Inbound Marketing : HubSpot Approved Key Strategies (FREE CERTIFICATION)
Summary
TLDREste video introduce la estrategia de marketing inbound, que enfoca en atraer a clientes ofreciendo contenido valioso y experiencias personalizadas. Presenta la teoría de la rueda de HubSpot, con etapas clave como atracción, conversión y retención. Ofrece consejos prácticos, como crear perfiles de compradores, producir contenido de calidad y utilizar la automatización y personalización para mejorar la interacción con los clientes. Finalmente, invita a los espectadores a unirse a un curso de certificación gratuita de marketing inbound.
Takeaways
- 🌟 Inbound marketing es una estrategia que enfoca la atracción de clientes ofreciendo contenido valioso y experiencias personalizadas.
- 🛍️ Esta aproximación ayuda a integrarse suavemente en el proceso de toma de decisiones del comprador, informando conexiones significativas con los clientes.
- 📈 El inbound marketing se compone de tres etapas: Attract, Convert y Close, que se conocen como el Flywheel en HubSpot.
- 🎯 La etapa de Attract involucra atraer visitantes con contenido útil, estableciendo relaciones con los clientes a través de contenido de alto valor.
- 📝 Crear y utilizar perfiles de compradores (buyer personas) es una de las mejores prácticas esenciales en el marketing inbound.
- 🖋️ Crear contenido valioso y de calidad que aborde las necesidades y preguntas de los clientes es el núcleo del marketing inbound.
- 🔍 La optimización para motores de búsqueda (SEO) es crucial para hacer que el contenido sea fácilmente descubrible por parte de los potenciales clientes.
- 📊 Herramientas como Semrush pueden ayudar a identificar las palabras clave que su audiencia está buscando para incorporarlas en su contenido.
- 🤖 La automatización y personalización mejoran significativamente las tasas de enganche y conversión, permitiendo tareas rutinarias y mensajes personalizados.
- 📧 Utilizar herramientas como HubSpot para segmentar a los clientes y enviar correos electrónicos segmentados y personalizados.
- 🚀 JetBlue es un ejemplo de éxito en el uso del marketing inbound, creando interacciones personalizadas y escalables a través de correos electrónicos engañosos y segmentación avanzada.
Q & A
¿Qué es el marketing inbound y cómo puede ayudar a atraer a los clientes en lugar de perseguirlos?
-El marketing inbound es una estrategia que se centra en atraer a los clientes ofreciendo contenido valioso y experiencias personalizadas, integrándose suavemente en el proceso de toma de decisiones del comprador e informando conexiones significativas con los clientes.
¿Cómo se define la fase de atracción en el marketing inbound?
-La fase de atracción implica atraer a visitantes con contenido útil, como un blog de alto valor que proporciona soluciones a problemas comunes, con el enfoque en establecer relaciones con los clientes.
¿Qué es un 'buyer persona' y por qué es esencial en el marketing inbound?
-Un 'buyer persona' es una representación detallada de los clientes ideales, incluyendo sus necesidades, puntos de dolor, cómo toman decisiones y otros aspectos clave. Comprender quiénes son tus clientes ideales puede mejorar significativamente la efectividad de tu marketing.
¿Cómo se puede utilizar la herramienta de 'Persona' de HubSpot para construir un 'buyer persona' detallado?
-Puedes提名 tu 'persona', ingresar sus datos demográficos, definir cómo se mide su trabajo, sus objetivos, desafíos, herramientas que utiliza y sus hábitos de consumo, creando así una representación定向a para dirigir tus campañas de marketing.
¿Qué tipo de contenido es esencial crear en el marketing inbound?
-Es fundamental crear contenido de calidad que aborde las necesidades y preguntas de los clientes, como entradas de blog, libros electrónicos, videos y otras formas de contenido valioso que atraigan y engajen a su audiencia objetivo.
¿Cómo se puede optimizar el contenido para motores de búsqueda (SEO) y qué herramienta se puede utilizar para ello?
-Se puede optimizar el contenido utilizando herramientas como Semrush para identificar las palabras clave que su audiencia está buscando y Incorporarlas en su contenido, mejorando así su descubribilidad en los motores de búsqueda.
¿Qué sucede cuando la base de clientes crece y se dificulta mantener interacciones personales?
