I recently finished my Inbound Certification from HubSpot. What is the inbound methodology?
Inbound Methodology covers the entire buyer’s journey from attracting visitors, to converting them to customers and finally to delighting them so they help you attract new visitors. HubSpot is an expert in Inbound marketing and offers a variety of training. The Inbound Certification has eleven classes that give a good overview of inbound marketing tactics and best practices. It’s also free for anyone to take.
Inbound marketing focuses on attracting prospects and converting them into customers instead of using interrupting prospects with unwanted pitches. How do you do this?
Start by thinking of the buyer’s journey. Hubspot divides the buyer’s journey into three stages: awareness, consideration and decision. Hubspot recommends you create content for each stage of the buyer’s journey.
The awareness stage is when you realize you have a potential problem or opportunity. Let’s say your dishwasher broke so you start looking up information on dishwashers or you go to a friend’s apartment and see their shiny dishwasher and realize you want one. At this stage you might be looking at lots of information. What kind of content might be helpful? How are about an article on What to Look for in a Dishwasher?(http://www.goodhousekeeping.com/productreviews/appliances/dishwasher-reviews/dishwasher-faqs-0903)
The consideration stage is when you’ve done some research and now the problem or opportunity clearly defined. Perhaps after doing your initial research you now know you want a dishwasher and you’re looking at what’s available. You are deciding what features are important to you. Should it be portable or built in? Is it worth the extra money to get one that is energy efficient? Articles like this one might be helpful- Before You Buy a Dishwasher-Dishwasher Buying Tips. (http://housewares.about.com/od/dishwashers/bb/buydishwasher.htm)
The decision stage you’ve identified solutions and you’ve done your research. You have a clearly defined idea about what you want. At this stage you’re almost ready to buy. An article like this could help- Buy the Best Energy-Efficient Dishwasher (http://www.motherearthliving.com/home-products/buy-the-best-dishwasher.aspx)
When you create content for your business keep in mind where your prospects might be in the buyers journey. You will help you keep your content relevant to your prospects.