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Inbound Marketing

What Is Inbound Marketing?

Inbound marketing is about delivering solutions and opportunities that have a positive impact on people and your business. So, how do you do that?

An inbound marketing strategy can include a number of different channels and types of content to attract prospects and customers to your website. But inbound marketing is just one part of a larger movement in the business world. It's the foundation for the idea that it's not enough to just attract people to your website; you have to continue to help, support, and empower them well after they become a customer. That's how your business grows -- by keeping Marketing, Sales, and Service constantly focused on how to help current and future customers.

We call this the flywheel, and the philosophies of inbound permeate and accelerate that flywheel -- from Attract, to Engage, to Delight -- to help your business grow faster, and better.

Attracting with online connection

Attract

You don’t want just anyone coming to your website. You want people who are most likely to become leads and, ultimately, happy customers. How do you get them there? You attract more of the right customers with relevant content at the right time.

Use the content strategy tool to build your authority in search and rank for the topics that matter the most to your prospects. Publish your blog post or video content across social networks using the social media tools. Create ads to increase awareness of your brand with your target audience. Throughout each stage, you’ll be reporting on and analyzing these efforts to stay informed on what’s working and where you need to improve.

Engage with online collaboration.

Engage

Use HubSpot Conversations to create lasting relationships with prospects on the channels they prefer — through email, bots, live chat, or messaging apps. Use the conversion tools — CTAs, forms, and lead flows — to capture the information of prospects visiting your site. Use all the prospect and customer information in the CRM to personalize the website experience using smart content, and the entire buyer’s journey using email and workflows. Create brand loyalty by targeting specific audiences with your social content or ads. Choose from hundreds of HubSpot Connect integrations to add additional tools and features to fit your business’ unique needs.

Delight happy bird

Delight

Use email and marketing automation as well as HubSpot Conversations to deliver the right information to the right person at the right time, every time. Use the Conversations inbox to align with your sales and service team members to create contextual conversations with the people you do business with. Create memorable content your prospects can share with their friends and family by using a variety of content formats — like video — that your prospects prefer.

Delighting Strategies

Chatbot and communication.

Chatbot & Surveys

Delighting inbound strategies ensure customers are happy, satisfied, and supported long after they make a purchase. These strategies involve your team members becoming advisors and experts who assist customers at any point in time.

Incorporating thoughtful, well-timed chatbots and surveys to assist, support, and request feedback from customers is a great way to delight these people. Bots and surveys should be shared at specific points in time throughout the customer’s journey to ensure they make sense and are of value.

For example, chatbots may help current customers set up a new technique or tactic you've started offering that they’d like to take advantage of. Additionally, a satisfaction survey may be sent out 6-months after customers have purchased your product or service to get their feedback and review ideas for improvement.

Social interactions

Social Media

Social media listening is another important strategy when it comes to delighting customers. Social media followers may use one of your profiles to provide feedback, ask questions, or share their experience with your products or services. Respond to these interactions with information that helps, supports, and encourages followers — this shows you hear and care about them.

Lastly, the mark of an inbound strategy focused on delighting customers is one that assists and supports customers in any situation, whether or not your business gets any value out of it. Remember, a delighted customer becomes a brand advocate and promoter, so handle all interactions, both big and small, with care.