Inbound Marketing – examples and tools

In this post, you’ll find an overview of Inbound Marketing and some examples of how to use it.
Inbound Marketing x Traditional Marketing
At traditional marketing, tools are developed to find customers and to show them the brand products.
With the technological advance and facilities, the consumer is empowered and can access information about products and services, before to buy it.
With this context was born Inbound Marketing. It’s the marketing adaptation to the buyer process evolution.
    “Inbound Marketing is attracting customers through relevant and helpful content and adding value at every stage of your customer’s buyer journey.” (HubSpot Academy)
How Inbound Marketing Works 
To create an Inbound Marketing, you need to provide useful and helpful content so potential customers can find you through blogs, source engineers, social media, email marketing, etc.  

HubSpot Inbound Marketing Methodology
HubSpot created a Methodology to help Inbound Marketing development,  according to the buyer process.
#HubSpot suggests that is necessary to create different content, according to the moment that your target is. At this moment, they nominated target in #BuyerPersona.

If they are STRANGERS, is necessary to create a content to ATTRACT.
If they are VISITORS, is necessary to create a content to CONVERT.
If they are LEADS, is necessary to create a content to CLOSE.
If they are CUSTOMERS, is necessary to create a content to DELIGHT, and them covert them in the brand PROMOTERS.
HubSpot Inbound Marketing Methodology (HubSpot Academy)
Buyer persona / Buyer Journey
Buyer Persona
It’s important to understand who is your buyer persona, it means, who you are trying to reach.
There are some techniques to help you in your buyer persona creative process:
1-    You can do research to help you understand your buyer persona. For that you need to do the right questions, like: 
a.    Who are your current customers?
b.    Who are your former customers?
c.    Who are your prospects?
d.    Who are your co-working at this moment?
You can identify trends. For example, if you have a specific product with “vegan” characteristic, you can identify a specific group that may like your product. 
Create persona profile stories is helpful to understand personas and to try to help them according to their necessity, not yours.

Buyer Journey

Buyer journey is the process your buyer persona does before to buy a product/service.
Awareness stage → they started looking for something. At this moment all brands/features. 
Ex: I need a new smartphone.
Consideration stage→ now they have a little more information and knows exactly the features they are looking for. Ex: I need a new smartphone with a good camera, connectivity and friendly to use.
Decision stage → now they have a decision about what product to buy.
Ex: I want a Samsung Galaxy S8.

Inbound Marketing Tools

Photo by Thomas Lefebvre on Unsplash
It’s possible to see some examples and tools at these companies: HubSpot and Help Scout. 
To show it, we’ll be using the HubSpot Inbound Marketing Methodology explained before.

Tools To Attract 

Objective: to Attract Strangers and convert them to visitors.
Tools being used: Blogs, SEO and Social Media.
Blogs
Blogs with useful and educational contents
According to  HubSpot, a Blog with educational content is the best way to attract new visitors.
“A blog is the single best way to attract new visitors to your website. In order to get found by the right prospective customers, you must create educational content that speaks to them and answers their questions”
(HubSpot Inbound Marketing – Blogging )
To create an educational content, you need a Content Strategy.
“Your customers begin their buying process online, usually by searching to find something they have questions about. So, you need to make sure you’re showing up when and where they search. To do that, increase your presence with tools that help you define and implement your content strategy.”
(HubSpot Inbound Marketing – Content Strategy )

In other words, the blog needs to help customers to find right answers.


There are some techniques that can help with this content development. The first one is thinking about what your customers are looking for.

Your educational content can be some tips about your product, about your market, some questions your customer has.

Another technique is to talk with your customer adviser department and see what are the biggest theme that your customers call or send messages asking for example, how to use something, or how to avoid another thing, or how to choose something.

