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How To Create Content For Inbound Marketing

At Raidious, we’ve recently started using HubSpot for our Inbound Marketing needs. I’ve been the one tasked to get inside the tool and learn its functionality. I want to share some of the in and outs of this tool and offer insight on how it may be applied to create content for Inbound Marketing.

First, let me define what “inbound marketing” really is.

Inbound marketing involves how your company or brand creates and shares content for your online audience. By creating specific content to reach your ideal customer, inbound marketing will attract qualified prospects to your website, social channels, etc. and keep them returning for more.

If you join HubSpot, you will learn how to benefit from this Inbound Marketing Methodology:

Inbound Marketing Methodology

As shown, there are four marketing actions you must act upon to gain visitors, leads and customers: attract, convert, close and delight. Each action has tools that can be used to accomplish its purpose. Keep in mind that these actions are not the only place that the tools can come into play.

Attract
This action is where strangers become visitors. At Raidious, we don’t want just anyone visiting our site; we want our ideal customer — or “buyer persona”. Buyer persona represents the in and outs of the customer. It includes personal and demographic information, goals, challenges and much more. Blogging, social media, keywords and pages are some of the most effective ways to attract the right customers to your sites. Blogging and social media allows you to share relevant content and information and engage with your prospects. Your customers will more than likely use a search engine to look up keywords they want to find information about. To ensure your company is popping up, you must optimize your page, create content and build links around these keywords that potential customers are using.

Convert
Everyone wants their visitors to turn into leads, right? To get these leads to convert, you have to obtain their contact information. How is this done? Provide them with an offer, of course! These offers can include ebooks, white papers, webinars, ANYTHING! Important tools to use when converting visitors are:

Call-to-actions
Landing pages
Forms

Hubspot provides an extremely easy method to create CTA’s, landing pages and forms. You are able to keep track of all the leads you convert in one location.

Close
Now this is any salesperson’s favorite action — when you turn that lead into an actual paying customer. The questions is, how do you accomplish this goal? Creating an email campaign with relevant content from the responses to offers can build trust with your prospects and make the buying process easier. Integrate with your CRM system to analyze your marketing efforts and leads. Determine if your sales team is effectively closing your best customer leads.

Delight
Just because someone has become a customer doesn’t mean you can forget about them. Continue to engage and delight your customers like you would potential prospects. This could lead to an upsell with your current customers due to the amazing content you are sharing or the relevant CTA’s you are providing.

In order for inbound marketing to occur, you should utilize this methodology. By using these actions and tools, you can create and deliver the content that will attract visitors, convert leads, close customers and delight promoters.