什么是入站营销？

The inbound methodology is the method of growing your organization by building meaningful, lasting relationships with consumers, prospects, and customers. It’s about valuing and empowering these people to reach their goals at任何stage in their journey with you.

Why? Because when your customers succeed, you succeed.

The inbound methodology can be applied in three ways:

1. Attract：吸引有宝贵的内容和对话的合适人士，使您成为他们想要与之参与的值得信赖的顾问。
2. Engage：提供与痛苦点和目标保持一致的见解和解决方案，因此他们更有可能向您购买。
3. Delight: providing help and support to empower your customers to find success with their purchase.

When customers find success and share that success with others, it attracts new prospects to your organization, creating a self-sustaining loop. This is how your organization builds momentum, and this is why the inbound methodology serves as a strong foundation for yourflywheel.

What Is the Flywheel?

The flywheel is a business model adopted by HubSpot to illustrate the momentum your organization can gain by prioritizing and delivering exceptional customer experience.

You can spin and build momentum in your flywheel by investing in strategies that acquire and retain customers —forcesfor your flywheel.

On the other hand, anything that slows your flywheel is摩擦. Often the biggest sources of friction for your customers come in the handoffs between teams, so alignment and communication between teams are key to keeping your flywheel spinning.

当您的飞轮基于入站方法时，您的营销，销售和服务功能可以在整个吸引，参与和愉悦的阶段增加武力并消除摩擦。所有组织功能还负责从您的飞轮中删除摩擦。

For example, in the attract phase, marketing will likely play the biggest role by doing things like blogging, event marketing, and running paid ads, but your sales team can also add force by engaging in social selling, and your customer service team can add force by making it easier for current customers to make referrals.

Once you attain enough customers and engage and delight them,they可以通过促进组织并将新客户带给您来保持飞轮旋转。随着时间的流逝，您的飞轮使您不断投资于客户获取。

Let’s unpack some more inbound marketing strategies.

These strategies will help you effectively market to your target audience the inbound way. Below, you’ll see there are specific strategies for each inbound method of attracting, engaging, and delighting consumers to keep your flywheel spinning and帮助您的业务增长.

Attracting Strategies

Inbound marketing strategies thatattractyour target audience and buyer personas are tied to content creation and development.

To reach your audience, start bycreating and publishing content（例如博客文章，内容报价和社交媒体）提供了价值。示例包括有关如何使用产品的指南，有关解决方案如何解决挑战，客户推荐以及有关促销或折扣的详细信息的信息。

To attract your audience members on a deeper level through inbound marketing, optimize all of this content with anSEO策略. An SEO strategy will require you to target specific keywords and phrases related to your products or services, the challenges you solve for customers, and the ways you help target audience members.

This will allow your content and 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.

Engaging Strategies

当使用入站策略吸引观众时，请确保您以一种使他们想要与您建立长期关系的方式进行沟通和与客户打交道。使用这些参与策略时，注入有关您的业务价值的信息将为它们提供。

具体参与strategies may include how you handle and manage yourinbound sales calls. Focus on how customer service representatives handle calls from interested people and prospects. Additionally, be sure you’re alwayssolution sellingrather than product selling. This will ensure all deals end in mutually beneficial agreements for customers and your business — meaning, you provide value for your right-fit customers.

Delighting Strategies

Delighting inbound strategies ensure customers are happy, satisfied, and supported long after they make a purchase. These strategies involve your team members becoming advisors and experts who assist customers at any point in time.

Incorporating thoughtful, well-timedchatbots和调查to assist, support, and request feedback from customers is a great way to delight these people. Bots and surveys should be shared at specific points in time throughout the customer’s journey to ensure they make sense and are of value.

For example, chatbots may help current customers set up a new technique or tactic you've started offering that they’d like to take advantage of. Additionally, a satisfaction survey may be sent out six months after customers have purchased your product or service to get their feedback and review ideas for improvement.

Social media listeningis another important strategy when it comes to delighting customers. Social media followers may use one of your profiles to provide feedback, ask questions, or share their experience with your products or services. Respond to these interactions with information that helps, supports, and encourages followers — this shows you hear and care about them.

Lastly, the mark of an inbound strategy focused on delighting customers is one that assists and supports customers in any situation, whether or not your business gets any value out of it. Remember, a delighted customer becomes a brand advocate and promoter, so handle all interactions, both big and small, with care.

As an inbound marketer, your goal is to attract new prospects to your company, engage with them at scale, and delight them individually.

You also partner with your sales and services teams to keep the flywheel spinning effectively and help the business grow. It's a big job, but the inbound methodology andMarketing Hubhave you covered.

Supporting the inbound methodology is HubSpot's complete CRM platform, which includes all themarketing, sales, customer service, and content management software you need to keep customer relationships front and center. These tools are powerful alone, but they’re even better when used together, helping you grow and market with the inbound methodology.

By combining the inbound methodology with theHubSpot software, you’ll grow your business and get customers to buy more, stay with you longer, refer their friends, and tell the world they love you.