HubSpot  example: “How to Calculate Customer Lifetime Value”
Help Scout example: How to Rebuild Customer Loyalty After a Data Security Breach.
Analysis/Result:
They are creating helpful content, with different themes, always posting, and using all tools to help their target to find the right answer and to leave them to their website. 
Blogs posts with a call to action
According to #HubSpotAcademy, Blogs with a call to action is a strategic tool to intensify the blog conversion. 
For that it’s important to add, at the end of your blog post, one call to action, that can be to download e-Book, to ask more click here or click here for a free tool or monthly free etc.
To understand how HubSpot and Help Scout are using this tool, one analysis were made, with 5 posts from each company.
The posts were chosen randomly. 
The result is showed with or without, it means: 
With: the post has a call to action at the end.
Without: the post wasn’t a call to action at the end.
Help Scout posts: 
Blog Theme
Date
Result
Call to action
What We’ve Learned Building a Remote Culture
24 may
Without 
Customer Intimacy: How to Maintain It at Scale
3 may 
Without 
How to Rebuild Customer Loyalty After a Data Security Breach
26 apr
Without
8 Ways to Improve Your Company’s Customer Experience
9 apr
With
Free trial
22 Customer Retention Strategies that Work
20 mar
With
Free trial
HubSpot posts:
Blog Theme
Date
Result
Call to action
6 Ways to Work Together to Achieve Sales and Customer Service Alignment
30 apr
With
Subscribe now
6 Examples of Good Customer Service (and What You Can Learn From Them)
5 jun
With
Subscribe now
How to Write a Great Value Proposition [Infographic]
6 jun
With
Download now free guide
 24 Phrases Guaranteed to Make Intro Emails Successful
4 jun
With
Free sales training course at HubSpot Academy
 5 Ways Customer Loyalty Analytics Can Help Grow Your Business
23 may
With
With subscribe now
Analysis/Result:
It’s possible to see HubSpot doing a great job using a call to action tool, in all posts analysed.
Help Scout blog has only 40% analysed posts with a call to action. 
Is clear that they can improve. In our example, when they are talking about Customer Experience, they have the free trial call to action. Here is possible to improve, giving a call to action like an e-book, ask me more or a link to one webinar with a linked content.
Blogs with keywords   
To help your blog post get a better ranking from Google source engineer, you can do a do a #keyword research and see what your customer is looking for.
To know what keywords your buyer persona is using is an important task and it can help with the blog construction.
One important point about Blog is to use one important keyword per post and focus on to solve “one problem” per blog post. 
It will make your post clear for the search engines.  
Another important point for a blog success is to use those keywords in your post and in your title.
According to a HubSpot Research, “ an ideal Blog Title length is 60 characters” and the best option is to put your keyword at the beginning of the title, if possible, it can help you with better results for your page.
Here we have an analysis of 5 blog post per company.
The posts were chosen randomly. 
The result is showed with or without, it means: 
With: the post has a keyword.
Position: if this keyword is at begging for the title or not. 
Help Scout Posts:

Blog Theme
Date
Result
What We’ve Learned Building a Remote Culture
24 may
With 
Customer Intimacy: How to Maintain It at Scale
3 may 
With 
How to Rebuild Customer Loyalty After a Data Security Breach
26 apr
With
8 Ways to Improve Your Company’s Customer Experience
9 apr
With
22 Customer Retention Strategies that Work
20 mar
With

HubSpot posts:

Blog Theme
Date
Result
6 Ways to Work Together to Achieve Sales and Customer Service Alignment
30 apr
With
6 Examples of Good Customer Service (and What You Can Learn From Them)
5 jun
With
How to Write a Great Value Proposition [Infographic]
6 jun
With
 24 Phrases Guaranteed to Make Intro Emails Successful
4 jun
With
 5 Ways Customer Loyalty Analytics Can Help Grow Your Business
23 may
With

Analysis/Result:
How we can see it’s they are not only using keywords in the blog post title but they are creating a working title.
A working title means that you not using the keywords only, but you are creating your blog title. 
Example: 
Customer service – Keywords.
Customer service with high impact and the result – Working title.
Blogs optimization
You can optimize your blog post in two ways:
    1 – using hyperlinks:  To use hyperlinks to other pages and content is a good tool to support your strategy and to help your customer to find what they want.  
    2- using your keyword around your post: title, body, URL, alt-text (imagens information) and meta description.
The images below are showing how to use keyword optimization:
Blog title → How to Start a Business: A Complete Guide for Startup Entrepreneurs
URL →  https://blog.hubspot.com/sales/how-to-start- 
Body →  How to star ta business
Meta Description → how to make a business plan 
Alt text →how to make a business plan 
Analysis/Result:
At this point, Help Scout can improve their blog posts using images more images and add the alt text. 
SEO
If your buyer persona goes to Google to look for your product/service, how they will do the search? 
Which words will they be looking for?
What kind of problem/solution will they be searching?
Or what kind of product/service they can search for?
Using the example explained before in useful content, there are two tasks that can help with SEO success:
1 – Think with problem solution mindset
2 – Think with specific product/service mindset
Think with problem solution mindset
We did randomly research, looking for problem according to the company service.
Result ok: is when Google search engineer found the company blog/website and brought the result on Google first page.
Help Scout
Problem / Search
Search Date
Result
How to solve customer service faster
17 mar
Ok
How to do customer experience
17 mar
Ok
How to solve customer problem
17 mar
Ok
HubSpot
Problem / Search
Search Date
Result
How to Increase Inbound Marketing
19 mar
Ok
How to solve sales problems
19 mar
Ok
How to increase sales through digital marketing
19 mar
NO
Analysis/Result:
HubSpot can improve doing an upgrade to a problem to solve strategy and finding more solutions/problems and keywords to put on blog posts.
Think with specific product/service mindset
For this option, our research was with the following steps:
1)    Looking for the company descriptions at Facebook, to find what kind of product or service they were doing.
Help Scout description: ” Web-based help desk designed for a great customer experience”
HubSpot  description: ”Inbound marketing and sales platform with 31,000+ customers in more than 90 countries”
Doing Google search using keywords that were in company description.
Help Scout
Problem / Search
Search Date
Result
Customer service
17 mar
Ok
Customer experience
17 mar
No
Web-based customer software
17 mar
No
HubSpot

