If your company has invested in HubSpot Marketing Hub™, do you feel it's being used to its maximum potential? Many businesses claim that marketing automation needs to be fixed for them. Either way, their system becomes a very expensive CRM or email marketing platform.
There are two simple reasons why organizations struggle with marketing automation:
Lack of content
When it comes to inbound marketing, content is king, and many organizations need help to develop content on a regular basis. Content is the fuel for any marketing automation engine, and without it, why buy the engine in the first place?
Lack of execution
Marketing automation systems are designed to consistently promote large amounts of content across all stages of the buying cycle across multiple marketing channels. You need to push the content out to generate traffic to your website to generate leads that can be converted into new customers and revenue.
The ten signs to look for:
1 - Not Enough content
In the realm of inbound marketing, there is a golden rule: "Content is King." Your content must captivate and provide value to your readers. They need to grab and hold their attention to avoid losing interest and seeking the information they desire elsewhere.
2 - You don't understand your buyer's personas
Knowing your audience is fundamental to successful marketing, and creating buyer personas allows you to tailor your content specifically to the right audience. By understanding your audience's demographics, behavior, and preferences, you can create content that resonates with them on a deeper level.
3 - You're not using keywords and search engine optimization
To make your content more discoverable online, it is crucial to incorporate relevant keywords into your blogs. Keywords play a vital role in optimizing your content for on-page SEO. It is essential to optimize every page on your website, including website pages, landing pages, blog posts, and emails, to ensure maximum visibility and reach.
With HubSpot Marketing Hub™, you can utilize many exceptional tools to guarantee that your website pages, landing pages, email campaigns, and blog articles are optimized for on-page SEO.
4 - You haven't created a marketing campaign
Creating marketing campaigns serves the purpose of crafting a strategic and measurable plan for a targeted content or offer. These campaigns are essential for driving engagement, generating leads, and ultimately converting those leads into customers.
When creating a marketing campaign, it's essential to start with a clear goal in mind. Are you looking to increase brand awareness, drive website traffic, or promote a specific product or service? Once you have identified your goal, you can develop a comprehensive plan outlining the steps to achieve it.
5 - You're not blogging consistently
Posting one blog per month is not enough. To drive traffic to your site, you should aim to publish blog posts at least 3 to 5 times monthly. According to HubSpot, organizations that increase their blogging frequency from 3 to 5 times to 6 to 8 times per month can almost double their leads. So, take into account the power of consistent blogging in boosting your website's visibility and generating valuable leads.
Why limit yourself to just publishing videos when you can also harness the power of blogging? While videos may be captivating, blogging plays a crucial role in establishing your website's authority and making your organization known to those seeking your products and services.
6 - Email Marketing campaigns are not targeting the appropriate market segment
Email marketing is a powerful tool that goes beyond simply sending generic "email blasts" to a wide audience. In today's competitive market, it is crucial for businesses to identify their target market segment(s) and personalize their messages to resonate with that specific audience.
By understanding your target audience's needs, preferences, and pain points, you can create personalized email campaigns that deliver relevant content and drive engagement. Personalization can include using the recipient's name in the email, tailoring the content based on their previous interactions or purchase history, or even segmenting your email list based on specific demographics or behaviors.
7 - You're not publishing your content on social media
In today's digital age, social media has become an indispensable tool for B2B marketers. It's no wonder that 84% of them are utilizing social media in some capacity. The reason is simple: social media has a lead-to-close rate that is 100% higher than outbound marketing. With the help of a marketing automation system, promoting your content on social media becomes a breeze. You can schedule your blog posts in advance and have them automatically published on LinkedIn, Twitter, and Facebook at specific times or dates. Take advantage of this powerful feature to maximize the reach and impact of your content.
With the HubSpot Marketing Hub™ Pro, you can effortlessly publish, monitor, and analyze your social media posts all in one place.
8 - Your website doesn't have enough CTAs
A well-designed and informative website is essential for showcasing your company's offerings. However, without effective calls-to-action (CTAs), you are missing out on valuable opportunities to engage interested buyers. It is crucial to have multiple landing pages that cater to inbound leads at different stages of their buying journey.
By offering a range of CTAs, including more than just BOFU CTAs, you can effectively capture leads and lead them through the sales funnel, ultimately driving them toward conversion:
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TOFU: Top-of-the-Funnel Offers: ungated access to blog posts, datasheets, infographics, overview videos of your company, product, or service, and customer testimonial videos
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MOFU: Middle-of-the-Funnel Offers: eBooks, whitepapers, and case studies
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BOFU: Bottom-of-the-Funnel Offers; some type of free assessment, evaluation, or trial
HubSpot reports that companies with 30 or more landing pages generate 7x more leads than those with fewer than 10 landing pages.
9 - You're not using automated workflows
Automated workflows are a game-changer when it comes to boosting productivity. Not only can they assess the activity of your leads, but they can also identify which ones require nurturing. Additionally, automated workflows enable you to create email drip campaigns that can be triggered by specific dates, times, or events. With these capabilities, you'll never miss out on potential opportunities, and your valuable time won't be wasted.
By neglecting the use of automated workflows, you are missing out on potential opportunities and wasting your valuable time.
10 - CRM Utilization
All marketing automation systems integrate with CRM systems, and several, such as HubSpot, have an optional CRM system as part of their marketing platform. Enabling integration between your marketing and CRM platforms will help create tighter alignment between your sales and marketing organizations.
Simple things like adding, changing, or deleting contact and account information can be easily accomplished. By using workflow capabilities, your marketing system can automatically score inbound leads and immediately notify the appropriate salesperson about the opportunity.
Conclusion
In order to achieve the objective of consistently generating new leads, it is essential to leverage all aspects of the marketing automation system. These interconnected capabilities were designed to work in harmony, making investing in a marketing automation system truly advantageous.
Many organizations opt for a patchwork approach, combining various marketing tools from different vendors to create their systems. However, this hodgepodge setup often leads to confusion and additional work. While it may seem cost-effective initially, it needs to deliver the desired results in the long term.
Every marketing automation system is a powerful tool to implement and enhance your marketing strategies. However, the success of these strategies ultimately depends on the quality of the content you deliver and the effort you put into it.
Visit our HubSpot Services page to learn more about how we can optimize your HubSpot platform.
