The marketing software company HubSpot sponsored an event at Irving Plaza in New York, NY on Thursday February 18th to provide an overview of their services to potential clients and marketers. HubSpot markets through Web 2.0, social media, email marketing, CRM, and blogs.
The event began at 2pm and began with a session on how marketing has changed since the 1960s when direct mail was the typical method used to reach consumers. Now, inbound marketers use email, Web 2.0, social media, and blog posts over traditional print media advertising. The HubSpot speakers empathized growth through online content and found blog posts to be a very effective strategy in connecting with new customers. Consistent posts in blogs and social media helps businesses optimize present content through online searches for past content.
According to HubSpot 54% more leads are generated by inbound tactics than traditional paid marketing, 83% of online traffic is derived from old posts, and 93% of sales leads are from old posts. For HubSpot marketers, businesses need to optimize their website and social media through consistency. Web traffic is derived from the initial and then cumulative impact of posts.
For content strategy, the idea is more important than the execution as it will resonate with more customers. Sales is a team effort between marketing and sales. Marketers communicate with the sales team to gain an understanding of the customer’s needs. Information like why customers are visiting the site, what pages they’ve viewed, and what emails they’ve opened should be shared. Content marketing is tailored to different customer personas of that use a business’ services. Online content must be clear and directed towards the offer in each post- not buried under content that is harder to access.
For HubSpot content marketing should optimize the past and the future will thank you. Content strategy is focused on ranking, the topic, and cumulative impact. HubSpot found that 80% of US social network users use Facebook to connect to brands, 68% of B2B businesses use landing pages to collect sales leads, and 59% of B2B marketers found email to be the most effective tactic in generating revenue. Marketers need to attract strangers, build visitors, close leads, and delight customers. Marketers should market as they would want to be marketed to.
Overall, I found the Grow With HubSpot session to be a helpful introduction to both inbound marketing and the HubSpot software. There are many ways to #GrowWithHubSpot