101 Inbound Marketing

Inbound Marketing Parts 3 & 4: Closing a Lead into a Customer & Keeping Them Delighted

you've got mailOn my previous blog, I talked about how to convert your visitors into leads with successful landing pages. Now that you have leads, you need to build a relationship with them and nurture them until they are ready to be a customer.

Email campaigns are the fundamental method to nurture a lead. “But I thought email marketing is dead?” Nope, they are not dead. The Direct Marketing Association’s “Power of Direct” Report in 2011 states that the average ROI of email is $1 to $40.56. According to a survey conducted by Message Systems, 63% of marketers cite email as the channel that offers the best ROI.

Many consumers have a negative connotation when they hear the words, ‘email marketing’, so you have to be especially careful when creating your emails to ensure that they are not considered as spam. “How do I do that,” you ask? Make sure they are relevant and provide valuable information to your buyer personas! Also do not overload your leads. When implemented successfully, emails build relationships, brand awareness, and trust. They generate leads, boost social interaction, nurture relationships, and drive sales.

Now that you’re convinced, here are the highlights from the Inbound Certification program: 

101 Inbound Marketing

Inbound Marketing Part 2: Converting Visitors into Leads with Landing Pages

lead generation - provided by HubSpot.comA couple of days ago, I blogged about the first part of the inbound process; attracting visitors to your website. Now that you know the fundamentals of how and what tools to use to attract visitors to your digital presence. What do you do next?

You have to convert these visitors into leads. It doesn’t matter if your website experiences a 100% increase in visits if there is nothing for these visitors to do once they reach your website. They will quickly leave and look at other websites. Furthermore, even if you have content and information that are compelling enough to make these visitors stick around, if there is no way to capture their information, there will be no way to convert them into leads.

Here are the highlights I took away from the second part of Hubspot’s Inbound Certification program (bear with me, it’s a little long):

Part II – Convert

content attract visitors1. Creating Content with a Purpose

  • Content is KING! It is the building block of the Internet. Without any content, there won’t be anything on the Internet. It is how you call to attention strangers on the web and attract them into your space.
  • Create content that your ideal customers love. Base your content on a solution or need, not on a product. Solution-based content increases your authority as a thought leader and level of trustworthiness.
  • Direct all your content to your buyer personas. What problems do they have? What common questions does he/she have about your industry? Who does he/she report to? What does he/she do for fun? How much control does he/she have with the budget? 
101 Inbound Marketing

Inbound Marketing Part 1: Attracting Visitors

inbound-certificationI just took and passed HubSpot’s Inbound Marketing Certification exam! The Inbound Marketing certification tests your knowledge of their inbound methodology; (1) attracting, (2) converting, (3) closing, and (4) delighting.

HubSpot offers nine online class sessions to prepare you for their certification exam, from optimizing your website to perfecting the conversion process.  I have worked with HubSpot in the past and received in-depth training from their consultants when my company signed on with their marketing automation software a couple of years ago, so the inbound methodology is not new to me. I chose to skip the online classes, but I did skim through the presentation slides, which proved to be quite refreshing. There are a lot of good information that I lost sight of somewhere along the way, as well as some new information that I did not know about.

inbound-badgeHere are some highlights that I found most interesting from HubSpot’s Inbound Certification:

Part I – Attract

1. Optimizing Your Website

  • Optimize your website for your visitors first; then search engines.
  • Create and focus on your buyer personas, fictional characters that represent your ideal customers. Target all your optimization and everything you do online to those buyer personas.
  • Build a website that creates a world-class experience for your high-priority buyer personas – good content, simple design, optimized keywords.
  • Important on-page SEO elements to optimize – page titles, URLs, page headers, content, and meta descriptions.