Inbound Marketing Certification

Learn inbound marketing techniques that range from creating content, using social promotion, converting and nurturing leads, and all the way to marketing to your customers.

Inbound Marketing Certification

Course Description

The set of lessons in this certification course from HubSpot Academy will take you on a tour of inbound marketing, so you can begin building your inbound marketing strategy. You’ll learn different inbound marketing techniques that range from creating content, using social promotion, converting and nurturing leads, and all the way to marketing to your customers.

Course Outcomes:
  • Learn why inbound leads cost 61% less than traditional marketing campaigns, and why your sales team will love them.
Course Details:

Target Audience

This course is for anyone looking to develop an inbound marketing strategy that delivers quantifiable business results.

Access Timeframe

Lifetime

Prerequisites

Prior experience with marketing is helpful, but not required.
Certificate Info:

Type of Certification

Certificate of Completion

Format of Certification

Digital

Professional Association/Affiliation

The HubSpot Academy certification is a globally recognized certificate.

Method of Obtaining Certification

You can view your certifications in your HubSpot Learning Center. Once you view a certification, you have the option of adding it to LinkedIn, downloading a printable version, and embedding it.
About Instructor:

Jorie Munroe

Joe Del Bene

Justin Champion

Crystal King

Courtney Sembler

Lindsay Thibeault

Course Outline

The buying process has changed. Buyers today are more empowered than ever. Buyers have information readily and infinitely available to them by simply doing a quick search on their mobile phone. The internet provides buyers instant information gratification. As technology has changed and will continue to change, buying behavior will continue to change. Inbound is about evolving to this adapting buying behavior.
A long-term plan identifies and organizes all the initiatives and campaigns over the course of a year where content will need to be created. Simply identifying your plan will help you create content more easily and on a consistent basis. In this lesson, you'll learn how to create realistic goals for your audience, also known as buyer personas, perform an audit that will help identify content needs and gaps to build a helpful, relevant journey for your personas, as well as how to create your content compass by mapping out your content creation roadmap.
When people first started blogging, they mostly wrote personal accounts sharing their lives or their travels. And while people still do this today, blogging has evolved into a much more valuable content medium. Today, blogging is an effective way to regularly publish and promote new content related to your business and industry.
If you want to create effective content that converts visitors into leads and eventually customers, you need to create a helpful, positive user experience that solves for both the searcher and the search engine, not just one or the other. Here's how your content can solve for both: Create targeted clusters of relevant content that each cover a specific core topic in depth. These targeted clusters then need to lead to a centralized hub, known as a content pillar.
Developing a strong social media strategy is key to successfully engaging customers and promoting your business. Your customers and prospects are already using social media and might even be using it to talk about your company or your products positively or negatively. Creating a promotion plan that takes advantage of social and digital technologies will help you shape the conversation, build loyalty, and attract new customers and partners.
Marketers have conversations to build relationships every day. But what if you could use new technology to have one-to-one interactions with every visitor coming to your site? Understanding the fundamentals of conversations and how they can help you not just market but grow your business is key to reaching and delighting your online audience. In this lesson, we'll talk about concepts like SCOPE and time-to-live, as well as what you already know about your buyer personas, to conversationally engage and nurture your leads and customers.
Conversions can act as health checks that let you know if your marketing, promotional, lead nurturing, or conversational marketing strategies are working as well as expected. You want to make sure each conversion is being recorded and that this information is being used to inform your efforts moving forward. Knowing when and where to look to conversions for insight as well as how to implement effective conversion paths and calculate conversion rates is key to the continued optimization of your inbound marketing strategy.
A key challenge faced by marketers today is not getting enough leads. But how do you continue to hit your goals without exponentially increasing your marketing efforts? By understanding the fundamentals of conversion optimization, you can make the most out of your traffic by solving for user problems and improving your site over time. In this lesson, you'll learn about the impact of conversion optimization, the steps to implementing it in your marketing strategy, and how it ties into reporting and analytics.
Understanding the fundamentals of lead nurturing will help you build long-lasting relationships with your customers. The purpose of a lead nurturing strategy is to help your company create meaningful relationships with people at any point in their journey with you. And the first step is to understand the buyer's journey and the types of content you need to offer in each stage. In this lesson, you'll learn how to create a vision for your marketing actions, how to send the right content to your contacts, and how to set the foundation for long-lasting, successful relationships.
It's important to understand that a marketer's role doesn't end after converting a lead. Marketing plays an integral role in helping engage and close leads. It takes a lot to turn a lead into a customer: multiple interactions on multiple channels, good third-party coverage and reviews, a solid sales team, and much more. Take the time and learn how to build a sales enablement strategy that has a significant, measurable impact on the process.
With today's empowered buyer, you need to be in the mindset that your best marketing channel is actually going to be your existing customers and when your customers succeed, it's your best predictor for business growth. Your customers will help prove your brand values. Learn how to better listen, serve, and follow up with your customers.

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