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HubSpot is a tool for high-volume marketers who generate leads through social media sites, blogs or web pages. Its robust analytics are designed to measure the results of inbound marketing. If you sell to more people than you can keep track of in your head, you will find HubSpot to be very useful, especially if you don’t have the time or interest in setting up code or plugins on your website. HubSpot is a sort of “one size fits all” approach to inbound marketing.
Here are some best practices we’ve uncovered:
1. Connect your social accounts
Hubspot supports Twitter, Facebook, YouTube, LinkedIn, Google+ and Pinterest accounts, which means you can set it up to auto-post your blog entries to each of those services, include them in a “Follow Me” widget and best of all, see detailed analytics. The tool tracks mentions of your brand and tells you if those mentions were positive, negative or neutral. The data is also turned into graphs that you can download as Excel spreadsheets.
HubSpot also allows you to interact and post messages onto your social media accounts once they are connected, however, other tools are more robust for posting. We recommend using Tweetdeck or Hootsuite to manage Twitter and Facebook posts. For auto-posting from your blog, Dlvr.it is another great alternative, if you are using your own CMS or blog software than HubSpot’s.
2. A/B test your landing pages
Landing pages are difficult to create in most blogging software, often requiring you to write code. With HubSpot, your landing page will be set up ready to analyze the actions of potential customers. You can also create forms in HubSpot and embed them on other web pages. This makes it really easy to run A/B tests.
If you do not already have a blog hosted elsewhere, you can use HubSpot’s own CMS. It is very simple to use for first-time bloggers and will meet basic needs. If the purpose of your blog posts is to generate leads, it may be ideal to manage your blog through HubSpot and use the measurement tools on hand.
HubSpot allows you to make multiple versions of your landing pages. Having several versions live simultaneously lets you see how users interact with the content. Simply, this allows for a control group with single-variable samples to discover what drives the desired outcome. Combined with accurate analytics, HubSpot’s A/B testing will enable marketers to increase conversion rates and drive sales.
3. Analyze web activity
HubSpot will allow you to track individual leads, a huge improvement on free tools like Google Analytics, which will offer general analysis but based on anonymous activity. Some examples of data include what users clicked before becoming customers, how visitors found your site and what actions generate the highest quality leads.
It’s more than a matter of finding out what channel brought visitors to your website — the analytics identify the channels bringing leads that follow through with sales, so you can see what marketing output produces buyers, and what only brings people who want to browse. Sometimes, it’s a very specific page on your site that brings customers to take action — perhaps a FAQ or reviews section — and your web design and content strategy can be optimized with content known to launch the most sales.
4. Track competitors
HubSpot’s dashboard will give your website a grade, allowing you to compare your performance to your competitors. Up to ten competitors can be tracked and you’re offered insight into lead generation, traffic and conversion rates. Check out your rank for keywords consistently to get ideas on where you stand among competitors and possibly make changes to your outbound marketing materials and landing pages.
5. Integrate with your CRM
If you already use Customer Relationship Management (CRM) software, such as Salesforce, Sugar, or Highrise, you can integrate it into HubSpot. Since HubSpot offers intelligence on leads from the very beginning, this valuable information can be sustained down your sales pipeline. It will also allow marketers to see which campaigns were most effective. This way, your process begins when a user fills out a form on your website or landing page and ends with post-sale analytics, giving you a more holistic view of what it takes to make each sale.