This is closed-loop marketing that delivers ROI!
#ROI. We are focused on this term today.
Every marketing initiative needs to deliver a clear ROI: to sustain itself and to receive resources in the future, it has to bring real business revenue.
Every single prospect, lead or customer leads back to the marketing initiative that created them.
Companies can really take advantage of this, "closing the loop" between marketing and revenue.
As marketers, where can we start to easily change our perspective?
From a simple question: "Has your investments in communication resulted in higher quality leads or sales?" They should be.
Inbound is marketing that delivers ROI
Inbound Methodology is closing the loop between marketing and revenue.
Keep your company website the hub of all your marketing, avoiding at the beginning all the traditional channels where setting up closed-loop reporting are too hard and confusing to implement.
Search engines, social media, email marketing, referral links, paid search, even offline campaigns should get filtered by your website in order to prove their worth and understand how to reach your audience more efficiently.
Your company website has to be the central focus of your attention. There you can track exactly how your prospects travel through the sales funnel before they become customers: once someone visits your website, you should start tracking their activity.
To set your website as a marketing automation platform, can really be the winning choice (businesses that use marketing automation earned a 451% increase in qualified leads*).
We use HubSpot to create, publish and promote the content as well as measure and analyze the traffic, leads and customers it helps to convert.
HubSpot shows us reports that connect the dots between our customer's goals and our inbound marketing activities.
As the lead progresses through the sales and marketing stages, you'll be able to attribute them back to the proper channel.
If they entered your site through a link from a trade show, an email marketing campaign or a search term, for example, you'll be able to track them back to that original source, connecting your marketing spending to actual sales and revenue.
We're approaching our communication projects development with inbound methodology since it has a direct, measurable impact on marketing ROI. We obtain results with inbound marketing’s successful three step formula:
BE FOUND by attracting qualified visitors on your website
CONVERT generating leads and then clients from this traffic
ANALYZE so that you know what is working and what is not.
Getting found online is all about pulling people in rather than pushing messages out.
This inbound methodology is a function of targeting relevant keywords, creating remarkable content and building the right connections. It also uses the information you already have about prospects to create better relationships with them and nurture them in a delightful way.
This is precisely what the HubSpot inbound marketing software platform is designed to do.
Closed-loop Marketing: how does it work?
Marketing optimizes your website for search engines and social media. The website is designed to include keywords and phrases your customers are most likely to use when searching for your products and services using a search engine, such as Google.
Next, marketing creates editorial assets - blogs, white papers, ebooks and social media feeds. From a customer’s perspective, these assets provide timely, relevant content that help solve business problems or satisfy needs. From a technical perspective, the content is carefully crafted to optimize search engine results, spreading your message across the web.
If your content is enhanced with social media sharing links, such as Facebook, Twitter, or LinkedIn links, as people read the content, they can easily share it with others in their social networks. This further spreads your message while driving the content’s relevance higher in the view of search engines.
As people find your content, click on it and complete lead capture forms to access it, HubSpot is gathering the data. This data helps you analyze the customer’s intentions and determines whether it’s time to offer them additional collateral, depending where they are in the sales cycle or hand the lead off to sales.
Closed-loop reporting is a very important step of successful inbound methodology. Once you highlight what marketing activities are generating leads, customers and revenue, you can double down on what is working and cut out what is not.
Search engine rankings, website traffic, landing page conversions, premium content downloads, blog subscribers and leads can be tracked in real time.
We can directly correlate them with sales reporting and capture the return on investment that our customers have experienced from conducting their inbound marketing campaigns.
Inbound methodology takes time, dedication and hard work to create quality content and generate leads. HubSpot customers saw a significant increase in site traffic and lead conversion rates - no matter the size of their business.