-La automatización y la personalización se utilizan para simplificar tareas rutinarias y adaptar los mensajes y ofertas según las preferencias y comportamientos individuales de los clientes, mejorando las tasas de enganche y conversión.
¿Cómo puede la automatización ayudar a Brenda a mantener su marketing por correo electrónico personalizado?
-Brenda puede utilizar su cuenta de HubSpot para crear listas de contactos basadas en segmentos específicos, como clientes首次购买, y enviar correos electrónicos segmentados con contenido relevante y promociones para cada grupo.
¿Qué ejemplo se menciona en el script de una empresa que utilizó estas estrategias para obtener grandes ganancias?
-JetBlue creó correos electrónicos engajadores con encabezados personalizados y CTAs contrastantes, utilizando un tono amigable e incorporando humor relacionado con la aerolínea para fortalecer las conexiones con los clientes.
¿Qué es HubSpot y cómo puede ayudar a las empresas a crecer?
-HubSpot es una plataforma de CRM que comparte datos entre todas sus aplicaciones, permitiendo que todos los equipos permanezcan alineados y evitando hojas de cálculo desincronizadas o bases de datos en conflicto, ayudando a las empresas a crecer mejor.
¿Cómo se puede inscribir en el curso de certificación gratuita de marketing inbound y qué temas cubre?
-Puedes inscribirte en el curso de certificación gratuita de marketing inbound que cubre todo, desde la creación de un recorrido del comprador hasta el desarrollo de una estrategia de distribución de contenido.
Outlines
🌟 Introducción al Marketing Inbound
Este párrafo introduce el concepto de marketing inbound como una estrategia para atraer a los clientes en lugar de perseguirlos activamente. Se describe cómo el marketing inbound actúa como un guía que ayuda a los clientes a solucionar problemas, facilitando su búsqueda de información y soluciones. Destaca la importancia de ofrecer contenido valioso y experiencias personalizadas para integrarse en el proceso de toma de decisiones de los compradores y establecer conexiones significativas con los clientes. Se da un ejemplo ilustrativo de cómo el marketing inbound puede guiar a un cliente desde encontrar información útil hasta realizar una compra, todo esto mediante blog posts, ebooks gratuitos y correos electrónicos recomendados.
📈 Fases del Marketing Inbound y Herramientas para Su Éxito
En este párrafo se explican las tres etapas del marketing inbound, conocidas como la Ruleta de Volante (Flywheel) en HubSpot: Attract, Convert y Delight. Cada etapa se describe con acciones específicas, como la creación de contenido valioso para atraer visitantes, la personalización de series de correos electrónicos para leads y la promoción de la interacción y el crecimiento del brand mediante campañas de contenido generado por los usuarios. Además, se brindan consejos prácticos para mejorar la estrategia inbound, como la creación de perfiles de compradores (buyer personas), el uso de herramientas de SEO y la automatización y personalización de comunicaciones para mejorar la tasa de conversión y el compromiso con los clientes. Se menciona el uso de herramientas como la herramienta de perfiles de compradores de HubSpot y Semrush para la optimización de contenido. Finalmente, se invita al espectador a unirse a un curso de certificación gratuita de marketing inbound para profundizar en estas habilidades.
Mindmap
Keywords
💡Inbound Marketing
💡Flywheel
💡Buyer Personas
💡SEO (Search Engine Optimization)
💡Content Creation
💡Personalization
💡Automation
💡Customer Journey
💡Conversion
💡Social Media Management Tools
💡Email Marketing
Highlights
Inbound marketing is introduced as a strategy to attract customers by offering valuable content and tailored experiences, rather than traditional, more aggressive outbound methods.
Every customer is on a journey to solve a problem, and inbound marketing acts as a guide, making their journey smoother and more successful.
Inbound marketing integrates seamlessly into the buyer's decision-making process, informing meaningful connections with customers.
An example of inbound marketing is a customer finding useful information on energy-efficient heating, downloading a free ebook, and eventually purchasing a recommended product.
Inbound marketing is a great investment for businesses as it focuses on customer needs, builds long-term relationships, and uses personalization strategies for sustainable growth.
The inbound marketing strategy is composed of three stages, referred to as the Flywheel, which includes attract, delight, and nurture.
The attract stage involves using high-value content to attract visitors and establish relationships with customers.
The delight stage is about helping, supporting, and empowering customers to reach their goals, creating a buzz around the brand.
