It is part of a question that many are asked and even on several occasions have done.
However, knowing that so-called marketing automation software is just that; A program that makes the methodology used by inbound marketing much more effective to generate more and better leads from the different actions that this technique is worth (thus getting a significant percentage of these to become recurring clients and making the above becomes a systematic process), the answer to the question of course would be yes.
Now, deep down I guess the point that many want to get with this and the inevitable question that arises after answering the above is: Is it really worth doing inbound marketing without marketing automation software?
Inbound marketing with or without automation software, that’s the question
Knowing whether or not it is worth doing inbound marketing without automation software is a question that is not easy to answer and that certainly holds a big dilemma for many companies.
While no one can argue that especially for small businesses inbound marketing has come to represent a great option for them to be promoted allowing them to leverage in different digital tools to make themselves known from the content, as well as to generate leads by offering Of ebooks, webinars or downloadable documents that allow the creation of databases, often one of the biggest challenges that implies is related to the fact of achieving the conversion of those leads into customers and knowing the ROI that as such can shed This strategy, taking into account that although several of the activities involved do not involve large investments (which at the same time represents one of its main attractions), in general this does require the investment of important doses of time and effort.
This means that a business can get to generate a significant amount of traffic to your site and even build databases without having to invest too much resources in it beyond the time and effort that develop something like this may imply.
For example, by generating content on a regular basis, achieving positioning of some blog articles in Google or paying ads in AdWords, a company can generate a significant amount of traffic to your site and take advantage of that to create special offers such as downloading An eBook or attending a free virtual conference allowing visitors to access these through a form or landing page to capture their data.
Something similar to the above we could do with social networks. These could help us generate traffic to our site either by sharing articles and information of interest with those who follow us, or by creating ads directly promoting the content allowing us to increase subscribers to our list (database), giving us the possibility to direct them to A specific profile of people through multiple segmentation options.
Although all this we have talked about so far is good and is part of what the inbound methodology is looking for, we cannot just stay in search of increasing the traffic to the page so that more people will also become part of the Funnel of conversion and in seeking to eventually become customers through using email marketing to make periodic shipments to these, and less without using any type of segmentation.
Regardless of the scope, traffic and number of people that are included in their lists or of their conversion funnel, we must remember that inbound marketing must seek to mobilize people throughout the latter in order to filter the Leads generated through different actions that allow us to get it to lead to turn them into customers.
And that’s where things get a little complicated, because unless we have a marketing automation software, this process can become complex and lead us to invest a significant amount of time and effort to achieve it.
However, as long as we do not have the help of a marketing automation tool, it will be necessary for us to carry out several of the things that this software allows us to do on our own, or we could run the risk of staying forever in the same place : Generating a significant amount of traffic to our site and even a considerable number of leads, but still have difficulties in obtaining a tangible benefit of the efforts that as such posed by inbound methodology, beyond reach, visibility and The awareness that allows us to achieve.
While marketing automation software is not required for an inbound strategy to succeed and convert leads into customers, it can help us streamline the conversion process and get better results from the effort involved in A strategy of this kind.
Of course, there is the possibility that even sending without segmentation to a list of contacts can achieve results and that some of these people become customers.
However, marketing automation can lead us to take even more advantage of the power of inbound marketing and generate many more opportunities in case the methodology is already giving us results, or cause it to begin to bear fruit in case that beyond Allowing us to generate traffic to the page and helping us to make a growing number of people part of our conversion funnel, is still not yielding tangible results, or these are not being expected.
Logically, were it not for the high cost associated with marketing automation software the above would be an easy decision to make and in fact we would not need to be talking about this subject.
Since we have already answered the question of whether it is possible to do inbound marketing without having to use automation software at the beginning of the post, you may be wondering how you can optimize your inbound marketing strategy and make it work better without using it Programs like these.
Well, while trying to accomplish most of the tasks and activities that automation software can do on its own is far from any possibility, there are a few things we can do to mobilize people through the Conversion that is what we finally must look for with this strategy.
Things like integrating several services together are indispensable for assembling a system that is close to what an automation software can do.
