support and customer success all play a pivotal role. With a well designed CRM platform, everyone is accountable.

3. Create user profiles or Personas

Research your existing customers and build up your buyer personas for the different types of customers.  This means create ideal customer profiles (B2B: based on annual revenue, size of company, location etc).  Why should you do this?  Because it will help you target the different types of buyers with the right type of content and at the right time.  Create Landing pages and CTA’s for your different personas.

 

The essence of todays inbound marketing is: content + context

 

3. Create a content plan around the customer buying process.

Content is defined by purpose, format and topic; in other words,  Buyer personas + content = SUCCESS. Your marketing department need to focus on attracting potential customers through relevant and helpful content and adding value at every stage in your customers buying  journey.  So this means your content should be nurturing and assisting the customer  every step of the way.  Build out your blog content by segmenting into main topics and sub-topics.  Personalise your customer emails to give them context – these will be much more successful than generic email templates.  Understand your buyers journey; the awareness, consideration and decision stages, and tailor your content to their goals.

4.  Create Purposeful Landing Pages

Landing pages are where you can tailor the message and content to your visitors, no matter where they are in the customer buying cycle.  Create and design different landing pages for different marketing channels like Pay per click or Facebook. If you are marketing a company event or a new product, then this is where you can test different pages using A/B split testing.

5.  Create Automated Workflows

Once visitors have acted on a CTA and shared their details, you can enter them into automated Marketing Workflow and nurture them with emails relevant to their interests.  Let your leads find their own path to purchase to close more deals. Marketing automation allows you to use each lead’s behaviour to tailor emails, content, offers, and outreach.  You can also automate many of the manual sales activities, for example; changing the status of leads within the funnel or deal stages based on user interactions, assigning the right sales personnel to new leads based in location or creating automated tasks and email reminders based on a specific set of criteria.   You can create an automated task to call a lead if they have say, revisited the site 3 or 4 times and spent a certain amount of time looking at a specific product page.

6. Refine Your Strategy 

Keep refining our strategy based on your conversion data for your different lead outcomes, whether is is a closed won sale or a lost unsuccessful sale.  If a customer has dropped off the radar after 3 weeks, then they should be passed back to marketing to reach out to again in the future.   Look at the data – email open rates, visitors returning more than once.

 

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Using the Hubspot platform, everyone is accountable and nothing slips through the cracks during the marketing and sales phases.   If you are looking to improve or implement an effective inbound sales strategy for your business or are already using the Hubspot software and need an audit or fine tuning,  One Click Digital can provide a certified Hubspot Consultant to help your business leverage the Hubspot tool stack and adopt a more strategic approach to marketing, this increasing sales and profit.