At its core, inbound marketing is about providing valuable information for your best prospects as they search online for services, solutions, technologies, applications, prices, varieties, locations, answers, insights, products – all the things they need to know before deciding who they’ll buy from. Content addresses each prospect type and answers the unique questions he or she asks at the various points in their purchase cycles.
By promoting the content you’ve created – on your blog, on social media like LinkedIn, in emails to your contact lists – you’re going to significantly increase the number of leads coming to your site to consume that content.
Once prospects come to your site to take a look at the knowledge resources you’re offering, they’ll give you credit for the value you’re providing and they’ll give you their contact information in exchange for it.
And now they’re leads, willingly.
Once a lead converts, that contact is put into an automated nurturing program. He or she then receives emails that include offers of additional content on the subject they’ve shown interest in. Nurturing is structured to provide information that’s precisely aligned with where the lead is in the purchase cycle – getting a basic understanding of a topic, wanting more in-depth evidence and information, or vetting vendors in order to select the right one.
Prospect and lead activity around all the elements of inbound marketing – content, email marketing, social media posts, lead conversion pages and downloads – are easily monitored in real-time, and easily adjusted to optimize their performance. This – and all components of inbound marketing – is done using a sophisticated software platform called HubSpot.