Purchasing a marketing and sales software tool like HubSpot may seem like the answer to all of your problems. Your excitement at having such a powerful tool may be quickly curbed by lackluster results.
You already have the tool itself, your HubSpot portal. The capacity of its success is dependent on strategy and inbound marketing strategy execution by your marketing team. We use the word “team” loosely, this team can be as few as one or two people.
The goods news is that growing your potential is 100% in your control! Let’s cover five signs that suggest you’re not maximizing your HubSpot portal to its full potential.
1. Your Inbound Marketing Goals Lack Clarity
Not all who wander are lost, but in terms of inbound marketing, those who wander are! If you don’t have clearly defined inbound marketing goals, you won’t know which road to take to most effectively accomplish your business goals.
Your goals don’t need to be complicated but they should be measurable. At Alaniz Marketing, we have a clearly defined target for monthly website visitors and have a goal for how many of those become leads. We take this a step further by determining what percentage of those leads are qualified and ready to enter our sales funnel.
2. Your Buyer Personas Are Not Defined, Let Alone Uploaded
Have you truly defined your target buyer personas? Without a clearly defined target market, you’re throwing spaghetti against the wall, hoping that something will stick. By defining your buyer persona, you can segment your leads and create lead nurturing content that is specific to that buyer.
Persona-specific content is more likely to resonate and, you got it, more likely to result in turning a qualified lead into a paying customer! The process of segmentation can be incredibly detailed, but to get you started, you can start by segmenting by similar characteristics, like job title, goals, and common challenges. Be sure to avoid these four common mistakes when creating buyer personas.
3. Utilizing Lifecycle Stages Has You Miffed.
Using the built-in lifecycle stages essentially enables your designate exactly which stage of the sales funnel a contact is in. This process of segmentation helps ensure that your contact is receiving the offer most relevant to who they are and more specifically, what stage they are in.
There are seven lifecycle stage designations, subscriber, lead, marketing qualified lead, sales qualified lead, opportunity, customer, and evangelist. You can access the technical steps of how to use lifestyle changes in the HubSpot user guide.
4. You Aren’t Capitalizing On Workflows
If you’re working with a small team to accomplish a long list of goals, workflows might just be your new best friend. Workflows allows you to set up an automated marketing action in response to an interaction. For example, you can create a workflow to send out a specific email based on how a lead completes a form.
Are you planning a webinar? A workflow can be created to thank someone for registering, remind them of the upcoming webinar, and even conduct post-event follow-up. In short, workflows can introduce automated marketing actions to improve efficiency for your team and make sure nothing falls through the cracks.
5. You Aren’t Uploading High-Quality Content, Consistently.
Regardless of how advanced the marketing software is, if the content you are uploading is not valuable and consistent, it will not generate qualified leads. Segmenting your buyer personas will help in this process as it narrows the field of interest. What are some goals of your prospective buyer? Their challenges?
Inbound marketing is all about relationship building. By focusing your efforts on providing answers to your buyers questions, you are building a relationship of trust. Prospective clients will know they can count on you, serving as the perfect launching pad for a formal business partnership!
The Gist
Implementing HubSpot doesn’t mean kicking backing and expecting the portal to do the work for you. Having gone through it ourselves, we know how much work this all is on the front end. We assure you, it’s worth it!
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