The fuel that drives the inbound marketing engine is high-quality, engaging content delivered across multiple platforms that delivers real customer value and drives action.
As inbound marketing specialists, it's our goal to get more qualified visitors to your website, engage those visitors with useful content, and then continue to delight them in an ongoing, personalized conversation.
Using the proven inbound methodology and HubSpot Marketing Hub, we have this process producing great results for one customer after another.
In today’s digital-centric marketplace, your website is your most important asset. It's the central hub from which most key elements of your marketing activities will take place.
Once you've built an effective site, you'll want to leverage it to attract the right people, or your "target audience." The primary tool used to attract the right visitors to your site is quality content. The idea is to create and deliver useful and engaging content to your target audience based on their needs and on the platforms where they get their information. SEO, keyword research, blogs and social media are the key ingredients to achieve this goal.
This stage can be defined as the process of attaining a website visitor’s contact information — usually their email address — in the interest of marketing to them directly. The idea is to convert a visitor into a lead by enticing them to supply their contact information in exchange for something that they find genuinely useful and valuable. Although there is a spectrum of different qualification levels, generally speaking, this can be considered a lead as you have compelled a visitor to take an action related to your product or service. Well-written and well-designed landing pages, eBooks, calls to action, smart forms, newsletters and whitepapers are some key tools to accomplish this crucial goal.
This stage is the most valuable to your bottom line; it's the process of turning a lead into a customer. Your goal is to leverage all the momentum you have built in the attraction and conversion stages to ultimately show the prospect that your product or service provides value and that it's worth buying. It's crucial to ensure that the buying process is easy, smooth and seamless. You're not “selling” here, you're simply guiding the prospect through a process that will result in them purchasing something they truly want or need.
In addition to well-timed and well-positioned email messaging, effective usage of marketing automation tools such as customer relationship management (CRM), content optimization systems (COS) and workflows are especially useful during this stage.
Goal: drive loyalty, retention, customer lifetime value and referrals
Tools: emails, surveys, communities, smart content
Although the prospect is now a customer, the process is not over. As it is often said, existing customers are many times more likely to buy from you than new ones. The goal of this stage is to preserve, reinforce and nurture a long-lasting relationship with your customer. Bottom-line business benefits include increased customer retention, lower churn, higher customer lifetime value (LTV) and word-of-mouth lead generation. A successful nurturing stage in the inbound marketing process will result in a loyal customer base that will most likely purchase more products from you and recommend you to family, friends and coworkers, significantly increasing your revenue streams.
We have not included analytics as a “stage” in the process because it is all-encompassing. Underlying each element of the inbound marketing process is constant data-driven testing, learning and optimizing. Analyzing the data and determining what works from what doesn’t work is essential to each and every marketing initiative we deploy, regardless of the stage.
From website design to to social media campaigns, email programs, SEO, blogs, landing pages, whitepapers and calls to action, all elements of what we provide our clients are interconnected and centered around one ultimate goal: getting the right message to the right person at the right time.
While we’re a Connecticut-based website design and inbound marketing agency, we partner with remote clients coast-to-coast.
If you’re in one of our local service areas, including Fairfield County, New Haven County and Westchester County, NY, we’re just minutes away and are happy to participate in face-to-face meetings and consultations. Our Massachusetts web design and inbound marketing team also services all areas in and around Boston and Cape Cod.
And if you’re not in our own backyard, you’ll never know. We pride ourselves on being a highly-accessible part of our clients’ teams, no matter how far apart the map puts us.
