Starting a new job can be challenging. From learning about new clients to understanding basic day-to-day office procedures, it can leave your mind spinning well after office hours. After finishing up my fourth week at Weidert Group, I still feel a bit hazy, but I love every minute of it.
I’m quickly learning that I haven’t even gotten past the tip of the iceberg when it comes to fully understanding Weidert Group’s platform of choice—HubSpot. Coworkers promise that there isn’t a question too stupid to ask (thanks, guys!) when it comes to the all-in-one Inbound Marketing Software system, so I’ve provided some basic HubSpot Q&As I've been asking that I imagine any HubSpot newbie would benefit from.
1. All-in-one can be Overwhelming. Which HubSpot Tools are Most Critical to Inbound Marketing Success?
HubSpot is an Inbound Marketing tool that allows users to consolidate all of their marketing efforts into one place. Users can easily use one of the many tools HubSpot offers to gain the attention of customers that outbound marketing just can’t do anymore. From managing your company’s social media accounts, building Landing Pages/Thank You Pages/Call-To-Actions, analyzing new leads and Search Engine Optimization—IT’S ALL RIGHT THERE. Let’s dig in a little further...
HubSpot provides its users with ways to get content and product out to the public. For instance, have you ever had a problem and you weren’t sure how to solve it? It’s likely that you resorted to good ol’ Google for some help. Millions of people each day search the web in an effort to solve a problem and find a solution, and its HubSpot’s goal to help your product/service not just appear in that search engine—but to appear at the top of the list. Using the Inbound Marketing Methodology, users use HubSpot to:
Attract the best prospects by using HubSpot’s Social Media and Blog tools to bring content that would be most helpful to potential leads.
Convert visitors into leads by creating Landing Pages to get potential leads to fill out forms driving them further into the buyer’s journey.
Close leads and turn them into customers with the help of HubSpot’s List and Workflow tools to help organize and set priorities for the Sales team.
Delight customers by continually providing them value—whether that is additional content, providing recommendations, or giving them opportunities to upsell their clients.
2. If My Traffic Isn't Reaching New Heights, How can I Tell What's Going On?
The Sources Report Tool is a great resource to give users insight on what is working and what isn’t when it comes to your marketing efforts. Best practices for the Source tool are:
- Establish Benchmarks: Set goals and check back weekly to make sure that they are being met.
- Identify Key Metrics: HubSpot wants you to ask these questions:
- What source of traffic am I trying to impact?
- How can I increase visitors, contacts & customers?
- How can I improve the conversion & close rate across channels?
- What marketing action is going to affect the results?
- Check Progress Often: Don’t be afraid to change a few things up within your campaign to gain the best results.
3. HubSpot Is Supposed to Generate Leads, Right? How do the Tools Work Together to do That?
As you might already realize, a Call-to-Action (CTA) is a button or link on your website that drives a prospect to become a lead by filling out a form on a landing page. CTAs are so easy to create, edit and implement in HubSpot without using any code. In the CTA dashboard, you can customize your CTA based on location, source, device, persona, industry and much more.
After a prospect clicks a CTA, they arrive at a Landing Page. HubSpot allows users to create content, add images and forms directly on the page. Easily analyze each Landing Page by clicking the “Analyze” tool to check out what page is doing best. Users can breakdown each page by checking out how many views each page has received, form submissions, new contacts generated and how many leads became customers.
Once you’re in the Forms tool in HubSpot, it’s as easy as dragging and dropping form fields. You can ask any question you would like using a variety of field types—Single-line text, Multi-line text, Dropdown select, Radio select, Multiple checkboxes and Single checkbox.
4. How Do I Tell Which Leads Are The Right Ones?
Lifecycle stages help both marketing and sales teams figure out what contacts are ready to be pursued and which ones need a little bit of nurturing. The Lifecycle stages (Subscriber, Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer & Evangelist) help you figure out how you need to interact with your contact. Surely you won’t treat an MQL the same way you would treat a Customer because their needs are totally different.
With HubSpot’s Lead Scoring Tool, users can assign positive or negative properties to each contact to create a HubSpot Score. What are the types of actions that a contact typically does when they are on your site or social platform? Do you want to only see leads that have opened X amount of emails, who live in the United States and who make $XX,XXX per year? The combinations are endless. Depending on these criteria, HubSpot creates a score for each contact which will help you figure out which leads are best qualified.
Next, use the List tool to create smart lists of qualified leads that have a HubSpot Score greater than or equal to the goal score you set. This is a great way to inform your sales team of potential leads, or to let your marketing team know which leads need a little more nurturing.
5. How Can HubSpot Help Close Customers?
As stated by HubSpot, “Lead nurturing is about keeping your leads engaged with your company, showing them how you understand their specific needs, and building the trust that your company can help them.” Depending on where your contact is in the buyer’s journey (Awareness Stage, Consideration Stage or Decision Stage), it’s important to provide them with content that relates to their specific needs. Sending generic offers or blasting all of your contacts with the same content is not the name-of-the-game when it comes to Workflows. This tool helps you streamline the process so that you can focus on providing great content that helps move your leads down the funnel. Check out 6 lead nurturing No-No’s from HubSpot right here.
6. Once I Buy HubSpot, Where Can I Get Help or Learn More?
Along with getting certified in HubSpot’s Academy, a great place to learn more about inbound marketing is to get help from an inbound agency! For Instance, Weidert Group—A Platinum Level HubSpot Partner—is a knowledge center of everything Inbound. We have a team of highly experienced individuals who can help B2B companies looking to attract more qualified leads and close more customers.