HubSpot, through inbound marketing, has taken varied and complex platforms and made them more easily accessible and manageable through one interactive platform. The HubSpot platform itself is made up of a series of products, from landing pages to email distribution, and from social media management to keyword reports. More importantly than what is available, is how inbound marketing methodology, championed by HubSpot, is not just about doing heaps of stuff, but doing everything that needs to be done in a measurable, and manageable fashion. The system allows forms to be created and placed on landing pages to gather client information. Those forms evolve with every piece of information gathered, creating a more detailed picture of the prospect and enabling more specific targeting strategies.Call-to-action buttons can be built, leading prospects to offers or other content items they may find useful.

The system allows forms to be created and placed on landing pages to gather client information. Those forms evolve with every piece of information gathered, creating a more detailed picture of the prospect and enabling more specific targeting strategies. Call-to-action buttons can be built, leading prospects to offers or other content items they may find useful.

 

Hub spot has a blogging platform, similar to WordPress where content can be published, measured and managed without impacting upon SEO. This means that calls-to-action can be placed within blogs, and similar articles categorised together for target personas.

All of this can be overwhelming. HubSpot doesn’t work all the time, and when it’s failing there are usually some very simple reasons. If you are considering buying HubSpot, or are having thoughts about getting rid of it, read these points first.

  1.  Content. If you can’t make it, buy it

Everything in inbound marketing is predicated on quality content. If you don’t have copy, in the form of blog posts, emails, social media posts and landing pages, designed to get results then you are fighting a losing battle. Not only against HubSpot, but also Google and the rest of the marketing world. If you want to engage people through an online strategy, create content that reflects what you are trying to do and entertains your audience.

We Create Content for Hubspot – Click Here

2.  Be realistic about who’s clicking

If you’re becoming frustrated because you’re not getting huge amounts of leads, approach the problem as a scientist and not an emotional being. Look at the types of people you’re attracting, consider whether they fit with your target personas, and adjust your strategy accordingly. Marketers bury their heads in their hands and cry when thinking about how many times a marketing strategy has been stopped, rather than adjusted. If there is a problem, fix it – don’t throw the baby out with the bathwater.

3. Manage the journey, through understanding it

One of the key strengths of HubSpot and inbound marketing is that it enables you to control your prospect’s journey from discovery to purchase. You can offer prospects content to engage them, and present offers that are tailor-made for them and their problem. The thing is, most business people don’t take that journey themselves. Pretend you have been engaged through a piece of content, or enticed through social media or pay-per-click advertising. Start at your website homepage, and take the journey from discovery through to purchase. Is there are an obvious journey?  Is it logical and easy to understand, or is there a chance that prospects are getting lost and/or confused?  If you fix the journey and use inbound marketing strategies to increase the flow of traffic, then you have something of value.

HubSpot works, but not for everyone. If you find the system itself just isn’t right for you or your business, then by all means, check out Marketo, Pardot, Salesforce, or one of the other numerous marketing automation tools on the market. I’m with HubSpot because I believe in the product and the methodology and as a result, I’m motivated to work it as hard as I can – but without that work I would have seen little to no results. If Inbound Marketing is authentic to you, then keep trying; you will get there. If not, don’t sweat it, but make sure you don’t just jump into another platform –  find something you will realistically use.