There is a large group of marketing professionals and business owners out there that seem to crave difficult tasks. I might be exaggerating a bit, but these people are certainly gluttons for punishment. Of course, I’m talking about individuals who don’t use marketing automation software.
I’m not saying you can’t be a successful marketer without automation software – it has been done, and will continue to be. Yes, marketing automation costs money, but so does anything worth doing. With marketing automation, you can streamline your marketing campaigns and gain access to a whole new world of tools and tricks.
We work exclusively with HubSpot. Their software is both effective and easy to use, especially for those who aren’t very tech savvy. If you want to learn more about HubSpot’s effectiveness, then read on to find out how to integrate this powerful software into your marketing strategy.
Deciding where to host your website
Setting up a website isn’t that difficult these days, especially if you have programming experience or programmers on staff – but what if you don’t? Well, this is the first area HubSpot can improve. Your website can be hosted by HubSpot’s COS (Content Optimization System). This intuitive format allows you to make instantaneous changes to your website with just a few clicks, without the need for any programming knowledge.
It also comes with a helpful blogging platform, which you can use to post all future blog articles. Additionally, the blogging platform comes with one-click social media and email integration, as well as a live preview of your current progress.
Uploading the contacts
Readers of our blog know how much I love the HubSpot Contact Database, but you have to set this powerful tool up. Your business should have a list of contacts that will include former and current customers, leads and business contacts. You can upload this list to the Contact Database, which will then keep a record of each individual. From then on, whenever that individual visits your site or interacts with one of your emails, it will be automatically recorded in the Database.
This is an excellent way to begin tracking your leads, and ensuring none get forgotten or left behind.
Setting up workflows
Another exceptional HubSpot feature is workflows. A workflow is basically a path that you would like leads to follow, usually involving a series of emails. With HubSpot, you can set up workflows that can be activated by certain actions. For instance, if a lead hasn’t visited your site in a few weeks and then suddenly shows up, that can trigger a workflow. In this case, it could be a welcome back email that is sent to them a few hours after their visit. The workflow can then continue with follow-up emails sent out every week, for as long as you deem fit.
You can set up workflows of different lengths (anywhere from just a few emails to several emails) and with various triggers, as well as activate and deactivate them as needed.