Of all the world’s plagues—disease, famine, war, pollution—modern society is perhaps most successful at defending against this one: outbound marketing.
Like it or not, outbound marketing is going the way of chicken pox. Most Americans are now immune to marketers’ unsolicited messaging, thanks to do-not-call lists, pop-up blockers, SPAM filters, and TV technology that can fast-forward through ads (even the funny, talking animal ones), and a collective hatred for junk mail. In short, consumers are saying, “Don’t call us; we’ll call you.”
And they do. Today’s clients and consumers actually do take the lead in finding and contacting the businesses they need. So before you get discouraged about diminishing outbound opportunities, get excited about inbound marketing—particularly, HubSpot for inbound marketing. It’s an easy, empowering way to speak to your best prospects, on their chosen terms.
At PMG, we’re huge HubSpot fans. In fact, we’re HubSpot certified partners. This post is the first in our HubSpot series, which will explain the many cool components of a HubSpot-fueled inbound marketing campaign. Part One is all about client attraction and inviting new visitors to review your business. Later on, we’ll explain how HubSpot can help you turn visitors into contacts, and contacts into sales.
Why does my business website need more content?
For starters, great web content can improve your search rank. Let’s say, for example, you sell hockey pucks in New Hampshire. When someone searches Google for “NH hockey puck,” you’d probably like to be among the first two or three websites displayed, right? Getting there requires content.
Search engines like Google “reward” websites that provide unique, relevant content by ranking them higher among related search results. Search engines give points for organization, originality, style, and even for frequent updates. You can convince the search engines that your services and solutions are the best fit for these clients, when you publish informative content on your site. Using different sets of keywords that align with target audience needs, you’ll begin to improve your page rank—climbing higher and higher up the list of search results that potential clients click on.
How can HubSpot help me with website content?
Many small businesses avoid website improvements because the work is too frustrating and time consuming. Writing new articles and homepage copy is already a chore… not including the hassle of getting your updates to display correctly. If your website is confusing or temperamental, HubSpot has the content tools you need. You can use HubSpot’s content management system or integrate its website manager functionality with your existing CMS. Either way, updating your site content is as easy as basic word processing.
How does HubSpot help with social media marketing?
If you have three or four hours of free time every day, you can surf all the social sites (Twitter, Facebook, LinkedIn, YouTube, etc.), combing through the articles and threads that might matter to your business. Or, you could ignore social platforms altogether, trusting that your resume and longtime industry presence will speak for themselves. Both of these are bad ideas.
Today, social businesses are reaping huge rewards. You need to be a part of the conversation, without spending all day trying to find it. Enter HubSpot.
HubSpot’s social media tools and Brand Wizard technology will automate all your social media searching and skimming. Relevant stories are collected for you, so you can quickly decide if you want to share, comment, or redirect the conversation. When you don’t have to waste time wading through the noise, you can focus on smart and timely contributions. Over time, total strangers will recognize you as an authority, exponentially increasing the value of your social media efforts.
Why does my business need a blog?
Blogs offer an effective way to drive traffic to your site… and keep it coming back. Just like your main site pages, blogs can be fortified with relevant keywords, which can help you rank wider and higher when prospects are looking for information about your industry.
More importantly, individual blogs answer common customer questions. Since we know that lots of clients search for information before they’re ready to buy, you want to anticipate your market’s seasonal needs and overarching concerns. Then, you want to build trust and credibility with great answers. Blogging helps you do that—with more specifics and examples than you could offer in an evergreen webpage.
Blogging is also the perfect venue to show your personality. Posts are intended for more casual reading—so a fun, informal tone is ideal. Besides information, customers are looking for an inside view of your business: your background, your working style, your day-to-day insights. A great blog can differentiate you from generic-sounding competitors who only speak sales.
How can HubSpot help me start or improve my business blog?
HubSpot offers super simple blogging software to get you started. If you can write an email, you can post a blog. HubSpot makes it easy to edit and share your posts, while giving you quick SEO tips on titles, tags, and keywords. When you’re done posting, HubSpot analytic tools will show you if blogging is worth your time, by outlining page views, comments, inbound links, and more.
How does all this attraction translate into improved sales?
Your business on HubSpot is like a little black dress, backed by candlelight. You look great. Clients love what they see. You draw in all the right kind of attention, even if you haven’t been to the gym in ages…
Seriously, HubSpot is an all-in-one tool that will overhaul your inbound strategy. We’ve seen it work for a long list of clients, which is why we’re posting this series. Stay tuned for next week’s post (HubSpot Part Two), all about converting site visitors into promising contacts.