Theme /  Search
Search Date
Result
Inbound marketing
19 mar
Ok
Sales platform software
19 mar
Ok
Inbound marketing tools
19 mar
Ok

Analysis/Result:
It’s on an example that Help Scout can improve, creating more content using specific words linked with their core business. 
Social Media
Producing the right content you help to achieve better engagement results. Following, there are some tools to help to improve social media results. 
Followers. 
Followers are the number person is following you have on each social media channel.
One way to know if you have a good follower number is looking for your competition. 
Are you better then they are?  You can also to put a target to increase your follower’s number. 
    Followers
Followers
Help Scout
_Instagram
_Facebook
3,3k
_Twitter
10,2k
_Youtube
_LinkedIn
2,6k
Followers
HubSpot
_Instagram
102K
_Facebook
1,7m
_Twitter
46.3k
_Youtube
50k
_LinkedIn
218k
Analysis/Result:
To have a good number of followers is the first step and It’s possible to see that HubSpot has more followers than Help Scout in all social media. And HubSpot is using 2 channels Instagram and Youtube that Help Scout is not using.
At Twitter, for example, HubSpot has 36.1million more.  
At LinkedIn, this number is 215k more followers than Help Scout.
Help Scout can do an effort to bring more followers to their social channels and use the Instagram and Youtube to bring more millions of views daily.
Engagement
Many points can affect a social media engagement: good and useful content, type of content (video, post, gif, photo, etc), the hour of your post, etc.
In our example Engagement % is the number of likes/number of followers.
Engagement
Engagement
Help Scout
Likes avarage Last 10 p
HubSpot
Likes avarage Last 10 p
_Instagram
0
0%
_Instagram
1284
1%
_Facebook
0
0%
_Facebook
66
0%
_Twitter
4
0%
_Twitter
30
0%
_Youtube
0
0%
_Youtube
26
0%
_LinkedIn
2
0%
_LinkedIn
683
0%
                        
Analysis/Result:
Here both companies have a critical point.
Both companies are not achieving the target engagement. 
Only HubSpot is performing 1% of likes on Instagram, but IG good engagement brands have near to 6% of engagement according to Fanbridg information. 
Both companies need to look better to engagement point and try some modifications in their strategy to achieve better results.
Varied Content
Each social media needs a different type of content to achieve better results and good strategy can help with this view.
Varied Content
Varied Content
Help Scout
HubSpot
_Instagram
No
_Instagram
Yes
_Facebook
No
_Facebook
Yes
_Twitter
No
_Twitter
Yes
_Youtube
No
_Youtube
Yes
_LinkedIn
No
_LinkedIn
Yes
photos, videos, links, gifs, variated themes
photos, videos, links, gifs, variated themes
     
Analysis/Result:
Help Scout is not doing it well. They are using the same content on all social media, be repetitive and without innovation. 
Help Scout really need to modify the content strategy to achieve better results.
In other hands, HubSpot is doing a varied content, using stories, movies, infographics, gifs, etc. 
Actual Content
To attract your target you need to talk to them all the time. It means every day you need to post something that they will be looking for and if possible many times all day.
According to with Coshecule.com, they did a research that shows us how many posts is ideally according to with each social media.
→  Facebook recommended 1 post per day; 
→  Twitter recommended 15 tweets per day; 
→  LinkedIn recommended 1 post per day; 
→  Instagram recommended 1-2 posts per day; 
    

