Want to grow your site traffic, increase your lead volume, and convert more leads into actual sales? This isn’t a trick question. All businesses do. That’s why the takeaways from HubSpot’s latest ROI Report are so incredibly show-stopping.
According to 2012 survey findings—compiled for an MIT Sloan School research project—HubSpot tools are generating BIG results. Here are some highlights:
- A whopping 92 percent of companies using HS for inbound marketing reported increased site traffic—most saw improvements in less than five months.
- More important, 38 percent of companies doubled their lead volume; the majority of companies saw leads grow by at least 50 percent.
- And MOST important, 42 percent increased their lead-to-sales conversion rate, often in less than 12 months.
At Precision Marketing Group, we’ve been certified HubSpot partners for years. But we’re constantly learning new tips and tricks within the HS channel. Every day, we use HubSpot tools to drive more business for our clients and our own agency. This three-part blog series offers a look inside our HubSpot-fueled, inbound marketing process. If you haven’t already, check out Part One and Part Two. Then keep reading for the piece that everyone really cares about: sales and profit.
At this point, you know how to attract your desired audience, and how to educate/engage your audience. If you’re doing it right, you even have prospects’ contact information and background data by now. Next, here’s how HubSpot will help you zero in on sales:
1. Marketing Automation
If you’re not using HubSpot, you may be following up with prospects according to your marketing calendar, instead of in conjunction with their readiness cues. This is essentially interruption marketing, and most people are skilled at ignoring it.
By contrast, automated marketing is triggered by your prospects’ specific actions. So your response can always be timely, personalized, and relevant. Let’s say your prospect downloads an offer you’ve presented or visits a page on your website related to pricing quotes. HubSpot offers synchronized technology that will automatically deliver a meaningful message to that lead, incorporating the dynamic data points you’ve gathered. You can also schedule progressive reminders and updates, according to a timeline that works best in your space.
2. Emails and Lead Nurturing
Lead nurturing is the art of relationship-building between your business and your prospective clients. It’s a component of inbound marketing, but it purposely avoids the usual sales talk (which isn’t very nurturing) to help prospects view your brand as knowledgeable and trustworthy. It also helps to extend the conversation while prospects are moving (sometimes dawdling) through the sales funnel, so your name and contact information are still at their fingertips whenever they’re ready to buy.
There are lots of best practices to keep in mind when nurturing your leads, particularly if you’re using progressive emails, offers, auto-responders, thank-you pages and landing pages. We’ll delve further into those in a later post. For now, it’s important to note that HubSpot makes emailing and lead nurturing easy—with ready-to-use templates or custom design options. HS will also merge your marketing database and your email efforts for easier segmentation, which means you can craft super-focused messages for very specific subsets within your audience.
3. Reporting and Analysis
After all this interaction, your prospects should be ready to move in with you—never mind buy your service—right? But keep in mind you haven’t really done much heavy lifting. So far HubSpot has allowed you to plug in some case-specific messaging (a content marketing team can help you write for the different scenarios), and has helped you nurture prospects with information that is automatically triggered.
Now, because HubSpot tools are so thoroughly integrated, you can create traffic and conversion reports that show you exactly where your efforts are most effective. With HubSpot reporting you can identify your best prospects, dive deeper into lead scoring and segmentation, or A/B test different messaging strategies. Your sales and marketing teams will have clearer direction about how and where to spend their time. And you’ll be able to assign concrete value to the time you or your outsourced marketing agency spends on blogs, emails, white papers, newsletters, etc.
If you have any questions about using HubSpot and inbound marketing for your small business, contact the PMG team. We're happy to help!