Inbound Marketing

As the Turkey partner of Hubspot, the pioneer of inbound marketing in the world, we support brands in their digital transformation processes in marketing, and at the same time, we aim to grow together by teaching this methodology to our partners who are our clients.

The inbound marketing methodology encompasses every step that needs to be taken to convert a stranger into a customer and then into a brand fanatic, the tools used, and the stages of the lifecycle. It empowers brands in attracting visitors, converting potential customers, and delighting customers and brand fanatics.

Attract - Convert - Engage - Delight
Brands and professionals that have embraced inbound marketing use the following 4 actions (Attract – Convert – Engage – Delight) to transform their visitors into potential customers, and potential customers into brand fanatics. Each of these 4 actions includes specific tools and methods to be used at every stage. (Tools are listed under the actions where they first come up, but this does not mean they are only applicable in that area! Some tools, like email, can be very important at various stages of the methodology.)

Attract

Bringing visitors to your site is not as hard as you think! The challenge is to attract potential customers to your site. So, who are the ideal people? We define our ideal personas as buyer personas in inbound marketing. Buyer personas are the ideal aggregate of your customers' characteristics. They encompass the goals, challenges, pain points, common objections to products and services, along with personal and demographic information for the same customer type. Once we define our buyer personas, we use them in all our efforts (SEO, Social Media, Blog, Landing Pages) to attract potential customers, ensuring meaningful traffic to your site.

Tools to attract the right people to your site:

Content

Inbound marketing starts with content creation. For example, blogs are the best way to draw strangers to your site. To reach potential customers, you need to create educational content that speaks to them and answers their questions. By blogging, you can prepare shareable content for your social media accounts and articles that cover your target keywords for SEO efforts.

Social Media

On social media, share noticeable content and valuable information, and stay in touch with your potential customers. Don’t alienate people by constantly talking about your company in your posts! Be close to your followers using popular topics.

SEO

Many purchasing decisions start with brand, product, or company searches on search engines. Therefore, you must be visibly prominent when they search! To achieve this, conduct detailed keyword research, optimize your pages, create content, and establish links related to the terms your potential customers are searching for.

Landing Pages

Optimize your pages to attract the interest of your potential customers and include the right directions. With correct keyword targeting and content optimization, you can attract visitors from search engines to your landing pages.

Convert

Once visitors arrive at your site, you need to convert them into potential customers by obtaining their contact information, at least their email addresses. Contact information is the most valuable currency in online marketing. To get visitors to willingly share this valuable information with you, you must offer them something they need in return. This could be content, an e-book, a detailed article, or tips that would be interesting and valuable to each type of buyer persona.

Some tools to convert visitors into potential customers include:

Call to Actions (CTAs)

CTAs are buttons or links that direct your visitors to take an action, like "download the full article" or "join the webinar". If you don’t have enough CTAs or if they are not compelling enough, you will face challenges in converting visitors into potential customers! You can find your ideal CTAs by monitoring their performance and testing different variations (A/B testing).

Landing Pages

When a website visitor clicks on a CTA button, they should be directed to a landing page. Landing pages are where the offer in our CTAs is fulfilled, and where potential customers can fill out forms to get in touch with a sales representative. Once visitors fill out the forms on your landing pages, they become your potential customers.

Forms

To turn visitors into potential customers, you need to collect at least their email addresses. Forms are one of our most important Inbound tools, used to gather information from your visitors on various parts of the site, from landing pages to blog pages.

Contact Database

We store the information collected through forms in a contact database. Having all your data in one place helps you make sense of every interaction you have with your contacts – including interactions via email, on landing pages, and social media.

Engage

We have attracted the right visitors and converted them into potential customers. Now, we need to convert these prospects into customers! How can we do this most effectively? At this stage, we use various marketing tools to ensure that the right candidates close their sales processes at the right time.

Some tools to convert potential customers into actual customers include:

Lead Scoring

You have contact information in your system, but how do you know which ones are ready to talk to your sales team? "Lead scoring for readiness to sell" eliminates guesswork in this process.

Email

What do you do if a visitor clicks a CTA, fills out a form on a landing page, or downloads a resource, but is still not ready to become your customer? A series of useful, content-focused emails builds trust with your prospect and moves them closer to making a purchase.

Marketing Automation

This process leads the creation and management of email marketing based on the candidate's needs and life cycle stage. For example, if a visitor downloads an article on a specific topic from your site, you might want to send them emails about that topic. But if they follow you on Twitter and have visited certain pages on your site, you may want to tailor your message to reflect these varying interests. Marketing automation makes all these setups easy!

Closed-Loop Reporting

How can you know which of your marketing activities brings in the best leads? Is your sales team effectively converting prospects into customers? The answers to these questions can be found with your Customer Relationship Management (CRM) software's integration with HubSpot.

Delight

The inbound method involves creating useful content for users regardless of whether they are visitors, potential customers, or customers. Just because someone has paid you before doesn't mean you can forget about them. Inbound marketers continue to attract customers, keep them engaged, and make new sales to happy supporters of their products and companies.

Some tools to help delight your customers include:

Smart Calls-to-Action

Offers personalized propositions based on buyer personas and lifecycle stages.

Social Media

Using various social media platforms allows you to provide real-time customer service.

Email and Marketing Automation

In addition to offering useful content to help your current customers achieve their goals, you should also keep them informed about new products and features that may interest them.