Actual Content
Actual Content
Help Scout
HubSpot
_Instagram
No
_Instagram
Yes
_Facebook
Yes
_Facebook
Yes
_Twitter
Yes
_Twitter
Yes
_Youtube
No
_Youtube
Yes
_LinkedIn
Yes
_LinkedIn
Yes
at least once a day
at least once a day

Analysis/Result:
HubSpot is with actual content in all social media. 
Help Scout needs to work better on LinkedIn and Youtube. These channels are with much time without an update and can provoke followers lost. 
Tools To Convert 
Objective: Convert your visitor to Leads
Tools: Website design, Call to action, Conversation approach.
Website Design
Your visitor now is on your website looking for more details or some extra information.
First, think in a physical store. To be successful the store needs to be clean to be easy to find the items they are looking for, with good and trained staff for help, easy checkout, and they need to fill secure to spend your time there. 
So all these things you need to bring to your website.  
It needs to be attractive, easy to navigate, helpful and secure.
Analysis/Result:
Both companies were a good and friendly website.
Help Scout has a tool on their website to help customers to define with the supplier is better, comparing Help Scout with competitors.
In this area you can see whit Help Scout is better, prices, watch videos with functional explanation etc. 

Help Scout Compare tool on the website.
Call to action 
Include visible buttons on your site with a call to action like a free trial, free tool, make a donation or talk with us. 

Analysis/Result:
HubSpot and Help Scout are doing it very well. It’s possible to see a call to action on their landing page. 
Conversation Approach
Talk in chats, emails or even telephone should be a human conversation, even if you are using technology to help. 
” 56% of people prefer to send a message then call customers services” according to a Facebook Resources.
Analysis/Result:
HubSpot is doing it very well. For example, I received a workflow email from a “person”.  
I know her name and personal contact. It can encourage me to keep in contact to understand and obtain more information about I was looking for.
Help Scout is working to deliver a live chat. 
Nowadays it’s an important tool. Don’t leave your customer get out your site with doubts. And They can improve doing a better conversation approach too.

Tools To Close 

Objective: Convert your leads in customers
Tools: Email Marketing, Workflow
Email Marketing
Email Marketing is an important tool to help you to close and convert your leads into customers. 
To achieve success with email marketing is important:
–    to understand our target necessity 
–    do a big and excellent segmentation. 
–    to use a personal language 
Follow one example of HubSpot email marketing. After a trial sign in, I received this email. 
Analysis/Result:
Help Scout and HubSpot are doing it very well but the last one is doing it faster and with a very interesting personal language and approach.
Workflows
Keep in contact with your target is important. 
You need to keep your brand in the lead mind and need to try to keep helping and be useful. 
You need to keep your attention to don’t be over in this workflow approach.
Analysis/Result:
Help Scout and HubSpot are doing it very well not been inconvenient and given me more information about what I was looking for.

Tools To delight 

Objective: Transform your customers into Promoters
Tools: Tickets / Free tools
Tickets / Free tools
You already have a customer. Now you can try to give them an experience that they are not expecting for. 
Think about your business and try to find a way to delight your customers.
It can be a discount ticket, or may you can use a free tool, or a premier view with an exciting experience or a special pre-sale. 
Analysis/Result:
HubSpot is giving a free tool to CRM (forever). It’s not a free trial is a tool forever, even if I’m not a customer yet.
Help Scout has a free trial.
Weakness and Strengths

Here you can see an overview of Weakness and Strengths according to our study

Weaknesses
Strengths
Resume about Improvement
HubSpot
Tools To Convert
Social Media
Engagement
Blog
All tools to Close
All tools to delight
SEO with more problem solution titles.
Social media engagement
Help Scout
Tools To Convert
Social Media
in General
Tools To Close
Tools To Delight
Blog Post with Call to action
Blog post with Image (alt text)
SEO with service/product titles.
All social media aspect
Conversation Approach
Live Message / Chats
According to our analysis, HubSpot is doing a better job in Inbound Marketing.
HubSpot achieve 86% of a result and 56%. 
It’s possible to see the final result in the following section, checklist.
Checklist
At this link you can find the Checklist used for this analysis.
Or click here to download a blank Checklist.

Leave a Reply

Your email address will not be published. Required fields are marked *