HubSpot is a revered name in the marketing space, but do you know really what HubSpot marketing does? HubSpot offers a comprehensive suite of tools designed to enhance marketing efforts and drive business growth. We’re looking at what HubSpot marketing entails and how partnering with Contentworks Agency can improve your email marketing ROI. This article features insights from from Mike Eastwood, Founder of Webalite and Portal IQ and certified HubSpot partner agency.
Mike, How Did You Train To Be A HubSpot Consultant?
In 2016 I became a HubSpot partner offering email marketing to clients. Learning through doing. Being part of the community, learning from the Q&A there, then becoming someone who answers questions. I’m now in the top 10 globally for all-time solutions in their community with over 400 solutions (i.e. answering questions).
Understanding HubSpot Marketing
HubSpot is an all-in-one marketing, sales, marketing and customer service platform. It helps companies attract visitors, convert leads, and close deals. HubSpot provides tools for content management, social media marketing, web analytics, and search engine optimisation, among a ton of other functionalities. Here are some of the core USPs of this platform:
- Inbound Marketing. HubSpot is known for its inbound marketing approach, which focuses on attracting customers through relevant and helpful content, rather than disruptive advertising. This involves four stages: Attract, Convert, Close, and Delight. In a nutshell, the point is to convert strangers into brand advocates.
- Marketing Hub. This is the central module for marketing activities within HubSpot. It includes features for blogging, SEO, social media, ads, email marketing, and automation. The Marketing Hub enables businesses, and their marketing agencies, to create and manage marketing campaigns from a single platform.
- CRM Integration. HubSpot’s Customer Relationship Management integration allows for better tracking of interactions and more personalised marketing efforts based on real customer data.
- Compliance and Deliverability. Did someone say compliance? We’re all about that here at Contentworks, the leading financial services marketing agency. Ensuring that your emails reach the intended recipients and comply with regulations like GDPR and CAN-SPAM is critical. This helps manage your email lists, maintain your reputation, and ensure high deliverability rates.
- Analytics and Reporting. HubSpot provides detailed analytics and reporting tools that offer insights into the performance of your marketing campaigns. These insights help you (or us) to create more accurate, targeted content that hits the sweet spot.
What Are The Biggest Mistakes You See With Email Marketing?
Segmentation and targeting – people send the same email to their entire DB. You need to be more targeted, know who to email and when. Open rate is a vanity metric (could be a bot, or if they have privacy turned on you don’t see that). Engagement with clicks to your website is the one to look at and the success/conversion of that visit.
What’s The Best Way To Convert An Email To ROI?
- Make sure you have defined your goal of the email – are you lead nurturing, making an offer?
- Where is the email in your funnel (e.g. MOFU?)
- The Thank you page is key as it helps reduce buyers remorse – gives next steps and helps with transparency.
How Contentworks Agency Provides HubSpot Marketing
Email marketing remains one of the most effective channels for engaging with clients and driving conversions. And at Contentworks Agency we don’t just write them for you. We can manage your entire email funnel too. Our HubSpot marketing consultant plays a crucial role and can help you with all of the following:
- Strategic planning and consultation
- Goal setting and strategy development
- List segmentation and personalisation
- Personalised email content that’s funnelled for your lists
- Automation and workflow optimisation
- A/B Testing and campaign optimisation
- Measuring the success of email marketing campaigns
HubSpot Expert Marketing Tips
Contentworks Agency provides expert unique content, in addition to a HubSpot consultant to develop and execute your funnels. Here are some top tips from our team:
- Focus on attracting customers through valuable content rather than intrusive ads. We can create unique blog posts, eBooks, and landing pages that address your audience’s pain points and provide solutions. We don’t use AI to write our content, so your emails won’t land in a “yawn” folder.
- Ensure your website and content are optimised for search engines. We use keyword research tools to find relevant terms and incorporate them naturally into your content. HubSpot’s SEO tools can also help you track and improve your rankings.
- We use HubSpot’s segmentation features to tailor your emails to different audience segments. Personalised emails have higher open and click-through rates, increasing engagement and of course, that all important kerchiing!
- Set Up Automated Workflows to nurture leads and streamline repetitive tasks. This might be to follow-up emails after a prospect downloads a resource like a whitepaper. This avoids human error like forgetting a lead.
- Develop Lead Scoring to prioritise high-quality leads for your sales team. Assign scores based on criteria like engagement level, demographics, and behaviour so the right leads get followed up at the right time.
HubSpot marketing is a must have item among brokers, banks, fintechs and everyone in between. Book a free Zoom with our marketing team to learn how we can improve your content marketing and client acquisition.