Here are the 6 Most Likely Reasons…
If you are using Hubspot’s inbound marketing software then you already know that Hubspot software is considered one of the best online marketing software platforms around.
So let’s take a look at some of the most common reasons why companies fail implementing Hubspot software without a Hubspot certified partner or marketing agency:
1) Not Investing Enough Time Implementing the Hubspot Platform Effectively
Jumping in to the Hubspot marketing platform can be both exciting and overwhelming. There is much you can do with it, much to learn and much to test. This is one of the reasons why people don’t find success quickly.
The time investment to implement with Hubspot software properly can be demanding. Hubspot implementation requires users to spend time training on the platform. And beyond training there is still a lot to do getting started. There are processes to set up, research that needs to be done, team training and finally - the work of developing and producing your inbound marketing content.
2) Not Spending Enough Time on Strategic Planning
There is much to do and many features to use so it’s tempting to jump right in. Users start posting, creating landing pages and publishing content to social media. The thought is; to plan while also doing this work to keep up with blog publishing, SEO and any momentum currently there.
The problem with this approach is that users who end up throwing together a messy overall online marketing plan are simply not taking advantage of everything that can be effectively done with Hubspot.
When implementing your marketing strategy, creating content targeted to your ideal customer personas and using research based data metrics for tracking your results are best practices.
Persona targeting and results tracking are extremely important for successful marketing campaigns that allow you to acquire the right or ideal customers for your business.
How can your company deliver ideal content to ideal customers if you haven’t thoroughly researched and reviewed your target market niches?
Or spent the time necessary to analyze and construct your customer personas?
When you don’t determine specifically who you are marketing to, you are trying to market to a generic customer and that isn’t a productive approach.
3) Not Enough Advanced Training or Effective Hubspot Platform and Tools Integration
While Hubspot requires new users to dedicate themselves to a range of training elements, the reality is many Hubspot customers who don’t work with a Hubspot Partner or Certified Marketing Agency try to bypass the learning and training phases required for proper platform implementation.
Without proper orientation Hubspot customers start using the Hubspot marketing platform tools ineffectively. Important elements of inbound marketing strategies or techniques may be deemed unnecessary and overlooked. Staff members who would greatly benefit from advanced user training may not get it while others who have access to training materials can’t set aside the time required to learn how to use the Hubspot platform effectively.
Everyone who is working with the Inbound Marketing Process should have access to training and support. Each employee or contractor needs to understand how the company will use the Hubspot Inbound Marketing methodology to improve sales and what their role in that process is. Without the proper training, new business opportunities will fall through the cracks.
4) Not Having an Effective Email Marketing Strategy
Segmenting, Scoring and Nurturing You Leads
Once blog posts are written, landing pages are published and calls to action are in place, a new challenge starts when you begin collecting emails. The process of ‘keeping leads warm’ most commonly starts with email as leads are not ready to take action.
Future customers need content that leads them through the sales process. Inbound marketing content should answer your customer’s questions, educate them about your solutions and ask them to contact you for services or make a purchase online.
5) Not Enough Content Getting Published
One aspect of inbound marketing that is particularly important is content publishing. Any company taking inbound marketing seriously needs to dedicate extensive resources into informative, compelling, fresh and useful content on a regular, ongoing basis.
In the planning process your team should brainstorm topics for discussion on the blog as they pertain to your sales process. It takes time to find or develop writers who can provide compelling content on a regular basis. And for inbound marketing to work effectively content must reach each persona for every step of your buying cycle or process.
6) Not Being Socially Responsive
Millions of people are now accessible through social media on Facebook, Twitter and LinkedIn but social media is an aspect of inbound marketing that is consistently overlooked. Social media can be used to improve results in every phase of sales, from top of the funnel to sales itself.
In top of the funnel marketing, social media helps bring exposure to a brand, and traffic to a blog.
In middle of the funnel, those who are already comfortable with the brand can easily be persuaded to sign up for webinars and other free information methods.
And for bottom of the funnel, conversations can be monitored to find people who have questions about products and services but may otherwise be ready to buy.
Every website should have social media icons and active social media accounts to give their visitors another option to follow up with them in the future. The time investment can be rather small while leaving the door open for future sales.
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Hubspot Software User Tips: Develop and Use the Entire Inbound Marketing Toolkit!
- Research - Competitors and Your Ideal Customer Personas
- Plan - Marketing Strategy Elements and your Execution Timeline
- Content - Content Creation and Content Marketing Elements/Channels
- Optimization - Keyword Strategy, Selection and On Page Optimization
- Calls to Action - Targeted CTAs for Ideal Customer Personas
- Social Media - Content Creation and Updates for Social Media Channels
- Landing Pages - Unique Landing Pages for Targeted Offers and CTAs
- Emails - Targeted Emails and Offers Segmented by Customer Lists
- Phone Calls - Follow Up Calls to MQ Leads, Customers and Clients