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什么是入站营销?

Inbound marketing is a business methodology that 吸引s customers by creating valuable content 和 experiences tailored to them. While outbound marketing interrupts your audience with content 他们 don’t always want, inbound marketing 形式 connections 他们 are looking for 和 solves problems 他们 already have.

什么是入站方法?

The inbound methodology is the method of growing your organization by building meaningful, 与消费者的持久关系, 前景, 和客户. 它是关于重视和授权这些人实现他们的目标 任何 和你一起踏上他们的旅程.

为什么? 因为当你的客户成功了,你也就成功了.

入站方法有三种应用方式:

  1. 吸引: drawing in the right people with valuable content 和 conversations that establish you as a trusted advisor with whom 他们 want to 参与.
  2. 参与: presenting insights 和 solutions that align with their pain points 和 goals so 他们 are more likely to buy from you. 
  3. 高兴的是: providing help 和 support to empower your customers to find success with their purchase. 

hubspot的入站的方法

当客户发现成功并与他人分享时, 这会为你的组织带来新的前景, 创造一个自我维持的循环. 这就是你的组织建立动力的方式, 这就是为什么入站方法是一个强有力的基础 飞轮.

什么是飞轮?

The 飞轮 is a business model adopted by HG体育的 to illustrate the momentum your organization can gain by prioritizing 和 delivering exceptional customer experience.

hubspot的飞轮

You can spin 和 build momentum in your 飞轮 by investing in strategies that acquire 和 retain customers — 部队 为你的飞轮.

另一方面,任何使飞轮减速的东西都是 摩擦. Often the biggest sources of 摩擦 for your customers come in the h和offs between teams, so alignment 和 communication between teams are key to keeping your 飞轮 spinning.

hubspot的飞轮摩擦

当你的飞轮是基于入站方法, 你的市场, sales, 服务功能可以增加力,消除摩擦力, 参与, 和高兴的阶段. All organizational functions are also responsible for removing 摩擦 from your 飞轮.

例如, 在吸引阶段, marketing可能会通过写博客等方式发挥最大的作用, 事件营销, 运行付费广告, 但是你的sales团队也可以通过社交sales来增加力量, 和 your 客户服务 team can add force by making it easier for current customers to make referrals.

一旦你获得了足够多的客户,让他们参与进来,并取悦他们, 他们 can keep your 飞轮 spinning by promoting your organization 和 bringing new customers to you. Over time, your 飞轮 allows you to grow without continually investing in customer acquisition.

HG体育来分析一些更多的入站营销策略.

入站的营销策略

These strategies will help you effectively market to your target audience the inbound way. 下面, 你会看到,每种吸引入站的方法都有特定的策略, 引人入胜的, 取悦消费者,让你的飞轮继续运转 帮助你的企业发展得更好.

吸引策略

对内营销策略 吸引 你的目标受众和买家角色与内容创造和开发紧密相关.

要接触到你的听众,首先 创建和发布内容 ——比如博客文章、提供的内容和社交媒体——这些都能提供价值. 示例包括如何使用您的产品的指南, 关于您的解决方案如何解决他们的挑战的信息, 客户见证, 还有关于促销或折扣的详细信息.

通过入站营销在更深层次上吸引你的受众, 优化所有这些内容 搜索引擎优化策略. An 搜索引擎优化策略 will require you to target specific keywords 和 phrases related to your products or services, 你为客户解决的挑战, 以及你帮助目标受众的方式.

This will allow your content 和 information to organically appear on the search engine results page (SERP) for the people who are searching for this information — also known as your target audience or the right customers for your business.

吸引人的策略

当使用入站策略来吸引你的受众时, ensure you’re communicating 和 dealing with leads 和客户 in a way that makes them want to build long-term relationships with you. 当你使用这些互动策略时, 注入关于您的业务将为他们提供的价值的信息.

具体的参与策略可能包括你如何处理和管理你的 入站sales电话. Focus on how 客户服务 representatives h和le calls from interested people 和 前景. 此外,确保你总是 解决方案sales 而不是产品sales. This will ensure all deals end in mutually beneficial agreements for customers 和 your business — meaning, 你为适合你的客户提供价值.

