Inbound Marketing Starts with Relevant Content
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This document discusses inbound marketing and how it focuses on attracting consumers through useful and relevant content when they need it, rather than forcing leads through the sales process. It emphasizes creating marketing that people love by personalizing content for different personas and having calls to action that appeal to people in various stages of the buying cycle. The key is responding to how customers make decisions through building various marketing assets like blogs, ebooks, tools, photos and videos.
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Inbound Marketing Starts with Relevant Content
- 1. Colin Fitzpatrick Inbound Marketing Specialist hubspot.com What is Inbound Marketing?
- 4. STOP FORCING leads through your decision process.
- 5. START ATTRACTING consumers through relevant, useful, easy-to- find content when they need it.
- 10. START RESPONDING to how customers make their decisions. Readiness to buy…
- 20. The Inbound Marketing Methodology 20 Creating Marketing That People Love
- 28. CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
- 30. TAILOR CONTENT TO YOUR PERSONAS
- 34. Have effective calls to action appealing to people in different stages of the buying cycle
- 35. BUILD MARKETING ASSETS. Blog & eBooks Tools Photos Videos & Podcasts Presentations
- 44. Links Email: cfitzpatrck@hubspot.com Twitter: @collymonster LinkedIn: ie.linkedin.com/in/colly HubSpot Blog: blog.hubspot.com Marketing Grader: marketing.grader.com Slideshare: slideshare.com/hubspot Culture Code: culturecode.com
Editor's Notes
- Be relevant first, and
- HubSpot engineers and sells software that helps you attract visitors to your website, convert those visitors into leads, close the leads into paying customers and then delight your customers so they become promoters of your business.
- 2 MIN | 10MIN DT: Inbound marketing is about attractingconsumers through relevant, useful, easy-to-find content on your website or blogso they can find it, when they need it and then consume it when they are ready. It’s helpful, it’s tailored to their needs, its not a sales pitch.Let me offer a great example. VickiDonlan.com – what do you think of that Michael?MR: It’s almost like a WOM or referral, because they have already spent time getting to know Vicki, reading her blog articles and getting acclimated to Vicki’s servicesDT: Inbound marketing means you invest in your website so you can get hundreds of those educated folks to find you today and then find you again when they are ready to buy.
- Another way to start to research your buyer personas is to use HubSpot’s lead intelligence. You guys are all HS customers. You have access to this type of data- we have a lot of data on our contacts! If we go into our HubSpot portals, click on contacts, then click on any one of the leads we have in that tool, that we see there– we’ll be taken to the timeline for that contact. What that timeline shows us is every interaction they’ve ever had with our website since becoming a lead. We can see things like the types of offers they were interested in, the pages they visit on our site—maybe even what types of content or interaction with US that they prefer. So we can use this lead intelligence to develop some really strong information about people’s behaviors- remember, personas are all about behavior. We can look back at when they first converted for us—that very first conversion event- where they first came from! Was it from social media or was it from search? So we start to learn what their watering holes are, where they come from, and then what they download and how many things they download- that’s also a key part of behavior. We found this was actually a distinction between our personas- some people download everything, some people download only one thing and that is it. So there was an interesting distinction for us there, and you might find one as well. If we look at enough of this type of lead intelligence—this type of timeline information—for enough of our customers, we’ll start to see trends. And we can use those trends to help us answer some of those questions and help us build out that buyer persona.