3 Key Ways To Make Sure Your Investment in HubSpot Pays Off

Over the past few years, I’ve seen some great results from inbound marketing across many companies and industries. I’ve witnessed inbound marketing increase traffic, leads, customers, and customer retention rates. And I have HubSpot to thank for a large part of that.

However, it’s no secret that HubSpot costs money. For some companies, that cost is a large investment. When you’re spending money on HubSpot, how do you make sure your investment is worthwhile?

What this really breaks down to is that you MUST practice inbound marketing completely. If you’re practicing inbound marketing, chances are you will be using your HubSpot tools. Some crucial things you should be doing are:

• Whether your website is on HubSpot or another CMS, you should be using HubSpot forms. If you’re using another CMS, you simply embed the form.
• You have to be blogging consistently and often. At minimum, you should be blogging once a week.
• Create advanced content like whitepapers, eBooks, or guides.
• Gate that advanced content through landing pages.
• Nurture your leads that download your advanced content through the email and workflows tool.
• Schedule posts and tweets through the social inbox tool.
• Look at your analytics, whether its on a monthly basis or quarterly. See what works, what doesn’t and make an official report.

Are you struggling to completely implement inbound marketing? Read my article about how to start using your HubSpot software for inbound marketing.

Having templates that don’t required HTML coding every time they’re used can really cut down on time and gives you the opportunity for other members of your team to help with your marketing. It can also help your marketing look consistent, professional, and cohesive. Make sure your templates are mobile friendly and use an easy-on-the-eyes color scheme.

You should have templates for:

• Landing pages
• Thank you pages
• Emails (often multiple for an e-newsletter, simple email, and product updates)

If you don’t have a template or an in-house designer to make one, you can purchase already existing templates in the HubSpot Marketplace or hire a HubSpot partner agency like us to help.

There are many benefits of integrating your HubSpot portal with your CRM. Here are a few of the most important reasons:

• Automation: It automates lead data entry (this alone makes an integration worth it in my opinion).
• Closed-loop reporting: A bi-directional integration allows for closed-loop reporting, which means you can see how good you are at converting leads into customers. And beyond just seeing how good you are at converting leads into customers, you can see what kinds of content are working best.
• List Segmentation: It allows you to exclude customers from emails or workflows so that leads and customers aren’t getting the same content.
• Identifying ROI: It can show if your HubSpot investment is paying dividends by looking at the value of new customers and how many have been closed because of inbound marketing. Make sure to give inbound marketing 6 months or more to starting working completely.

If you don’t have your portal integrated with your CRM, check with your HubSpot account manager to see if there is an existing integration for your CRM.

And there you have it. 3 things you should absolutely do in order to make the cost of HubSpot worthwhile. Happy inbound marketing!