It’s How People Find You
Inbound marketing
Inbound marketing
What is inbound marketing?
Inbound marketing is about pulling in qualified people when they’re already actively hunting for answers. It’s not about forcing your product on people but making it easier to find when they need it. It’s about educating and equipping people to make informed purchase decisions. Billboards, print ads, press releases, etc. that interrupt and try to get in front of as many people as possible, wherever possible is Outbound Marketing.
Hart Design do this using a calculated mix of website optimisation, content creation, search engine optimisation, email marketing, lead generation, and social media marketing in a way that makes your prospects happy. Whether it’s three months of support, six months of training or outsourcing your inbound marketing efforts entirely, how you decide to leverage our team is up to you – just the kind of flexibility we hope you will love.
Buyer personas are fictional profiles of your ideal customers and a buyer journey is a course they usually take to become your customer. They help us understand the behaviours, interests, and pain points of our audience on a deeper level so that we can align our content and strategies with them.
Content is the voice of your brand and the heart of inbound marketing. It is the primary tool for everything we strive to achieve and depending on your audience and goals it may include blog articles, infographics, videos, webinars, quizzes, eBooks, whitepapers or tip sheets.
An inbound marketing website is designed with lead generation/conversion, content creation, personalisation, and user experience in mind. It’s built on a CMS, making it easy to maintain, update, and improve; an essential practice for inbound marketers.
Tracking your performance is the first step to continue improving it. Using HubSpot, Google Analytics, Hotjar, Wistia, and a variety of other software, we will track and measure your marketing’s performance through metrics.
By aligning your marketing strategy with your prospect’s interests and pain points, you’ll begin to organically attract traffic you can convert, close, and delight over time through the Inbound Marketing Methodology.
Attract
During the “attract” phase, people may be a stranger to your brand. You have to build brand awareness, reach new audiences, and draw new traffic to website.
Convert
You’ve got the lead, now what? During this phase, you take leads who may not be ready to make a purchase from you and guide them through their buying process with timely content.
Close
Once you have people there as visitors, the goal is to get them to “convert” or share their contact information with you for future marketing.
Delight
Now that a lead has become a customer, you’ve got to keep that relationship alive and well to encourage repeat business, referrals, and positive reviews. This is how you earn loyal customers and promoters.
Your Inbound Marketing
Effective inbound marketing programs start with a strong foundation, which contains the following:
Create Your Inbound Marketing Strategy
Whether you’re new to the methodology or looking to revamp what you have, we’ll take note of your current state and assets and create a custom inbound marketing strategy to achieve your organisational goals. We’ll also include “growth hacks” to deliver quick, initial results.
Build Your Inbound Marketing Essentials
We develop your buyer persona assets, plan original content, and design/build your inbound website, in addition to setting up the software, integrations, and tools you need to put your strategy into action (i.e. HubSpot, Hotjar, Salesforce, Sidekick, Wistia, etc.)
Implement Tactics to Attract, Convert, Close, and Delight
Our team is made up of accomplished marketers, graphic designers, and web developers. We have all of the marketing knowledge, creative instinct, and technical expertise needed to guide and execute your strategy for you.
Measure, Report, Learn, Improve & Continue The Process
Your software will tell you what is going on, but we’ll show you why it matters. When we’re working together, we’ll help benchmark, analyze, and interpret all of your performance analytics, then take strategic action with your marketing.
So how do you start on your inbound marketing journey?
Your website is still your best lead generation channel. Let’s get this right first, and build upon that solid foundation.