Marketing is critical to the success of a business. Notably, inbound marketing gives your company an entry point, for audiences to find and engage with you. The inbound approach, and HubSpot inbound marketing in particular, still remains one of the most popular strategies for B2B marketing, with 75% of marketers believing that it is an effective way to reach buyers.
However, the best marketing requires a clear strategy, generated using marketing tools that keep campaigns on track.
HubSpot inbound marketing hub is a vast platform that offers users a lot of customization and freedom when distributing their content. In this article, we will discuss the various ways that you can utilize inbound marketing and your overall marketing strategy.
Guide to B2B SaaS Marketing
Determine Your Marketing Strategy
The best marketing strategy is a strong mix of different approaches: inbound, outbound, and paid. Within all three approaches, you first need to have a strong understanding of your target audience and your optimal buyers.
Inbound marketing is a great underlay for visitors to get a solid understanding of your position within the industry and how you can help them. Leads are qualified as they move through the customer journey, making them ready for a sale.
The most common form of inbound marketing is through the use of content. High-quality content positions your business as a thought leader in the space, and a trustworthy source.
Once you’ve chosen which approach you will use, you need to decide on the medium within that approach. For inbound marketing there are a variety of different pieces of content that you can utilize, from blog posts to videos.
How Can HubSpot Inbound Help?
The HubSpot platform provides tools to help with a variety of marketing strategies, as well as clearly showing what is working, and what is not. Consider utilizing HubSpot CRM to manage content, SEO, analytics, and more.
Content Marketing
When it comes to HubSpot inbound marketing, content is king. As mentioned, the right content can solidify your stance as a thought leader within your industry. Depending on the stage of the buyer’s journey that your customer is in – they will need different types of content to inform any decision they make.
As a best practice, your content should cover a variety of topics; both blanket topics and more in-depth ones. This content should be high-quality and written with your audience in mind.
You should also utilize a variety of formats for successful HubSpot inbound content. Don’t just write a mass of blog posts and expect results. Cornerstone pages with blog sub-topics are vital for your company to win on high-level keywords with a higher difficulty. Cornerstones provide you with an opportunity to discuss high-level topics, and then filter them down into more niche and specific components of that topic.
Downloadable content is a good way to introduce utilizing gated content to gather contact data. By creating more in-depth and specific content based on your customers’ needs, you can indirectly deepen your relationship with them. Downloadables often come in the form of white papers, ebooks, or even something simple like an infographic.
Video content has also proven to be more effective in recent years. Some people don’t have the time to sit and read a long-form piece of content, nor the desire to. Cater to an audience that enjoys video content, summing up the written content in a visually rich medium.
SEO
No matter what route you take with your HubSpot inbound marketing, there is one thing that you need to focus on throughout the process. Your inbound content needs to be optimized for SEO. Without good SEO, your content gets lost in the noise, and is unlikely to reach your buyers.
HubSpot inbound marketing hub offers SEO optimization, and there are plug-ins that you can add to your CMS (Content Management System) to analyze your content. The plug-ins provide different analytics, allowing you to improve SEO performance versus other competitors ranking for the same keyword.
It is a best practice to not just optimize your blog content, but every page on your website so that it loads faster and runs smoother. This will help to boost your site onto the first pages in keyword search results.
Social Media
Like video content, social media has grown to be some consumers’ source of truth for all things: news, entertainment, and potential partnerships. It is important to link your content to your social platforms as part of your campaigns and marketing strategies. Social media can be used to provide value to your buyers, and is also useful within outbound strategies.
LinkedIn is the preferred social media for businesses and professionals to communicate and build relationships. By posting your content on the platform, you can open doors to speak with decision-makers “face-to-face”.
HubSpot inbound marketing channels also give you tools to help you manage your social media feeds in one place, allowing you to schedule your posts throughout the day on different platforms.
While managing your social media platforms through HubSpot inbound marketing hub, it is important to regularly check any replies and messages on your social platform. Creating a positive environment for your contacts and customers will improve your social image and create clear brand recognition. If they have any questions, ensure that you answer them promptly.
Inbound Sales
While HubSpot inbound deals mostly in marketing, it is still important to keep your sales teams in the loop. Once visitors convert to using your HubSpot inbound tools, your sales team will need to get into contact with them to discuss their situation further. HubSpot offers contact management tools to visualize the sales pipeline, and you can create workflows to keep in regular contact with them.
Utilizing the HubSpot Inbound Strategy
Not only are contact management services offered alongside the HubSpot inbound marketing platforms, but they also provide clear and customizable reports for you to track your inbound marketing process. From here you can check which parts of your strategy are performing well, allowing you to focus on those within further campaigns.
Further down the line, these reports will give you insights into more in-depth behaviors from your customers – allowing you to make more informed decisions about the sales and marketing process.
If you aren’t currently using HubSpot for your inbound marketing efforts, or you feel you’re not getting the most out of your purchase, Nituno can help with the integration and implementation of the HubSpot platform. We are a HubSpot certified partner and have extensive experience with creating HubSpot inbound campaigns.
We can help you draw up a marketing strategy that drives results. Our team can provide you with high-quality, SEO-optimized content that raises your brand image, and positions your company as a thought leader within your space. Get in contact with us today to discuss your HubSpot inbound marketing plans further.
