Inbound marketing with HubSpot

In this article we discuss Inbound marketing with HubSpot, how this fantastic marketing activity can increase the number of leads and customers and grow your eCommerce online sales.

Inbound marketing represents the strategy that puts the person at the center of all relationships with the company.

The goal of this innovative business strategy is to provide useful and valuable information to meet the needs and wants of the person who connects with the company.

Otherwise, the only data the person has to decide whether to buy from your Company remains the price.

Newsletters are the basis of the strategy that goes by the name of Inbound Marketing.

Let us start by saying that, as much as possible, Newsletters should be used as a Communication and Information tool, minimizing the commercial aspects.

Inbound Marketing Strategy, disseminated worldwide by HubSpot, is to send useful and relevant information to our users, creating the right loyalty relationship.

I know, it sounds like the usual Markettarian pippa, but I assure you it is not so.

Let’s take an example.

You are a grill enthusiast and decide to buy a new barbecue.
Then you go to Google and do a search. You find 2 websites that particularly inspire you.

However, you are still not clear about which barbecue you want to buy, so you decide to sign up for their Newsletter.

The moment you click the submit button, you are automatically entered into the newsletter of the 2 sites.

The first site has set up an email marketing strategy for this reason it immediately sends you an email with a special welcome promotion, related to 3 particular barbecue models.
But you still don’t know which model perfectly meets your needs.
You are puzzled and decide to think about it for a while.

After 3 days, it sends you a newsletter again with an even more aggressive promotion.
The first thing you think is, “They were trying to rip me off.”

In fact, if you had purchased the product right away, at the first promotion, you would never have received that second email.

Symbols pertaining to the world of email marketing. In the center is the purple lettering "Email Marketing."

The second site, sends you an initial newsletter that features some in-depth articles on 3 different types of barbecues: the gas barbecue, the charcoal barbecue, and the wood barbecue.

You’re a barbecue lover, but you know perfectly well that you don’t like to stress.
Your ideal solution is a GAS barbecue, even if you don’t yet know which model is right for you.

Decide to read the in-depth article on gas barbecues.

As anticipated, the site in question uses HubSpot’s Marketing Automation system.

The moment you clicked on the article link in the newsletter about gas barbecues, the user profiling process began.

Inbound marketing with HubSpot: how to

Now Hubspot knows that you are interested in a gas barbecue, but does not know which specific model.

Then, 3 days later, you receive a new newsletter dedicated to gas barbecues, which contains 3 new articles explaining the different types of cooking, based on three types of models:

table model
portable model ideal for out-of-town jaunts
super equipped garden model

For you, barbeque is a moment of pleasure to share with your friends and you want to have everything at your fingertips.

Click on the article that talks about the “super-equipped garden model.”

This information is also saved in HubSpot.

The process continues until the system has perfectly profiled the user, providing relevant and valuable information:

How to perform barbecue cleaning
how to cook a T-bone steak to perfection
What kind of maintenance to perform to keep your barbeque looking new
… etc..

Through this strategy you create credibility, trust and loyalty in the user, transforming them from an unknown user (subscriber) to a happy customer.

Inbound marketing with HubSpot and buyer’s journey

The buyer’s journey indicates the path a person takes to become our customer.

It is an extremely important element of the Inbound Digital Marketing strategy and is one of the winning factors that enable you to grow your Company’s Business.

Inbound marketing with HubSpot: the right message, at the right time, to the right person!

The buyer’s journey is a strategy divided into 4 phases:

Attract
Convert
Close
Delight

Buyer’s journey: ATTRAI

By publishing useful and relevant content on the website and social channels that responds to web searches, we have the opportunity to attract lots of new users.
People who are not familiar with your company, services and products.
Thanks to online search, they got in touch with your Company because they need to fulfill a need.
At this stage, the person goes from stranger to visitor.

Marco is looking for a barbecue and wants to get an idea of what the market has to offer.
He does some online research and chooses the sites that best meet your needs.

Buyer’s journey: CONVERTI

New users have the opportunity to read content, watch videos, read the detail of your products and services.

In this way, a relationship of trust is created that allows an unknown user to be turned into a new contact.

The user considers you to be an expert in your subject, so they contact you for a quote or more information.

At this stage the person goes from visitor to contact.

Marco finds a site full of information.
There are data sheets explaining different models of barbecues.
The comparison tables.
Videos of some happy customers with their barbecues.
You think, “these are experts.”
You decide there to ask for information!

Buyer’s journey: CLOSE

The user considers you an expert in your subject and has asked you for information about your products and services.

Through a preestablished procedure, we can interact with the user through additional actions and channels such as:

E-book
Trial Lessons
Articles
Links to Webinars
Demonstration products
Demo 1 to 1
The user becomes a Customer.

For example, you may decide to send technical and commercial support references, videos on how to prepare the perfect grill, explanations of how to perform maintenance, etc.

At this stage the person moves from contact to customer.

Marco received all the useful and essential information to decide to purchase the right barbeque that meets his needs.
Marco becomes a Customer.

Buyer’s journey: DELIGHT

If you adopt Inbound marketing with HubSpot, it is because you have realized that the 4th phase, “delighting your customers” and potential customers, is the most delicate but also the most important for your business.

In fact, the customer who feels “pampered” by your company will become its promoter and will speak well of you and your products and services, to his or her contacts.

At this stage the person moves from client to promoter.

Marco is overjoyed with his new barbecue and talks about it with his Friends who also decide to buy the same model of barbecue.

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