The combination of software and human is resulting in some impressive inbound marketing campaigns these days. This shouldn't be a surprise either; Software is getting immensely powerful at understanding and tracking user behavior while companies are hiring incredibly creative talent to take these software's capabilities and scale them to create rich, beautiful, and personalized brand experiences.
If you currently have HubSpot, or another marketing automation software, you're on a great path towards creating marketing that people love. But there are certain elements that can heighten the experience. After all, a great plate of food is made better by the atmosphere, the service, and the company you're in. So how can your brand really kill it with inbound marketing?Design
- Create consistency across every channel, and deliver a design that's intuitive, engaging and free from distraction. This means that your website, interactive media, landing pages, social media accounts, lead nurturing emails, and even print items need to be on brand, and pixel perfect. If you don't have a design department in-house, this is a great time to think about hiring an inbound marketing agency. This is the polish on the new car that really builds confidence and trust. Tone
- Inbound marketing gives you the ability (Actually it BEGS
you!) to personify your brand. You have an opportunity to create fun, creative, and and effective marketing by leveraging inbound. These attributes come to life through your content's tone. Identify what you buyer persona's will resonate with for tone, solidify the way you want your brand to "feel", and dive deep into those positive attributes, really own it.Transparency
- Customers love it when you tell it like it is. Inbound marketing is a great way to open up an honest dialogue with your customer. Use it as an opportunity to elicit feedback from customers, let them know about upcoming events or product launches, and use it as a platform to apologize or deliver "bad news". Your customers will thank you for it.Value
-This is an area that's often overlooked. People are so quick to dive into all of the capabilities of inbound marketing, that they forget to really spend the time to create value. Inbound Marketing software permits you to engage with your customers and prospects, but should you do it with mediocre content? Would you lead with so-so service? Should you spam your prospects with messaging that doesn't matter to them? Should you just rely on volume (list size), rather than focusing on value? We think the answer is no. Taking the extra time to create and deliver information that your prospects and customers will find useful is one of the greatest tools in your inbound marketing quiver.
Inbound marketing is a shift from persuasion to conversion, from "reeling in a fish" to "nurturing the conversation". Your best customers are out there,
and when they find you, and learn more about what you do, they'll love you for staying true to who you are. Delivering information, offers, and service that's valuable to your target is making an investment in them, an investment that will be returned in spades if done right.