The nurture stage focuses on creating tailored automated email series for leads who've downloaded specific content.
Creating buyer personas is one of the most essential best practices in inbound marketing, helping to understand ideal customers' needs, pain points, and decision-making processes.
HubSpot's Persona tool can assist in building detailed buyer personas, such as 'Small Business Brenda', to target campaigns effectively.
Valuable content that addresses customer needs and questions is at the heart of inbound marketing.
SEO is crucial for making content easily discoverable by incorporating keywords that the audience is searching for.
Tools like Semrush can help identify the keywords and questions that the target audience is interested in, to create relevant content.
Automation and personalization can significantly improve engagement and conversion rates by streamlining routine tasks and tailoring messaging based on customer preferences and behavior.
JetBlue's use of personalized emails, based on customer history and behavior, demonstrates the effectiveness of personalization in strengthening customer connections.
Inbound marketing prioritizes value, relationships, and personalization, leading to meaningful connections and business growth.
HubSpot's free Inbound Marketing Certification course covers content creation and distribution strategy, offering a comprehensive understanding of inbound marketing.
Transcripts
(soft upbeat music) - Are you tired of chasing
customers and wish you could attract them instead?
In this video, I'm going to introduce you
to your new favorite scent, inbound marketing.
It'll take you from undesirable to undeniable.
Every customer is on a journey to solve a problem.
Inbound marketing is the fairy godmother on their shoulder,
guiding them to the answers and solutions,
making their journey smoother and more successful.
It's a strategy that focuses on attracting customers
by offering valuable content and tailored experiences.
It seamlessly integrates into a buyer's decision-making
process, informs meaningful connections with customers.
Imagine it's a cold winter night
and you're up late searching for energy efficient heating.
You find a blog post with great tips,
download their free ebook on green living,
and later purchase an energy saving smart thermostat
they recommended via email.
This smooth journey from finding useful information
to making a purchase is a clear example
of inbound marketing.
It's a great investment for your business
because it focuses on customer needs,
builds long-term relationships,
and uses personalization strategies
to boost conversions, leading to sustainable growth.
It's made up of three stages.
At HubSpot, we lovingly refer to this as our Flywheel.
The attract stage involves attracting visitors
with useful content.
Think of a high value blog that provides solutions
to common problems.
The focus is on establishing relationships with customers.
You might create a tailored automated email series
for leads who've downloaded a specific book.
This joy-filled stage is about helping, supporting,
and empowering customers to reach their goals
and create a buzz around your brand.
This could be a user-generated content campaign
on social media asking satisfied customers
to share photos or stories of how they use your product.
No matter what stage you're at,
here's some tips and tools that you can use
to make your inbound strategy shine.
Create and utilize buyer personas.
This is one of the most essential best practices
in inbound marketing.
Understanding who your ideal customers are,
their needs, their pain points, and how they make decisions
can greatly improve your marketing effectiveness.
Our Persona tool can help you build detailed buyer personas.
For example, today we're talking about
Small Business Brenda.
You'll want to name your persona.
Today, we're going with Small Business Brenda.
Then, you wanna put in their demographics.
Let's go with 35, bachelor's.
What's the size of their organization?
We'll put in self-employed.
Owner, online boutique owner.
In this section, you'll define how is their job measured.
Let's say it's based on sales revenue
and customer satisfaction.
Who do they report to?
Self-employed, no direct reporting structure.
Now, let's get into the characteristics of their job.
What are their goals or objectives?
Let's say grow business and increase online presence.
For their biggest challenges,
we can say limited budget and time for marketing.
Now, we get into how they work.
What tools do they use or need to do their job?
Let's go with E-commerce platforms,
social media management tools,
and their preferred communication style
with other businesses are email and social media.
When it comes to their consumption habits,
let's say Instagram and Pinterest.
Knowing that Brenda is an online boutique owner
with a passion for growing her business
and increasing her online presence,
allows you to create targeted campaigns
specifically designed to address her needs.
Which brings me to my next tip,
create valuable content, quality content
that addresses your customer's needs
and questions is at the heart of inbound marketing.
So, for Brenda, we could create a series
of blog posts that provide practical tips
and insights on growing an online business.
Regularly posting blogs, eBooks, videos, and other forms
of valuable content can attract
and engage your target audience,
but simply creating content isn't enough.