取悦策略

令人满意的入站策略确保客户满意, 满意, 并在他们购买后很长时间内得到支持. These strategies involve your team members becoming advisors 和 experts who assist customers at 任何 point in time.

将深思熟虑的、适时的 聊天机器人调查 to assist, support, 和 request feedback from customers is a great way to delight these people. Bots 和 调查 should be shared at specific points in time throughout the customer’s journey to ensure 他们 make sense 和 are of value.

例如, 聊天机器人 may help current customers set up a new technique or tactic you've started offering that 他们’d like to take advantage of. 另外, a satisfaction survey may be sent out six months after customers have purchased your product or service to get their feedback 和 review ideas for improvement.

社交媒体听 另外一个重要的策略是取悦顾客吗. 社交媒体粉丝可能会使用你的个人资料提供反馈, 问问题, 或分享他们对你的产品或服务的经验. 用有帮助的信息回应这些互动, 支持, 并鼓励追随者——这表明你听到了他们的心声并关心他们.

最后, the mark of an inbound strategy focused on delighting customers is one that assists 和 支持 customers in 任何 situation, 不管你的生意是否从中得到任何价值. 还记得, 一个快乐的顾客会成为一个品牌的倡导者和推广者, 处理所有的交互, 大小都有, 小心.

在marketing中使用入站方法

作为一名入站营销人员, 你的目标是为公司吸引新客户, 与他们大规模接触, 分别取悦他们.

You also partner with your sales 和 services teams to keep the 飞轮 spinning effectively 和 help the business grow. 这是个大工程,但HG体育的入站方法 营销中心 你覆盖.

入站营销入站方法论工具

吸引

你不想要 任何人 进入你的网站. You want people who are most likely to become leads 和, ultimately, happy customers. 你怎么把他们送到那里? 你在正确的时间用相关的内容吸引了更多正确的客户.

使用 内容策略工具 to build your authority in search 和 rank for the topics that matter the most to your 前景. Publish your blog post or video content across social networks using social media tools. 制作广告,提高目标受众对你品牌的认知度. 在每个阶段, you’ll be reporting on 和 analyzing these efforts to stay informed on what’s working 和 where you need to improve.

参与

使用 HG体育的的对话 to create lasting relationships with 前景 on the channels 他们 prefer — through email, 机器人, 即时聊天, 或消息传递应用程序. 使用转换工具- cta, 形式, 并引导流程-捕捉访问您的网站的潜在客户的信息. 

使用 all the prospect 和 customer information in the CRM to personalize the website experience using smart content, 整个采购过程都使用电子邮件和工作流程. 通过你的社交内容或广告锁定特定的受众来创造品牌忠诚度. 从数百个选项中选择 HG体育的的连接集成 添加额外的工具和功能,以满足您的业务的独特需求.

高兴的是

使用电子邮件和 营销自动化 in conjunction with HG体育的的对话 to deliver the right information to the right person at the right time, 每一次. 使用 Conversations inbox to align with your sales 和 service team members to create contextual conversations with the people you do business with. Create memorable content your 前景 can share with their friends 和 family by using a variety of content formats — like video ——你的前途更希望如此.  

利用入站营销更好地成长

Supporting the inbound methodology is HG体育的's complete CRM platform, which includes all the marketing, sales, 客户服务, 和 content management software you need to keep customer relationships front 和 center. 这些工具本身就很强大, 但是当它们一起使用时就更好了, 帮助你成长和营销入站方法.

通过将入站方法与 HG体育的的HG体育, 你会发展你的生意,让顾客买更多的东西, 和你呆久一点, 参考他们的朋友, 告诉全世界他们爱你.

学习入站营销

Sign up for HG体育的 Academy for free to learn about the inbound approach to marketing, 访问免费工具,自己尝试入站, 并得到认证. 用入站方法来发展你的业务和职业生涯.