How does Inbound Marketing Work?


Inbound marketing works by helping brands attract, convert, explore, and delight new customers. Click now to learn more!

how does inbound marketing work

How does inbound marketing work?

The right inbound marketing content can produce cool results.

Inbound marketing uses a 4-step methodology to drive results and ROI:

how does inbound marketing work

Attract

  • SEO
  • Blogging
  • Social media
  • Paid marketing
  • Website/mobile
drive conversions through inbound marketing

Convert

  • Offers
  • Lead Pages
  • Calls-to-action
  • Email marketing
  • Conversion forms
close more sales deals

Explore

  • Automation
  • Sales alerts
  • Lead nurturing
  • Email marketing
  • CRM integration
delight your clients with customer service

Delight

  • Feedback
  • Automation
  • Social media
  • Product training
  • Customer service

Step 1: Attract

Inbound marketing begins by attracting prospects to your website. This can be accomplished using a variety of tactics, including: SEO, blogging, paid search, social media, display advertising, website optimization and more.
 

The ROI of blogging

Publishing blogs regularly has been shown to drive measurable marketing ROI.
[Source: HubSpot | N = 2,300]

 

Blogging and lead generation

Companies that update their blog regularly receive 126% more leads.
[Source: HubSpot | N = 2,300]

 
social media is crucial to success with content marketing

Embracing social media

If your goal is to be top-of-mind, engage current and prospective customers, drive quality website traffic and produce more qualified sales leads — you can't ignore social media. 

 

HubSpot's social tools help:

  • Monitor your profiles
  • Grow your follower base
  • Create and schedule posts
  • Promote your company blog
  • Reply to comments and messages
  • Measure social media ROI
  • And much more
 

Drive traffic with Facebook

Growing your company's Facebook following could help dramatically boost site traffic.
[Source: HubSpot | N = 2,300]

Step 2: Convert

Once prospects visit your website or lead page, your job is to present a clear call-to-action (CTA) and to make it as simple and quick as possible for the prospect to convert. That's the inbound way.
 

landing pages help drive more conversions

Landing pages

Directing prospects to the home page of your website may ultimately lead to a conversion, but it leaves too much to chance. Landing pages help savvy marketers drive conversions by leading prospects down the desired path.

 

HubSpot's conversion tools include:

  • Smart content
  • Promotional offers
  • Calls-to-action (CTA)
  • Accessible lead forms
  • Optimized landing pages
  • CRM tools and integration
  • And much more
 

Landing pages drive leads

Companies that utilize more landing pages enjoy significantly greater lead volume compared to those that use few landing pages, or none at all.
More landing pages = more leads.

 
HubSpot's CRM tool helps companies close more sales through content marketing

Better lead management

Lead management and robust CRM features and integrations ensure your sales team never misses a follow-up opportunity. Plus, prospect insights and notes make cold calling a thing of the past. Better technology = better sales.

Step 3: Close

Once a prospect has indicated interest in your services, it's up to you and/or your sales team to close the deal. Closing is the most important step in the selling process — yet it's also the point where most sales are lost.
 

content marketing and sales go hand-in-hand

Streamline your sales process

Through HubSpot, your sales team can use advanced sales and marketing software to help close more deals. HubSpot's technology can be integrated with your SalesForce account, or you can use its built-in sales and CRM tools.

 

HubSpot helps close deals using:

  • Lead scoring
  • Lead nurturing
  • Personalized email
  • Automated marketing
  • Prospect insights and notes
  • Closed-loop sales reporting
  • And much more

Step 4: Delight

It's time consuming and expensive to earn new customers, which is why delighting your existing customers is imperative to the long-term success of your business. Just look at companies like Amazon, Zappos, BirchBox and Apple. They've turned amazing customer service into a business model — and they're thriving.

personalization is part of what makes content marketing so powerful

Personalize your marketing

A recent survey from HubSpot revealed that personalized marketing content performs 42% better than generic content.

Because consumers forfeit so much of their personal information to "big data," they now expect a personalized marketing experience.


HubSpot creates customer delight using:

  • Social media
  • Smart content
  • Feedback forums
  • Personalized email
  • Calls-to-action (CTAs)
  • Marketing automation
  • Product announcements
  • Ongoing product education
  • And much more