Managing an Inbound Marketing campaign can seem intimidating if you don’t know the ropes. There’s lead tracking and nurturing, social media, keyword analytics, and that’s just the start.
Thankfully, HubSpot offers a fully-integrated, customizable platform that will keep you on track. When all elements of your campaign live in one, central location, it streamlines your workflow. There’s no need to juggle multiple services, so you’ll have more time to tend to consumers.
Excited? We don’t blame you. You’re just a quick read away from learning how you can harness the power of HubSpot to drive successful organic traffic. No offense to PPC(pay-per-click), but there ain’t nothing like the real thing.
Get to Know Your Buyer Personas
There’s no question that you have to know your customer. But knowing what questions to ask in order to understand your consumers is another story.
After you’ve sketched out your Buyer Personas, you can confirm your findings by taking a look at your visitors’ behavior. With lead intelligence, you can determine how a prospect discovered your site, what spurred them to convert to a lead, and how they continue to interact with your brand.
Actions really do speak louder than words. During each stage of the Buyer’s Journey, it will become clear what pain points and inquires are on a particular consumer’s mind. Best of all, HubSpot makes it easy to catalogue and share this valuable info.
Unite Sales and Marketing
You’ve shared everything you know about your Buyer Personas with sales. Great! Both departments are on the same page. But that’s not where your cooperation ends. The members of the sales team will work more efficiently if they’re engaging the right type of prospect. In short, they need plenty of qualified leads.
Defining what constitutes a qualified lead is a collaborative process. However, once the particulars are fleshed out, marketers can pass on promising prospects to sales. Based on a series of triggers (ex: answering yes or no to a particular question), HubSpot automatically brands visitors as SQLs. There’s no guesswork or speculation involved; it’s all a product of your thorough research.
Track Your Marketing Campaign
Data can be your best friend or worst enemy. Raw numbers will give you a piece of the picture, but things won’t make sense if you can’t view them in context.
HubSpot allows you to measure the effectiveness of a campaign and its individual components. For instance, you can see if addressing a prospect by their first name, as opposed to their title, leads to a higher open rate with emails. Additionally, if you want to know what type of content works best for your market, take a look at your top performing posts. The amount of clicks, conversions, and leads will tell you all you need to know.
The Bottom Line
HubSpot is a powerful platform that helps you build Buyer Personas, align marketing and sales, and monitor the performance of your Inbound campaign. The fact that you’re able to accomplish this from one central hub eases the pain of having to use several different tools or applications. Not mention, it saves time! Time that can be better spent making customers happy.
While HubSpot gives you the tools to generate successful organic traffic, you’ll still need a solid content strategy and team. This means a crew made up of a Strategist, Writer, Developer, Designer, and a SEO Wiz.
Quality content creation is more involved than many people anticipate. But if you have the right roadmap, you’ll be able to navigate through the choppiest of waters with confidence. Remember, outside of its technical innovations, HubSpot is an excellent learning resource. Be sure to take advantage of their free articles and offers.