‘Attract. Engage. Delight.’
It’s called inbound marketing and the principles are simple, intuitive, and as conceived and executed by Hubspot, notably game-changing. Spawned at MIT in 2006, with a cool west coast vibe, Hubspot is a company and a software product, it’s both. The central takeaway is ‘publish your way in’. Not with blanket email campaigns, ads, or phone calls – that’s ‘outbound’, an annoyance and ignored for the most part.
- Attract. Publish compelling content – write, educate, be of service. Your vehicles include your website, blog, video and social media.
- Engage. Listen very carefully to your prospective clients. This is key. What is the problem that needs to be solved? Think, be creative, have a dialogue.
- Delight. Offer a solution. One size does not fit all – cater to your clients’ needs and desires now that you know what they are.
- Everybody’s happy. You have happy clients and happiness is contagious.
There are nuts and bolts, of course, powerful online tools for content management, web analytics, SEO and more – all fodder for another blog post. But this is not about that, it’s about Hubspot’s philosophy – valuable content, a targeted approach, a personalized solution.