The concept of inbound marketing it completely overturned the key points of the traditional marketingshifting attention to customer needs and on quality of relationships with businesses. This made it essential to focus on all points of contact, with obsessive attention to every aspect of the relationship. Such management, however, requires valid support, which can intervene at every stage of the strategy. In this article I will explain how to manage theInbound Marketing with HubSpot, there marketing automation platform designed to intervene concretely in marketing, sales and customer service processes.
Why am I telling you about HubSpot instead of other marketing automation platforms? What added value can it bring to your business?
In the next paragraphs you will find all the answers to your doubts, but I want to tell you that one of the HubSpot’s strengths is that it is a platform created precisely to carry out marketing automation, overcoming the logic of traditional marketing and door-to-door sales.
What does inbound marketing have to do with HubSpot?
The answer is simple: the techniques of Inbound Marketing they aim to intercept the user when he searches for an answer to his problem, while HubSpot allows you to follow the customer throughout his journey, offering him possible solutions.
We see how HubSpot works and how it can intervene in the growth of your company.
If you want to talk directly about your specific situation, click the button below and find out how I can help you.
What is meant by Inbound Marketing
Do you ever happen to be about to have dinner, and receive a call from a stranger offering you some type of unsolicited service?
What I have described to you is a very common situation, in which each of us has found ourselves at least once in our lives. This is a classic example of outbound marketinga traditional marketing approach that puts the product and the brand at the center.
The mechanism is linear: you interrupt people with messages designed specifically to attract attention. The interruptions produced can sometimes also be effective but, more often than not, they are a source of disturbance that causes unpleasant reactions, attracting complaints and insults to the poor seller.
On the contrary, theInbound marketing proposes solutions in line with user searches, offering relevant and valuable content.
The expression Inbound Marketing it was coined by HubSpot to describe an analytics-based customer approach, where the experience offered is in line with the wishes expressed during their experience customer (or buyer) journey.
What does Inbound Marketing mean exactly?
The literal translation is inbound marketing and indicates a process in which the customer is attracted by the brand with valuable content.
Unlike traditional marketing systems, therefore, the centrality of the process is attributed to the potential customer, who is attracted to the company website with content selected based on his preferences. And that’s where we try to convert the lead into a customer.
Inbound marketing bases its success on a very structured methodology, based on some main steps:
- Attraction: users are attracted to the site;
- Involvement: you offer valuable content to transform visitors into contacts;
- Delight: a targeted communication with customers is created.
Would you prefer to receive the information you are looking for or be bothered with random offers?
Let’s see what support HubSpot can offer you in yours Inbound Marketing strategy.
What is HubSpot for?
HubSpot it is an extremely functional tool for manage inbound marketing and sales. Thanks to this software it is possible automate many repetitive actions e program the activities that characterize marketing and sales, such as sending newsletters and communications to contacts, booking appointments, managing tasks, after-sales assistance.
But HubSpot’s features certainly don’t end there.
Thanks to the marketing platform, you can plan social media activities, manage ads, create landing pages and monitor user behavior.
Calculate how many resources the ordinary management of all these activities requires.
Does it make sense to employ staff to carry out tasks that can be successfully delegated to software?
I am making these considerations because I would like you to reflect on the time and economic resources that go the wrong way every day.
Thanks toInbound marketing with HubSpotyou have the possibility of accessing a set of tools organized in “Hubs”, which can be purchased in bulk or combined depending on the needs of the company:
- Marketing Hub;
- HubSpot CRM;
- HubSpot Sales Hub;
- HubSpot Service Hub.
Using these tools it is possible to follow the entire customer journey and plan the appropriate action for each phase of it.
Because HubSpot is the Inbound platform par excellence
Chosen by almost 100 thousand companiesHubSpot is one of the most complete software to do marketing automation.
It’s one all-in-one platform which allows you to centralize many company activities: from the same control panel you can manage site updates, monitoring both SEO and user experience; work on the creation of new leads by creating effective calls to action and pre-set landing pages; simplify external and internal communication flows.
Furthermore, the scheduling functions allow you to create an editorial plan for social media and schedule the automatic publication of posts.
Another function designed specifically for sales optimization is the use of workflows.
Compared to other Inbound Marketing platforms, what does HubSpot offer differently?
Unlike other platforms like Marketo, Pardot and EloquentHubSpot combines the functionality of a CRM to those of marketing automationpresenting itself as a complete and successful tool.
It can be implemented with other tools and platforms, so as to offer a integrated work ecosystem highly personalized.
Every customer interaction is tracked and monitored, so that the relationship can be followed up by any member of the sales team. Its reporting service allows you to optimize your site and marketing activities at any time, providing real-time data.
Its peculiarity is that of giving a central role to the customeraround which to organize all the other activities. This type of model is called flywheel or Flywheel. I’ll explain what it is about.
What is the Flywheel Model and how does it work
Compared to a few years ago, marketing has radically changed the way of conceiving the customer: he is no longer the objective of the strategy or the final point of the sales funnel but becomes part of it, becoming the fulcrum of any action.
The Flywheel modelflywheel in Italian, perfectly describes a relationship in which strategies are used to acquire and maintain the customer over time, offering a very high quality user experience.
There concentric structure of the flywheel continues its rotation process only thanks to the forces that power it: the functions of sales, marketing and services which are fed in the phases of attraction, involvement and pleasure.
When a solid customer base is created, the flywheel continues its motion autonomously, thanks to satisfied customers who share their experience and involve other people.
However, they also exist opposing forces which create friction and slow down the movement of the flywheel.
But which elements can negatively affect the rotation of the flywheel?
The opposing forces they come from both inside and outside and must be managed quickly to avoid having a negative impact on the company’s performance. Among the most typical examples we have the lack of alignment between the various teams and intermittent communication towards the customer, problems that can be resolved thanks to the features of HubSpot.
Work with HubSpot partners to achieve your goals
THE‘Inbound marketing it gives the opportunity to build solid relationships with customers, starting from the first interactions and continuing in the post-purchase phases, offering valuable experiences on every contact occasion.
According to the Flywheel model, thanks to the inbound marketing it is possible to offer people aunique and personalized experience throughout the purchasing journey. An experience that will be told and shared with pleasure, continuing to fuel company growth and, consequently, your turnover.
So that no reasons for friction emerge during the relationship with the consumer and the relationship can bring lasting results, it is essential to have a business flow extremely efficient. Thanks to HubSpot you can count on a concrete support for your inbound marketing strategywith one all-in-one platform that unites marketing tools, CRM, sales pipeline control and customer relationship management.
If you want to take advantage of the advantages of inbound marketing, it is essential that you have an advanced marketing automation tool capable of supporting you at every stage of the work.
To learn more about the benefits of inbound marketing with HubSpot, click the button below and book your consultation. As a HubSpot partner I will provide you with concrete support in configuring the platform and will help you give the right input to your sales.