By Marina Sala, on 9 March 2020
In order for your inbound marketing strategy to come to fruition, you need to have the right tools. If your information is distributed across various different websites and you’re having to comb through leads manually, then you’re wasting valuable hours that could be used elsewhere.
At Cyberclick we have been working with HubSpot for some time now and it has transformed our team. Not only does it help to fuel our inbound marketing tactics, but it also assists in sales and client needs. Suffice it to say, we have plenty of experience with the tool. So in this article, I’ll share the benefits of HubSpot as well as some best practices tips and tricks.
What is Inbound Marketing and HubSpot?
Before we dive into the HubSpot itself, let’s quickly review the key concepts presented in this article.
Inbound marketing is a methodology that is based on non-intrusive advertising and marketing techniques. It is the opposite of outbound marketing, which is marketing that interrupts consumer’s day to day life with irrelevant or unnecessary messages.
Inbound marketing seeks to help the user by offering valuable content that attracts them to the brand’s website. This is a complete methodology that accompanies the user throughout the conversion funnel, from the first time they ever interact with your brand to until they become a customer.
HubSpot is a marketing, sales, and customer relationship management software. These 3 legs are separate and you can purchase them independently, which means you can focus on the aspect that you care about most. But, if you really want to accelerate your business’s growth then I recommend utilizing all three aspects.
In addition to having its own programs, HubSpot can integrate with over 100 different applications and third-party programs.
What is HubSpot?
HubSpot is an inbound marketing, sales, and service software. HubSpot offers four different distinct products: HubSpot CRM, Marketing Hub, Sales Hub, and Service Hub.
HubSpot CRM is perhaps the most popular HubSpot product because it is completely free. It’s a good introduction to HubSpot and everything they offer.
HubSpot CRM gives you everything you need to organize, monitor, and nurture your sales opportunities and current customers.
Its most beneficial characteristics are its management of contacts, deals, and tasks.
As the name suggests, the Marketing Hub manages marketing tasks, allowing your team to dedicate time to generating inbound marketing campaigns and getting more leads.
Marketing Hub includes everything you need to convert your visits into leads and initiate different actions, like reporting, creating landing pages, and creating forms.
The most beneficial aspects of this plan include the generation of sales opportunities, like marketing automation and analytics.
Unsurprisingly, the Sales Hub is the sales the side software, allowing you to visualize the phases of your sales process and analyze which phase of the funnel your leads are in. You can assign tasks to other people on your team, organize meetings, automize repetitive tasks, and close sales faster.
Its most beneficial aspects are email tracking, scheduling meetings, and email automation.
Lastly, Service Hub is the customer support software, through which you can manage customer requests, give feedback, and manage the entire relationship. This is an essential part of delighting customers, retaining them and making them brand ambassadors.
The most beneficial parts of this plan are the tickets, client feedback, and the knowledge base.
The 6 Benefits of HubSpot for Inbound Marketing
1. Increasing Web Traffic
HubSpot has 5 key characteristics that help to bring high-quality traffic to your website:
- Ad Software: It helps you measure the impact of each stage of the conversion funnel. In HubSpot, you can manage all of the Social Ads campaigns (Facebook, Instagram, and LinkedIn) and Search Ads (Google).
- Blog Software: To create high-quality content that strengthens your growth. Blog content is a fundamental resource than can attract visitors and convert them into loyal readers and, eventually, loyal customers.
- SEO Software: A tool dedicated to positioning your website in Google’s top positions of search results, surpassing your competitors, and creating authority on relevant topics in your brand’s sector.
- Social Media Software: This allows you to connect with important people for your business and not let any relevant social media action pass you by.
- Content Optimization System: If you host your website on HubSpot, then you can optimize it for mobile devices and customize the content for all visitors, without having to hire expert programmers.
2. Lead Capturing Tools
If you are interested in HubSpot for inbound marketing, one of HubSpot’s strongest benefits is its ability to improve your process for finding and attracting leads using many different inbound tools, like:
- Call to actions (CTAs): CTAs are buttons or links that encourage users to take a desired action (for example, buttons that say “Click here to read more!”.) They are a key element for capturing leads because they are one of the first interactions users will have with your content.
- Landing Pages: After a user clicks a CTA, they are redirected to a landing page. A landing page is where traffic that you have attracted previously to your website is able to leave their contact information, using a form, in exchange for a piece of content. HubSpot’s functionality is designed to maximize the conversion of visitors into leads.
- Forms: Forms, either on the webpage or in a pop-up, are the tools where users leave their contact information, allowing you to grow your database. Often times they feature a mix of questions, like name, title, email address, phone number, and questions that allow you to evaluate whether they could be an interesting lead. A key benefit of HubSpot is its intelligent forms, that remember past users and show them different questions, allowing you to learn even more about the potential leads.
3. Contact Sales Opportunities
After you’ve attracted the leads it’s then time to play with HubSpot’s different sales functions. The following are some of HubSpot’s benefits for sales functions:
- Monitor leads and see how they interact with your website in real-time. You can also set up notifications for your team when a contact takes a desired action (like filling out a certain form).
- Email Automation: Since you are aware of how your leads are behaving in real-time, you can send emails to your contacts at the perfect time and know when they open your emails.
- Use templates to create sales emails: Sending emails manually takes up a lot of time and resources. To solve this, HubSpot lets you build customizable templates that you can optimize and share with your team.
- Call your potential leads: You can call potential customers directly from HubSpot, record the calls, and leave them in the CRM.
- Program emails: With HubSpot, you can easily program your sales emails directly from Google and send them automatically at the best moment.
4. Close and Manage Sales Opportunities
A HubSpot inbound marketing benefit is its wide variety of tools dedicated to speeding up the sales process:
- Document tracking: You can create a centralized file library for your team to manage within HubSpot’s platform, allowing you to quickly access documents, images, and more.
- Schedule meetings: One of the most cumbersome tasks of the sales process is organizing meetings with leads. But, HubSpot simplifies the process of scheduling and avoids sending out multiple communications.
- Sales automation: You can set up email sequences with only a few steps.
- Manage sales opportunities: You can complete sales activities, look up details about your contacts and their business, and analyze the communication history you’ve had with the lead, all in one place.
- Manage the pipeline: HubSpot allows you to add transactions, assign tasks, and monitor your progress so that you don’t lose any sales opportunities.
5. Multiple Tools in a Single Platform
With Marketing Hub, Sales Hub, and Service Hub, you have all of the different marketing, sales, and customer relationship tools centralized in one single spot. This is by far one of the most valuable benefits of HubSpot for inbound marketing. You don’t have to waste time switching between different tools, and instead can keep track of everything that's going on at different points in the process.
Switching between multiple tabs and websites is tiring and inefficient. Worst of all, you won't have cohesive tracking abilities if all of your data is strewn across different sources. Instead, with HubSpot, you get the benefit of knowing which article a contact has read, what actions he has taken on your website, and where he has looked, all within one platform.
6. Technical Assistance
HubSpot is more than a software solution; they also offer a full kit to help you succeed:
- Groups of users in your zone: There are groups of HubSpot users all over the world, meaning you can learn from others and take inspiration from what’s worked for other businesses.
- HubSpot Academy: HubSpot offers a library of hundreds of courses to learn about almost any digital marketing topic.
Along with offering support to their users, HubSpot also has many different free tools available to the inbound marketing community like Website Grader and Make My Persona.
In conclusion, if you’re looking for an inbound tool that does it all, HubSpot needs to be in your arsenal.