Mastering Inbound Marketing with HubSpot and Local SEO

HubSpot is the number one tool on the market for inbound marketing. 
And there’s a good reason for that.

The founders of HubSpot created the term Inbound Marketing, and the rest is history – as they say.

This is why HubSpot is a key tool for businesses who want to make sure they do their inbound marketing really well. Add a springing of local SEO and you get the benefits of SEO in the short term.

Inbound Marketing with HubSpot

1. Inbound marketing principles
   Inbound marketing is the practice of attracting prospects through content, digital ads, email marketing, downloadable material and SEO – as opposed to outbound marketing which encompasses practices related to cold calling, outreach and sales practices that include finding (disturbing) and convincing prospects to consider buying.
   
2. Inbound Marketing Strategy
   Inbound Marketing Strategy includes the creation of high value core content which is then repurposed for social media. It can be as broad and as in depth as your resources can manage, and can encompass any of the items below.
   
   a. Content Creation and Distribution
   – Blogging
   – Ebooks and Whitepapers
   – Videos
   – Podcasts
   
   b. Search Engine Optimisation
   – Platform Selection
   – Content Sharing
   – Videos
   – Podcasts
   
   c. Social Media Marketing
   – Platform Selection
   – Content Sharing
   – Community Engagement
   
   d. Lead Generation
   – Blogging
   – Ebooks and Whitepapers
   – Videos
   – Podcasts
   
   e. Email Marketing
   – Lead Nurturing Campaigns
   – Newsletters
   – Segmentation
   
   f. Marketing Automation
   – Workflows
   – Personalisation
   – Lead Scoring
   
3. Inbound marketing measuring success with HubSpot
   HubSpot is a very powerful tool to measure the success of your inbound marketing. Apart from providing the tools to make the strategy happen, HubSpot provides integrated statistics from every touchpoint. It also helps you track progress and success.
   
   Here’s a list of the data and measurable items available in the HubSpot hubs:
   
   a. Analytics and Reporting
   – Website Analytics
   – Campaign Performance
   – Customer Feedback
   
   b. Conversion Rate Optimisation (CRO)
   – A/B Testing
   – User Experience (UX) Improvements
   – Analytics
   
   c. Customer Relationship Management (CRM)
   – Data Management
   – Sales Alignment
   
   d. Lifecycle Marketing
   – Awareness
   – Consideration
   – Decision
   – Retention

Local SEO

Local SEO is a great addition to HubSpot and Inbound Marketing. You can run Google Ads in HubSpot and align with on-page and off-site local SEO efforts to speed up the return.

Here are some points to execute to achieve short term results with inbound marketing:

Google Ads

1. Target Local Keywords: Use location-based keywords in your ad campaigns to attract local customers. For example, instead of “best bakery,” use “best bakery in [your city].”
2. Geotargeting: Set up geotargeting to show your ads only to users in specific locations. This ensures that your ads reach people who are likely to visit your business.
3. Ad Extensions: Utilize ad extensions like location extensions, call extensions, and site link extensions to provide more information and increase your ad’s visibility.
4. Promotion Extensions: Highlight any special offers or discounts to attract more customers quickly.
5. Optimize Ad Copy: Write compelling and clear ad copy that includes a strong call to action, such as “Visit us today” or “Call now.”
6. A/B Testing: Conduct A/B tests on your ad copies, headlines, and keywords to identify what works best and optimize accordingly.
7. Budget Allocation: Allocate a sufficient budget to your campaigns to ensure your ads get enough visibility and clicks.
8. Remarketing: Use remarketing to target users who have previously visited your website, keeping your business top-of-mind.

Local SEO

1. Google My Business (GMB) Optimisation:
   • Complete Your Profile: Ensure your Google Business profile is fully completed with accurate business information, including address, phone number, business hours, and website.
     
   • Photos and Videos: Upload high-quality photos and videos of your business, products, and services.
     
   • Reviews: Encourage satisfied customers to leave positive reviews and respond promptly to reviews, both positive and negative.
     
2. Local Citations: Ensure your business information is consistent across all online directories and citation sites like Yelp, Yellow Pages, and local business directories.
   
3. On-Page SEO:
   • Local Keywords: Include local keywords in your website content, meta titles, meta descriptions, and headers.
   • NAP Information: Display your business Name, Address, and Phone number (NAP) on all pages of your website, preferably in the footer.
   • Local Content: Create blog posts or pages about local events, news, or activities relevant to your business.
     
4. Backlinks: Acquire backlinks from local websites, such as local news sites, bloggers, and business associations.
   
5. Schema Markup: Implement local business schema markup on your website to help search engines understand your business information better.

By combining targeted Google Ads campaigns with robust local SEO efforts, you can achieve quicker visibility and attract more local customers to your business.

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