You also need to be sure that it's easily discoverable
by optimizing it for search engines.
Welcome to the wonderful world of SEO.
Tools like Semrush, for example, help you identify
the keywords your audience is searching for,
so you can incorporate them into your content.
Just go to their site.
Go to the keyword analytics section in the left hand menu.
Under keyword analytics, select the keyword magic tool.
Enter a broad topic related to Brenda's content,
such as sustainable fashion.
Semrush will generate a list
of related keywords based on my topic.
Explore the list and review metrics,
like search volume, keyword difficulty, and trend data.
What's really cool about this tool
is that you can take it a step further
and find the exact questions people are searching for.
This way, Brenda sees that she could make a blog post
answering what is sustainable fashion,
which would connect with an audience.
If you want to dive deeper into creating valuable content,
check out our free inbound marketing certification course.
It covers content creation extensively.
From the perspective of someone who is constantly seeking
and creating new content,
it's very important to remember that a gold mine
of valuable content can be discovered simply
by addressing the questions people are searching for.
If you start pumping out all of that optimized,
valuable content, then the next problem
you're gonna have is figuring out
what to do with all of your success.
Yeah, as your customer base grows,
it becomes increasingly difficult
to maintain personal interactions,
which brings us to the next tip.
Automation and personalization.
Automation allows you to streamline routine tasks,
such as sending emails or posting with social media.
Personalization involves tailoring your messaging
and offers based on individual customer preferences
and behavior.
It can significantly improve engagement
and conversion rates.
So, let's imagine Brenda wanted to automate
her email marketing while also keeping a personal touch
by only sending relevant content.
Just log into your HubSpot account
and head over to the contact section.
Click on lists in the left-hand menu.
Click on the create list button.
Give your list a name that represents the segment
you want to create, such as first time customers.
Define the criteria for your segment
by selecting the appropriate filters.
For demographics, you can choose filters like age,
location or job title.
For purchase history, select filters based on past orders
or transaction values.
For behavior, select filters related to specific actions
on your website or engagement with your marketing campaigns.
Set the filter conditions to match for a desired segment.
For example, if you want to create a segment
for first time customers, you can set the filter condition
to number of orders is equal to one,
or purchase date is within the last 30 days.
Review the segment preview to ensure that it includes
the right contacts based on your selected criteria.
Click on the create list button to save your segment.
After creating her segments, Brenda can send
targeted emails, provide relevant promotions,
and customized content specifically for each segment.
With this one tool, she can save time
and still be sure every email she sends
is going to the right customer.
Now, let's take a look at a business that used
some of these same tips to see some pretty big gains.
JetBlue creates engaging emails with attention
to every detail, from personalized headers based
on the recipient's past flying
and search history, to contrasting CTAs.
Their emails have a friendly tone
and often incorporate airline related humor,
making them seem like they're coming
from a friend rather than a corporation.
This relatability strengthens customer connections.
To make these personalized interactions scalable,
JetBlue goes beyond simple demographic segmentation,
incorporating past customer behavior.
This thoughtful approach to personalization
and segmentation results in promotional emails
that are engaging without being intrusive.
All in all, inbound marketing is a major key
to business growth.
It prioritizes value, relationships and personalization.
From creating relevant content to user-driven campaigns,
it's about meaningful connections.
If you found this information useful
and want to take your inbound marketing skills
to the next level, sign up for our free
Inbound Marketing Certification course.
You'll touch on everything to creating a buyer's journey,
to developing a content distribution strategy.
Be sure to like and subscribe.
Until next time, bye-bye.
- I can't find this client info.
- Have you heard of HubSpot?
HubSpot is a CRM platform,
so it shares its data across every application.
Every team can stay aligned.
No outta sync spreadsheets or dueling databases.
HubSpot, grow better.
(upbeat music)
Ver Más Videos Relacionados
El Ciclo Inbound: La Evolución del Embudo de Marketing
¿Qué es el inbound marketing?
5+1 formas (divertidas) de CAPTAR 📣 y FIDELIZAR 🧡 clientes en tu gimnasio con la GAMIFICACIÓN
Marketing de contenidos: ¿qué es y cómo aplicarlo a tu estrategia global?
SurveyMonkey: Una plataforma que te permite crear cuestionarios y encuestas
Cómo Está Cambiando el Marketing Digital - TENDENCIAS 2023
5.0 / 5 (0 votes)