Last week we wrote an article on the benefits of inbound marketing, in which we briefly mentioned that this figment of pure genius originated from the virtuous minds of HubSpot - yes we like HubSpot, is it that obvious?
HubSpot defines itself as an inbound marketing software platform, which is what it is, but it is also so much more. And if you know how to use it, the software will help you work all of that magical digital marketing goodness that we discussed earlier.
First of all, let me explain what HubSpot’s biggest asset is. Well, it’s data. Just plain and simple data. However, when using HubSpot, that data quickly transforms into information - and not just information, it turns into actionable information. So all there’s left to do for you, is action.
CTA’s and landing pages are used to convert visitors into leads. A CTA is a call to action, which really is a self-explanatory term. Do you ever see those buttons that say: ‘Click here to download our guide!’, ‘Subscribe now!’, or others like that? Well those, my friend, are CTA’s. And they work. HubSpot helps you in creating these CTA’s, as well as tracking them: How many times was the CTA viewed? How many clicks did it get? Did it actually prompt people to take action? Also, a CTA is one of those things that’s crucial to your website, like we mentioned in one of our previous blogs.
Okay, not the best example, but you get the gist.
2. Landing Pages
A landing page is a page on which one lands… Yes, rocket science, I know. A landing page is usually created to generate conversions and is connected to a marketing campaign. A landing page is a page that is set apart from your website, meaning it can’t be reached from the main website - there is no navigation on the actual website that leads to this page, and vice versa. The pages usually contain offers, which you put on there in exchange for data of your customers. The offers can be accessed once the visitor enters their personal information - which can then be used for marketing or sales purposes. Once again, HubSpot will help you in creating these. They have pre-set designs, and can even help you create ones that fit your current website design. Keep in mind, they’re the leaders in their field - they know what they’re doing.
If you are already working on some of your stuff in Google Adwords, Facebook ads, or any other platform, try using the HubSpot Ads tool. The Ads tool lets you track, analyse, adjust, and create your ads from one place. You’ll be able to cumulatively go about your ad business, or take each platform on its own. By using HubSpot for your ads, you’re also able to integrate other pieces of HubSpot wizardry into your Ads, such as the buyer personas or the inbound strategy discussed in our Inbound Marketing blog.
4. Strategy and SEO
Well say you’ve integrated Google Adwords, let’s start using HubSpot for content marketing and SEO purposes as well - and it’s absolutely amazing. This is simply because HubSpot is a marketing company at essence, let’s not forget about that. Their content topic clusters are an absolute lifesaver. By visualising the content structure, making sure it is all linked, and using the HubSpot suggestions to ensure you create SEO suited content, you will succeed.
5. Email Marketing
Not only does HubSpot help you in creating and designing emails, it does a really good job at tracking and analysing them. It will tell you whether the email was read, skimmed or glanced at - based on how long the email was opened for. It will tell you when it was opened, which platform was used, which device, and all of this on top of the basic statistics such as delivery rate and bounce rate.
Lastly, there’s Smarketing. Smarketing stands for the alignment of sales and marketing. Cringy, I know. But give it some thought, it makes sense right? Marketing and sales have always had this kind of ‘rivalry’, whether it was conscious or not. This rivalry is not just bothersome to the people witnessing it, it can also damage business. In an optimal situation, marketing and sales work hand in hand. It is the job of marketers to make sure the right product or service is at hand and is presented to the right people, in the right way. The sales department will then sell this product or service, and accompany the buyer through the journey of becoming a customer.
Now imagine having all relevant data on how the buyer was found, attracted, targeted, however you wish to call it. Having this data available to the sales department makes it so much easier for them to sell, as they are already aware of who they’re selling to, meaning they know how they should sell to them. This also works in reverse, if marketing is presented data from the sales department, it can spot gaps or peaks when it comes to buyer personas or target groups, it can find patterns within these segments and adjust its strategy.
HubSpot does this for you. It shows you the relevant data to a variety of situations and lets you control both marketing and sales processes at the same time through a variety of functionalities: lead intelligence tool, lead notifications, contact/lead updates, closed deals revenue chart, channel reports, and many more.
So get your marketing back on track, and get in touch with one of Digital8's team members today! Check out more about our inbound marketing service here.