Start creating content
A big problem with outbound marketing is that you're pushing content for anyone to look at, but what's the point if they're not the right audience? The idea isn't just to get any old traffic to your website, but the right traffic. The better you know your audience, the better you can understand what kind of content will attract them to your website.
Blogging and SEO
Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. In order to get found by the right prospective customers, you must create educational content that speaks to them and answers their questions.
This obviously starts by finding your way around the HubSpot Blog tool. Take a look here to learn how to create and publish your first blog post to begin. While you're creating your blog post, you can use the SEO optimizer to help point you in the right direction.
Your website pages are your digital storefront. So put your best face forward! Optimize your website to appeal to your ideal buyers and transform your website into a beacon of helpful content to entice the right strangers to visit your pages.
Putting together your website is a monumental task. Often times, this is already set up for you in HubSpot, but in case it isn't or you want to create a new website page, take a look at how to edit and create new website pages here.
Make it easy for your visitors to convert into contactsAt this point, you've got your website up and running and you've begun putting out some top-drawer blog posts. People have started visiting your website and are liking your content, but what not? How do you get your visitors to become contacts in your HubSpot contact database?
Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate leads. You've probably seen them all over the internet. They can look a lot different but you can see the screenshot below points each Call-to-Action on HubSpot's home page:
Ideally, you want your Call-to-Action to link to a Landing Page with an offer for your visitor. In order for your visitor to receive this offer, they fill out a form on your landing page and get added a contact in your database. At this point, you'll be able to email them your offer and continue to move them down the funnel.
if you haven't already, you'll want to get started making some CTAs to place throughout your website. Take a look here to learn how to create a Call-to-Action in HubSpot.
Landing Pages with forms
As mentioned previously, when a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When website visitors fill out a form on a landing page for the first time, that visitor becomes a contact.
You'll want to make sure you've created a simple form that grabs as much information as you think would be relevant and helpful for you without deterring your visitor from filling it out.
Once you've set up your form, you'll want to have a landing page ready where your form can live. Take a look here to learn how to create a landing page and how to add your form to your landing page.
Thank you page with offer
After your visitor has filled out the form on your landing page, you should be directing them to a thank you page where you're including your offer - their reward for filling out the form.
A thank you page is simply a variation of a landing page, but it won't have a form and it will reintroduce your site navigation. Take a look here on how you can set up your thank you page with an offer.
Transform your leads into customersYou're on the right track. You've got your website up, you're generating engaging blog posts regularly, and you've placed some Calls-to-Action around your website that is encouraging your visitor to get an offer via your form. So you've got some contacts that have come in and now you'll want to continue to move them down the funnel, by turning your leads into customers. But how do you do this?
What do you do if a visitor clicks on your call-to-action, fills out a landing page, or downloads your whitepaper, but still isn’t ready to become a customer? A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
Take a look here to learn how to get your first email set up and choose a list of contacts to send your email to.
This process involves creating email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. For example, if a visitor downloaded a whitepaper on a certain topic from you in the past, you might want to send that lead a series of related emails. But if they follow you on Twitter and visited certain pages on your website, you might want to change the messaging to reflect those different interests.
This marketing automation is accomplished via the HubSpot Workflows tool. Take a look here to learn how to set up a workflow in HubSpot.
Delight your customers to keep them coming back and spreading the word
The Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.
Keep track of the social conversations that matter to you most. Listen out for your customers’ questions, comments, likes, and dislikes – and reach out to them with relevant content.
These CTAs present different users with offers that change based on buyer persona and lifecycle stage.
This article hits on the broader notes of inbound methodolgy and is meant to act a resource of what tools to use and how to implement the inbound methodology. If you'd like to learn even more about inbound methodology and all the ways you can attract visitors to your website, check out HubSpot's page on The Inbound Methodology.