Aware of this, here are some tools that can work together to help you get better results using this strategy following HubSpot recommendations; A pioneer in the development of this methodology and in the creation of automation software that some time ago showed in his blog an article explaining how companies could apply this strategy in case they could not access a solution such as That they offer, or would like to avoid making an investment like that which their software actually implies.
Tools to optimize your inbound strategy without using automation software
The following are some of the most important tools that HubSpot mentions in your article. Keep in mind that while these can help you optimize your inbound marketing strategy and above all to mobilize the leads you generate through the conversion funnel to become customers, these cannot be equated with the features and benefits that An automation software can provide you, even when operating together such tools can help you achieve better results.
Additionally, you must consider that many of these have a cost, so you must be willing to invest a certain amount of money in them. Even so, compared to the costs associated with a platform like HubSpot, it’s worth it to consider paying for them.
Content Management Tools
They allow you to optimize your content for search engines so that you can generate more traffic to your site and make it more relevant by adjusting it to different parameters that can help you give a much more personalized experience to visitors (once they are inside your site). Site), in addition to performing other functions related to calls for action:
WordPress: A content management and management system (CMS) that can connect with thousands of plugins as well as facilitate the integration of multiple tools (such as those used to do email marketing).
WPtouch: WordPress plugin that allows you to create several themes adapted for mobile.
WP MarketingSuite: It allows to adapt the content shown to the visitors from things like the location in which they are, the way they arrived at the site, the devices from which they are browsing and other parameters.
Gravity Forms: To create intelligent forms.
MaxButtons: The pro version allows you to create and customize your own buttons and calls to action.
Yoast WordPress SEO: To analyze and optimize content for search engines and handle redirects (can be integrated with Google webmaster tools).
Better WordPress Google XML Sitemaps: A WordPress plugin that allows you to create an XML sitemap.
Integrity: A tool that allows you to identify broken links within your site and make redirects.
Google Analytics: Lets you keep track of your site’s statistics and performance in detail.
Creation of landing pages:
Tools like HubSpot can offer a personalized experience to the visitors adapting the content of a page to the interests and the stage in which they are within the cycle of purchase. In this way, they can offer ebooks or documents specially directed to different segments to mobilize people along the conversion funnel and convert leads into clients, something within which landing pages play a fundamental role.
Unbounce: It can be a substitute of the functionality of creation of landing pages of HubSpot that besides allowing to construct this type of pages, allows to create forms and pages of confirmation.
Know what leads and prospects are saying on social networks:
HubSpot offers the possibility to connect the databases with information of each contact in social networks. With this in addition to giving information about how each lead or customer interacts with our site and how these respond to email marketing campaigns, allows an even broader view of these by taking information from their social profiles and even know what They are saying these about us and our company, besides also knowing how they interact with us through these fronts.
Social Report: It is a tool that can mimic the Social Inbox functionality of HubSpot. It allows you to manage all your social networks from one place, to obtain reports and to monitor what is being said about us on the digital fronts.
Send emails to lists of subscribers:
By allowing you to rate your leads in different segments from knowing how they interact on different digital fronts as well as your contact information, tools like HubSpot allow you to send relevant information that will make your email marketing campaigns have a better response Of these and achieve better results.
Mailchimp: This is a good alternative to the HubSpot email tool. It allows you to create subscriber profiles, customize shipments and automate certain tasks, as well as optimize your campaigns and provide access to metrics.
Mailchimp for WordPress: Integrates Mailchimp with WordPress. It also offers forms, topics and statistics.
Track leads within the site:
HubSpot has a tracking tool to learn how leads interact with your page and content, as well as the pages you see within it.
Leadin: The tool offered by HubSpot to carry out this task and you can use it for free. It is a WordPress plugin that helps you better understand visitors to your web page.
Do integrated analysis and help optimize your inbound marketing strategy
Since it encompasses different fronts and activities, you need to have an integrated view of all the tasks that are part of an inbound marketing strategy.
Moz Analytics: Allows to jointly measure the performance of each of the activities that involves an inbound marketing strategy.
While it is possible to do inbound marketing without necessarily having an automation software, when it comes to converting leads into clients such a tool can dramatically accelerate this process and make us get better results from the efforts that as such implies this strategy.