Grow Your Business with Inbound Marketing

SCORE ExpertAnswers

Brian Halligan, CEO & Co-Founder of HubSpot, shares expert tips on growing your business with the help of “Inbound Marketing."



What are 3 tips for creating stand-out web content?

  • Take a Stand.Share an opinion on an issue. This will generate valuable conversation and, thus, reach.
  • Don’t Talk About Your Business. Prospects don’t care about how great your business is. Instead, they want information that helps them make better decisions related to theirbusiness. Talk about general industry topics and problems, instead of ones related specifically to your product or service.
  • Ask for Responses. In blog posts, emails, etc., ask for feedback and comments from those reading your content as a way to generate conversation and interest.
Q: How will internet marketing evolve in coming years?

While mobile and social media will remain important, local search engine like Yelp will become more prominent. Business owners need to stay aware of how their customers’ information consumption changes in the coming years.

Q: Successful marketing efforts vary in scope from one small business to another. Are there one or two critical elements that they all share?
  • Things change quickly, so be flexible. Today’s best practice is tomorrow’s discarded idea.
  • Know who your customers are, what they value about your company or product, and where they live online. Once you understand that, all marketing efforts will be more successful.
  • Customer experience still reigns supreme. All the marketing dollars in the world cannot undo a bad experience.
Q: Search engine optimization (SEO) is essential to helping customers find your web site. What are some guidelines for selecting the best terms?

Don’t use terms that are too general. An example of this would be picking “auto insurance” instead of a more qualified term like “auto insurance Cleveland Ohio.” Such “long-tail” keywords may generate fewer searches, but they bring in more qualified visitors who are more likely to become customers.


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About the Author

Brian Halligan is CEO & Co-Founder of HubSpot, a marketing software company he co-founded to help businesses transform the way they market their products. Since its founding, HubSpot has accumulated over 8,000 customers.

He is a Senior Lecturer at MIT and author of two books: Marketing Lessons From the Grateful Dead and Inbound Marketing: Get Found Using Google, Social Media, and Blogs, which is in its seventh printing, has sold more than 50,000 copies, has been translated into nine languages, and peaked at #17 overall on the Amazon bestseller list. Brian was named an Ernst & Young Entrepreneur Of The Year 2011 New England award recipient.