Get my Free Digital Marketing Jumpstart Kit<\/a><\/div>\n<\/div>\n\n\n\nWhy it works?<\/h2>\n\n\n\n
1. The first main reason is because it really builds on the reciprocity principle. The reciprocity principle sense really says that when somebody gives you something for free, then you feel a little indebted to that person. And so in this case, HubSpot’s giving us something for free and therefore we potentially are a little bit more interested in HubSpot than we would have been if we hadn’t gotten this freebie.<\/p>\n\n\n\n
2. The second reason why this works though, is because it actually helps us enter HubSpot’s email marketing funnel. So from here, HubSpot would probably start marketing us in terms of some additional materials that might be useful to us based off the resource that we downloaded. The main thing that I want you to take away from this though, is that HubSpot has built landing pages for each of these resources. They specifically detailed within this page, some benefits from you downloading this resource. And so they are targeting this page in terms of some SEO things that people might be searching for around this particular asset.<\/p>\n\n\n\n
So you can see here how they are answering some commonly asked questions. And they do this on all of their landing pages as well. So you can see this other example in which they’re doing, how to use Instagram for business. And so if I were to just to scroll through this page, you can see how they are answering some frequently asked questions around Instagram for business.<\/p>\n\n\n\n
So they’re targeting these pages in terms of these landing pages, not only for the actual person that’s visiting the page, but also for Google to read exactly what this resource is about and potentially place it up there in terms of some of the organic search results here. So they take this model and they apply this over and over again.<\/p>\n\n\n\n
HubSpot has largely built their business off of inbound leads and they come from all these different assets they’ve built over the years. So what you can see here is that they have 204 resources. And I want you to just think about that. If you had 204 resources for your business, would you probably get more leads than the competitor of yours that only has five or six resources?<\/p>\n\n\n\n
The answer is obviously yes. And so if you were to apply this principle, the way that HubSpot has applied it, you can potentially significantly change the trajectory of your business because you’re creating all these different offers that speak to the different needs of all the different ideal customer profiles that you are trying to target.<\/p>\n\n\n\n