A marketing strategy is only as powerful as the tools and technology you use to track and measure success. In order to analyze whether a strategy is effective and supporting your business goals, measuring success needs to take priority.
For our clients, Hubspot has been the best choice to tackle the four most important sales and marketing tools all on one platform. With Hubspot, we can track, analyze, and report performance from our social media efforts, company website and customer relationship management (CRM) all with the help of marketing automation.
Website: The face of your company and information hub
It’s no longer enough to just have a simplistic company website. A website acts as the fact of your company often before a potential customer sees or speaks to an actual person on your team. Which is why website optimized for ease of use and with content that speaks directly to your customer and their needs is essential.
A fully responsive, SEO-friendly websites (which can easily be created through HubSpot) will create a smooth user experience but in order to understand whether the content you’re creating and design is doing its job there are a few key performance indicators (KPI) to pay attention to which can easily be found through Google Analytics. Such as:
- Audience: Tracking visits, measuring users and sessions and comparing monthly, quarterly and annually you’ll be able to tell if your audience is growing and whether people are returning to your site.
- Traffic sources: Simply put, determining traffic source of your audience shows you where people are finding your site. This will paint a clearer picture as to which channels are providing the most ROI (IE: social, organic, email, direct etc.)
- Session time and bounce rate: These metrics can give you insight into how people are interacting with your website. For example, if you have a high bounce rate, that means people are visiting your website and then quickly leaving. Not ideal. By identifying these issues you can make changes to the structure and content on your site.
- Conversion rate: If you’re trying to get people to take action, you need to be aware of conversion rate. Whether the conversion is clicking the ‘Buy Now’ button or a quote request, understanding how well your content and offers are performing will give you insight on how to improve.
Social Media that supports your business development goals
If your social media activities aren’t related to your business growth goals, they aren’t serving a purpose. I’ve seen many companies hire intelligent, capable social media personnel who are well-versed in the tactics but have never set a strategy for a company before. This almost always results in frustration on both ends: the marketing and sales departments aren’t meeting their quarterly goals, and the social media team feels they haven’t had adequate guidance or training.
The best solution for tackling your social media strategy is a hybrid solution of internal and external resources. Set a social strategy that will resonate with your ideal customers, and ensure your team has all the tools, resources, and knowledge they need to implement.
Customer Relationship Management
As your business evolves, organizing customer information like contact info, interaction history, and lead status can get overwhelming. With a plan in place specifically designed to grow your customer base, a customer relationship management (CRM) tool can make all the difference. A CRM can be especially helpful for manufacturing companies who need to track leads and customers through long sales cycles.
Letting valuable leads fall through the cracks due to information overload and disorganization is a disservice to all the hard work, time and effort put into your marketing strategies. A well designed CRM will keep everything in place, from contact information and sales cycle to communication channels. Having key information in one easy to find spot, makes for seamless communication and allows your sales team to spend more of their energy on what they do best - closing sales.
Marketing automation for stress-free marketing management
We’ve covered the staples of a successful inbound marketing strategy that will boost brand awareness and bring in and nurture new, qualified leads. With this in place, it’s time to focus on automation.
Marketing automation can help scale your business by automating tasks like emails, social media, and customer relationship management. When marketing automation is done right it’s centered around where your customer is in the buying cycle and what their needs are, then provides them with the necessary information they need to buy or get in contact.
Tools like HubSpot make it easy to manage tasks like customizing visual workflows, automating email lead nurturing campaigns, easily publishing blogs and landing pages, tracking analytics. Essentially, it’s the piece that ties your tools for success together and keeps track of your marketing efforts all within one convenient software.
Analyze and pivot
The data you collect will shift over time and consistent reviews are necessary to fully understand the whether your digital strategy is making an impact on your business goals. Continually tracking and measuring results will provide insight to what’s working for your customers and what’s not — making it a must if you want to meet your customers' needs and see real results with your strategy.