Marketing is Dead.
So what do customers want? They want to consume content, but not just any content, they want content tailored to solving their specific problems. A recent HubSpot survey showed that while 91% of marketers use content, only 42% were sure that it was effective. We all know we have to show our boss graphs and charts proving that the ROI is worth their marketing dollars, and the reality is tracking those hard numbers can be difficult or impossible! What’s a marketer to do?
Inbound Marketing is the future
HubSpothave developed an Inbound Marketing Methodology that makes creating content that your prospective customers want, down to a fine art.
The foundation of any good content strategy is the buyer personas. These are semi-fiction representations of your ideal customer. You find out who these representations are by talking to your existing customers, find out about their lives, their jobs, the challenges they face and what they hope to achieve. The key is to look for parallels and apply them to your persona.
Once the persona is created you have to take them on a buyer’s journey. HubSpot has divided this journey up into four stages: Attract, Convert, Close and Delight.
The HubSpot Inbound Methodology
Attract: the first step is about attracting strangers to your website through the content you produce. In this stage, you’ll be telling them what their problems are through blog posts, social media. You'll attract them using, social media sharing, and SEO within blog posts so your rank on Google improves.
Convert: this is when the stranger becomes a visitor. In this stage your visitor becomes more interested in the content you’re offering, whether it’s downloading an ebook, a whitepaper or joining a free webinar, the point is that they willingly give you their information so that they can get these free goodies. In a way, you’re giving something a way, to get something in return later.
Close: once a visitor leaves their contact information, they are now leads and can enter the sales cycle. You can now start work flows which include targeted emails with tailored content. Your sales team can now go in and talk to the leads with a huge amount of knowledge about their specific needs and challenges. 60% of the sales process is done before this step.
Delight: Great! You’ve got customers, but that doesn’t mean you can ignore them. You can turn them into brand promoters by holding events, and offering smart content. By appreciating and nurturing existing customers, you'll build loyalty that no money can buy.
Ok, you think, this is all very good and well but it looks complicated. Well, it doesn’t have to be. HubSpot Marketing is a tool that oversees the whole marketing process for each customer, from the second they first land on your website, until they are a brand advocate.
With HubSpot Marketing you can set up your buyer personas, workflows. You can track and optimize the whole process based on analytics you receive directly from the HubSpot Marketing platform. This means you can see which campaigns are working, and prove that your content is worth its weight in gold.
Don’t forget your inbound marketing strategy takes time and persistence, it can take up to a year of blogging before you see big results, but the effort is worth it!
PieSync can help you migrate your existing data to the HubSpot platform
If you’re seriously thinking about moving to a platform like Hubspot, but you’re worried about migrating your data, PieSync can help! We can sync two-way and in real time between HubSpot and many cloud apps.
If you’re already a HubSpot users and you’d love to trial two-way synchronization using PieSync, head on over to our web page and set up your sync in under 5 minutes.