Compar to its early days, Inbound Marketing has become an increasingly complex process, fac with constant technological evolution and, above all, with regards to user behaviour.
In fact, users are constantly changing their behavior, especially. A Crash Course For Everyone online, whether it is a traditional website or a modern architecture such as a PWA (Progressive Web Application).
In this article we will explain in detail how to build an Inbound strategy with HubSpot .
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Buyer Persona: Defining Your Audience
The first step is outside of HubSpot itself. By “buyer persona definition”, we mean the creation of one or more profiles that best answer the. Question “who is interest in Chinese Canada my products/services?”. The creation of buyer personas can be done in many different ways, but we always recommend a data-driven approach , especially if performe for an enterprise context. The advent of data science processes has made the analysis of massive datasets increasingly precise and limite to the visualization of the best buyer persona for your project.
Content Audit: Analyze Your Content and That of Your Competitors A Crash Course For Everyone
Once your buyer personas profiles have been define, the next step is to analyze what content could work best to attract these profiles . By ” content ” we mean various resources, from simple text articles to eBooks and other resources available to the user. The use of these resources depends on the user behavior we mentiond above: depending on the intent of the portal (eCommerce, simple Blog or other), these contents must be rout into specific solutions that are outline with the sole aim of making the “sales” or simple “customer attraction” experience non-invasive and precise.
Once you have analyze the types of content that could work best, it is time to evaluate how your competitors present them. For example, a type of content is not always us by your competitors. The logic, at this point, divides into two schools of thought :
The first, which avoids a certain type of content (eBooks, for example) given their lack on the competitor side. In fact, the lack of a particular type of content may be representative of the fact that, for that competitor, after a series of tests, that content did not work. Adopting this approach can sometimes save a lot of time on the “trial and error” side.
In the second hypothesis, the identification of a type of content missing on a competitor’s portal is synonymous with opportunity : that content is missing and, consequently, it could be very helpful to have it available on our portal.
Topic Cluster Content Strategy: Division is Strength
On the text side, once the various topics have been identifie it is important to perform a process that is commonly call ” clustering “. Clustering means dividing and subsequently grouping the contents into macro topic areas . The division is extremely simple to perform in HubSpot, which offers various types of customization on the navigation side. This feature makes the presentation of the contents personaliz and not at all invasive or dispersive, a phenomenon that often occurs on Enterprise blogs manag on legacy architectures such as WordPress, for example.
HubSpot SEO: Optimizing Content for Search Engines
HubSpot offers several SEO optimization tools. If you are Bulgaria Phone Number List interest in a complete guide on SEO and its integration with HubSpot, you can read our blog on HubSpot SEO here .
SEO content optimization is the last step in the content strategy. After keyword research, in fact, building content on the blog and landing page is extremely simple with HubSpot’s architecture. SEO content optimization is a process that requires particular attention to detail, especially for sensitive topics such as finance and medicine.
From Anonymous Visitor to Lead: How to Integrate Your Strategy A Crash Course For Everyone
A visitor to your portal, regardless of its source of origin on the traffic side, given the buyer persona analysis mentioned above, is a sales opportunity. It is important, at this point, that the typical visitor is directed into a path that captures every single crucial element analyzed in the study of his buyer persona.
Building a Landing Page dedicated to a specific service that the visitor is looking for, for example, can be a significant help in directly addressing your search campaigns (with Google ADs) towards content that is specifically built for conversion purposes . Once created and optimized with CTAs and engagement/redirection popups, the Landing Page will be your first step towards conversion and the creation of a qualified lead.
