The Way Forward Based On Inbound 2018 For Online Marketing – Guess What Is It!

4 min read

The biggest marketing event of the year ‘INBOUND 2018’ held at Boston Convention and Exhibition Center on September 4 to 7. More than 24,000 attendees joined the inbound conference for gaining useful insights. The four-day inbound show witnessed attendees representing every industry including marketers, salespersons, customer support executives, and many more.

This year INBOUND presented more than 300 educational sessions including keynote session, spotlight speakers, and featured breakout speakers. The list of 261 influencers includes the biggest name of digital arena, celebrities, writers and speakers such as Mo Gawdat, Cleo Wade, Lena Waithe, Payal Kadakia, Deepak Chopra, Scott Harrison, and Beth Comstock among many others.

The Inbound show was full of new learnings and we’d like to share it with fellow Digital Agencies- SEO agencies and web development companies.

A shift from the Marketing Funnel to Flywheel

First things first, customer experience is the core of inbound marketing. Like every year, many new themes emerged this year as well and the most promising theme for HubSpot revealed by CEO Brain Halligon’s keynote was the idea of moving from the traditional ‘Marketing Funnel’ to ‘Marketing Flywheel’. 

The marketing funnel was a great idea years ago, when marketing and sales was at high mode in the market. But in today’s market customer experience hold the key to your business success. Thus, HubSpot has shifted from funnel to flywheel, where everything is kept at the center of customer focus.

Thus, creating a delightful end-to-end customer experience is the mantra to keep flywheel spinning for better outcome. Click To Tweet

The 70/20/10 rule

Beth Comstock, former vice chair of GE, spotlighted the importance of dedicating time to thinking and planning to act on the future innovation. She further classified it into 70/20/10 concept, which emphasized focusing 70 % of your time on what matters now, 20 % on what matters next, and rest of the 10 % you should focus on what is new and emerging. As you know learning is a continuous and never-ending process.

So, we must continue to innovate every day and we must learn something new each day. Only then we will be able to transform our business and processes as per the market trend to win against the competition. 

Get Started with Conversion Rate Optimization (CRO)

Pamela Vaughan, Principal Marketing Manager, Website CRO & Copywriting, HubSpot discussed the principle of conversion optimization by showing CRO Umbrella. The umbrella consists of the following items:

  • Analytics
  • Copywriting
  • User Experience
  • Testing/Statistics
  • Visual Design
  • Web Development
  • Qualitative Research
  • Psychology

However, Pamela stated that there is no sure way or foolproof CRO best practice. Following things will help you in taking ‘eyes test’ to help you head in the right direction:

Speed: Test and find out how fast your website load.

Focus: What elements are causing distraction to avoid users from the goal on your website?

Clarity: Does your website give clarity to users about your business or what you’re selling?

Motivation: Does your website offer motivation to users and visitors?

Trust: How much people trust your website, company or business?

Usability: How convenient is it for people to use your website and find things/products what they are actually looking for?

These are some of the questions you can ask to yourself while analysing your website for better conversion.

If your website answers all these questions, then you’re on the right track or else you need to fix these things at first place by taking help from an SEO agency and a web design company to set your website design and performance in a user-friendly style.

Technical SEO is the ‘mantra’ for bigger organic search traffic

Rand Fishkin hosted ‘Ask Me Anything’ session with some useful insights for SEO companies and budding marketers.

Organic search is the biggest way to turn visitors into potential customers by showing them relevant things, the things they are searching for. Click To Tweet

We can break the term SEO into three parts- On-Page SEO, Off-Page SEO, and Technical SEO.

On-Page and Off-Page SEO are traditional terms and now we need to focus our efforts in fixing technical SEO for the better and relevant search results. That’s how you can build better consumer base by educating people who came to you in search of some specific information. Remember, information and data hold the key to success. Your content repository should suffice all consumers’ queries and answer all their questions. This is the opportunity what you need to seize by showing and presenting them with what they are looking for! 

Never leave user generated content opportunity

Customer data is the foundation on which you can build out the rest of your marketing strategy. You shouldn’t be afraid to try user generated content as it is one of the best way to build trust and generate more leads. It shows the authority and encourage people to participate in business conversations.

User generated content is a powerful tool for sales. Click To Tweet

Reviews are important to help in customer’s make an informed decision whether to buy or a product/service or not. A positive rating from a real customer can really add value to buyer’s decision-making process. That’s how user generated content works, and you shouldn’t let such opportunities go.

Turn anonymous visitors into superstar customers

‘Trust’ is the business we are all in. IMPACT Partner and renowned author Marcus Sheridan explained the importance of establishing trust amongst users, once you’ll be able to do so, it is easier to convert them into your customers. And you can do this with the help of content marketing; producing and publishing content as per user’s need.

Your content should address a single question a buyer might have regarding your business. Click To Tweet

There is a need to align your web design company while creating a content-first interface website to highlight the content. 

A Standalone HubSpot CMS

HubSpot is now offering its CMS as a standalone product like other major players in the market such as Sitecore, Acquia, WordPress, and Adobe experience Manager. This is good news for all the enterprise class business who want to get a complete marketing automation platform along with a complete CMS. HubSpot is the only CMS, that offers a combined power of CRM and CMS.

HubSpot CMS is now available as a standalone product and you can purchase it or you can combine it with any hub for $300/ month. 

These are the main highlights and key learnings from the ‘INBOUND 2018’ conference. We’re are quite motivated to implement the new inbound strategy, are you? Please leave your thoughts in the comments below.

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