Are you frustrated with your current marketing efforts? Getting leads but aren’t sure how to track and leverage user pathways? If you understand the importance of a lead and are considering using marketing automation, HubSpot is a tool that can help streamline your efforts to start seeing results sooner. Here's how to tackle the most common digital marketing issues head on.
#1: You don’t know who is converting or from what medium
Wish you could track all of your contacts on one platform? Once a contact has filled out a form (data capture), HubSpot allows you to see a wealth of information about who is coming to your site and from where, who is converting, and from what medium. It’s the ultimate tracking platform that helps improve marketing efforts by showing you what’s working and what isn’t so that you can focus on the areas where your audience is most active.
#2: You don’t know if your email campaigns are working to generate leads or close deals
Let’s get this straight: email marketing is not dying. In fact, 75% of marketers say they are using more email than they were 3 years ago. And with an ROI of 4,300%, email marketing is a tool for lead generation that should be leveraged – that’s if you’re analyzing, reporting, implementing A/B testing, and optimizing emails. HubSpot's integrated optimization tool provides a checklist for optimization right in the editor: subject line and preview text length, CTAs and links, personalization, sending times, deliverability, and spam score. It also allows you to optimize for mobile and tablet, tag a campaign, create A/B tests, and analyze the performance of your emails to optimize for better CTR.
#3: You don’t offer content based on your visitor’s needs or where they are in their customer journey
According to HubSpot, CTAs that targeted the user performed 42% better than generic CTAs. HubSpot allows you to tailor content based on the needs and lifecycle stage (Sales Qualified Lead, Marketing Qualified Lead, subscriber, customer) of visitors to your site using smart lists, lifecycle stages and Smart CTAs. When a contact returns to your site, the information captured from prior sessions will trigger content based on that user’s lifecycle stage. You can even add in personalization for returning contacts, such as “Welcome back, Michelle!” This improves conversion, moving users further along their journey, while also delighting them.
#4: You don’t have customer journeys mapped to workflows that trigger emails automatically
Workflows allow you to set up automated emails based on persona and buyer’s journey. If a user has filled out a form to get your latest eBook and have self selected themselves as your primary persona, you can set up a workflow to send out lead nurturing emails automatically – this could be as simple as a “Thanks for downloading” or as complex as a series of emails based on time passed. Want a content offer to automatically send at 30 days? Your latest blogs at 60 days? A free webinar at 90 days? Now you can.
#5: You can’t determine your ROI
Every business has a goal: positive ROI. In the Reports dashboard on HubSpot, you can see conversions, create custom reports, and analyze all of your campaigns in one place. Check out if your new Facebook ad campaign is converting leads, compare ads or campaigns in relation to impressions, clicks, leads, and customers, find out which campaigns are underperforming, and see your estimated ROI. Reporting has never looked so good.
Online businesses and marketers all face similar challenges. Finding the right platform to gather data, analyze, report and optimize your marketing efforts will only generate more leads and provide a better ROI so that you can reach your goals and maximize your marketing efforts.
We’re a team of HubSpot-savvy digital marketers that are ready to help your online business put your marketing strategy back into high gear! Get in touch today to learn more today!