As avid users of the HubSpot software, we’ve greatly enjoyed every single speaker. But like at any conference, some speeches stood out to us more than the others. Gary Vaynerchuck was one of them and that is exactly who we talk about in our first blog. Another is Brian Halligan. Brian is the co-founder and CEO of HubSpot. He was named Ernst and Young’s Entrepreneur of the Year in 2011 and a Glassdoor 25 Highest Rated CEO in 2014 and 2015. In his free time, Brian teaches at MIT Sloan School of Management.
Brian started off by stating that buyer behavior has changed dramatically in the past ten years. He provided statistics that showed there is more supply now than ever.
And demand? It has remained unchanged.
So now marketers have to be creative in trying to figure out way to sell with this overwhelming choice that consumers face on a daily basis. Halligan’s tips on doing so include: 1) switching from text to video, 2) basically living in social media, 3) automating content and 4) automating buying.
Consumers have become really good at finding what they need. The problem is picking the best product. This is where paid search comes into play. Paid search is more expensive and therefore it signals of good quality.
Halligan also stressed the importance knowing and analyzing how prospects find your company. Did you know that majority of buyers make their decision based on word of mouth. It makes sense, we trust our peers! Powerful prospects tend to trust most people who already bought and experienced the product. So providing reviews, testimonials and just happy customers is key.
After you’ve attracted the potential customer to your website, your content should speak for itself. That is why content is king. Quality posts, videos, etc. will attract quality customers. We can sense when something has a lot of work hours behind it and we appreciate that, even if it is at a subconscious level.
At the end of the day, your hard efforts should be reflected in your happy customer base! While sounding a little idealistic, this model proves to be at the very core of inbound marketing today.
Written by: Aliya Serikpayeva