Week 6: MKTG 348- Hubspot Lesson 1

Hubspot lesson one focuses on the essentials of an effective inbound strategy. An inbound strategy is less interuptive than traditional marketing, focusing on SEO, blogging, and the attraction of customers. Instead of creating commercials, they create videos to attract customers. It is much more customer focused, and inbound marketing wants you to find them, not the customers to find you.

The first step in inbound marketing is attract. You take strangers and turn them into visitors. This can be done through a blog, keywords, or social publishing. Next you convert them from visitors to leads. This is done through forms, calls-to-action, and landing pages. The last step is to close, this takes the leads and turns them into actual customers. This is done through CRM, email, and workflows.

The buyers journey consists of three stages: the awareness, consideration, and decision stages. This is the active research process someone goes through leading up to a purchase. Buyer persona stories should contain information about their background, their demographics, and their goals and challenges. These are all topics that were touched on in lesson one. It is important to have these concepts memorized because they are essential in inbound marketing.