LGC AFRICA MARKET MASTERY: LESSONS FROM HUBSPOT'S SUCCESS
HubSpot began in 2006, hoping to level the playing field for small and large organisations by offering marketing solutions and tools. Hubspot realised that for their customers to use their tools effectively, they first needed to educate them on the fundamentals. Thus, they developed an inbound marketing strategy that offers the following vital lessons:
- Segment your audience
- Diversify your content
- Address your audience’s needs
- Provide thought leadership
What is inbound marketing?
Inbound marketing is a strategy that involves attracting customers to your business by creating useful and educative content and experiences that resonate with your target audience.It prioritises content creation and information sharing to attract customers, rather than solely relying on ads.
Lesson 1: Segment Your Audience
HubSpot effectively segments its content for different target audiences i.e. sales, marketing or start-ups and tailor makes relevant content, enhancing engagement and satisfaction. Law firms offering different expertise can utilise audience segmentation by providing industry-specific insights, case studies and legal updates that cater to clients looking for a particular legal expertise.
Lesson 2: Diversify Your Content
HubSpot's content strategy goes beyond blogging and includes newsletters, videos, podcasts, resources, and social media content.By diversifying content, law firms can reach a wider audience on their preferred platform using their preferred content medium and cater to different learning styles.
Lesson 3: Address Your Customer's Needs
HubSpot’s content strategy involves putting the customer’s needs ahead of the company’s. They invest in extensive surveys to help understand customer needs and preferences to guide content creation. By understanding your customer’s needs, law firms can not only build trust with their potential and actual clients, but they can create content that provides solutions.
Lesson 4: Offer Thought Leadership
At the core of HubSpot’s content strategy was providing thought leadership for their audience by simplifying complex marketing concepts for marketers at all levels. Law firms can demonstrate thought leadership by focusing on providing solutions for their clients by simplifying legal concepts and processes.
