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The Architectural Tour of Inbound Marketing

by John Aikin on May 18, 2017

This post will answer the following questions:

  • What kinds of content are necessary for effective inbound strategies?
  • What roles do blogs, emails, web content, and social media play in generating online traffic, funneling leads, and converting customers?

As a HubSpot user, you already know how well the platform integrates every part of your brand’s digital presence. Just a little bit of smart marketing automation goes a long way. But the deeper you dive into HubSpot’s functionality, the more overwhelming it can seem; between blogs and emails and social posts and landing pages, there is so much you can do. So what should you do?

Think of your inbound marketing strategy like a house. Every house needs a door, a foundation, walls, and windows. Without any one of those pieces, you don’t really have a house. The same is true for inbound marketing. Those different components–blog posts, marketing automation software, emails, and social media–all play an important role on their own, but together they make a complete, effective strategy.

Let’s take a tour of that strategy and see what each component does.

Blogs: The Front Door

The front door to your home is the place where you welcome your guests and make a first impression. Likewise, the blog posts you publish as part of your inbound strategy will often serve as an entry point for visitors to your website. With proper keyword research, every post will widen your organic search reach, helping to answer the questions on your audience's minds and to bring them to your site in their moment of need.

The numbers back this up and clearly set up blogs as an indispensable part of the inbound equation. B2B companies that blog generate 67% more leads per month than those who don’t. B2C companies have an even higher effective rating at 88% more leads per month.

Related: Ultimate Conversion Rate Optimization Checklist

Marketing Automation Software: The Foundation

Once you get them inside the door, you’ll need a firm foundation for your visitors to walk on. Your website and the marketing automation software it utilizes will serve as the basis for everything else in your strategy, providing support for the doors and the walls and keeping the whole house standing. Every landing page you publish, every call to action you drive traffic to, and every email workflow you set up will provide the necessary framework to take visitors from your blog through your funnel towards an eventual action, whether it be a lead capture or, ultimately, a sale.

Whenever you’re working within HubSpot, imagine that you’re drawing up the floor plan for the house that is your inbound marketing. If someone comes to your site through a given blog post, what next steps can they take to get where you want them to go? Match your customers’ journeys with valuable content on your website, and you’ll find that your investment in HubSpot was worth the cost. In fact, a Nucleus Research report shows that CRM software pays back an average of $8.71 for every $1 spent.

Email Workflows: The Walls

Inside a home, every room serves a different function. Architects split the greater space of the house into functional rooms: the kitchen, the bathroom, the living room. In the same vein, your brand serves a variety of purposes for the different personas you target. In order to make the most of your inbound efforts, you can utilize email workflows within HubSpot to help segment your audiences and drive them to the areas of your business most relevant or useful for them. Those workflows become like the walls in the house according to the floor plan, separating users into different rooms, or content funnels.

So if a user on your website enters through a given blog post that’s relevant to one specific service you offer, that blog post should be connected to a form of some kind. Users who fill out that specific form should be given email content related to that same service you offer. The more time you invest in your email workflows, the more targeted you can be with your content as you nudge readers along toward your goal for them.

Social Media: The Windows

Windows welcome in sunshine and fresh air, and they also offer people inside a house a glimpse at the world outside. Think of your social media the same way. Through platforms like Facebook, Twitter, or LinkedIn, you can look outside of your own domain and find customers wherever they already are. And since up to 46% of online consumers rely on social media to make purchasing decisions, it’s key to be genuine and provide value as you enter into conversations on the social web.

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At the same time, a window is a great place to set a pie to cool and entice neighbors to stop by for a piece. By building a social following and sharing your blog posts and other content online, you’ll drive increased traffic to your site and welcome more visitors to your home.

With a little attention and a lot of care, you can use HubSpot to make your website an inviting home any guest will love to visit. If you’re ready to go all-in and make the most of every door, wall, and window, download our latest whitepaper, The Great HubSpot Migration: A Guide to Going Live with a HubSpot Website.

Topics: marketing

Are you using HubSpot for your marketing?

There are two broad categories of HubSpot users: those who use it as a supplement to their marketing efforts and those who dive in and host their entire marketing suite on HubSpot. We have found in our experience that companies whose websites are hosted on HubSpot have more inbound marketing success. This is because HubSpot’s templates are built to help you succeed.

Check out this free guide to see how easy switching to HubSpot can be!

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