Inbound Marketing Flashcards
Inbound marketing
The inbound methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you.
Attract
Drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.
Engage
Presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you.
Delight
Providing help and support to empower your customers to find success with their purchase.
What is the Hubspot Flywheel?
The flywheel is a business model adopted by HubSpot to illustrate the momentum your organization can gain by prioritizing and delivering exceptional customer experience.
What are the forces for the flywheel?
You can spin and build momentum in your flywheel by investing in strategies that acquire and retain customers
What slows the flywheel?
Friction. Often the biggest sources of friction for your customers come in the handoffs between teams, so alignment and communication between teams are key to keeping your flywheel spinning.
How to attract with inbound marketing?
- Valuable content
- SEO strategy
How to engage with inbound marketing?
- Communication (Customer service)
- Build relationships
- Values
How to delight with inbound marketing?
- Well-timed chatbots
- Surveys/Feedback
- Social media listening
An inbound marketer’s goal is…
To attract new prospects to your company, engage with them at scale, and delight them individually.
Attract Tools
Ads, Video, Blogging, Social Media, Content Strategy
Engage Tools
Lead flows, Email Marketing, Lead Management, Conversational Bots, Marketing automation
Delight Tools
Smart content, Email marketing, conversational inbox, attribution reporting, marketing automation
Nine Steps to Creating an Inbound Marketing Plan
- Define your Buyer Personas
- Outline your Marketing Triggers
- Create a List of Keywords
- Set Your Inbound Marketing Goals
- Outline Your Content Strategy
- Design Your Lead Nurturing Process
- Create a Conversion Focused Blogging Strategy
- Implement an Inbound Marketing Platform
- Recruit a Team of Inbound Marketing Experts
What is a Buyer Persona?
they are a fictional representation of your ideal customers
What are Marketing Triggers?
the events and pain points that cause users to search for information about your product, service or industry
What are Keywords?
keywords and phrases in your web content that make it possible for people to find your site via search engines.
Keyword research allows you to see?
the estimated search volume by location, how difficult it is to rank for certain keywords and estimate of the cost of purchasing search traffic through pay-per-click advertising
What do you want most from your target keywords?
relatively high monthly search volume and a medium to low competition level
Google’s Keyword Planner
is a great resource to quickly generate a list of relevant keywords and identify search terms that are in your sweet spot of competition and search volume.
SMART means?
specific, measurable, attainable, relevant and timely.
What is Marketing Grader?
his tool reveals how your site stacks up against the competition in terms of filling the top-of-funnel with qualified leads and nurturing them into customers.
Top-of-funnel Awareness:
leads at the top of funnel are typically searching for general information about a subject. Social media, blog posts, videos, infographics and SlideShare presentations are all examples of top-of-funnel content that can easily spread amongst a large audience.
Middle-of-funnel Evaluation:
leads in the middle of funnel need to be introduced to your brand and learn what it is like to do business with you. randed webinars, case studies, free samples, catalogs, FAQ sheets, spec sheets or brochures can be used to effectively introduce your brand while providing value to the viewer.
Bottom-of-funnel Purchase Decision:
leads at the bottom of funnel are most often looking for information that communicates the functionality and benefits of your product/service. free trial, a live product demo, a discount or a complimentary assessment, consultation or estimate.
What is a lead nurturing process?
Email automation gives leads a little nudge or reminder that you have valuable content available at their disposal. This encourages leads to re-engage with your content and move further down the inbound funnel.
Conversion focused blogging strategies
are designed to attract highly relevant traffic to your website with the goal of converting traffic into qualified leads.
Recruit a Team of Inbound Marketing Experts
Inbound marketing strategy
Copywriting
Blogging
Web analytics / data analysis
Front & back end web development
Web design
Search engine optimization
Pay-per-click marketing
Conversion rate optimization
Email marketing
Social media / community management
Project management
Inbound Marketing
The inbound methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at any stage in their journey with you.
